creative planning, strategy, and development
TRANSCRIPT
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Creative Planning,Strategy and
Development
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Determining whattheadvertising message will sayor communicate
Determining whattheadvertising message will sayor communicate
Advertising Creativity
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CreativeStrategy
Creative
Tactics
Determining howthe
message strategy will beexecuted
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Burger King searches for the right ad campaign
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
2003
1976
Have it your way.
77-78
America loves burgers and wereAmericas Burger King.
78-80
Whos got the best darn burger?
80-82
Make it special. Make it Burger King.
1982
Arent you hungry forBurger King now?
82-83
Battle of the burgers.
1983
Arent you hungry?
83-85
The big switch.
85-86
Search for Herb.
86-87
This is a Burger King town
1987
The best food forfast times.
87-89
We do it like youd do it.
89-91
Sometimes you gottabreak the rules.
91-92
Your way. Right away.
92-94
BK Tee Vee: I love this place!
1994
Back to basics
94-96
Get your burgers worth.
96-98
It just tastes better.
Go the distance
Got the Urge
01-02
The Whopper Says
02-03
At Burger King You Got It
1976Ad Campaign Timeline
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Let Prospects Vividly Experience the Goods
Allow You to Brand the Advertising
Revolve Around the Clinching Benefit
Be Likely to Attract the Prospects Attention
Be Describable in a Simple Word or Phrase
Allow You to Brand the Advertising
Revolve Around the Clinching Benefit
Be Likely to Attract the Prospects Attention
Be Describable in a Simple Word or Phrase
The Ideal Power Idea Should . . .
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Two Perspectives on Advertising Creativity
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The ability to generate fresh, unique andappropriate ideas that can be used as solutions
to communication problems.
Suits
Its notcreativeunless it
sells Artists
Only artisticvalue andoriginality
count
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This ad generated debate over the useof hard versus soft-sell advertising
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Another Campaign That GeneratedDebate Over Creativity
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An Artsy Commercial for Norwegian
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Norwegian Changed Its Creative Approach
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Absoluts Advertising Represents SynergyBetween Creative and Media
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Getting Raw Material, Data,
Immersing One's Self in the Problemto Get the Background.Immersion
Ruminating on the Data Acquired,Turning It This Way and That in theMind.
Digestion
Ceasing Analysis and Putting theProblem Out of Conscious Mind fora Time.
Incubation
A Sudden Inspiration or IntuitiveRevelation About a Potential Solution.Illumination
Studying the Idea, Evaluating It, andDeveloping It for Practical Usefulness.Verification
Getting Raw Material, Data,
Immersing One's Self in the Problemto Get the Background.Immersion
Ruminating on the Data Acquired,Turning It This Way and That in theMind.
Digestion
Ceasing Analysis and Putting theProblem Out of Conscious Mind fora Time.
Incubation
A Sudden Inspiration or IntuitiveRevelation About a Potential Solution.Illumination
Young's Creative Process
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Wallas View of the Creative Process
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IncubationSettingProblemAside
PreparationGathering
Information
IlluminationSeeing theSolution
VerificationRefiningthe Idea
IncubationSettingProblemAside
PreparationGathering
Information
VerificationRefiningthe Idea
TheCreativeProcess
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Read anythingrelated to the
product ormarket!
Listen to whatpeople are
talking about!
Use theproduct tobecome
familiar withit!
Ask everyone
involved forinformation!
Work in andlearn aboutthe clientsbusiness!
Ask everyone
involved forinformation!
Listen to whatpeople are
talking about!
Use theproduct tobecome
familiar withit!
Read anythingrelated to the
product ormarket!
Getting Creative Input
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Evaluate Ideas Generated
Reject Inappropriate Ideas
Refine Remaining Ideas
Give Them Final Expression
Directed Focus Groups
Message Communication Studies
Portfolio Tests
Viewer Reaction Profiles
Portfolio Tests
Message Communication Studies
Directed Focus Groups
Give Them Final Expression
Refine Remaining Ideas
Reject Inappropriate Ideas
Evaluate Ideas Generated
Verification and Revision of Ideas
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Objective
Techniques
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This ad campaign was based onpsychographic research
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The 10 greatest ad slogans of all time
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1. De Beers Diamonds are forever2. Nike Just do it!
