2. Creative strategy

The real creative strategy is one that relates product to yearnings. It is the process that leads to inventions. It involves:

1. The seeing of all facts in new relationships;

2. The discovery of needs and wants in people that even the people may not have discovered in themselves;

3. Hard work.

When you use a creative strategy you need to know every thing about product itself, about competitive products, about the market (its habits, its attitudes, its demographics). You need to ask questions until people hate to see you. You need, in short, to dig, dig, dig. The job of your subconscious is to review and re-review everything you know about a subject. It searches even during your sleep, for new relationships between people and products, searches for new combinations of old ideas, searches for new inside that can give even a very old product the right to ask for a new attention in the market. The purpose of real creative strategizing is simple and vital: the invention of a big idea. This kind of creative strategy work is the highest form of creativity and advertising.

Questions:

1. Enumerate the main topics of the message strategy part.

2. Who worked out the main formula of creativity?

3. What aspects does the copy deal with?

4. What is the goal of the message strategy?

1. Massage strategies. 2. Creative Strategy.

Test.

1. Creativity is essential, but it is ……

a. sufficient

b. unsufficient

c. enough

d. insufficien

2. The text part deals with….. strategy.

a. message

b. content

c. text

d. written

3. The message strategy part will be divided according to ….main topics.

a.6

b.3

c.4

d.5

4. To create the message of relevance, the writers and artists must…..themselves in all available information.

a. do

b. immerse

c. create

d. earn

5. Copy deals with the….aspects of the message.

a. visual

b. verbal

c. written

d. oral

6. Layout deals with the .....aspects.

a. visual

b. verbal

c. written

d. oral

7. The goal of the message strategy ....to develop a message or a series of messages.

a. are

b. is

c. was

d.‑

8. The objective in the process of choosing the message has……components.

a. 3

b. 2

c. 4

d. 5

9. “What you have to say is more important than how you say it.” wrote……

a. Ed Meyer

b. David Ogilvy

c. Ogilvy and Mather

d. Benton and Bowles

10. The real creative strategy is the one that relates product to ……

a. dreaming

b. inventions

c. wishes

d.yearnings

11. It involves the seeing of old facts in new……..

a. point of view

b. places

c. environments

d. relationships

12. The job of your ……….is to review and re-review everything you know about a subject.

a. subconscious

b. conscious

c. head

d. design

13. The purpose of real creative strategizing is simple and …….

a. necessary

b. complicated

c. vital

d important

3. Final Thoughts about the message strategy

Vocabulary:

relevant-уместный

to arouse- вызывать(интерес, нужду)

to suggest-предлагать, предполагать

acceptable-приемлемый

compatible-совместимый

to acquire-приобретать

an effort-попытка

a trashcan-урна, мусорное ведро

to waste-тратить в пустую

to persuade-убеждать

a feature-характерная черта

an overstatement-преувеличение

to respond-отвечать

The statement of message tasks must cover four specific areas:

1) Whom to sell;

2) What to sell;

3) Support of selling idea;

4) Tone of selling idea.

For a message to be effective in accomplishing its tasks it must be:

1. Attention getting. It must attract and hold the receiver;

2. Understandable. It must use symbols that are common both the sender and the receiver;

3. Relevant. It must arouse basic needs and suggest the way to satisfy them;

4. Acceptable. It must suggest the solution that is compatible with the receiver.

In developing objectives and tasks the manager must develop a coordinated company not just one or series of messages. There is an advertising myth that anyone can write an advertisement. But will this type of advertising sell your product or service? Will it give the image you want? Will you acquire new business tomorrow, because of the impression you make today? Perhaps all these efforts will go unnoticed because of poorly planned advertisement. A successful well written advertisement seldom wastes words or time.

A good advertisement delivers a clear message that informs and persuades the leader. There are a few suggestions how to create an advertisement that will deliver the message you want: Write your advertisement from the reader’s point of view, not yours.

Benefits are stressed, not features you are proud of. Keep your language simple. You can easily loose your reader by using unnecessary words. Inform your reader honestly. Avoid overstatements. Instead use persuasive words. Make it easy for your reader to respond. There is no sense in writing advertising if you don’t ask for the sale.

Questions:

1. Enumerate the main specific areas of the statement of massage tasks.

2. “The massage must be relevant”. What does it mean? Explain.

3. What do you need for a massage to be effective in accomplishing its tasks?

4. How to create an ad that will deliver the message you want?

3. Some final Thoughts about message strategies.

Test.

1. The statement of the message tasks must cover…..specific areas:

a. 4

b. 3

c. 5

d. 6

2. For a message…. effective in accomplishing its tasks.

a. is to

b. to be

c. are to

d. to be to

3. It must…..basic needs and suggest the way to satisfy them.

a. arouse

b. increase

c. amuse

d. decrease

4. ….it give the image you want?

a. does

b. would

c. will

d. shall

5. A Successful well-written advertisement seldom …..words or time?

a. spends

b. wastes

c. reduce

d. leaves

6. There are a few suggestions how......an ad that will deliver the message you want.

a. to create

b. creates

c. will create

d. can create

7. There is no sense ……..an ad if you don’t ask for the sale.

a. on writing

b. to write

c. in writing

d. during writing