CREATIVE

ADVERTISIN
G
A Road Map for The Creative Team

Creative Plan
2019
Fikom, Marcomm
A Yudhie Setiawan, M.Si
LET’S TAKE A LOOK ON
POSITIONING
Before going to The Creative Team
 Positioning (Hermawan Kartajaya)
• Merupakan proses menempatkan
keberadaan perusahaan (merk) di benak
pelanggan dengan membangun
kepercayaan, keyakinan, dan trust kepada
pelanggan.
Mengapa Positioning Penting?
 Examples
• Colgate isProtection

• Lux isGlamour

• Axe isSexual Attraction

• Gillette isQuality
Positioning statement
□ Positioning harus diungkapkan dalam bentuk
suatu pernyataan (positioning statement)
□ Positioning memuat atribut2 yang penting bagi
konsumen, harus dinyatakan dengan mudah,
enak didengar dan harus dapat dipercaya
Myers (2006): syarat positioning statement
Mengandung:
a. Klaim yang unik

b. Bukti yang mendukung

 Disney Family Fun Entertainment
Fedex Guaranteed Overnight Delivery
McDonalds Food and Fun
Apple Innovation
Google Simplicity
Toyota Reliability
CONTOH
□ LION AIR: Value for money & We make people fly
Tiket murah dan semua orang sekarang bisa terbang.

□ KOMPAS
 keakuratan dan kesolidan berita, indepth reporting, format
tulisan padat dan lugas, gaya tulisan cenderung moderat,
matang, tidak meluap-luap, konsisten untuk tidak menjadi
koran partisan (independen)
Marketing Communications Campaign to Build Brand Equity
Developing Communications
Campaign

Steps in Developing
Communications Campaign
A ROAD MAP FOR THE CREATIVE TEAM
Define The Strategy

The Creative Brief

Writing The Creative Brief

Formats for Creative Briefs

 WHAT IS STRATEGY?
Strategic planning is the stage between fact gathering and creative execution.
What is Strategy?

Creative Director John Lyons talks about strategy as;

a carefully designed plan to murder the
competition. Strategic planning is the stage
between fact gathering and creative
execution. Strategy is the way you plan to
create a creative communication to sell the
product.
 THE CREATIVE BRIEF
Written by account planners, creative briefs give direction and inspiration to the creative
team. Done right, the brief will help the copywriter and art director get into the mindset
of the target audience.
The Creative Brief

Creative Brief summarize the consumer and brand

insights that are uncovered during the research stages.

In many ways, creating advertising is the same

disciplines as acting. You must start by mentally
discarding your own identity. You have to become the
people you are communicating with. Internalize their
interest, joys, fears, even tastes.

The creative team should get into the mindset of the

customer.
WRITING THE CREATIVE
BRIEF
Writing The Creative Brief

The brief should include what’s relevant to solving the

advertising problem. Ideally, it should be approximately
one page.
 What Message
(promise) must be given Why will that
to the Target Audience message appeal to
What is the communication the Target Audience
(advertising) objective 4 5
3 6
Tone & Manner
of Advertising
Media 8
Platform 7 Deadline

Start 1 2 11

Who is the Target

Audience?
9 10
Creative
Budget
What marketing communication Tasks
problem advertising must address

Brand (Product/Services) Information. CREATIVE

BRIEF
Format for Creative
Briefs
Thank you……