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Creative Planning,Strategy and

Development

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Determining whattheadvertising message will sayor communicate

Determining whattheadvertising message will sayor communicate

Advertising Creativity

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CreativeStrategy

Creative

Tactics

Determining howthe

message strategy will beexecuted

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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 wereAmericas Burger King.

78-80

Whos got the best darn burger?

80-82

Make it special. Make it Burger King.

1982

Arent you hungry forBurger King now?

82-83

Battle of the burgers.

1983

Arent you hungry?

83-85

The big switch.

85-86

Search for Herb.

86-87

This is a Burger King town

1987

The best food forfast times.

87-89

We do it like youd do it.

89-91

Sometimes you gottabreak 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 burgers 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

1976Ad Campaign Timeline

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Let Prospects Vividly Experience the Goods

Allow You to Brand the Advertising

Revolve Around the Clinching Benefit

Be Likely to Attract the Prospects Attention

Be Describable in a Simple Word or Phrase

Allow You to Brand the Advertising

Revolve Around the Clinching Benefit

Be Likely to Attract the Prospects Attention

Be Describable in a Simple Word or Phrase

The Ideal Power Idea Should . . .

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Two Perspectives on Advertising Creativity

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The ability to generate fresh, unique andappropriate ideas that can be used as solutions

to communication problems.

Suits

Its notcreativeunless it

sells Artists

Only artisticvalue andoriginality

count

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This ad generated debate over the useof hard versus soft-sell advertising

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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Another Campaign That GeneratedDebate 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

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Norwegian Changed Its Creative Approach

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Absoluts Advertising Represents SynergyBetween Creative and Media

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Getting Raw Material, Data,

Immersing One's Self in the Problemto Get the Background.Immersion

Ruminating on the Data Acquired,Turning It This Way and That in theMind.

Digestion

Ceasing Analysis and Putting theProblem Out of Conscious Mind fora Time.

Incubation

A Sudden Inspiration or IntuitiveRevelation About a Potential Solution.Illumination

Studying the Idea, Evaluating It, andDeveloping It for Practical Usefulness.Verification

Getting Raw Material, Data,

Immersing One's Self in the Problemto Get the Background.Immersion

Ruminating on the Data Acquired,Turning It This Way and That in theMind.

Digestion

Ceasing Analysis and Putting theProblem Out of Conscious Mind fora Time.

Incubation

A Sudden Inspiration or IntuitiveRevelation About a Potential Solution.Illumination

Young's Creative Process

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Wallas View of the Creative Process

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IncubationSettingProblemAside

PreparationGathering

Information

IlluminationSeeing theSolution

VerificationRefiningthe Idea

IncubationSettingProblemAside

PreparationGathering

Information

VerificationRefiningthe Idea

TheCreativeProcess

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Read anythingrelated to the

product ormarket!

Listen to whatpeople are

talking about!

Use theproduct tobecome

familiar withit!

Ask everyone

involved forinformation!

Work in andlearn aboutthe clientsbusiness!

Ask everyone

involved forinformation!

Listen to whatpeople are

talking about!

Use theproduct tobecome

familiar withit!

Read anythingrelated to the

product ormarket!

Getting Creative Input

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Evaluate Ideas Generated

Reject Inappropriate Ideas

Refine Remaining Ideas

Give Them Final Expression

Directed Focus Groups

Message Communication Studies

Portfolio Tests

Viewer Reaction Profiles

Portfolio Tests

Message Communication Studies

Directed Focus Groups

Give Them Final Expression

Refine Remaining Ideas

Reject Inappropriate Ideas

Evaluate Ideas Generated

Verification and Revision of Ideas

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Objective

Techniques

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This ad campaign was based onpsychographic research

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The 10 greatest ad slogans of all time

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

1. De Beers Diamonds are forever2. 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 doesnt she?

9. Morton Salt When it rains it pours

10. Wendys Wheres the beef?

Company or Brand Campaign Theme

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BMWs Slogan Has Helped Build Its Brand Image

