Creative Planning, Strategy and Development / Creativity Strategy © 2007 McGraw-Hill Companies,...

Creative Planning, Strategy and Development /Creativity Strategy

Determining what the advertising message will say or communicate

Advertising Creativity

CreativeStrategyCreativeStrategy

CreativeTactics

Determining how the message strategy will be executed

The Silhouettes campaign for the iPod is an Example of Creative Advertising

Absolut’s Advertising Represents Synergy Between Creative and Media

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 . . .

Two Perspectives on Advertising Creativity

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

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.

DigestionDigestion

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.

ImmersionImmersion

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.

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

Wallas’ View of the Creative Process

IncubationSetting Problem

PreparationGathering

Information

IlluminationSeeing the

Solution

VerificationRefiningthe Idea

IncubationSetting Problem

PreparationGathering

Information

VerificationRefiningthe Idea

TheCreativeProcess

LARC – Left and Right CreativityWilliams - Stockmyer

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

Marketing Communication

Activities

Marketing Communication

Activities

Centered on a Theme or IdeaCentered on a Theme or Idea

“The ultimate driving machine”

BMWBMW

“Marlboro country”

MillerLite

“The breakfast of champions”“The breakfast of champions”

General Mills, Wheaties

General Mills, WheatiesBMWBMWPhilip MorrisPhilip Morris

Advertising Campaign Themes

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

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

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

Unique Selling Proposition

The promise must be strong enough or attractive enough to move people

PotentPotent

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

Use a UniqueSelling PositionUse a Unique

Selling Position

Major Selling Ideas

Seeking the Major Idea

Brand image or personality is particularly important when brands are similar

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

Brand image or personality is particularly important when brands are similar

Perspectives of Great Ad Men on the Major Selling Idea

David OgilvyDavid Ogilvy

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.”

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

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

Used when competing brands are so similar it is difficult to find or create a unique attribute

Creating a Brand Image

Reebok Uses Image Advertising

Approaches to the Major Selling Idea: Inherent Drama

Inherent Drama

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

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

Approaches to the Major Selling Idea: Positioning

PositioningPositioning

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

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 way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message

Appeals and Execution Style

AdvertisingAppeals

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

A Rational, “Popularity” Appeal

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

StatusStatus

AcceptanceAcceptance

RespectRespect

ApprovalApproval AffiliationAffiliation

BelongingBelonging

RejectionRejection RecognitionRecognition

Embarrass-ment

InvolvementInvolvement

AcceptanceAcceptance

RespectRespect

ApprovalApproval AffiliationAffiliation

BelongingBelonging

RejectionRejection RecognitionRecognition

Embarrass-ment

InvolvementInvolvement

Appealing to Social-Based Feelings

Social-BasedFeelings

RicherRicher

MoreExcitingMore

Exciting

WarmerWarmer

FeelingsFeelings

MeaningsMeanings

ImagesImages

BeliefsBeliefs

MoreExcitingMore

Exciting

WarmerWarmerRicherRicher

BeliefsBeliefs

ImagesImages

MeaningsMeanings

FeelingsFeelings

Transformational Ads

MoreEnjoyable

It must make the product use experience . . .

The ads create . . .The ads

create . . .

Transformational Advertising for Skyy Vodka

EmotionsEmotions

Levels of Relationship with Brands

PersonalityPersonality

Product BenefitsProduct Benefits

PersonalityPersonality

Product BenefitsProduct Benefits

MasterCard Creates an Emotional Bond

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

HumorHumor

CombinationsCombinations

Ads for High Involvement Products Often Use Straight Sell Executions

Mentadent Uses a Demonstration

Apple Uses a Testimonial

Listerine Uses a Slice-of-Life Execution

Jeep Uses Imagery for the Wrangler

Creative Planning, Strategy and Development / Creativity Strategy © 2007 McGraw-Hill Companies,...

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Creative Planning, Strategy and Development © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

© 2000 The McGraw-Hill Companies, Inc. Irwin/McGraw-Hill 1 Session 19 Strategy Implementation.

© 2000 The McGraw-Hill Companies, Inc. Irwin/McGraw-Hill 1 MANAGEMENT POLICY AND STRATEGY SESSION - IX Implementing Strategy Functional Tactics and Policies.

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