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A Roadmad For Creativity Essay

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Creative Strategies in Advertising
Tuesday, September 05, 2006
(WEEK 4 - 2)

ADVERTISING STRATEGY

A Roadmap for the Creativity
* Strategy is the way you plan to sell the product, not the words and images you use to do so.
* Strategy consist of identifying what you need to say even before you’ve found the right way to say it.
* Strategic planning is the stage between fact gathering and the big idea.

O’Toole’s 3-Point Approach To Strategy
John O’Toole, former president of the American Association of Advertising Agencies, says you should consider 3 things when determining a strategy.
* Who or what is the competition?
* ...view middle of the document...

What is SWOT Analysis?
* A SWOT analysis is a process to identify where you are strong and vulnerable -- where you should defend and attack. The result of the process is a Plan Of Action.
* The analysis can be performed on a product, on a service, a company or even on an individual.
* Done properly, SWOT will give you the BIG PICTURE of the MOST IMPORTANT FACTORS that influence SURVIVAL and PROSPERITY. As well as a PLAN to ACT ON.
How to Conduct SWOT

Part 1) Information collection.

You can conduct one-on-one interviews, group brainstorming or a bit of both.
* You'll first want to prepare questions that relate to the specific company or product that you are analyzing.
Tip: Search for insight through intelligent probing.
Part 2) Preparation and Implementation.
* There are two parts to preparing a plan of action. One is to digest all the data / info / insights you gained from step one. Next, write a plan of action, a list of things 2 do. Or an advertising strategy that takes advantage of strengths and minimizes weaknesses.
* Here are some typical questions and issues

1) Identify and list Strengths:
What are your advantages in attracting quality employees. In performing the service
you provide. In making whatever you make?

What do you do well? Is there anything you do better than most? Better than anyone else?
Consider these questions from your own point of view, and from the point of view of the
people in your target audience. Don't be modest, be realistic.

Be sure to consider the critical areas: people and technology, marketing, and finance.

2) Identify and list Weaknesses:

What should be improved?

What do you do poorly?

What should you avoid, based on mistakes in the past?

Again, consider these questions from an internal and an external perspective. Do other people perceive weaknesses that you don't see? Do your competitors do any better? It is essential to be realistic here, and face any unpleasant truths as soon as possible.

3) Identify and list Opportunities:

Where can you find, or create, a competitive advantage?

What are some major trends in your business? - Consolidation / Diversification? -
Specialization / Generalization?

Opportunities can come from such things as:

- Changes in technology.

- Changes in the types of businesses in your potential market.

- Changes in social patterns.

- Changes in creative trends.

- Changes in demand for certain types of services,

4) Identify and list Threats:

What obstacles do you face?
What are your competitors doing that may result in a loss of clients, customers, market
share?
Are the required specifications for your job, products or services changing?
Is changing technology threatening your position?
Do you have cash-flow problems?

Two Major Parts to Advertising Strategy

Assessment
What's going on in the market, What's the history, the current situation. What are the major trends in the...

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