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There is a very good reason why you must do this human sponge act if you are to invent real creative strategies.

Your subconscious mind—where a very important part of the invention process goes on—needs a richly-stocked data bank to do its best work.

The job of your subconscious is to review and re-review everything you know about a subject. It searches, even during your sleep, for new relationships between people and products; searches, as I suggested earlier, for new combinations of old Ideas; searches for the new insight that can give even a very old product the right to ask for new attention in the market.

If you stint your subconscious on the input side, it will surely stint you on the output.

Creative strategy goes around in the world under several pseudonyms: basic concept, basic selling idea, product positioning, basic selling proposition.

But whatever the name, the purpose of real creative strategizing is simple and vital: the invention of a big idea.

I said earlier that this kind of creative strategy work is the highest form of creativity in advertising.

I believe it wholeheartedly. I also believe wholeheartedly in the power of brilliant execution.

What I believe in most of all is the synergism you create when you couple a big idea with brilliant words and pictures.

When you can do that regularly, you can't help getting rich and famous. Not to mention happy in your work.

Responsibility for developing objectives and strategy lies at the agency, but before execution can be initiated there must be approval from the client. The statement of objectives and strategies should be complete but concise and should show justifications for decisions that emerge from the situation analysis.

Tightly defined strategies also give freedom to copywriters because they know that their work should be judged solely against these preexisting guidelines. This direction should, therefore, be cherished. From another perspective, Norman Berry of Oglivy & Mather says "There is nothing, in my view, so stupid, or so wasteful of time, talent and money, as to produce a whole lot of work saying one thing brilliantly, when in fact one should have been saying something else in the first place."

To set accurate message objectives, a quick revue of relevant issues will be useful.

In terms of target market:

1. Describe the audience as precisely as possible in relation to demographics, geographics and psychographics

2. What the problem that the brand will solve. for consumers.

In terms of the task:

1. Describe the task in terms of the stage of the hierarchy of effects.

2. Describe the task in terms of audience involved.

3. Describe the task in terms of the brands benefits.

4. Describe the task in relation to the competition.

5. Describe the desired tone of advertising

Some final thoughts about the message strategy

The statement of message tasks must cover four specific areas:

• Whom to sell

• What to sell

• Support of selling idea

• Tone of selling idea

For a message to be effective in accomplishing its tasks it must be:

1. Attention getting.. It must attract and hold the receiver.

2. Understandable. It must use symbols that are common to both the sender and the receiver.

3. Relevant. It must arouse basic needs and suggest the way to satisfy them.

4. Acceptable. It must suggest the solution that is compatible with the receiver.

In developing objectives and tasks, the manager must develop a coordinated campaign, not just one or a series of messages. There must ultimately be continuity across all messages so that consumers can learn more easily.

Dictionary.

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