Transcript Chapter 1
Creative Planning, Strategy and Development Message Strategy vs. Execution Creative Strategy Creative Execution Determining what the Determining what the advertising message will say advertising message will say or communicate Determining how the message will be said What is the message? What is the execution? What is the message? What is the execution? A “Big Idea”. . . Is describable Be describable in in aa simple simple word word or or phrase phrase Attracts the prospect’s attention Be likely to attract the prospect’s attention Revolves Revolvearound aroundthe theclinching clinchingbenefit(s) benefit Allow you Allows you to to brand brand the the advertising advertising Let prospects vividly experience the product 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.” Managers Artists “Only artistic value and originality count.” Creative Risk: Wieden & Kennedy for Nike Young's (J. Walter Thompson) Creative Process Immersion Getting raw material, data, immersing Immersing one's self in the problem to one's self in the problem to get the get a background. background. Digestion Ruminating on the data acquired, turning it this way and that in the mind. Incubation Ceasing analysis and putting the problem out of conscious mind for a time. Illumination A sudden inspiration or intuitive revelation about an a potential idea or solution. solution. Verification Studying the revelation, evaluating it, and developing it for practical usefulness. Getting Creative Input Read anything related to the product or market! market. Use the product to become familiar with it! it. Work in and learn about the client’s business. Talk to users Listen to what and non-users people are about the talking about! product. Ask Read everyone the involved marketfor information! research. Creativity Tactics – Effective Brainstorming and Ideation • Best when done in small groups (5-10 people) • All thoughts are fair game. • Never, ever criticize anyone’s idea at any point. • Listen and build upon others’ ideas. • Find the good in every idea. • Hold the session in a novel location. • Very often the “creative leap” will initially seem unnatural. Creativity Tactics – Imagery & Copy Unexpected Twists or Associations – Irony “Dermatologists have put something unusually strong in this cleanser – their trust.” (Dove Soap) Catchy Phrasing/Rhymes: “L’eggo my Eggo.” (Eggo Waffles) Play on Words/Double Entendre: “Go Long” (Kaiser Permanente) Strategic Grammar Violations: “Think Different” (Apple) “Where you at?” Exaggeration or Reverse Exaggeration Geico Gecko Analogy and Metaphor Familiar Paired with Strange Broad Meaning: “Just Do It” Creativity Lingo Stopping Power: Getting the consumer’s initial attention. Pulling Power: Keeping the consumer’s attention. Stickiness: The tendency of an ad to stay in memory The best ads “Stop, Pull, and Stick…” Reason/Permission to Believe (Conviction) The value of Broad Meanings and Disconnectedness Tone (of Voice): Funny, sad, serious, threatening – the emotional appeal of your ad “Vampire Creativity”: When the ad is remembered for its creativity, but the product isn’t remembered at all. How can this be prevented? Reasons Why / Proof / Convictions • • • • Seals of approval Research Studies Guarantees Trial offers and samples • Warranties • • • • • Reputation Demonstrations Testimonials Production Values Time (…since 1904…) Advertising Campaigns Integrated Interrelated Coordinated Marketing Communication Activities Centered on a Theme or Idea In Appears Different In Different Media Media Over a Time Period Ad Campaign versus Ads • Brand advertising relies on a series of related ads which run over time • Average campaign length is about 17 months • Some campaigns last years • Creating new campaigns may be risky and many are simply tweaks on old ideas Advertising Campaign Themes The central message communicated in all of the various IMC activities Philip Miller Morris, Marlboro Lite “ Marlboro country” BMW “ The ultimate driving machine” General Mills, Wheaties “The breakfast of champions” Marlboro Country Ad Campaign 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? The Unique Selling Proposition 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 Creating “Brand Image” Used when competing brands are so Differentiates brands that might otherwise similar it is difficult to find or create a appear too similar. unique attribute Builds The creativity brand identity sales strategy throughis“Image based on a strong, memorable Advertising” or “Transformational brand identity through image advertising Advertising” – little to no focus on product Can be used for “boring” products, but is often used for “sexy” higher-arousal products such as soft drinks, perfume, liquor, clothing, and air travel. Transformational Ads Feelings Meanings Richer More Exciting Images The ads create . . . The ads make the product experience . . . Beliefs Warmer More Enjoyable Jeep: Tranformational Imagery for the Wrangler Transformational Advertising for Skyy Vodka Skyy’s Transformational TV commercial *Click outside of the video screen to advance to the next slide “Positioning” as Unique Selling Proposition 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 Pennzoil’s Positioning is Based on Protection *Click outside of the video screen to advance to the next slide IBM’s New Positioning: Provider of Business and Consulting Services Psychological Reactance an emotional reaction in direct contradiction to rules or regulations that threaten or eliminate specific behavioral freedoms. It can occur when someone is heavily pressured to accept a certain view or attitude. Reactance can cause the person to adopt or strengthen a view or attitude that is contrary to what was intended and also increases resistance to persuasion. (Source: Wikipedia) What are the implications for Advertising? Creative Executions - Informational Appeals Straightforward appeals (Trader Joe’s) Also called “Straight-sell” ads Technical appeals (electronics) News appeals (i.e. Microsoft) Demonstrations – best suited for tv Testimonials Popularity appeals High Involvement Product – Straight Sell Execution Apple Uses a Testimonial Mentadent Uses a Demonstration “Popularity” Appeal Creative Executions – Emotional Appeals Appeal to positive, negative or neutral emotional states or create positive or negative emotional states. The ultimate goal: Emotional Bonding (i.e. Mastercard’s “Priceless” campaign) MasterCard Creates an Emotional Bond Appealing to Personal States or Feelings Achievement Actualization Ambition Stimulation Excitement Grief Joy Nostalgia Pride Security Sentiment Accomplishment Affection Arousal Comfort Fear Happiness Love Pleasure Safety Self-esteem Sorrow Appealing to Social Feelings Approval Affiliation Embarrassment Acceptance Status Social Feelings Respect Belonging Involvement Rejection Recognition TaylorMade Uses an Emotional Appeal to Connect with Golfers *Click outside of the video screen to advance to the next slide Creative Executions – More Appeals Problem/Solution (Dandruff) Slice-of-Life – P&G Swiffer Slice-of-Death – “Use our product or else!” (Fed Ex) Listerine Uses a Slice-of-Life Execution Teaser Ads Excite Curiosity *Click outside of the video screen to advance to the next slide “Shockvertising” - Does it work? Mascots & Characters Evaluation Guidelines for Creative Output Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with creative strategy strategy, objectives? objectives? Does it communicate what it’s supposed to? Approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? environment? Appropriate to the media and vehicles chosen? Is the advertisement truthful and tasteful? Top 10 Advertising 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?