Transcript 4210-07
Articulate the Message • There are many ways to convey an advertising message. • Common to all messages are: – A creative strategy determining what the message will say or communicate. – Creative tactics for how the message strategy will be executed. The Creative Team Creative Director (VP Creative) Copywriter Art Director This team develops the creative concept -the central theme for the campaign. Stages of the Creative Process “EMERGENT” • Preparation • Incubation • Illumination • Verification Inputs to the Creative Process Working with the client Trying the product Asking Questions Reading and analysis CREATIVE PROCESS Listening to others Product research Creative Development Process Creative Brief Creative Objectives Creative Strategy Client Evaluation Creative Execution Creative Brief 1. Problem (that advertising will resolve) 2. Market Background Information 3. Target Market Description 4. Positioning Statement [Here’s where we are] Creative Brief 5. Communications Objectives • Advertising Objectives • Creative Objectives 6. Creative Guidelines • Key Benefit(s) • Support Claims • Mandatories • Creative Strategy Pyramid Ale Web Creative Brief • • • OBJECTIVES: – Support image of Pyramid as contemporary, urban, hip and on top of it. COMPETITION – There are several microbreweries in the western U.S. • AUDIENCE – Men, 18-45. Guys with a few more bucks to spend. • POSITIONING STATEMENT – You should drink Pyramid, because they're the beers that are poured whenever smart, hip, discriminating people get together for a good time. • SUPPORT CLAIMS – +Incredible popularity of Seattle brewpubs – +Presence of our brands at Bumbershoot, Summer Nights at the Pier, etc. • MANDATORIES/CAUTIONS – Be careful not to tread too close to the Bass Ale red triangle • CREATIVE STRATEGY – Fun, social, slightly irreverent although serious about the beer, – self-deprecating, accessible Advertising Campaign Themes The central message that will be communicated in all of the various IMC activities Miller Lite “ At a place called Miller time” BMW “ The Ultimate Driving Machine” Chevy Trucks “Like a Rock” The Search for a Creative Theme Positioning the Brand Use a Unique Selling Position Seeking the Major Idea Find the Inherent Drama Create the Brand Image The BIG IDEA • A BIG IDEA can be used to provide a basis for the campaign • e.g. a “hook” that you can use for multiple executions. THE BIG IDEA (DMBB) 1. Does the ad position the product simply? 2. …and with unmistakable clarity? 3. Does this ad bolt the brand to a benefit? 4. Does this ad contain a power idea? 5. Does this ad have brand personality? 3/31/2016 12 Approaches to the Major Selling Idea: USP Unique Selling Proposition Benefit Buy this produce and you'll benefit this way or enjoy this reward Unique Potent Must be unique to this brand or claim; something rivals can't or don't offer The promise must be strong or attractive enough to move people Reasons for a USP? Do not advertising for a product class • (for example, vacuums) • and only getting your % of the market Instead, advertise for your product • and people will look for the benefit you are offering • You will get 100% of the benefit 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 Unique Brand Image? A Unique Brand Image? Positioning? © 2005 McGraw-Hill Ryerson Limited Creative Consistency • Consistency in promotional creativity is a key success factor so that target audience retains the brand position. • Involves consistency across: – Time – Creative executions – Advertising media – Promotional tools – Products Creative Consistency 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? Creative Exercise • You are advertising PEPSI – The theme is PEPSI is more FUN • e.g. Pepsi and Coke switched at old folks’ home and fraternity Creative Exercise • You are advertising PEPSI – Develop an idea that plays into that theme • Report back “The Basic Concept” for your ad. • http://www.youtube.com/watch?v=tLfrdRgpKfI Quote of the Day If you have a good selling idea, your secretary can write your ad for you. • Morris Hite (DDB)