Creative Planning, Strategy and Development

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Creativity

Creative Strategy

Determining what the advertising message will say or communicate

Creative Tactics

Determining how the message strategy will be executed

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Silhouettes campaign for the iPod is an Example of Creative Advertising

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Absoluts Advertising Represents Synergy Between Creative and Media

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Creativity

Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communicate the problem

The Ideal Power Idea Should . . .

Be describable in a simple word or phrase

Be likely to attract the prospects attention

Revolve around the clinching benefit

Allow you to brand the advertising

Let prospects vividly experience the goods

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Two Perspectives on Advertising Creativity

The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.
Its not creative unless it sells Only artistic value and originality count

Suits

Artists

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

Young's Creative Process

Immersion Digestion
Getting raw material, data, immersing one's self in the problem to get the background. Ruminating on the data acquired, turning it this way and that in the mind. Ceasing analysis and putting the problem out of conscious mind for a time. A sudden inspiration or intuitive revelation about a potential solution. Studying the idea, evaluating it, and developing it for practical usefulness.
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Incubation
Illumination Verification

Wallas View of the Creative Process

Illumination Seeing the Solution

Preparation Gathering Information

The Creative Process

Verification Refining the Idea Incubation Setting Problem Aside

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Account Planning

It is the process that involves conducting research and gathering all relevant information about a clients product or service, brand and consumers in the target audience.

Getting Creative Input

Use the product to become familiar with it!

Read anything related to the product or market!

Listen to what people are talking about!

Work in and learn about the clients business!

Ask everyone involved for information!

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Verification and Revision of Ideas

Evaluate ideas generated Reject inappropriate ideas Objective Refine remaining ideas Give them final expression Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Techniques

Advertising Slogans of the Century

Company or Brand
1. De Beers 2. Nike 3. Coca Cola 4. Miller Lite 5. Avis 6. Maxwell House

Campaign Theme
Diamonds are forever Just do it! The pause that refreshes Tastes great, less filling We try harder Good to the last drop

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

An Advertising Campaign
Integrated Interrelated Marketing Communication Activities Coordinated

Centered on a Theme or Idea

In Different Media
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Over a Time Period

Advertising Campaign Themes

The central message that will be communicated in all of the various IMC activities Miller Philip Morris Lite Marlboro country General Mills, Wheaties The breakfast of champions

BMW

The ultimate driving machine

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Building a Copy Platform Outline

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
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Model of Marketing Information Flow

Knowledge of vital marketing information

Client/agency communication Client gatekeepers (Brand manager)

Internal agency communication Agency gatekeepers (Account manager)

Creative staff

Internal client decision on sharing information with the agency

Agency gatekeeper decision on sharing client info with staff

Art is created

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Campaigns

It is a set of interrelated and coordinated marketing communication that center on a single theme or idea that appears in different media across a specified time period Determining the unifying theme is critical to building the campaign

Successful Long-Running Campaigns

Company or Brand
Nike Hallmark cards Budweiser Intel

Campaign Theme
Just do it When you care enough to send the very best This Buds for you Intel inside

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Approaches to the Major Selling Idea: USP

Unique Selling Proposition Benefit Unique Potent

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

The promise must be strong enough or attractive enough to move people

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Major Selling Ideas

Positioning Use a Unique the Brand Selling Position Create Use a Unique a Brand Selling Image Position

Seeking the Major Idea

Positioning

Find Create the the Inherent Brand Drama Image

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Perspectives of Great Ad Men on the Major Selling Idea

David Ogilvy
Brand image or personality is particularly important when brands are similar

Leo Burnett
Find the inherent drama or characteristic of the product that makes consumers buy it

Every ad must contribute to the complex symbol that is the brand image.

(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.

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Creating a Brand Image

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 advertising

Often used for products such as soft drinks, perfume, liquor, clothing, airlines

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

Inherent Drama

Messages generally presented in a warm, emotional way Hallmark, Maytag, McDonald, Kellogg Kellogg

Focus on consumer benefits with an emphasis on the dramatic element in expressing them

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Approaches to the Major Selling Idea: Positioning

Positioning

Establish a particular place in the customers mind for the product or service

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IBM Positions Itself as a Provider of Business and Consulting Services

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Creative Campaigns Now Extend to the Internet

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin