Creative Planning

Our creative team will be happy to work with you on developing an ad campaign at no additonal charge.

If you have any questions about planning an advertising campaign please send us your questions or comments via our online contact form or contact your Advertising Account Executive to learn more.

Creative Principles

There are no rules to creating outstanding advertising but there are some principles that seem to work.  Simplicity, white space, colour, benefits and a catchy headline ensure your ad will be noticed.

  • Create an Emotional Response: People buy because of emotion and justify with logic.  Force an emotional response by touching on a basic want or need. Highlight Benefits Not Features
  • Link Brand with Creative: The better the headline, visual and brand work together, the better the brand linkage.
  • Colour Grabs Attention: Research finds colour draws readers to ads and keeps them more involved in the advertising message.
  • Keep It Simple: Resist the temptation to say everything in one ad.  Communicate one idea clearly.
  • Consider the Use of Attention Getters: Use white space, illustration/art and colour to draw attention to your ad.
  • Humour Works
  • Size Matters: The larger the ad, the more likely it will stand out on the page and make an impact with readers.
  • Time Your Ad Properly
  • Visuals Make an Impact: One dominant visual generates higher readership scores than many small ones.

Example Creative Brief for Campaign:

Date:
Client:
Campaign:
  • Advertiser: (Provide a brief description and a link to a site or an easy-to-access source for more information.)
  • Purpose: (What does the advertiser want to happen because of the ad – is there a key product or service they are highlighting?)
  • Target: (Who is the advertising trying to reach – provide demographics and psychographics as available? Is there a secondary audience that is also important?)
  • Media: (How is the message going to be delivered: newspaper, newspaper site, e-newsletter, mobile, targeted magazine etc. Consider all your offerings that fit the target.)
  • Key Insight: (What’s important? Is there something that has happened or changed in the marketplace: new competitor, change in economic outlook, a change in the industry that the advertiser competes?)
  • Single Minded Message: (This does not have to be creative, just simply – what needs to be said? And don’t say everything. What is the key take away?)
  • Support: (Why can the advertiser make the statement above – is there support information that needs to be communicated?)
  • Tone and Manner: (Pick three adjectives that suit. Here are some ideas: positive, smart, approachable, dependable, clean, friendly, innovative, modern, fresh, trustworthy, conservative, leader, reasonable, cheerful.)
  • Execution Mandatorys: (List ‘must haves’ such as number of ads, type, colour vs. black & white, size, logo, address, phone number, website.)
  • Timing: (What are the next steps: when will the next meeting be (internally and externally) and when does the project need to be complete.)
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