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Creative Strategy and the Creative Process:
Concepting
SBM 338
Lanny Wilke
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What Makes GREAT Advertising?
The Resonance Dimension InformationalTransformational
The Relevance Dimension
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Formulating Creative Strategy: The Key to Great Advertising
The basic problem the advertising must address
The objective of the advertising A definition of the target audience The key benefits to communicate Support for those benefits The brand’s personality Any special requirements
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Elements of message strategyA simple description and
explanation of an ad campaign’s overall creative approach
Main idea Details about how the idea will
be executed rationale
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How Creativity Enhances Advertising
What is creativity?To originate, to conceive a thing or
idea that did not exist before.Typically, involves combining two
or more previously unconnected objects or ideas into something new.
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The Role of Creativity in AdvertisingCreativity helps advertising informCreativity helps advertising
persuadeCreativity helps advertising remindCreativity puts the “boom” in
advertising
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The Creative Process
The Explorer – searches for new information, paying attention to unusual patterns.
The Artist – experiments and plays with a variety of approaches, looking for an original idea.
The Judge – evaluates the results of experimentation and decides which approach is most practical.
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The Warrior – overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization.
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The Explorer Role
Develop an insight outlook Know the objective brainstorm
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The Artist Role
Task 1: Develop the big ideaTransforming a concept
Adapt Imagine Reverse Connect Compare Eliminate Parody
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Task 2: Implement the big ideaAttention InterestCredibilityDesireAction
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The Judge Role
Delicate balance Is this idea an aha! Or an uh-oh? What’s wrong with this idea? What if it fails? What is my cultural bias? What’s clouding my thinking?
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The Warrior Role
Get the idea approved, produced, and placed in the media.Stragegic precisionSavvy psychologySlick presentationStructural persuasionSolve the problem
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Concepting
What is the problem? Can advertising solve the problem? What is the target audience? What are the product
features/benefits? What is the One Big Thing? How much do we need to say or
show?
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Where is the product positioned? What are the competition’s strengths
and weaknesses? What should the tone be?
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Concepting Approaches
Show the product Brand identity
Show the benefit What happens when you use it? What will it do for you?
Show the alternative What happens when you don’t use it? What happens when you use the
competition’s product?
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Comparison With other products Metaphors
Borrowed interest Introduce something that seems
unrelated Testimonials
Endorsement What it’s done for others
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The Concepting Process
Just do it. Write, don’t talk. Throw it on the wall. When you’re on a roll, keep rolling. Funny? Show it, don’t tell it. Don’t be different just to be different. KISS Don’t second-guess the client. Build a “maybe” file.
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Test Your Concept
Self-evaluationGut checkMatchbook and billboard testHonest evaluation
Creative director evaluation Client evaluation
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The Edge
Nudity, sex, violence, offensive language
Music/sound effects Us versus Them Inside jokes/slang Production values/design
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But remember….Some audiences have lower levels
of tolerance.How far you can push your target
audience.The risks.Your personal moral compass.You may need to defend your idea.
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You need a backup idea. Don’t be different just to be different.
There needs to be a purpose.
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When you’re stuck…
Back up. Go back to the books. Talk about it with others. Take a break. Stay sober.
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Next, ad strategy.