articulating the message there are many ways to convey an advertising message. common to all...

Articulating the Message

• There are many ways to convey an

advertising message.

• Common to all messages are:

– A creative strategy determining what

the message will say or communicate.

– Creative tactics explain how the

message strategy will be executed.

Creative Development Process

Creative BriefCreative Brief

Creative ObjectivesCreative Objectives

Creative StrategyCreative Strategy

Client EvaluationClient Evaluation

Creative ExecutionCreative Execution

Creative Brief

1. Problem (that advertising will resolve)

2. Market Background Information

3. Target Market Description

4. Brand Positioning Statement

5. Communications Objectives

• Advertising Objectives

• Creative Objectives

Creative Brief

6. Creative Guidelines• Key Benefit(s)

• Support Claims

• Mandatories

• Creative Strategy• rational, emotional, humor, fear, celebrity

•Execution style• straight sell, demonstration, imagery…

Pyramid Ale Web Creative Brief

• OBJECTIVES: – Support image of Pyramid as contemporary, urban, hip on top of it.

• COMPETITION– The only significant microbrewery in the western U.S. is Redhook.

• AUDIENCE– Men, 18-45. Guys with a few more bucks to spend, who appreciate

better beer.

• POSITIONING STATEMENT– You should drink Pyramid, because they're the beers that are poured

when smart, hip, discriminating people get together for a good time.

• SUPPORT CLAIMS – Incredible popularity of Seattle brewpub

– Presence at festivals like Bumbershoot, Summer Nights at the Pier…

• MANDATORIES/CAUTIONS – Don’t tread too close to the Bass Ale red triangle

• CREATIVE STRATEGY– Fun, social, slightly irreverent although serious about the beer,

– self-deprecating and accessible

Advertising Campaign Themes

“The Ultimate Driving Machine”

“The Ultimate Driving Machine”

BMWBMW

“At a place called Miller time”

“At a place called Miller time”

MillerLite

MillerLite

“Like a Rock”“Like a Rock”

ChevyTrucksChevyTrucksBMWBMWMiller

LiteMillerLite

The central message that will be communicated

in all of the various IMC activities

The central message that will be communicated

in all of the various IMC activities

The Search for a Creative Theme

Positioning the Brand

Positioning the Brand

Use a UniqueSelling PositionUse a Unique

Selling Position

Create the Brand Image

Create the Brand Image

Find the Inherent Drama

Find the Inherent Drama

Seeking the Major Idea

Seeking the Major Idea

The BIG IDEA

• A BIG IDEA can be used to provide a

basis for the campaign

• e.g. a “hook” that you can use for

multiple executions.

Approaches to the Major Selling Idea: USP

Buy this produce and you'll benefit this way or enjoy this reward

Buy this produce and you'll benefit this way or enjoy this reward

Must be unique to this brand or claim; something rivals can't or don't offer

Must be unique to this brand or claim; something rivals can't or don't offer

UniqueUniqueBenefitBenefit UniqueUniqueBenefitBenefit

Unique Selling Proposition

Unique Selling Proposition

The promise must be strong or attractive enough to move people

The promise must be strong or attractive enough to move people

PotentPotent

Perspectives of Great Advertisers on the Major Selling Idea

Brand image or personality is particularly important when brands are similar

Brand image or personality is particularly important when brands are similar

“Every ad must contribute to the complex symbol that is the brand image.”

“Every ad must contribute to the complex symbol that is the brand image.”

David OgilvyDavid Ogilvy

Find the inherent drama or characteristic of the product that makes consumers buy it

Find the inherent drama or characteristic of the product that makes consumers buy it

“(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”

“(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”

Leo BurnettLeo Burnett

Unique Brand Image?

A Unique Brand Image?

© 2005 McGraw-Hill Ryerson Limited

Positioning?

Creative Consistency

• Consistency in promotional creativity is a key success factor so that target audience retains the brand position.

• Involves consistency across:– Time– Creative executions– Advertising media– Promotional tools– Products

Creative Consistency

Nike Just do it

Allstate Insurance You’re in good hands with Allstate

Hallmark cards When you care enough to send the very best

Budweiser This Bud’s for you

Intel Intel inside

State Farm Insurance Like a good neighbor, State Farm is there

Chevy Trucks Like a rock

Dial soap Aren’t you glad you use Dial?

Company or BrandCompany or Brand Campaign ThemeCampaign Theme

© 2005 McGraw-Hill Ryerson Limited

Example

• Absolut Ads

– Print ads• “Series”

– Shape of bottle• Distinctive

– Hip• Special knowledge

– Collectors and websites!

© 2005 McGraw-Hill Ryerson Limited

““Equinox”Equinox”(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

““Equinox”Equinox”(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

StoresStores(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

StoresStores(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

StoresStores(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

ChefsChefs(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

ChefsChefs(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

ChefsChefs(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

ChefsChefs(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

BeachBeachChairsChairs(1997)(1997)

© 2005 McGraw-Hill Ryerson Limited

BeachBeachChairsChairs(1997)(1997)

© 2005 McGraw-Hill Ryerson Limited

Consistency Across Executions

6CitiesCities

© 2005 McGraw-Hill Ryerson Limited

ArtistsArtists

© 2005 McGraw-Hill Ryerson Limited

FlavorsFlavors

17-33

Foote, Cone & Belding Grid

1InformativeThe Thinker

3Habit

FormationThe Doer

Thinking Feeling

Low

In

volv

em

en

t2

AffectiveThe Feeler

4Self-

SatisfactionThe Reactor

Hig

h

Involv

em

en

t

17-34

Foote, Cone & Belding Grid

1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)

Possible implicationsTest: Recall diagnosticsMedia: Long copy format

Reflective vehiclesCreative: Specific information

Demonstration

Thinking

Hig

h

Involv

em

en

t

17-35

17-36

17-37

Foote, Cone & Belding Grid

2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)

Possible implicationsTest: Attitude change

Emotional arousalMedia: Large space

Image specialsCreative: Executional

Impact

Feeling

Hig

h

Involv

em

en

t

17-38

17-39

17-40

Foote, Cone & Belding Grid

3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)

Possible implicationsTest: SalesMedia: Small space ads

10-second ID’sRadio; Point of Sale

Creative: Reminder

Thinking

Low

In

volv

em

en

t

17-41

1.1.CDsCDs

2.2. Stamp Stamp

collectingcollecting

Ads

17-42

Foote, Cone & Belding Grid

4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)

Possible implicationsTest: SalesMedia: Billboards

NewspapersPoint of Sale

Creative: Attention

Feeling

Low

In

volv

em

en

t

17-43

17-44

Quote of the Day

If you have a good selling idea,

your secretary can write your ad

for you.

• Morris Hite

(DDB)