Group Members:Shazia Sarwar1511-309117Direct marketingChapter # 8Creative Strategy And Its ExecutionWhat Is creativity? Aresponse(idea)ofa person which is:Novel (sun)UsefulvaluableSteps of creative process:1) Preparation2) Incubation3) Insight) !valuation") !laborationKinds of creativity:#reativit$ is new solution of a need of custo%er in the for% of product either tangible or intangible#op$&te't of a pro%otional %essage(isual&graphics)a$out of pro%otional %essageCharacteristics of a good copyte!t:1) *actual2) *eatures and bene+ts3) Interesting for custo%ers) Personali,ed") -i%ple words.) Present tense/) 0a1e custo%er to ta1e actionCharacteristics of good visua"s:Attention gathering0atch with te't*ro% custo%er own countr$#o%%unicate features or bene+ts 2uic1l$0eaningful colors3ccup$ 2&3rd of spaceCharacteristics of good "ayout:4alanced(erbal and visual clarit$Proportion 1&3rd 5 2&3rd0atch with %ove%ent of e$es3pen5 not crowdedOgilvy Layoutreaders t$picall$ loo1 at (isual5 #aption5 6eadline5 #op$5 andsignature(Advertisers na%e5 contact infor%ation) in that order8 *ollowing this basic arrange%ent in an ad is called theOgilvyla$out8Z LayoutPlace i%portant ite%s or those $ou want the reader to see +rst along the top of the 98 :he e$e nor%all$ follows the path of the 95 so place $our ;call to action; at the end of the 98 Single Visual Layoutone of the si%plest and perhaps %ost powerful la$outs use one strong visual co%bined with a strong (usuall$ short) headline plus additional te't8Upside Down LayoutIf an ad is wells length5 and see if the arrange%entlooks good8#o$ to ensure creative deve"opment and e!ecution of a promotiona" message:#reative develop%ent and e'ecution of a pro%otional %essage is done b$ a group or tea% of three people:Product %anagerArtist#op$ writer#reative develop%ent and e'ecution of a pro%otional %essage can be ensured on three stages8%evie$ progress at three stages1)At the creative pro%otional the%e stageAverbalorvisualtopicthatconve$sbrandpositioning5 product%anager5artistandcop$writersittogetherand decides that pro%otional the%e conve$ the brand positioning& %essage or not82)At the rough e'ecution stageAt this stage artist and cop$ writer %a1e&bring a rough draft to the %anager8) ?raft cop$) -1etches visuals) @ough la$out%evie$ progress at three stagescont&'&3)At the +nal e'ecution stage:)Art wor1 stage for printed pro%otional ite%)Audio cop$ stage for radio pro%otion)-tor$ board stage for :( pro%otion:han1 $ou88AA