Transcript Chapter 8
8 Creative Strategy: Planning and Development McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Advertising Creativity Creative Strategy Determining what the advertising message will say or communicate Creative Tactics 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 Likely to attract the prospect’s attention Lets prospects vividly experience the goods Revolves around the clinching benefit Allows you to brand the advertising Creativity and Synergy Agency Client • Account executives • Marketing managers • Media planners • Brand managers • Researchers • Upper management • Attorneys An Absolut World The Only Rule in Advertising There are no rules The Perpetual Debate It isn’t creative if it doesn’t sell Suits Only artistic value and originality count Artists Wrigley Takes a Creative Risk Creative Personnel Unconventional Abstract Less structured Less organized Intuitive Young’s Creative Process Immersion Digestion Get raw material and data, and immerse yourself in the problem Take the information, work it over, wrestle with it in your mind Incubation Turn the information over to the subconscious to do the work Illumination “Eureka! I have it!” phenomenon Verification Study the idea, evaluate it, reshape it for practical usefulness Wallas’ Creative Process Model Verification Refining the idea Preparation Gathering Information The Creative Process Illumination Seeing the Solution Incubation Setting Problem Aside 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! Conduct studies of product, service, audience! Use the product to become familiar with it! Work in and learn about the client’s business! Listen to what people are talking about! Ask everyone involved for information! Branding Research Got Milk? Input Verification and Revision Evaluate ideas Reject the inappropriate Objective Refine the remaining Give ideas final expression Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Techniques Top 10 Slogans of the Century Company or Brand Campaign Theme 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? An Advertising Campaign Integrated Interrelated Marketing Communication Activities Coordinated In Different Media Centered on a Theme or Idea Over a Time Period 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 central message that will be communicated in all IMC activities Miller Lite “ Tastes great less filling” BMW “ The ultimate driving machine” General Mills, Wheaties “The breakfast of champions” Developing a Creative Strategy Creative Strategy Target audience identity Basic problem, issue, opportunity Major selling idea or key benefit 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/agency communication Client gatekeepers (Brand manager) Internal client decision to share information with agency Internal agency communication Agency gatekeeper (Account manager) Creative staff Agency gatekeeper decision on sharing client info with staff Art is created Successful, Long-Running Campaigns Company or Brand Campaign Theme 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? Search for a Major Selling Idea Positioning the Brand Use a Unique Selling Position Seeking the Major Idea Positioning Create the Brand Image The Unique Selling Proposition (USP) Unique Selling Proposition Benefit Unique 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 Potent Promise must be strong enough or attractive enough to move people Perspectives of Great Ad Men on the “Big Idea” David Ogilvy Leo Burnett Brand image or personality is particularly important when brands are similar 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.” 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 Messages generally presented in a warm, emotional way Focus on consumer benefits with an emphasis on the dramatic element in expressing them Positioning Positioning 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 IBM as a Provider of Business Consulting Services Contemporary Approaches to the Big Idea