McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin.
Creative Planning, Strategy and Development © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
38
Creative Planning, Strategy and Development © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
-
Upload
ryder-manner -
Category
Documents
-
view
219 -
download
4
Transcript of Creative Planning, Strategy and Development © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
Creative Planning, Strategy and Development
Creative Planning, Strategy and Development
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
The creative challengeThe creative challenge
What is advertising creativity?What is advertising creativity?
What is Creativity?What is Creativity?
Lecture Plan
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
Account planningAccount planning
Creative processCreative process
Creative personnelCreative personnel
Be describable in a simple word or phraseBe describable in a simple word or phrase
Building a copy platformBuilding a copy platform
Advertising campaignAdvertising campaign
Verification and revision of ideasVerification and revision of ideas
Be describable in a simple word or phraseBe describable in a simple word or phrase
Model of marketing information flowModel of marketing information flow
Major selling ideasMajor selling ideas
What is Creativity?
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Information regarding product
features
Information regarding product
features
Creative MessageCreative Message
Marketing plans
Marketing plans
Consumer research
Consumer research
Communication objectives
Communication objectives+ + +
=
+ + +
Be describable in a simple word or phraseBe describable in a simple word or phrase
The creative challengeThe creative challenge
What is advertising creativity?What is advertising creativity?
What is Creativity?What is Creativity?
Lecture Plan
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
Account planningAccount planning
Creative processCreative process
Creative personnelCreative personnel
Be describable in a simple word or phraseBe describable in a simple word or phrase
Building a copy platformBuilding a copy platform
Advertising campaignAdvertising campaign
Verification and revision of ideasVerification and revision of ideas
Be describable in a simple word or phraseBe describable in a simple word or phrase
Model of marketing information flowModel of marketing information flow
Major selling ideasMajor selling ideas
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
© 2007 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
The Silhouettes campaign for the iPod is an Example of Creative Advertising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Two Perspectives on Advertising Creativity
© 2007 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”
Advertising Creativity
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative ads require involvement of:
Agency
Client
Artist
Researcher
Be describable in a simple word or phraseBe describable in a simple word or phrase
The creative challengeThe creative challenge
What is advertising creativity?What is advertising creativity?
What is Creativity?What is Creativity?
Lecture Plan
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
Account planningAccount planning
Creative processCreative process
Creative personnelCreative personnel
Be describable in a simple word or phraseBe describable in a simple word or phrase
Building a copy platformBuilding a copy platform
Advertising campaignAdvertising campaign
Verification and revision of ideasVerification and revision of ideas
Be describable in a simple word or phraseBe describable in a simple word or phrase
Model of marketing information flowModel of marketing information flow
Major selling ideasMajor selling ideas
Determining what the advertising message will say or communicate
Determining what the advertising message will say or communicate
Putting many things
together to have a
memorable ad
Putting many things
together to have a
memorable ad
The Creative Challenge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
For Ad AgencyFor Ad Agency
For ClientFor Client Taking risk with minimum
interference
Taking risk with minimum
interference
Wrigley Takes a Creative Risk
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Wieden+Kennedy Has Developed Very Creative Ads for Nike
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
The creative challengeThe creative challenge
What is advertising creativity?What is advertising creativity?
What is Creativity?What is Creativity?
Lecture Plan
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
Account planningAccount planning
Creative processCreative process
Creative personnelCreative personnel
Be describable in a simple word or phraseBe describable in a simple word or phrase
Building a copy platformBuilding a copy platform
Advertising campaignAdvertising campaign
Verification and revision of ideasVerification and revision of ideas
Be describable in a simple word or phraseBe describable in a simple word or phrase
Model of marketing information flowModel of marketing information flow
Major selling ideasMajor selling ideas
ImmersionImmersion
Dress differentlyDress differently
Less structuredLess structured
Relying on intuitions more than logicRelying on intuitions more than logic
Does not work on scheduleDoes not work on schedule
Creative Personnel
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
The creative challengeThe creative challenge
What is advertising creativity?What is advertising creativity?
What is Creativity?What is Creativity?
Lecture Plan
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
Account planningAccount planning
Creative processCreative process
Creative personnelCreative personnel
Be describable in a simple word or phraseBe describable in a simple word or phrase
Building a copy platformBuilding a copy platform
Advertising campaignAdvertising campaign
Verification and revision of ideasVerification and revision of ideas
Be describable in a simple word or phraseBe describable in a simple word or phrase
Model of marketing information flowModel of marketing information flow
Major selling ideasMajor selling ideas
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
Creative Process (by James Young)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Wallas’ View of the Creative Process
© 2007 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
Be describable in a simple word or phraseBe describable in a simple word or phrase
The creative challengeThe creative challenge
What is advertising creativity?What is advertising creativity?
What is Creativity?What is Creativity?
Lecture Plan
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
Account planningAccount planning
Creative processCreative process
Creative personnelCreative personnel
Be describable in a simple word or phraseBe describable in a simple word or phrase
Building a copy platformBuilding a copy platform
Advertising campaignAdvertising campaign
Verification and revision of ideasVerification and revision of ideas
Be describable in a simple word or phraseBe describable in a simple word or phrase
Model of marketing information flowModel of marketing information flow
Major selling ideasMajor selling ideas
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!
