creative planning, strategy and development / creativity strategy © 2007 mcgraw-hill companies,...
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Creative Planning, Strategy and Development /Creativity Strategy
Creative Planning, Strategy and Development /Creativity Strategy
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Determining what the advertising message will say or communicate
Determining what the advertising message will say or communicate
Determining what the advertising message will say or communicate
Determining what the advertising message will say or communicate
Advertising Creativity
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CreativeStrategyCreativeStrategy
CreativeTactics
CreativeTactics
Determining how the message strategy will be executed
Determining how the message strategy will be executed
The Silhouettes campaign for the iPod is an Example of Creative Advertising
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Absolut’s Advertising Represents Synergy Between Creative and Media
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Let prospects vividly experience the goodsLet prospects vividly experience the goods
Allow you to brand the advertisingAllow you to brand the advertising
Revolve around the clinching benefitRevolve around the clinching benefit
Be likely to attract the prospect’s attentionBe likely to attract the prospect’s attention
Be describable in a simple word or phraseBe describable in a simple word or phrase
Allow you to brand the advertisingAllow you to brand the advertising
Revolve around the clinching benefitRevolve around the clinching benefit
Be likely to attract the prospect’s attentionBe likely to attract the prospect’s attention
Be describable in a simple word or phraseBe describable in a simple word or phrase
The Ideal Power Idea Should . . .
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Two Perspectives on Advertising Creativity
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The ability to generate fresh, unique and appropriate ideas that can be used as solutions
to communication problems.
The ability to generate fresh, unique and appropriate ideas that can be used as solutions
to communication problems.
SuitsSuits
“Its not creative unless it
sells” ArtistsArtists
“Only artistic value and originality
count”
Wieden+Kennedy Has Developed Very Creative Ads for Nike
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Getting raw material, data, immersing one's self in the problem to get the background.
Getting raw material, data, immersing one's self in the problem to get the background.
ImmersionImmersion
Ruminating on the data acquired, turning it this way and that in the mind.
Ruminating on the data acquired, turning it this way and that in the mind.
DigestionDigestion
Ceasing analysis and putting the problem out of conscious mind for a time.
Ceasing analysis and putting the problem out of conscious mind for a time.
IncubationIncubation
A sudden inspiration or intuitive revelation about a potential solution.A sudden inspiration or intuitive revelation about a potential solution.IlluminationIllumination
Studying the idea, evaluating it, and developing it for practical usefulness.Studying the idea, evaluating it, and developing it for practical usefulness.VerificationVerification
Getting raw material, data, immersing one's self in the problem to get the background.
Getting raw material, data, immersing one's self in the problem to get the background.
ImmersionImmersion
Ruminating on the data acquired, turning it this way and that in the mind.
Ruminating on the data acquired, turning it this way and that in the mind.
DigestionDigestion
Ceasing analysis and putting the problem out of conscious mind for a time.
Ceasing analysis and putting the problem out of conscious mind for a time.
IncubationIncubation
A sudden inspiration or intuitive revelation about a potential solution.A sudden inspiration or intuitive revelation about a potential solution.IlluminationIllumination
Young's Creative Process
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Wallas’ View of the Creative Process
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IncubationSetting Problem
Aside
PreparationGathering
Information
IlluminationSeeing the
Solution
VerificationRefiningthe Idea
IncubationSetting Problem
Aside
PreparationGathering
Information
VerificationRefiningthe Idea
TheCreativeProcess
LARC – Left and Right CreativityWilliams - Stockmyer
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http://adage.com/century/ad_icons.html
IntegratedIntegrated
InterrelatedInterrelated CoordinatedCoordinated
In Different MediaIn Different Media Over a Time Period
Over a Time Period
IntegratedIntegrated
InterrelatedInterrelated CoordinatedCoordinated
In Different MediaIn Different Media
An Advertising Campaign
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Marketing Communication
Activities
Marketing Communication
Activities
Centered on a Theme or IdeaCentered on a Theme or Idea
“The ultimate driving machine”
“The ultimate driving machine”
BMWBMW
“Marlboro country”
“Marlboro country”
MillerLite
MillerLite
“The breakfast of champions”“The breakfast of champions”
General Mills, Wheaties
General Mills, WheatiesBMWBMWPhilip MorrisPhilip Morris
Advertising Campaign Themes
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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
Successful Long-Running Campaigns
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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
Buy this product or service and you will benefit this way or enjoy this reward
Buy this product or service and you will 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
Approaches to the Major Selling Idea: USP
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Unique Selling Proposition
Unique Selling Proposition
The promise must be strong enough or attractive enough to move people
The promise must be strong enough or attractive enough to move people
PotentPotent
Positioning the Brand
Positioning the Brand
Use a UniqueSelling PositionUse a Unique
Selling Position
Create the Brand Image
Create the Brand ImagePositioningPositioning Find the Inherent Drama
Find the Inherent Drama
Create a Brand Image
Create a Brand Image
Use a UniqueSelling PositionUse a Unique
Selling Position
Major Selling Ideas
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Seeking the Major Idea
Seeking the Major 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.”
