Inputs to the Creative Process Verification Revision

Last Updated on Wed, 18 Jan 2023 | Marketing Communications

The verification and revision stage of the creative process evaluates ideas generated during the illumination stage, rejects inappropriate ones, refines and polishes those that remain, and gives them final expression. Techniques used at this stage include directed focus groups to evaluate creative concepts, ideas, or themes; message communication studies; portfolio tests; and evaluation measures such as viewer reaction profiles.

At this stage of the creative process, members of the target audience may be asked to evaluate rough creative layouts and to indicate what meaning they get from the ad, what they think of its execution, or how they react to a slogan or theme. The creative team can gain insight into how a TV commercial might communicate its message by having members of the target market evaluate the ad in storyboard form. A storyboard is a series of drawings used to present the visual plan or layout of a proposed commercial. It contains a series of sketches of key frames or scenes along with the copy or audio portion for each scene (Exhibit 8-8).

Testing a commercial in storyboard form can be difficult because storyboards are too abstract for many consumers to understand. To make the creative layout more realistic and easier to evaluate, the agency may produce an animatic, a videotape of the storyboard along with an audio soundtrack. Storyboards and animatics are useful for research purposes as well as for presenting the creative idea to other agency personnel or to the client for discussion and approval.

At this stage of the process, the creative team is attempting to find the best creative approach or execution style before moving ahead with the campaign themes and going into actual production of the ad. The verification/revision process may include more formal, extensive pretesting of the ad before a final decision is made. Pretesting and related procedures are examined in detail in Chapter 19.

Advertising Campaigns Creative Strategy Development

Most ads are part of a series of messages that make up an IMC or advertising campaign, which is a set of interrelated and coordinated marketing communication activities that center on a single theme or idea that appears in different media across a specified time period. Determining the unifying theme around which the campaign will be built is a critical part of the creative process, as it sets the tone for the individual ads and other forms of marketing communications that will be used. A campaign theme should be a strong idea, as it is the central message that will be communicated in all the advertising and other promotional activities.

Continue reading here: Miller Lite Searches for the Right Campaign Theme

Was this article helpful?

+1 0

Related Posts

Readers' Questions

  • Niklas Mauer
    How go for verification of TV show as a step of creative. process?
    1 year ago
    • Verifying a TV show in the creative process typically comes after it has gone through the idea generation, concept development and scriptwriting phases. Generally, the verification process for a TV show will involve making sure that the project is viable in terms of budget and scheduling, as well as ensuring that it meets the requirements of the network or other distributor. Additionally, the verification process will involve making sure that the content of the TV show meets the standards of the network or distributor, such as ensuring that it is appropriate for the intended viewing audience. Verification may also involve working with legal teams to make sure that any intellectual property or other rights-related issues have been addressed.
    • LAURICE
      What is verification in creative process?
      1 year ago
      • Verification in the creative process is the process of checking to make sure that the ideas and concepts created during the creative process meet the requirements of the project and all applicable standards. It is the process of confirming that each creative element works together to create the desired final outcome. This can include evaluating the design, such as the layout, color palette, typography, and fonts, to make sure they are cohesive and meet the project goals. Additionally, verification can also include testing any interactive elements, such as animations or interactive features, to make sure they are functioning properly.
      • giulia
        What are the inputs to the creative process?
        1 year ago
        1. Inspiration: This can come from a variety of sources, including the environment, other people, and memories.
        2. Research: Doing research allows you to learn more about the project you are working on, as well as the target audience.
        3. Brainstorming: Brainstorming is brainstorming ideas and solutions. This is often done with a group of people to get a variety of perspectives and ideas.
        4. Experimentation: After coming up with ideas, experimentation is often used to explore and solidify those ideas. This can include sketching, prototyping, and other methods of trial and error.
        5. Refinement: This is the process of tweaking and refining ideas until they are the best possible version they can be.
        6. Presentation: This is the presentation of the creative work to an audience. This can be done in person, with a video, or in other ways.