ad chapter 5 - ov

7/31/2019 Ad Chapter 5 - OV

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THE CREATIVE SIDE OFADVERTISING

Chapter 5


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1. The Big Idea

a creative concept that implements

the advertising strategy so that the

message is attention-getting andmemorable.


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4 Characteristics of a

Creative Concept1. Focussingle-minded and main idea

2. Uniquenessan approach that no one hasseen before

3. Generativenesshas legs can extendbeyond the initial execution into relatedideas to permit the development and

evolution of a campaign.4. Truth/Honestyfinds some truth about the

product, an authenticity and relevance tothe product and the audience.


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2. The Creative Leap

also known as the creative risk

means moving from the safety of a

predictable strategy statement to anunusual idea that has not been tried

before.

a creative idea looks at something in a

different way, from a different angle.


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Strategy and Creativity

creative thinking

creative aerobics


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Creative thinking

is the technique that creativethinkers use to stimulate new

ideas.


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Creative Thinking

1. Free association thinking of a word

and describing everything that

comes into ones mind.2. Divergent thinking is the heart of

creative thinking which uses

exploration (playfulness) to searchfor all possible alternatives.


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3.Analogies and metaphors are usedto see new patterns or relationships.

4.Right brain thinking intuitive,

non-verbal, and emotion-basedthinking

- ideas are understood as a

whole rather as pieces.


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Vocabs

implement to make something that hasbeen officially decided start to happen or beused

strategy the process of planning somethingor putting a plan into operation in a skilfulway

theme the subject or main idea

generative that can produce something

execution the act of putting a plan intoaction


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evolution the gradual development of (thead campaign)

authenticity the quality of being genuine ortrue

leap - to move

obvious easy to see or understand; clear

predictable - happening in a way that youwould expect

novel different from anything knownbefore; new, interesting and often seemingslightly strange:


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clever showing intelligence or skill, forexample in the design of an object, in an idea orsomebodys actions

association a mental connection betweenideas

divergent different

analogy - the process of comparing one thingwith another thing that has similar features inorder to explain it

metaphor - a word or phrase used to describe

somebody or something else, in a way that isdifferent from its normal use, in order to showthat the two things have the same qualities andto make the description more powerful


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intuitive (of ideas) obtained by using yourfeelings rather than by considering the facts

contrast the fact of comparing two or morethings in order to show the differencesbetween them

dominant more important, powerful ornoticeable than other things


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immersion - to become or make sb completely involved insth

ideation - to form ideas ; to think

brainfog

subconscious - connected with feelings that influence yourbehaviour even though you are not aware of them; the partof your mind that contains feelings that you are not awareof

brain fog - a state of mental confusion, detachment, and

forgetfulness brainstorming a way of making a group of people all

think about something at the same time, often in order tosolve a problem or to create good ideas


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Creative aerobics

a thought-starter process thatworks well in advertising as it uses

both the rational (head) andemotional (heart) appeal.


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The 4 Step Idea-generating

process1. Facts left brain coming up with a list of

facts about a product

2. New names creating new names for theproduct

3. Similarities looking for similaritiesbetween dissimilar objects

4. New definitions creating new definitionsfor product-related nouns.


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Creative Roles

copywriters and art directors developteamwork skills and generate concept, word,and picture ideas.


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Characteristics of a

creative person the ability to visualize

art directors are able to visualize and can

be quite verbalcopywriters paints pictures with words

by describing how something looks like,sound like, smell like, and tastes like

openness to new experiences

conceptual thinking developing innovativeads and commercials


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The Creative Process

1. Steps and stages

* immersion read, research, learn

* ideation looking at every angle of the

problem; generating alternatives* brain fog hitting a blank wall but not givingup

* incubation putting the conscious mind torest so the subconscious takes over

* illumination idea comes in an unexpectedmoments


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2. Brainstorming

a group of people workingtogether to come up with ideas


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Creative Strategy and

Executions creating an ad involves deciding on the

message strategy, translating it into acreative concept and use that idea as thefoundation for one or more executions.


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The Creative Strategy

is the logic behind the message

driven by all the marketing and advertising

objectives and strategies decision. designed to build a distinctive brand

personality.


