Determining what the advertising message will say or communicateDetermining what the advertising message will say or communicateDetermining what the advertising message will sayDetermining what the advertising message will say
Message Strategy vs. Execution
CreativeStrategyCreativeStrategy
CreativeExecutionCreativeExecution
Determining how the message will be saidDetermining how the message will be said
Focus &Coordination
Focus &Coordination
Plans &DecisionsPlans &
Decisions
Measurement& Control
Measurement& Control
HelpsDecision-making
HelpsDecision-making
Focus & Coordination – “Sanity Structure”
Focus & Coordination – “Sanity Structure”
Why Have Objectives?
ObjectivesObjectives
AttainableAttainable
MeasurableMeasurable
SpecificSpecific
RealisticRealistic
Specific Promotional Goal
Specific Promotional Goal
Measurable Goal – “degree of change
sought”
Measurable Goal – “degree of change
sought”
Attainable/ Realistic
Attainable/ Realistic
Target AudienceTarget Audience
Time FrameTime Frame
Characteristics of Good Objectives
Good ObjectivesGood Objectives
Some Generic Ad Objectivesstimulate salesgrab attentioncreate awarenessestablish brand identityestablish/cue brand position and/or imagecreate mental associationscue emotional appealstimulate interestprovide information/educatepromote understanding of features, benefits, advantagesdemonstrate how to use/do somethingcreate brand likingstimulate brand recognitionstimulate message recallstimulate brand preference or intention to buycreate conviction or instill beliefstimulate change of opinion, viewpoint or attitudestimulate behavior (buy, call, click, visit, donate, etc.)stimulate repeat purchasesbuild brand loyaltyremindgenerate buzz or word of mouth advertisingcreate advocacy and referralsincrease general category sales/awareness ***
20% TrialCona
tive
40% Liking
Affecti
ve
90% Awareness
Cogn
itive
5% Use
70% Knowledge
25% Preference
90% Awareness
70% Knowledge
40% Liking
25% Preference
20% Trial
Pyramid of Communications Effects
Execution: Where is your audience?
Teaser campaigns
AffectiveRealm of emotions.Ads change attitudes and feelings
CognitiveRealm of thoughts.Ads provide information and facts.
ConativeRealm of motives.Ads stimulate or direct desires.
“Image” copy “Transformational ads”Status, glamour appeals
AnnouncementsDescriptive copyClassified adsSlogans, jingles, skywriting
Competitive adsArgumentative copy
Point of purchaseRetail store ads, Deals“Last-chance” offersPrice appeals, Testimonials
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
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.
Read the market research.
Talk to users and non-users about the product.
Use the product to become familiar with it. “Live it. Breath it.”Read anything related
to the product or market including social media posts.
Getting Creative Input
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 revelation, evaluating it, and developing it for practical usefulness.Studying the revelation, evaluating it, and developing it for practical usefulness.VerificationVerification
Immersing one's self in the problem to get a background.Immersing one's self in the problem to get a background.ImmersionImmersion
Ruminating on the data acquired, turning it this way and that way in the mind.Ruminating on the data acquired, turning it this way and that way 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 an idea or solution.A sudden inspiration or intuitive revelation about an idea or solution.IlluminationIllumination
Young's (J. Walter Thompson) Creative Process
Copy Platform (a.k.a. Creative Platform)
1. Framework for your ad campaign2. Identity the “One Thing”3. Support One Thing with believable information4. Organize a client’s thoughts5. Justify creative decisions
See Altstiel text p.383
Creative Brief (one version)
• What do we want to accomplish? (objective)• Who are we talking to? (target audience)• What do they think now? (current position)• What do we want them to think? (reinforce
position or reposition)• Why should they think this? (features/benefits)• What is our message? (the One Thing and how
you say it and show it including tone)
Creative Brief – Another Format
Key observation
Communication objective
Consumer insight
Promise and support
Audience
Mandatories
Consumer profile
• Who is the prospect? • What does she do, and what does she want? • Where does she live? • When does she buy? • Why would she be interested? • How does she want to buy?