Reclame

Artevelde Hogeschool
2011

Reclame
=
Creativiteit gebruiken om
business te doen groeien

(Reclame)
=
Creativiteit gebruiken om
business te doen groeien

De flow van een reclamebureauAdvertiser

Account

Strategic
planner

Creative

Consumer

De flow van een reclamebureau

Advertiser

Account

Strategic
planner

Creative

Strategic planning

ConsumerMeeting room

Meeting room
Business problem

Money
Targets figures

Worried faces

Living room

Living room
Consumer need

Life
Needs
Happiness

Business problem

Consumerneed

Money

Life

Targets

Needs

Worried faces

Happiness

Business problem

Consumer need

Strategic
Planning

Money

Life

Targets

Needs

Worried faces

HappinessHOE?

Stap 1
=
Probleemdefinitie

Wat is het businessprobleem van
de adverteerder?

Strategic Intent
1. Who are my High value customers?
–

Steal or grow marketshare?

–Attract new customers or grow with existing?

–

High frequency or high volume?

2. How do they shop?
–

Drivers & barriers in the customer journey?

–

Usage habits?

3. What is the role ofmy product in their lives?

Wat is het levensprobleem van de
consument?

Welke verandering wil de
consument zien?
> Op microniveau (in zijn/haar leven)
> Op macroniveau (in de wereld)Strategic
intent

Strategic
intent

Proposition
&
Creative
inspiration

Proposition

Stap 2
=
Overkoepelende
oplossing zoeken

Idee

Strategic
intent

Strategic
intentProposition
&
Creative
inspiration

Proposition

Idee – 3 parameters

True?
Relevant?
Differentiating?

Idee – 3 parameters

True?

Idea – 3 parameters

True?
A great ad campaignwill
make a bad product fail
faster.
- W. Bernbach

Idee – 3 parameters

True?
What are the product properties?
What can we tell about the
product?
What are the reasons to believe?

Idee...