صنعت تبلیغات پس از جنگ جهانی دوم و شکوفایی حقیقی آن، هیچ­گاه مصون از تغییرات فرهنگی و تحولات اجتماعی نبوده است. پس از سال­ 1960 که مجدداً یک دورۀ جدید در فضای تبلیغاتی آمریکا (به عنوان سردمدار صنعت تبلیغات و کنش­های بازاریابی) شکل گرفت، آنرا “انقلاب خلاقیت” نامیدند. این انقلاب یک دوران گذر بود. دوران انتقال از “تمرکز بر ویژگی­های محصول” به “استفاده از نام تجاری و شخصیت”. بطورخاص، چهار شخصیت، مسبب اصلی این تغییرات در آمریکای آن زمان بودند. ریوز[1]، برنت[2]، آگیلوی[3] و برنبچ[4]. افرادی که در واقع تبلیغات معاصر مدیون آنهاست. برای مثال، برنبچ کپی­رایترها و مدیران هنری خود را تشویق کرد تا محصولات را بر مبنای کیفیت و براساس احساس معرفی نمایند و صرفاً از چکش­های تبلیغاتی برای پیشبرد اهداف تبلیغاتی استفاده نکنند. پس از آن مدل­هایی برای برقراری ارتباط صحیح با مشتریان در تلویزیون و رسانه­های چاپی و پشتیبانی از مصرف­کنندگان بوجود آمد که با پیشنهاد برنبچ با استفاده از یک تیم (کپی­رایتر/کارگردان هنری) و استفاده از گروه­های خلاقه قابل اجرا بود. در طول این مدت آژانس­های مستقل زیادی در آمریکا تاسیس شد و شرکت­های تبلیغاتی به دپارتمان­های مختلف (برای انجام خدمات متفاوت) تقسیم شد. پس از این دوران بود که شرکت­ها در فضای جدید آموختند که می­توانند از امکانات بیشتری برای فعالیت­های تبلیغاتی برخوردار باشند و به همین سبب استراتژی­های مختلفی را بسته به موقعیت و شرایط خود ساماندهی کردند. بطورمثال آنها در شرایط رشد و موقعیت اقتصادی مناسب پول بیشتری را صرف تبلیغات می­کنند و تبلیغات ATL را در دستورکار دارند اما در بحران­های اقتصادی با تغییر استراتژی به سمت تبلیغات BTL گام برمی­دارند که شاید مقرون به صرفه­تر باشد. هر چند که استفاده از استراتژی­های مختلف تبلیغاتی برمبنای عوامل مستقل، متغیر و مهم دیگری نیز تدوین می­گردد اما گسترش شیوه­های ترویجی، کمک فراوانی در تغییر و اعمال استراتژی­های گوناگون کرده است. امروز نیز به نظر می­رسد درحال گذار از فاز جدیدی از فعالیت­های تبلیغاتی هستیم. فازی که سعی دارد در فرآیند “شگفت­زده کردن مخاطبین” و “ایجاد هماهنگی و نظم” یک تعادل معقول و منطقی ایجاد نماید. در حالت کلی و با بررسی نکات بالا و قبول اینکه در حال تغییر شرایط هستیم، اولین واژه­ای که برای توضیح ابزار تغییر به ذهن می­رسد، واژۀ خلاقیت است. خلاقیت و تیم­های خلاقه از ابتدا عنصر اصلی و جداناشدنی شرکت­های تبلیغاتی بوده­اند و امروز نیز با توجه به پیشرفت تئوری­ها و برنامه­های استراتژیک و بازاریابی، کماکان خلاقیت حرف اول را می­زند. هم­اکنون در ایران یکی از بزرگترین مشکلاتی که شرکت­ها با آن در ارتباطند تکراری بودن تبلیغات و عدم اثربخشی آنها در رقابت با هزاران رقیب تبلیغاتی است. شکستن این فضا نیمی از راه موفقیت یک برنامۀ تبلیغاتی است و نیم دیگر سیاست راهبردی برنامه برای هدایت مصرف­­کنندگان است.