Account Planning (Getting Creative Input)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
The creative challengeThe creative challenge
What is advertising creativity?What is advertising creativity?
What is Creativity?What is Creativity?
Lecture Plan
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
Account planningAccount planning
Creative processCreative process
Creative personnelCreative personnel
Be describable in a simple word or phraseBe describable in a simple word or phrase
Building a copy platformBuilding a copy platform
Advertising campaignAdvertising campaign
Verification and revision of ideasVerification and revision of ideas
Be describable in a simple word or phraseBe describable in a simple word or phrase
Model of marketing information flowModel of marketing information flow
Major selling ideasMajor selling ideas
Viewer reaction profilesViewer reaction profiles
Portfolio tests (Lab test. Comparing audience recall
for a portfolio of ads Including control and test ads)
Portfolio tests (Lab test. Comparing audience recall
for a portfolio of ads Including control and test ads)
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ObjectiveObjective
TechniquesTechniques
Be describable in a simple word or phraseBe describable in a simple word or phrase
The creative challengeThe creative challenge
What is advertising creativity?What is advertising creativity?
What is Creativity?What is Creativity?
Lecture Plan
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
Account planningAccount planning
Creative processCreative process
Creative personnelCreative personnel
Be describable in a simple word or phraseBe describable in a simple word or phrase
Building a copy platformBuilding a copy platform
Advertising campaignAdvertising campaign
Verification and revision of ideasVerification and revision of ideas
Be describable in a simple word or phraseBe describable in a simple word or phrase
Model of marketing information flowModel of marketing information flow
Major selling ideasMajor selling ideas
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
© 2007 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
“Marlboro country”
“Marlboro country”
MillerLite
MillerLite
“The breakfast of champions”“The breakfast of champions”
General Mills, Wheaties
General Mills, WheatiesBMWBMWPhilip MorrisPhilip Morris
Advertising Campaign Themes
© 2007 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
Some good slogans/themes
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
1. Obama Yes we can
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
Successful Long-Running Campaigns
© 2007 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
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
Be describable in a simple word or phraseBe describable in a simple word or phrase
The creative challengeThe creative challenge
What is advertising creativity?What is advertising creativity?
What is Creativity?What is Creativity?
Lecture Plan
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
Account planningAccount planning
Creative processCreative process
Creative personnelCreative personnel
Be describable in a simple word or phraseBe describable in a simple word or phrase
Building a copy platformBuilding a copy platform
Advertising campaignAdvertising campaign
Verification and revision of ideasVerification and revision of ideas
Be describable in a simple word or phraseBe describable in a simple word or phrase
Model of marketing information flowModel of marketing information flow
Major selling ideasMajor selling ideas
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
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
The creative challengeThe creative challenge
What is advertising creativity?What is advertising creativity?
What is Creativity?What is Creativity?
Lecture Plan
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
Account planningAccount planning
Creative processCreative process
Creative personnelCreative personnel
Be describable in a simple word or phraseBe describable in a simple word or phrase
Building a copy platformBuilding a copy platform
Advertising campaignAdvertising campaign
Verification and revision of ideasVerification and revision of ideas
Be describable in a simple word or phraseBe describable in a simple word or phrase
Model of marketing information flowModel of marketing information flow
Major selling ideasMajor selling ideas
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 Proposition
Use a UniqueSelling Proposition
Major Selling Ideas
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Seeking the Major Idea
Seeking the Major Idea
Buy this product or service and you will benefit this way or enjoy this reward
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
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
© 2007 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
Often used for products such as soft drinks, perfume, clothing, airlinesOften used for products such as soft drinks, perfume, 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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Reebok Uses Image Advertising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Approaches to the Major Selling Idea: Inherent Drama
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Inherent Drama
Inherent Drama
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg
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
Focus on consumer benefits with an emphasis on the dramatic element in expressing them
Messages generally presented in a warm, emotional way Messages generally presented in a warm, emotional way
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
© 2007 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
IBM Positions Itself as a Provider of Business and Consulting Services
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
The creative challengeThe creative challenge
What is advertising creativity?What is advertising creativity?
What is Creativity?What is Creativity?
Lecture Plan
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Be describable in a simple word or phraseBe describable in a simple word or phrase
Account planningAccount planning
Creative processCreative process
Creative personnelCreative personnel
Be describable in a simple word or phraseBe describable in a simple word or phrase
Building a copy platformBuilding a copy platform
Advertising campaignAdvertising campaign
Verification and revision of ideasVerification and revision of ideas
Be describable in a simple word or phraseBe describable in a simple word or phrase
Model of marketing information flowModel of marketing information flow
Major selling ideasMajor selling ideas
Model of Marketing Information Flow
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Knowledge of vital marketing information
Client gatekeepers(Brand manager)
Internal client decision
on sharing information
with the agency
Agency gatekeepers(Account manager)
Agency gatekeeperdecision on sharingclient info with staff
Creative staff
Art is created
Client/agency communication
Internal agency communication