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Head and Heart Creative

StrategyThe 3 Types of Effects:

Learn

Feel Action decision


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Categories of consumer

decision makersHead: Information (hard sell) Heart: Emotion/Feelings (soft sell)Decision Paths and Message Strategies

The ThinkersPath: Learn Feel Do

Products: insurance, cameras, contactlenses, tvMessage Strategy: use info, emotion,reasons, news announcements, facts anddetails, demonstrations

The FeelersPath: Feel Learn Do

Products: sports cars, eye glasses,perfume, wallpaper & paintMessage Strategy: use appeals,entertainment, imagery

The DoersPath: Do Learn FeelProducts: insect repellant, shampoo,razorsMessage Strategy: use incentives, suchas price deals and coupons, sampling,

exhibits, trade shows

The ReactorsPath: Do Feel LearnProducts: fast food, fruit, beverages,womens magazines, snacksMessage Strategy: use reminder ads


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2 basic strategies

hard sell an informational message that isdesigned to touch the mind and create aresponse base on logic.

soft sell uses emotional appeals or imagesto create a response based on attitudes,moods, dramas and feelings.


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hard sell

an informational message that isdesigned to touch the mind and

create a response base on logic.


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soft sell

uses emotional appeals or imagesto create a response based on

attitudes, moods, dramas andfeelings.

Lectures and Dramas Transmission and Ritual


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Lectures and Dramas

Lecture a serious, structured instructiongiven verbally where the speaker presentsevidence and uses a technique such as anargument to persuade the audience.

* can deliver a lot of selling points

* get right to the point

* make the point explicitly

Drama relies on the viewer to makeinferences where advertisers tell stories

about their products


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The Six-Segment Strategy WheelTransmission and Ritual

Transmission view (head) Ritual view (heart)

RationalObjectives: problem removal andavoidanceStrategies: comparative, USP, positioningProducts: auto, computers, appliances

EgoObjectives: intellectual stimulationStrategies: user imageProducts: clothing, jewelry, art, books,sports cars

Acute NeedObjectives: reminders, repurchaseStrategies: brand familiarity, impulseProducts: replacement parts, supplies

SocialObjectives: social approvalStrategies: lifestyle resonance, useroccasionProducts: clothing, shoes

RoutineObjectives: reminder, repurchaseStrategies: hyperbole, brand personality,performanceProducts: groceries, personal care

SensoryObjectives: sensory gratificationStrategies: pleasure experiencesProducts: CDs, fragrances, cosmetics


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Selling Premises

- States the logic behind the sales offer whichcould either be the product-centered (features orattributes) or prospect-centered.

A claim is a statement about how the product willperform. Comparisons are used to prove the truthof a claim.

Prospect-centered stress the needs and wants ofconsumers and translate the products featureinto benefits

- focuses on the user of the roduct.


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The rational selling

premises Benefit strategy what the product can do to

customers

Promise looks to the future and predictsthat something good will happen

Reason why why the customer should buythe product

Unique selling proportion (USP) a promisethat consumers will get the unique benefit byusing this product only.


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Emotional Appeals

highlight the psychological attraction of theproduct to the target audience through fear,love, pride, status, safety, and convenience.


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Common Formats

straightforward a factual or informational

message conveys without any gimmicks,emotions, or special effects.

demonstration focuses on how to use the

product or what it can do for you. comparison contrasts 2 or more products

and finds that the advertisers brand issuperior.

problem solution/problem avoidance themessage begins with a problem and theproduct is the solution (e.g. insurance,

personal care products)


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slice of life a complicated version of aproblem solution staged in the form of adrama in which typical people talk about acommon problem and resolve it.

spokespeople/endorsers the ad usescelebrities we admire, created characters,

experts we respect, or someone just like uswhose advice we might seek out to speak onbehalf of the product to build credibility.

teasers are mystery ads that do not identifythe product or do not deliver enoughinformation to make sense often to launch anew product. This creates curiosity and

appeal.


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Message Execution

is the form in which the ads

message is presented.


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Effective Creativity

on strategy

evaluating the ad by testing it against its

objectives.


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