Transcript 4210-0708
Articulating 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 explain how the message strategy will be executed. 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. Brand Positioning Statement 5. Communications Objectives • Advertising Objectives • Creative Objectives Creative Brief 6. Creative Guidelines • Key Benefit(s) • Support Claims • Mandatories • Creative Strategy • rational, emotional, humor, fear, celebrity •Execution style • straight sell, demonstration, imagery… Pyramid Ale Web Creative Brief • OBJECTIVES: – Support image of Pyramid as contemporary, urban, hip on top of it. • COMPETITION – The only significant microbrewery in the western U.S. is Redhook. • AUDIENCE – Men, 18-45. Guys with a few more bucks to spend, who appreciate better beer. • POSITIONING STATEMENT – You should drink Pyramid, because they're the beers that are poured when smart, hip, discriminating people get together for a good time. • SUPPORT CLAIMS – Incredible popularity of Seattle brewpub – Presence at festivals like Bumbershoot, Summer Nights at the Pier… • MANDATORIES/CAUTIONS – Don’t tread too close to the Bass Ale red triangle • CREATIVE STRATEGY – Fun, social, slightly irreverent although serious about the beer, – self-deprecating and 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. 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 Perspectives of Great Advertisers on the Major Selling 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.” 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? Example • Absolut Ads – Print ads • “Series” – Shape of bottle • Distinctive – Hip • Special knowledge – Collectors and websites! © 2005 McGraw-Hill Ryerson Limited “Equinox” (1995) © 2005 McGraw-Hill Ryerson Limited “Equinox” (1995) © 2005 McGraw-Hill Ryerson Limited Stores (1995) © 2005 McGraw-Hill Ryerson Limited Stores (1995) © 2005 McGraw-Hill Ryerson Limited Stores (1995) © 2005 McGraw-Hill Ryerson Limited Chefs (1995) © 2005 McGraw-Hill Ryerson Limited Chefs (1995) © 2005 McGraw-Hill Ryerson Limited Chefs (1995) © 2005 McGraw-Hill Ryerson Limited Chefs (1995) © 2005 McGraw-Hill Ryerson Limited Beach Chairs (1997) © 2005 McGraw-Hill Ryerson Limited Beach Chairs (1997) © 2005 McGraw-Hill Ryerson Limited Consistency Across Executions © 2005 McGraw-Hill Ryerson Limited 6 Cities Artists © 2005 McGraw-Hill Ryerson Limited Flavors © 2005 McGraw-Hill Ryerson Limited Low Involvement High Involvement Foote, Cone & Belding Grid 17-33 Thinking Feeling 1 2 Informative The Thinker Affective The Feeler 3 4 Habit Formation The Doer SelfSatisfaction The Reactor Foote, Cone & Belding Grid Thinking 1 Informative High Involvement The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test: Media: Creative: 17-34 Recall diagnostics Long copy format Reflective vehicles Specific information Demonstration 17-35 17-36 Foote, Cone & Belding Grid Feeling 2 Affective High Involvement The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn-do (psychological?) Possible implications Test: Media: Creative: 17-37 Attitude change Emotional arousal Large space Image specials Executional Impact 17-38 17-39 Foote, Cone & Belding Grid Thinking 3 Habit formation Low Involvement The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test: Media: Creative: 17-40 Sales Small space ads 10-second ID’s Radio; Point of Sale Reminder Ads 1.CDs 2. Stamp collecting 17-41 Foote, Cone & Belding Grid Feeling 4 Self-satisfaction Low Involvement The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test: Media: Creative: 17-42 Sales Billboards Newspapers Point of Sale Attention 17-43 17-44 Quote of the Day If you have a good selling idea, your secretary can write your ad for you. • Morris Hite (DDB)