Creative Planning, Strategy and Development © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
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Transcript of Creative Planning, Strategy and Development © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
Creative Planning, Strategy and Development
Creative Planning, Strategy and Development
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2003 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
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 we’re America’s Burger King.”
78-80
“Who’s got the best darn burger?”
80-82
“Make it special. Make it Burger King.”
1982
“Aren’t you hungry for Burger King now?”
82-83
Battle of the burgers.
1983
“Aren’t you hungry?”
83-85
“The big switch.”
85-86
Search for Herb.
86-87
“This is a Burger King town”
1987
“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!”
1994
“Back to basics”
94-96
“Get your burger’s 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”
1976
Ad Campaign TimelineAd Campaign Timeline
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 . . .
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Two Perspectives on Advertising Creativity
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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”
This ad generated debate over the use of hard versus soft-sell advertising
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
*Click outside of the video screen to advance to the next slide
Another Campaign That Generated Debate Over Creativity
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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An Artsy Commercial for Norwegian
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
*Click outside of the video screen to advance to the next slide
Norwegian Changed Its Creative Approach
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Absolut’s Advertising Represents Synergy Between Creative and Media
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Wallas’ View of the Creative Process
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IncubationSetting Problem
Aside
PreparationGathering
Information
IlluminationSeeing the
Solution
VerificationRefiningthe Idea
IncubationSetting Problem
Aside
PreparationGathering
Information
VerificationRefiningthe Idea
TheCreativeProcess
Read anything related to the
product or market!
Listen to what people are
talking about!
Use the product to become
familiar with it!
Ask everyone involved for information!
Work in and learn about the client’s business!
Ask everyone involved for information!
Listen to what people are
talking about!
Use the product to become
familiar with it!
Read anything related to the
product or market!
Getting Creative Input
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Evaluate Ideas GeneratedEvaluate Ideas Generated
Reject Inappropriate IdeasReject Inappropriate Ideas
Refine Remaining IdeasRefine Remaining Ideas
Give Them Final ExpressionGive Them Final Expression
Directed Focus GroupsDirected Focus Groups
Message Communication StudiesMessage Communication Studies
Portfolio TestsPortfolio Tests
Viewer Reaction ProfilesViewer Reaction Profiles
Portfolio TestsPortfolio Tests
Message Communication StudiesMessage Communication Studies
Directed Focus GroupsDirected Focus Groups
Give Them Final ExpressionGive Them Final Expression
Refine Remaining IdeasRefine Remaining Ideas
Reject Inappropriate IdeasReject Inappropriate Ideas
Evaluate Ideas GeneratedEvaluate Ideas Generated
Verification and Revision of Ideas
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ObjectiveObjective
TechniquesTechniques
This ad campaign was based on psychographic research
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
*Click outside of the video screen to advance to the next slide
The 10 greatest ad slogans of all time
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
1. De Beers Diamonds are forever
2. 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 doesn’t she?
9. Morton Salt When it rains it pours
10. Wendy’s Where’s the beef?
Company or BrandCompany or Brand Campaign ThemeCampaign Theme
BMW’s Slogan Has Helped Build Its Brand Image
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
“At a place called Miller time”
“At a place called Miller time”
MillerLite
MillerLite
“Like a Rock”“Like a Rock”
ChevyTrucksChevyTrucksBMWBMWMiller
LiteMillerLite
Advertising Campaign Themes
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
This ad is part of a new advertising campaign theme for Miller Lite beer
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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6. Supporting Information and Requirements6. Supporting Information and Requirements
5. Creative Strategy Statement5. Creative Strategy Statement
4. Selling Idea or Key Benefits to Communicate4. Selling Idea or Key Benefits to Communicate
3. Specify Target Audience3. Specify Target Audience
2. Advertising and Communications Objectives2. Advertising and Communications Objectives
1. Basic Problem Advertising Must Address1. Basic Problem Advertising Must Address
5. Creative Strategy Statement5. Creative Strategy Statement
4. Selling Idea or Key Benefits to Communicate4. Selling Idea or Key Benefits to Communicate
3. Specify Target Audience3. Specify Target Audience
2. Advertising and Communications Objectives2. Advertising and Communications Objectives
1. Basic Problem Advertising Must Address1. Basic Problem Advertising Must Address
Building a Copy Platform Outline
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Seeking the Major Idea
Seeking the Major Idea
Buy this produce and you'll benefit this way or enjoy this reward
Buy this produce and you'll 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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
No Fear Ads Creates a Unique Brand Image
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Ads Can Promote a Unique Image
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Approaches to the Major Selling Idea: Inherent Drama
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Inherent Drama
Inherent Drama
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog
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 Hallmark, Maytag, Kellog
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog
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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Pennzoil’s Positioning is Based on Protection
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Quaker State’s Positioning is Based on Performance
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This Ad Positions 3M as Highly Innovative
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