Brand image or personality is particularly important when brands are similar
Brand image or personality is particularly important when brands are similar
Perspectives of Great Ad Men on the Major Selling Idea
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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
Often used for products such as soft drinks, perfume, liquor, clothing, airlinesOften used for products such as soft drinks, perfume, liquor, clothing, airlines
The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising
The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising
Used when competing brands are so similar it is difficult to find or create a unique attribute
Used when competing brands are so similar it is difficult to find or create a unique attribute
The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising
The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising
Used when competing brands are so similar it is difficult to find or create a unique attribute
Used when competing brands are so similar it is difficult to find or create a unique attribute
Creating a Brand Image
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Reebok Uses Image Advertising
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Approaches to the Major Selling Idea: Inherent Drama
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Inherent Drama
Inherent Drama
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg
Focus on consumer benefits with an emphasis on the dramatic element in expressing them
Focus on consumer benefits with an emphasis on the dramatic element in expressing them
Messages generally presented in a warm, emotional way McDonald’s, Maytag, Kellogg
Messages generally presented in a warm, emotional way McDonald’s, Maytag, Kellogg
Establish a particular place in the customer’s mind for the product or service
Establish a particular place in the customer’s mind for the product or service
Establish a particular place in the customer’s mind for the product or service
Establish a particular place in the customer’s mind for the product or service
Approaches to the Major Selling Idea: Positioning
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PositioningPositioning
Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved
Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved
Burger King searches for the right ad campaign
76 Have it your way.
77-78 America loves burgers and we’re America’s Burger King.
78-80 Who’s got the best darn burger?
80-82 Make it special. Make it Burger King.
82 Aren’t you hungry for Burger King now?
82-83 Battle of the burgers.
83 Aren’t you hungry?
83-85 The big switch.
85-86 Search for Herb.
86-87 This is a Burger King town
87 The best food for fast times.
87-89 We do it like you’d do it.
89-91 Sometimes you gotta break the rules.
91-92 Your way. Right away.
92-94 BK Tee Vee: I love this place!
94 Back to basics
94-96 Get your burger’s worth.
96-98 It just tastes better.
99 Go the distance
2000 Got the Urge
01-02 The Whopper Says
02-03 At Burger King You Got It
Advertising Appeals
Informational/Rational AppealsInformational/Rational Appeals Emotional AppealsEmotional Appeals
Two Broad Categories of AppealsTwo Broad Categories of Appeals
Focuses on the consumer’s practical, functional,or utilitarian need for the product or service
Emphasizes the features or benefits
Messages emphasize facts and logic
Focuses on the consumer’s practical, functional,or utilitarian need for the product or service
Emphasizes the features or benefits
Messages emphasize facts and logic
Relate to consumers’ social and/or psychological needs for purchasing a product or service
Many advertisers believe consumers’ emotions work better at selling brands that do not differ markedly from competing brands
Rational Appeals Feature appeals
Focus on the dominant traits of the product
Competitive appeals Makes comparisons to other brands
Favorable price appeals Makes price offer the dominant point
News appeals News or announcement about the product
Product/service popularity appeals Stresses the brand’s popularity
Informational/Rational Appeals
Comfort Convenience Economy Health Quality Dependability Durability Performance Efficiency
Rational MotivesRational Motives
Emotional Appeals
Achievement / Accomplishment
Actualization Affection Ambition Arousal / stimulation Comfort Excitement Fear Happiness
Joy Love Nostalgia Pleasure Pride Safety Security Self-esteem Sentiment Sorrow/grief
Personal States or FeelingsPersonal States or Feelings
Emotional Appeals
Acceptance Approval Affiliation / belonging Embarrassment Involvement Recognition Rejection Respect Status Sophistication
Social-Based FeelingsSocial-Based Feelings
Other Types of Appeals Reminder AdvertisingReminder Advertising – the objective is to
build and/or maintain awareness and keep the name of the company and/or brand in front of the customer. Often used by well known brands and market
leaders that are well-established in the market.
Teaser advertisingTeaser advertising – goal is to create curiosity, interest, and/or excitement about a product, brand or topic by mentioning it but not actually showing it. Often used for new products/models and for
movies.