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Integrated

Interrelated Coordinated

In DifferentMedia

Over a TimePeriod

Integrated

Interrelated Coordinated

In DifferentMedia

An Advertising Campaign

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Marketing

CommunicationActivities

Centered on aTheme or Idea

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The Ultimate

DrivingMachine

BMW

At a place

called Millertime

MillerLite

Like a Rock

ChevyTrucks

BMWMillerLite

Advertising Campaign Themes

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The central message that will becommunicated

in all of the various IMC activities

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Successful Long-Running Campaigns

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Nike Just do it

Allstate Insurance Youre in good hands with Allstate

Hallmark cards When you care enough to send

the very best

Budweiser This Buds for you

Intel Intel inside

State Farm Insurance Like a good neighbor,

State Farm is there

Chevy Trucks Like a rock

Dial soap Arent you glad you use Dial?

Company or Brand Campaign Theme

Thi d i t f d ti i

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This ad is part of a new advertisingcampaign theme for Miller Lite beer

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6. Supporting Information and Requirements

5. Creative Strategy Statement

4. Selling Idea or Key Benefits to Communicate

3. Specify Target Audience

2. Advertising and Communications Objectives

1. Basic Problem Advertising Must Address

5. Creative Strategy Statement

4. Selling Idea or Key Benefits to Communicate

3. Specify Target Audience

2. Advertising and Communications Objectives

1. Basic Problem Advertising Must Address

Building a Copy Platform Outline

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Positioning theBrand

Use a UniqueSelling Position

Create the BrandImage

PositioningFind the Inherent

Drama

Create a BrandImage

Use a UniqueSelling Position

Major Selling Ideas

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Seeking theMajor Idea

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Buy this

produce and

you'll benefitthis way or

enjoy this

reward

Must be unique

to this brand or

claim; somethingrivals can't or

don't offer

UniqueBenefit UniqueBenefit

Approaches to the Major Selling Idea: USP

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Unique SellingProposition

The promise

must be strong

enough orattractive

enough to move

people

Potent

Perspectives of Great Ad Men on the

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Brand image or personalityis particularly important

when brands are similar

Every ad must contribute

to the complex symbol

that is the brand image.

Brand image or personalityis particularly important

when brands are similar

Perspectives of Great Ad Men on theMajor Selling Idea

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

David Ogilvy

Find the inherent drama orcharacteristic of theproduct that makesconsumers 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 Burnett

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Often used for products such as softdrinks, perfume, liquor, clothing, airlines

The creativity sales strategy is based on astrong, memorable brand identity throughimage advertising

Used when competing brands are sosimilar it is difficult to find or create aunique attribute

The creativity sales strategy is based on astrong, memorable brand identity throughimage advertising

Used when competing brands are sosimilar it is difficult to find or create aunique attribute

Creating a Brand Image

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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No Fear Ads Creates a Unique Brand Image

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Ads Can Promote a Unique Image

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Approaches to the Major Selling Idea:

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Approaches to the Major Selling Idea:Inherent Drama

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

InherentDrama

Messages generally presentedin a warm, emotional wayHallmark, Maytag, Kellog

Focus on consumer benefits

with an emphasis on thedramatic element in expressingthem

Messages generally presentedin a warm, emotional wayHallmark, Maytag, Kellog

Approaches to the Major Selling Idea:

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Establish a particular place inthe customers mind for theproduct or service

Establish a particular place inthe customers mind for theproduct or service

Approaches to the Major Selling Idea:Positioning

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Positioning

Based on product attributes/

benefits, price/quality, use orapplication, type of user,problem solved

P il P iti i i B d P t ti

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Pennzoils Positioning is Based on Protection

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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Quaker States Positioning is

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Quaker State s Positioning isBased on Performance

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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Thi Ad P i i 3M Hi hl I i

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This Ad Positions 3M as Highly Innovative

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