Copyright © 2012 McGraw-Hill Companies, Inc.
, All right reversed
8
Planning and Development
Creative Strategy:
Advertising Creativity
Determining
Determining what
what the
the
Creative
Creative advertising
advertising message
message will
will say
say
Strategy
Strategy or
or communicate
communicate
Determining
Determining how
how the
the
Creative
Creative message
message strategy
strategy will
will be
be
Tactics
Tactics executed
executed
8-2
Creative Advertising for Old Spice Body Wash
Smell like a man, man
The man your man could smell like
8-3
The Importance of Creativity
Best ads of all time?
• Alka-Seltzer…
Mama Mia! That’s a
spicy meatball!
• Nissan …
Enjoy the ride.
• Altoids…
Curiously strong.
8-4
Different Perspectives on Creativity?
It isn’t creative Only artistic
if it doesn’t sell value and
originality count
Stick with Try
what something
works new
Managers Creatives
8-5
Determinants of Creativity
Divergence Relevance
Originality Ad-to-consumer
Flexibility Brand-to-consumer
Elaboration
Synthesis
Artistic Value
8-6
Creative Advertising for Absolut
8-7
The Creative Challenge
There are no rules
8-8
Residence Inn Takes a Creative Risk
8-9
Creative vs. Hard-Sell Advertising
“Suits” are “Poets” are
rationalist proponents
salesmen of creativity
8-10
Creative Personnel
Unconventional
Abstract
Less structured
Less organized
Intuitive
8-11
Young’s Creative Process
Get raw material and data, and
Immersion
immerse yourself in the problem
Take the information, work it over,
Digestion
wrestle with it in your mind
Turn the information over to the
Incubation
subconscious to do the work
Illumination “Eureka! I have it!” phenomenon
Study the idea, evaluate it,
Verification
reshape it for practical usefulness
8-12
Wallas’ Creative Process Model
Illumination Preparation
Seeing the Gathering
Solution Information
The
Creative
Process
Verification Incubation
Refining Setting
the Idea Problem
Aside
8-13
Test Your Knowledge
A client manufactures maternity clothes for
businesswomen, and it wants a new advertising
campaign. Visits to obstetrician's offices to observe
the clothes being worn and to maternity shops to see
how they were selected could be a part of the _____
stage of the creative process.
A) Preparation
B) Verification
C) Revision
D) Reality check
E) Incubation
8-14
Getting Creative Input
Use the
Read anything product to
Listen to what
related to the become
people are
product or familiar
talking about
market with it
Conduct
studies of Ask everyone
Work in and
product, involved for
learn about the
service, information
client’s
audience
business
8-15
Branding Research
8-16
Qualitative Research Input
Interviews and Focus Groups
8-17
Input Verification and Revision
•Evaluate ideas
•Evaluate ideas
•Reject the
•Reject the inappropriate
inappropriate
Objective
Objective
•Refine the
•Refine the remaining
remaining
•Give ideas
•Give ideas final
final expression
expression
•Directed focus
•Directed focus groups
groups
•Message communication
•Message communication studies
studies
Techniques
Techniques
•Portfolio tests
•Portfolio tests
•Viewer reaction
•Viewer reaction profiles
profiles
8-18
Storyboards and Animatics
8-19
An Advertising Campaign
Integrated
Integrated
Interrelated
Interrelated Marketing Coordinated
Coordinated
Marketing
Communication
Communication
Activities
Activities
In Centered
Centered on
on aa
In Different
Different Over
Over aa Time
Time
Media Theme
Theme or
or Idea
Idea Period
Media Period
8-20
Campaign Themes
Company or Brand Campaign Theme
Marlboro Marlboro Country
Wheaties Breakfast of Champions
BMW The ultimate driving machine
Nike Just do it
McDonald’s I’m lovin’ it
Key Jewelers Every kiss begins with Kay
Allstate You’re in good hands
with Allstate
8-21
Test Your Knowledge
Advertising campaign themes:
A) Are always tactical in nature and design
B) Set the tone or direction for all of the
individual ads that make up the
campaign
C) Are typically designed by the client and
implemented by the agency
D) Are usually used for ads that run in only
one type of media vehicle
E) Are described by all of the above
8-22
The Creative Brief
• Basic problem or issue the advertising
must address
• Advertising and communications
objectives
• Target audience
• Major selling idea or key benefits
to communicate
• Creative strategy statement
• Supporting information and
requirements
8-23
Marketing Information Flow
Knowledge
of vital
marketing
information
Client/agency Internal agency
communication communication
Client gatekeepers Agency gatekeeper Creative staff
(Brand manager) (Account manager)
Internal client
decision Agency gatekeeper Art is created
to share decision on sharing
information client info with staff
with agency
8-24
Search for a Major Selling Idea
Finding
Finding the
the Use
Use aa Unique
Unique
inherent
inherent drama
drama Selling
Selling Position
Position
Seeking
Seeking the
the
Major
Major Idea
Idea
Positioning Create
Create aa Brand
Brand
Positioning
Image
Image
8-25
The Unique Selling Proposition (USP)
Benefit
Benefit Unique
Unique Potent
Potent
Buy
Buy this
this Must
Must bebe Promise
Promise
product/serv
product/serv unique
unique to to must
must bebe
ice
ice and
and you
you this
this brand
brand oror strong
strong
get
get this
this claim;
claim; rivals
rivals enough
enough toto
benefit
benefit can't
can't or
or don't
don't move
move mass
mass
offer
offer it
it millions
millions
8-26
Colgate’s Unique Selling Proposition
8-27
Image Advertising
8-28
Test Your Knowledge
Which of the following is most often the basis of a
marketer's creative strategy when the company has
multiple brands competing in the same market?
A) Unique selling propositions
B) Brand image
C) Inherent drama
D) Transformational advertising
E) Positioning
8-29
Inherent Drama
Messages generally
presented in a warm,
emotional way
Focuses on consumer
benefits with an emphasis
on the dramatic element
8-30
Positioning
Establish a particular
place in the
customer’s mind for
the product or service
Based on product
attributes/benefits,
price/quality, use or
application, type of
user, or problem
solved
8-31
Contemporary Approaches to the Big Idea
8-32
