Creative Strategy:Planning and Development

Creative Strategy:Planning and Development

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McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Advertising Creativity

Determining what the advertising message will say or communicate

Determining what the advertising message will say or communicate

CreativeStrategyCreativeStrategy

CreativeTactics

CreativeTactics

Determining how the message strategy will be executed

Determining how the message strategy will be executed

Taglines That Set Vegas Part

What happens here, stays here

Be anyone

Your Vegas is Showing

Best Ads of all Time?

• Nissan– Enjoy the ride

• Alka-Seltzer– Mama Mia! That’s a spicy meatball!– I can’t believe I ate the whole thing

Hard- vs. Soft-Sell Advertising

*Click outside of the video screen to advance to the next slide

The Power Idea

Describable in a simple

word or phrase

Describable in a simple

word or phrase

Likely to attract the prospect’s attention

Likely to attract the prospect’s attention

Lets prospects

vividly experience the goods

Lets prospects

vividly experience the goods

Revolves around the clinching benefit

Revolves around the clinching benefit

Allows you to brand the

advertising

Allows you to brand the

advertising

Creativity and Synergy

Agency

•Account executives

•Media planners

•Researchers

•Attorneys

Client

•Marketing managers

•Brand managers

•Upper management

An Absolut World

The Only Rule in Advertising

There are no rules

The Perpetual Debate

Suits Artists

Only artistic value and

originality count

It isn’t creative if it doesn’t sell

Stick with what works

Try something

new

Wrigley Takes a Creative Risk

Creative Personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

Young’s Creative Process

Get raw material and data, and immerse yourself in the problemGet raw material and data, and immerse yourself in the problemImmersion Immersion

Take the information, work it over, wrestle with it in your mindTake the information, work it over, wrestle with it in your mindDigestionDigestion

Turn the information over to the subconscious to do the workTurn the information over to the subconscious to do the workIncubationIncubation

“Eureka! I have it!” phenomenon“Eureka! I have it!” phenomenonIlluminationIllumination

Study the idea, evaluate it, reshape it for practical usefulnessStudy the idea, evaluate it, reshape it for practical usefulnessVerificationVerification

Wallas’ Creative Process Model

IncubationSetting Problem

Aside

PreparationGathering

Information

IlluminationSeeing the

Solution

VerificationRefiningthe Idea

TheCreativeProcess

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

Getting Creative Input

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!

Conduct studies of product, service,

audience!

Branding Research

Got Milk?

Input Verification and Revision

Evaluate ideas Evaluate ideas

Reject the inappropriateReject the inappropriate

Refine the remainingRefine the remaining

Give ideas final expressionGive ideas final expression

ObjectiveObjective

Directed focus groupsDirected focus groups

Message communication studiesMessage communication studies

Portfolio testsPortfolio tests

Viewer reaction profilesViewer reaction profiles

TechniquesTechniques

Top 10 Slogans of the Century

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 Brand Campaign Theme

An Advertising Campaign

IntegratedIntegrated

InterrelatedInterrelated CoordinatedCoordinated

In Different Media

In Different Media

Over a Time Period

Over a Time Period

Marketing Communication

Activities

Marketing Communication

Activities

Centered on a Theme or IdeaCentered on a Theme or Idea

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

Advertising Campaign Themes

“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, Wheaties

The central message that will be communicated in all IMC activitiesThe central message that will be

communicated in all IMC activities

Developing a Creative Strategy

Target audience identity

Target audience identity

Creative StrategyCreative Strategy

Basic problem,

issue, opportunity

Basic problem,

issue, opportunity

Major selling idea or

keybenefit

Major selling idea or

keybenefit

Any supportive information

Any supportive information

Copy Platform Outline

• 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

Model of Marketing Information Flow

Knowledge of vital

marketing information

Client gatekeepers(Brand manager)

Internal client decision to share

information with agency

Agency gatekeeper(Account manager)

Agency gatekeeperdecision on sharingclient info with staff

Creative staff

Art is created

Client/agency communication

Internal agency communication

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 Brand Campaign Theme

Search for a Major Selling Idea

Positioning the Brand

Positioning the Brand

Use a UniqueSelling PositionUse a Unique

Selling Position

Create the Brand Image

Create the Brand ImagePositioningPositioning

Seeking the Major Idea

Seeking the Major Idea

The Unique Selling Proposition (USP)

Buy this product/service and you get this benefit or reward

Buy this product/service and you get this benefit or 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

Unique Selling Proposition

Unique Selling Proposition

Promise must be strong enough or attractive enough to move people

Promise must be strong enough or attractive enough to move people

PotentPotent

Perspectives of Great Ad Men on the “Big Idea”

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.”

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

Image Advertising

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

Inherent Drama

Inherent Drama

Inherent Drama

Messages generally presented in a warm, emotional way

Messages generally presented in a warm, emotional way

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

Positioning

PositioningPositioningEstablish 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

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 as a Provider of Business Consulting Services

Contemporary Approaches to the Big Idea