Advertising design process _ Introduction to advertising design process

Advertising creative process:

Divided into the following stages:

1, customer briefing: communicate with customers about product features, channels, market trends, marketing objectives and strategies, possible target audiences, competitors, etc. And help advertising companies quickly enter the state.

Participants: business, top management, creativity and market research.

2. Proposal meeting: internal discussion among relevant personnel of the advertising company. Check the integrity of data, decide whether to investigate or collect other data, arrange work progress, and be responsible for identifying and formulating work items.

Participants: business, market research and creativity.

3. Strategy formulation stage: market analysis and viewpoint, definition of target object and competition category, communication function and role (advertising, public relations, promotion, activities), and relevant marketing suggestions.

Participants: business, market research and creativity.

4. Formation stage of advertising strategy: advertising strategy includes target strategy, creative strategy and media strategy, completes implementation plan and progress, and formulates advertising budget.

Participants: business, media, creativity and marketing.

5. Review stage of the strategy committee: it is composed of senior personnel, and the review is to ensure the accuracy and enforceability of the strategy.

Participants: business director, creative director, market research director and media director.

6. Strategy suggestion and decision-making: Strategy is the core of the long-term implementation of the overall advertising campaign and must be recognized by both customers and advertising companies.

Participants: business, creativity and media.

7. Creative development stage: advertising companies develop creative ideas related to advertising activities according to the determined strategies. Such as TV, newspapers, magazines, radio, pop music, etc. At this time, the creative review meeting is needed to review the creative works before the proposal.

Participants: creative personnel, creative director and chief business director.

8. Formal proposal stage: the proposal is divided into annual plan and individual activities, and any proposal must be based on strategy.

Participants: business, creative and senior management of the company.

9. Investigation and correction stage: the content and method of investigation depend on the purpose, and the implementation time varies according to the purpose. Communication survey (test) includes concept test, script test and effect test.

Participants: business, market research and creativity.

10. Production stage: the graphic works are produced by relevant operators, signed by relevant personnel, and finally signed by customers. Television or radio advertisements are placed under the supervision of producers.

Participants: business, creativity and production.

The above is the advertising creative workflow, which I typed from professional books.

As for the creative process, we should pay attention to the following aspects:

Three elements of creative strategy:

1, familiar with the relevant information of the strategy document.

2. Establish a strategic review committee composed of professionals.

3. Pay attention to technical means and audit procedures.

Creative strategy:

1, general policy

2. First-Mover strategy

3.USP strategy: clear suggestions, unique suggestions and helpful suggestions for sales.

4. Brand impression strategy