مطالعۀ ساختارهای ایجاد خلاقیت بطور کاملاً سیستماتیک در تمرکز بر اشکال و معانی بدیع و ایجاد تنوع سبک در راستای افزایش کارآیی شکل می­پذیرد. سناریوی حال حاضر در اجرای این تغییرات، برمبنای همین ساختارها و با هدف افزایش ارزش نام تجاری اتفاق می­افتد. با رشد تکنولوژی عملاً فرآیندهای تولید محصول تسهیل می­گردد و دستیابی به مزیت­های رقابتی در فاز محصول، عملاً چالش برانگیز خواهد بود. بنابراین تبلیغات کاملاً با استراتژی ارزش نام تجاری توسعه می­یابد و همین امر بر ارزش بیش از پیش و نگاه خلاقه در آژانس­های تبلیغاتی می­افزاید. تبلیغات خلاق نیازمند هوش، تیزبینی، تخیل و شم شناسایی جذابیت­هاست. اگر تنها یک ابزار (در تبلیغات) برای ایجاد انگیزه، تحویل پیام و درخواست تجدیدنظر در مشتریان وجود داشته باشد، همان خلاقیت خواهد بود. خلاقیت به مخاطبین یادآوری می­کند که محصول موردنظر تا چه میزان می­تواند نیازهای او را برطرف کند، حتی اگر قرار باشد محصول برای اولین بار معرفی شود. واحد خلاقه موتور حرکتی هر آژانس تبلیغاتی است. در یک واحد خلاقه کپی­رایتر، مدیر هنری، طراح، طراح وب و … وجود دارد که در برخی آژانس­ها تعداد افراد و موقعیت­های شغلی بیشتر هم خواهد بود. در بسیاری از آژانس­ها از همان شیوۀ قدیمی استفاده می­شود و کپی­رایترها و مدیران هنری بصورت زوج کار می­کنند. گاهی واحدهای خلاقه و تولید یکی می­شوند و تقریباً در همۀ موارد واحد تولید گزارش­های فعالیت را به واحد خلاقه ارائه می­دهد.

پروسۀ تولید خلاقیت بر پایۀ ترجمۀ جزئیات استراتژی پیام پیش می­رود که بخشی از استراتژی تبلیغات شرکت است و با اطلاعات زیر را برای طراحی اصلی ارائه می­کند.

  • آگاهی کامل از اهداف بازار
  • آگاهی کامل از شکل فروش علی­الخصوص در ارتباط با رقبا
  • آگاهی کامل از مزیت­های محصول و بطورکلی مزایای شرکت مشتری
  • آگاهی کامل از شرایط سیستم توزیع شرکت
  • تشخیص صحیح حس و موقعیت محصول

البته یک استراتژی تبلیغات بخش­های متفاوت دیگری هم دارد اما برای انتقال پیام به خلاقه به نظر می­رسد محدودۀ استراتژی پیام جوابگوی نیازهای یک تیم خلاقه خواهد بود. استراتژی­های عاطفی، شناختی و کرداری هر یک پیام­های مجزایی صادر می­کند که می­تواند خط و مشی خلاقیت و تولید آنرا تحت­الشعاع قرار دهد.

در این یادداشت سعی بر آن داشتم تا به معرفی و یادآوری اهمیت بخش­های خلاقه در یک مجموعۀ تبلیغاتی بپردازم اما به هرصورت تولید و اجرای یک تبلیغ موفق و موثر نیازمند تلاش مشترک تمامی تیم­ها در کنار هم است. ممکن است با فعالیت­های مستقل و مجزا موفق به کسب جوایز مختلف هنری شوید اما لزوماً نخواهید توانست مشتریان خود را راضی کنید.

 

    

[1] . Reeves

[2] . Burnett

[3] . Ogilvy

[4] . Bernbach

971 پاسخ

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