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This video gives some important tips and information about creative strategy. One important takeaway from this is his first point, which is essentially knowing your target market. This is something that's been discussed many times but is so important and cannot be glossed over. Other tips in the video such as following trends or "hype trains" is something that is seen very often in advertising and can be a quick way to get more exposure for a campaign.

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Fundamentals of a Creative Strategy | Freedom! Quick Tips (2019)

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This video is one of the best i've found and gives a great explanation of not only what a creative brief is, but goes into more depth with things such as the tone and style of a creative brief.

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Three Things All Great Creative Briefs Do [How to Write a Creative Brief]

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Three Things All Great Creative Briefs Do [How to Write a Creative Brief]

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This video explained how to start a creative brief as well as what good creative briefs do right. Additionally it covers some frustrations and you may want to avoid when working on a creative brief. Strategic direction, Inspirational, and Agreement are the three things that all great creative briefs do according to this video.

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Three Things All Great Creative Briefs Do [How to Write a Creative Brief]

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How To Write A Creative Brief? The Problem Statement

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How To Write A Creative Brief? The Problem Statement

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This particular video goes specifically into depth on the problem statement part of writing a creative brief. The problem statement is extremely important because without knowing what the problem you want or need to solve is, you cannot find a good solution. This video also uses good real world examples with Chrysler as well as Planet Fitness. In the two commercials shown you can see that the problem is addressed clearly and meaningfully, the problem in the Planet Fitness commercial is "gymtimidation" which is a common fear many have of going to the gym. Planet Fitness addresses this by stating that they are "not a gym".

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How To Write A Creative Brief? The Problem Statement

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How to write the perfect marketing brief

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How to write the perfect marketing brief

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Something important that stood out to me from this video that I didn't seem to find in the others is that in this video he says "a good brief makes sure everyone is on the same page". This is extremely important when working with others on something and working for someone to make sure they are creating what they really want.
He also talks much about the target market, because having a campaign that is targeting an ambiguous market or audience is likely to fail as trying to appeal to everyone ends up appealing to less people.

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How to write the perfect marketing brief

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How to approach a creative brief | Episode 011

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How to approach a creative brief | Episode 011

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I found this video to be a great insight into how a creative brief is really made for a few reasons. You get to see a real behind the scenes sort of scenario and see a team of real people and how they work together to create a creative brief for a client. The video also has a much more laid back and casual tone than most others on this topic which are more professional. Although the tone is different the video is just as informational as the others but in a bit of a different way.

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How to approach a creative brief | Episode 011

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In this video he talks much about what creative strategy actually is and how to go about it. One important thing to take from this is getting to know the client as well as the audience that their brand is targeting. When this step is done it allows your creative strategy to achieve the objective it sets out to and portray the company well.

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What is creative strategy? (+ getting paid for it)

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What Is Creative Strategy? Importance and Benefits

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What Is Creative Strategy? Importance and Benefits

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This video was great as it is very simple and only text and gives a short and quick overview of what a creative strategy is. It goes over who is typically involved, what it is meant to do, as well as the major importance and benefits of a creative strategy.

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What Is Creative Strategy? Importance and Benefits

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Creative Strategy In Advertising - HP Example

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Creative Strategy In Advertising - HP Example

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This video uses a great real world example in which HP is attempting to increase printer sales (which have decreased since the last year) during the Covid pandemic. Printers are important in this example because many are forced into online and virtual meetings and printers change that by allowing you to get away from the screen and instead to physical interaction with whatever you may be working on. They also used pictures and art with a theme of "hope" to incentivize their target market to print these images out and hang them in their windows or where others can see. It's interesting to see this as this was only a few months after the start of covid and you can see the effects the pandemic has had on advertising immediately.

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Creative Strategy In Advertising - HP Example

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Creative Strategy In Advertising - Coles Supermarket Case Study

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Creative Strategy In Advertising - Coles Supermarket Case Study

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This video is more recent than the other but once again covid / the pandemic plays a big role in the creative strategy and advertising here. This example uses a supermarket called Coles advertising in which they try to maintain a short-term and long-term marketing strategy. In the short-term they advertise as being the cheapest, but their strategy for long-term is different. They choose to portray socialization in order to appeal to many, which brings us back to the pandemic making many miss out on socializing and portraying it in their commercial is a good way to bring in customers. Food is extremely important to this obviously, so their creative strategy boiled down to encouraging people to shop at their store to get food so they can go back home and have a good time socializing with friends and family.

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Creative Strategy In Advertising - Coles Supermarket Case Study

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Hierarchy of Effects Model Marketing Guide

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Hierarchy of Effects Model Marketing Guide

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The hierarchy of effects model is extremely important to advertising and is sort of a path for a consumer to eventually purchase a product. This video goes over the creation of the Hierarchy of Effects model. Then it reminds of us the six steps of the model, Awareness, Knowledge, Liking, Preference, Conviction, and finally purchase. Next it goes into depth on each of the steps and does a great job explaining each thoroughly and showing us what a potential customer may be thinking at each step of this process.

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Hierarchy of Effects Model Marketing Guide

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How Advertising Works - AIDA and Hierarchy of Effects Models

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How Advertising Works - AIDA and Hierarchy of Effects Models

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This video does a good job of breaking down the steps of Hierarchy of effects again and giving reasoning for each step. Again we see how these steps are meant to make a customer feel and react starting with Attention until they finally decide to make a purchase after learning about the product and going through the steps of the Hierarchy of Effects. The woman in the video also breaks down that the six steps can be fit into three stages of consumer responses, with Awareness and Knowledge being cognitive, Liking, preference, and conviction being affective, and finally the last step being conative.

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2.5 How Advertising Works - AIDA and Hierarcho of Effects Models

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How Advertising Works: AIDA and Hierarchy of Effects Model

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How Advertising Works: AIDA and Hierarchy of Effects Model

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This video was great for going into depth on each specific step of the model. In it we have bullet points for each step giving us explanations and reasoning behind them in addition to the explanation provided by the narrator. The attention step specifically stood out to me in this one with his reasonings and ideas for attention grabbing advertising being things such as colors, logos, taglines, and even celebrities. Attention is specified as the most important role of an advertisement in this video and I believe that to be quite true because without gaining significant attention of a target market, success cannot be found.

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2.5 How Advertising Works: AIDA and Hierarchy of Effects Model

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This video is interesting and brings up Attitude theory in addition to the Hierarchy of Effects Theory. Attitude is composed of three things, affects, behavior, and cognition. These 3 respectively are the way a consumer feels about an object, a consumers action towards an object, and the beliefs a consumer has about an object. These three things are obviously quite important in influencing the decision on whether to purchase something or not and lead into the Hierarchy of Effects theory. The narrator of the video also boils down the hierarchy steps into think, feel, and do which simplifies the theory much but does get the point across.

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Hierarchy Of Effects Theory 👀 🧠 🤔 #ConsumerBehaviour #EducationForAll

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Buying Behaviour: Hierarchy of Effects Model

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Buying Behaviour: Hierarchy of Effects Model

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This video is a bit longer than the others but provides great insight into the Hierarchy of effects model. Similar to the others, the steps are covered in this video as well as the cognitive, affective, and conative consumer responses.

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Buying Behaviour: Hierarchy of Effects Model