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8. Creative Strategy: Planning and Development. Old Spice Case History. Around since 1938 Men’s aftershave products Nautical and sailing ships theme At a time that men used only bars of soap. Old Spice Case History - continued. Proctor & Gamble did focus group research - PowerPoint PPT Presentation
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Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin
8
Creative Strategy:Planning and Development
8-2
Old Spice Case History
• Around since 1938
• Men’s aftershave products
• Nautical and sailing ships theme
• At a time that men used only bars of soap
8-3
Old Spice Case History - continued
• Proctor & Gamble did focus group research
• Men were using body washes
• Repositioned Old Spice towards 13-34 year olds
8-4
Old Spice Case History - continued
• Old Spice faced tough competition from AXE
• Irreverent , risqué ads and suggestive taglines
8-5
Old Spice Case History - continued
• Old Spice needed a BIG IDEA
• Positioning:
• “Help guys navigate the seas of manhood”
• Objective:
• Create ads that both men and women would enjoy
8-6
Advertising Campaign for Old Spice Body Wash
Isaiah Mustafa:“The man your man could smell like”
Show TV commercials
8-7
Advertising
• Communicates information
• Source of entertainment, fascination, fantasy and irritation
• Creates images and positions a brand in consumers' minds
8-8
Campaign Theme Quiz
1. Breakfast of Champions
2. The ultimate driving machine
3. When you care enough to send the very best
1. Wheaties2. BMW3. Hallmark
8-9
Advertising Creativity
Determining WHAT the advertising message will say Determining WHAT the advertising message will say
CreativeStrategyCreativeStrategy
CreativeTactics
CreativeTactics
Determining HOW the message strategy will be executed
Determining HOW the message strategy will be executed
8-10
BIG IDEA
• Central theme of advertising campaign
• Translated into attention getting, distinctive and memorable messages
• That will break thru the clutter
8-11
Altoids – “the curiously strong mint”
8-12
Award Winning Creative
• Cannes Gold Lions – most prestigious advertising award
• Ad may be popular, but may not increase sales
• Alka-Seltzer…
- I can’t believe I ate the whole thing!
- Mama Mia! That’s a spicy meatball!
8-13
What is Creativity?
• Ads are called “creative”
• People who develop ads are called “creatives”
• Advertising creativity is the ability to generate fresh, unique ideas that can be used as resolutions to communication problems
8-14
Client and Agency Structure
Client Agency
Marketing Manager
AccountPlanning
Department
CreativeDepartment
Art Directorsand
Copy Writers• Conduct research
• Gather information about product and consumers
8-15
Different Perspectives on Creativity
Managers(Marketing & Account)
Creatives
Only artistic value, originalityand awards count
It isn’t creativeif it doesn’t sell
Stick with what works
Try something
new
Need both perspectives – give client range of options!
8-16
Determinants of Creativity
Divergence
Originality
Flexibility
Elaboration
Synthesis
Artistic Value
Relevance
Ad-to-consumer
Brand-to-consumer
surprising
differentideas
unexpected
blendunrelated
ideas
attractive colors
meaningfulcelebrities;
music
Brand has personal interest
8-17
Creative Advertising for Absolut
8-18
Guidelines for Creative Advertising• Product positioned simply and clearly
• With a clinching benefit
• With a Power Idea
• With a Brand Personality
• The advertising is unexpected
• Single-minded
• Rewards the prospect
• Is visually arresting
• With great craftsmanship
8-19
The Creative Challenge
There are no rules:
A dozen creatives will come up with 12 different ideas!
8-20
Residence Inn Takes a Creative Risk
8-21
Creative vs. Hard-Sell Advertising
• “Suits” are rationalist salesmen who want to move product
• Want mostly selling points in ads
• “Poets” are proponents of creativity who want to move people emotionally
• Want to entertain and inspire
8-22
Creative Personnel
Abstract
Less structured
Less organized
Unconventional
Intuitive
8-23
Marketing / Account Managers
Logical
Profit Oriented
Business Background
8-24
Four-Step Creative Process
Gather background information through research and study
Preparation
Getting away and letting ideas developIncubation
“Seeing the light” or solutionIllumination
Refining and polishing the idea and seeing if it is appropriateVerification
8-25
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) Illumination
E) Incubation
8-26
Background Research
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
Watch the Mel Gibson movie: “What Women Want”
8-27
Input Verification and Revision
•Evaluate ideas •Reject the inappropriate•Refine the remaining•Give ideas final expression
•Evaluate ideas •Reject the inappropriate•Refine the remaining•Give ideas final expression
ObjectiveObjective
•Focus groups•Use storyboards•Viewer reaction
•Focus groups•Use storyboards•Viewer reaction
TechniquesTechniques
8-28
Storyboards and Animatics
Animaticisa videotape of storyboard with soundtrack
8-29
Types of Research
• General Pre-Planning Input
• Books, trade publications
• Clipping services
• Market trends in Ad Age / Wall St Journal
• Product Specific Research
• Specific studies
• Qualitative research (attitude studies / focus groups)
• Problem detection research
• Ethnographic research (observe consumers at home)
8-30
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
8-31
Campaign Themes
American Express Don’t leave home without it
U.S. Army Be all that you can be
Apple Think different
Avis We try harder
McDonald’s I’m lovin’ it
DeBeer’s A diamond is forever
M&M’s Melt in your mouth; not in your hand
Las Vegas What happens here, stays here
Company or Brand Slogan / Tagline
8-32
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
8-33
The Creative Brief
• Basic problem the advertising must address• Advertising and communications objectives• Target audience• Product positioning• Key benefits to communicate; reasons to
believe• Creative strategy statement• Supporting information and requirements;
tonality; creative considerations
Specifies elements of the creative strategy:
8-34
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
8-35
Search for a Major Selling Idea
Finding the Inherent Drama
Finding the Inherent Drama
Use a UniqueSelling PositionUse a Unique
Selling Position
Create a Brand Image
Create a Brand ImagePositioningPositioning
“The strongest thing you can
say about your product”
“The strongest thing you can
say about your product”
8-36
The Unique Selling Proposition (USP)
Must be unique to brand; rivals can't or don't offer it
Must be unique to brand; rivals can't or don't offer it
UniqueUnique
Buy this product and get this benefit
Buy this product and get this benefit
BenefitBenefit
Promise must be strong enough to get consumers to buy it
Promise must be strong enough to get consumers to buy it
StrongStrong
Sustainable competitive advantage that competitors can’t copy
8-37
Colgate’s Unique Selling Proposition
What is Colgate’s USP?
8-38
Image Advertising
• For products that are difficult to differentiate on a functional or performance basis (whiskeys, fashion, cigarettes, beer)
• Build a sharply defined personality
bee-bee
8-39
Positioning
• Establish a particular place in the customer’s mind for the product
• Good for multiple brands from the same company
“Gets out all kinds of stains”
“Keeps your colors colorful”
“Delivers an amazing scent experience”
8-40
Inherent Drama
• Messages presented in an emotional way (Show Hallmark commercial)
• Focuses on benefits in a dramatic way(Show Zerex commercial)
8-41
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