2008-06-15 Creative Strategy

Creative Strategy

PART ONE DISCUSSION

Advertising's responsibility to inform is greatly enhanced by creative strategy通知的广告责任由创意策略极大提高.

averse adj.厌恶的, 不乐意的; 反对的

superiority n.优越(性), 优秀, 超[卓]越, 优势(to, over), 傲慢(to, over)

sense of superiority优越感

disseminate vt.撒, 播传播, 散布

figure n.外形, 轮廓; 体形; 隐约可见的人[物]影; 身体与物体平面面积画像, 塑像

图形[案]; 插图; 图表

assessment n.评估评估的款额[税额]看法

What is your assessment of the situation? 你对时局的看法如何?

The creative strategy statement is essentially an extension and elaboration of a brand’s marketing strategy

principles into the brand’s advertising or creative area. It picks up from a creative standpoint where the

marketing strategy leaves off-indicating agreed-upon basic and relative long-term selling approaches to the

consumer. Its basic function is to define clearly the total net impression which advertising is expected to

leave with a specific target group, and other basic decisions which will shape and direct the content and

form of the advertising copy.

essentially adv.本质上；基本上She's essentially kind.

principle n.原理, 原则主义; [常用复] 道义; 节操本义, 本质,

indicating n.指示, 标志

创意策略阐释本质上是一个品牌营销策略原则进入品牌广告或者创意空间。它继续于一个创意立场那里营销策略停止-指明就在基本的和相对长的时期内销售达到消费者达成了一致。它的基本功能是要清楚定义整个网上印象，广告预期留给特别目标组和其它基本决定其将塑造和指导广告复制的形式和内容。

Thus the creative strategy describes the basis upon which a product is to be distinguished from competitive

products; how the product is to be positioned in the minds of the target group; or how it will be given a

distinct identity of its own. It is used as a guide in the development of advertising and as a benchmark of

evaluating advertising.

因此创意策略描述一个产品不同于竞争产品的基本点; 这个产品怎样在目标组的心目中定位；或怎样提供一个它自己的独特的身份。它通常用于指导广告的发展并作为评估广告标准。

Creative strategy should be thought of as long-term strategy, since one of the purposes of this statement

is give continuity to the advertising program over a period of time. Basic creative strategy is ordinarily

changed only when there is a fundamental change in the character of the market, or the product, a major

competitive threat, or demonstrated failure of the existing strategy to achieve specific objectives.

创意策略应该考虑到长期策略，因为这个阐释的目的之一就是广告程序连贯性渡过一个时期. 基本创意策略一般仅当市场特征有一个基础的改变，或这个产品有一个主要的竞争威胁，或存在的策略去完成特别目标已证明失败时改变。

Every creative strategy should include the specific, basic selling idea(s) or the basic concept(s) which the

product’s advertising is designed to establish with the consumer and ,as a result, motivate him(her) to purchase the brand in preference to competition.

preference n.偏爱, 嗜好; 优先, 选择

每一个创意策略应该包括特别的， 基本的销售理念，或基于消费者设计的广告并且作为一个结果、他她购买这个品牌优先于竞争对象的动机产品的广告基本概念

The following kinds of ideas will ordinarily appear in a creative strategy (not all of them need appear in any

one statement):

下列概念种类将一般呈现在创意策略（不是所有的概念都出现在一个阐述句里）：

1.A concise statement of the principal benefit offered by the product. concise adj.简明扼要的

主要利益由这处产品提供的一个简明扼要的阐释

2.A statement of the principal characteristic(s) of the product which makes it possible to claim this benefit.

That is , the “reason why” this benefit exists and has meaning to the target group.

使得它索赔利益成为可能。那就是该利益存在并对目标组有意义的原因一个产品的基本特征的叙述。

3.A statement of the character or personality which is to be built for the product and which will be

reflected in the mood, tone, and overall atmosphere of the advertising.

性格或个性的陈述

4.A statement of what the product is and how to use it.

产品是什么并且怎样使用一个的阐述。

EXERCISE

minor adj.较小的, 较少的, 小...

ordinance n.法令; 条例; 布告; 训令

PART THREE Follow-UP

The creative development and execution of the advertising message are a crucial part of a firm’s integrated

marketing communications program and are often the key to the success of a marketing campaign. Marketers

generally turn to ad agencies to develop, prepare, and implement their creative strategy since these agencies

are specialists in the creative function of advertising . The creative specialist or team is responsible for

developing an effective way to communicate the marketer’s message to the customer . Other individuals on

both the client and the agency sides work with the creative specialists to develop the creative

strategy ,implement it ,and evaluate its effectiveness.

crucial adj.严酷的, 极为困难的紧要关头的, 关系重大的; 决定性的

at the crucial moment

在关键时刻, 重要关头

有创造力的发展和广告信息的实行是一个公司整合营销传播的一个至关紧要的部分，通常是营销活动成功的关键。市场人员通常转向广告代理商去发展，准备并实行创意策略，他们是广告在创造功能上的专家。有创造力的专家或团队负责发展一个有效的方法把市场人员的信息传达到消费者。其他的个体就客户和代理商与有创造力的专家合作工作，来发展创意策略，实行它，并评估它的效果。