Lee Jeans used teaser advertising to create interest
and excitement for its new jeans
Classic songs used in commercialsTitle Artist Brand/CompanyRevolution Beatles Nike
Start Me Up Rolling Stones Microsoft Windows 95
Come Together Beatles Nortel
Desert Rose Sting Jaguar
Ray of Light Madonna Microsoft Windows XP
Rock and Roll Led Zeppelin Cadillac
Evaluation and Approval of Creative Work Consistent with brand’s marketing objectives?
Consistent with brand’s advertising objectives?
Consistent with creative strategy, objectives?
Does it communicate what it’s suppose to?
Approach appropriate to target audience?
Communicate clear, convincing message?
Does execution overwhelm the message?
Appropriate to the media environment?
Is the advertisement truthful and tasteful?
Consistent with brand’s marketing objectives?
Consistent with brand’s advertising objectives?
Consistent with creative strategy, objectives?
Does it communicate what it’s suppose to?
Approach appropriate to target audience?
Communicate clear, convincing message?
Does execution overwhelm the message?
Appropriate to the media environment?
Is the advertisement truthful and tasteful?
Guidelines for Evaluating Creative OutputGuidelines for Evaluating Creative Output
To influence consumer feelings toward a product, service or cause
To influence consumer feelings toward a product, service or cause
To influence consumer feelings toward a product, service or cause
To influence consumer feelings toward a product, service or cause
The approach used to attract the attention of consumers
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message
The way the message is presented to the consumerThe way the message is
presented to the consumer
The approach used to attract the attention of consumers
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message
Appeals and Execution Style
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AdvertisingAppeals
AdvertisingAppeals
ExecutionStyle
ExecutionStyle
Popularity: Stresses the brand’s popularityPopularity: Stresses the brand’s popularity
News: News announcement about the productNews: News announcement about the product
Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point
Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product
News: News announcement about the productNews: News announcement about the product
Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point
Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product
Types of Informational/Rational Appeals
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A Rational, “Popularity” Appeal
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Achievement Accomplishment
Actualization Affection
Ambition Arousal
Stimulation Comfort
Excitement Fear
Grief Happiness
Joy Love
Nostalgia Pleasure
Pride Safety
Security Self-esteem
Sentiment Sorrow
Achievement Accomplishment
Actualization Affection
Ambition Arousal
Stimulation Comfort
Excitement Fear
Grief Happiness
Joy Love
Nostalgia Pleasure
Pride Safety
Security Self-esteem
Appealing to Personal States or Feelings
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StatusStatus
AcceptanceAcceptance
RespectRespect
ApprovalApproval AffiliationAffiliation
BelongingBelonging
RejectionRejection RecognitionRecognition
Embarrass-ment
Embarrass-ment
InvolvementInvolvement
AcceptanceAcceptance
RespectRespect
ApprovalApproval AffiliationAffiliation
BelongingBelonging
RejectionRejection RecognitionRecognition
Embarrass-ment
Embarrass-ment
InvolvementInvolvement
Appealing to Social-Based Feelings
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Social-BasedFeelings
Social-BasedFeelings
RicherRicher
MoreExcitingMore
Exciting
WarmerWarmer
FeelingsFeelings
MeaningsMeanings
ImagesImages
BeliefsBeliefs
MoreExcitingMore
Exciting
WarmerWarmerRicherRicher
BeliefsBeliefs
ImagesImages
MeaningsMeanings
FeelingsFeelings
Transformational Ads
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MoreEnjoyable
MoreEnjoyable
It must make the product use experience . . .
It must make the product use experience . . .
The ads create . . .The ads
create . . .
Transformational Advertising for Skyy Vodka
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EmotionsEmotions
Levels of Relationship with Brands
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PersonalityPersonality
Product BenefitsProduct Benefits
PersonalityPersonality
Product BenefitsProduct Benefits
MasterCard Creates an Emotional Bond
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Personality Symbol Personality Symbol Personality Symbol Personality Symbol
Straight sellStraight sell
ScientificScientific
DemonstrationDemonstration
ComparisonComparison
TestimonialTestimonial HumorHumor
Slice of lifeSlice of life
ImageryImagery
AnimationAnimation
DramatizationDramatizationDramatizationDramatization
TestimonialTestimonial
ComparisonComparison
AnimationAnimation
DemonstrationDemonstration ImageryImagery
ScientificScientific
Slice of lifeSlice of life
Straight sellStraight sell
Ad Execution Techniques
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HumorHumor
CombinationsCombinations
Ads for High Involvement Products Often Use Straight Sell Executions
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Mentadent Uses a Demonstration
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Apple Uses a Testimonial
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Listerine Uses a Slice-of-Life Execution
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Jeep Uses Imagery for the Wrangler
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