3. Coca Cola The pause that refreshes
4. Miller Lite Tastes great, less filling
5. Avis We try harder
6. Maxwell House Good to the last drop
7. Wheaties Breakfast of champions
8. Clairol Does she . . . or doesnt she?
9. Morton Salt When it rains it pours
10. Wendys Wheres the beef?
Company or Brand Campaign Theme
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BMWs Slogan Has Helped Build Its Brand Image
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Integrated
Interrelated Coordinated
In DifferentMedia
Over a TimePeriod
Integrated
Interrelated Coordinated
In DifferentMedia
An Advertising Campaign
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Marketing
CommunicationActivities
Centered on aTheme or Idea
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The Ultimate
DrivingMachine
BMW
At a place
called Millertime
MillerLite
Like a Rock
ChevyTrucks
BMWMillerLite
Advertising Campaign Themes
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The central message that will becommunicated
in all of the various IMC activities
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Successful Long-Running Campaigns
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Nike Just do it
Allstate Insurance Youre in good hands with Allstate
Hallmark cards When you care enough to send
the very best
Budweiser This Buds for you
Intel Intel inside
State Farm Insurance Like a good neighbor,
State Farm is there
Chevy Trucks Like a rock
Dial soap Arent you glad you use Dial?
Company or Brand Campaign Theme
Thi d i t f d ti i
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This ad is part of a new advertisingcampaign theme for Miller Lite beer
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6. Supporting Information and Requirements
5. Creative Strategy Statement
4. Selling Idea or Key Benefits to Communicate
3. Specify Target Audience
2. Advertising and Communications Objectives
1. Basic Problem Advertising Must Address
5. Creative Strategy Statement
4. Selling Idea or Key Benefits to Communicate
3. Specify Target Audience
2. Advertising and Communications Objectives
1. Basic Problem Advertising Must Address
Building a Copy Platform Outline
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Positioning theBrand
Use a UniqueSelling Position
Create the BrandImage
PositioningFind the Inherent
Drama
Create a BrandImage
Use a UniqueSelling Position
Major Selling Ideas
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Seeking theMajor Idea
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Buy this
produce and
you'll benefitthis way or
enjoy this
reward
Must be unique
to this brand or
claim; somethingrivals can't or
don't offer
UniqueBenefit UniqueBenefit
Approaches to the Major Selling Idea: USP
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Unique SellingProposition
The promise
must be strong
enough orattractive
enough to move
people
Potent
Perspectives of Great Ad Men on the
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Brand image or personalityis particularly important
when brands are similar
Every ad must contribute
to the complex symbol
that is the brand image.
Brand image or personalityis particularly important
when brands are similar
Perspectives of Great Ad Men on theMajor Selling Idea
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
David Ogilvy
Find the inherent drama orcharacteristic of theproduct that makesconsumers 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.
Leo Burnett
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Often used for products such as softdrinks, perfume, liquor, clothing, airlines
The creativity sales strategy is based on astrong, memorable brand identity throughimage advertising
Used when competing brands are sosimilar it is difficult to find or create aunique attribute
The creativity sales strategy is based on astrong, memorable brand identity throughimage advertising
Used when competing brands are sosimilar it is difficult to find or create aunique attribute
Creating a Brand Image
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No Fear Ads Creates a Unique Brand Image
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Ads Can Promote a Unique Image
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Approaches to the Major Selling Idea:
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Approaches to the Major Selling Idea:Inherent Drama
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InherentDrama
Messages generally presentedin a warm, emotional wayHallmark, Maytag, Kellog
Focus on consumer benefits
with an emphasis on thedramatic element in expressingthem
Messages generally presentedin a warm, emotional wayHallmark, Maytag, Kellog
Approaches to the Major Selling Idea:
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Establish a particular place inthe customers mind for theproduct or service
Establish a particular place inthe customers mind for theproduct or service
Approaches to the Major Selling Idea:Positioning
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Positioning
Based on product attributes/
benefits, price/quality, use orapplication, type of user,problem solved
P il P iti i i B d P t ti
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Pennzoils Positioning is Based on Protection
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Quaker States Positioning is
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Quaker State s Positioning isBased on Performance
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Thi Ad P i i 3M Hi hl I i
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This Ad Positions 3M as Highly Innovative
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