Transcript The creative strategy and the creative idea

The creative strategy
and the creative idea
Session 5
Session outcomes
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To understand what is creative strategy of advertising
and how it stands behind any successful ad campaign
Acquire a working definition of "creative idea."
Understand the theory of random creativity and why it
is important for both advertiser and agency.
Appreciate the importance of long-term management of
creativity for the brand
Challenges in strategy design
• Some products are naturally difficult to
advertise
• Some products (FMCG) are
commodities, therefore very difficult to
differentiate
• Targeting young people: age difference
between those who create ads and those
who read them
A hard
sell
• Is an informational message that is designed to touch
the mind and create a response based on logic.
• The assumption is that the target audience wants
information and will make a rational product decision
• The approach emphasizes tangible product features
A soft
sell
• Uses emotional appeals or images to create a
response based on attitudes, moods dreams and
feelings.
• The assumption is that the target audience has little
interest in undertaking an information search and will
respond more favorably to a message that touches
their emotions
Straightforward
• A factual or informational message conveys information
without any gimmicks, emotions, or special effects
Demonstration
• Focuses on how to use the product or what it can do for
you
Comparison
• Contrasts two or more products and finds that the
advertisers brand is superior
Slice of life
• An elaborate version of problem solution staged in the form
of drama
Endorsers
• Use of celebrities or characters
Teasers
• Mystery ads that don’t identify the product or don’t deliver
enough information to make sense
Appeals based upon:
The provision of information
Emotions and feelings
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Factual
Slice of life
Demonstration
Comparative advertising
Fear
Humour
Animation
Sex
Music
Fantasy
Source: C. Fill, 2005, Marketing Communications, p. 540
Message
content
Creative
idea
Executional
tactics
Communication objectives
and Brand position
Brand's sales can be
increased many-fold with
the same advertising
budget;
The increase in sales,
assuming that distribution
and other marketing costs
remain constant per unit,
means a massive
increase in profit;
Booz Allen & Hamilton,
Inc.:” the selling power of
a great idea can exceed
that of an ordinary idea by
a multiple of 10 .“
Informal Definition
Formal Definition
• the creative idea refers to
the choice of an
interesting way to
express the brand
position in an advertising
format
• 1. An attention-getting
and catalytically relevant
representation of the
brand position
• 2. Generated in a form
that is detailed enough to
be executed and tested
• 3. And (necessary in
most cases) amenable to
multiple executions.
The creative idea must not change
the positioning strategy itself
The creative idea must represent
the positioning strategy
Brand awareness
What is it?
Who is it for?
Category
need
User
What does it offer?
Brand
Benefits
Brand attitude
John R. Rossiter, Larry Percy, Advertising Communications & Promotion Management, 1998, McGraw Hill
"Remember, consumers see the
advertising, not the strategy
statement."
John Eighmey
the generation of "winning" creative ideas
can be regarded as a random process
there is a large element of chance in
coming up with a winning creative ideaand, if so, the more times you try to do so,
the greater your odds of finding a winner.
different agencies
• For a new product
independent teams within an agency
• Established product
an individual copywriter or copywriting team
Creative
director
Copywriters
and Art
directors
“Creatives”
are a team
• Manages the creative process, plays an
important role in focusing the strategy of ads
and making sure the creative concept is
strategically on target
• Responsible for developing the creative
concept and crafting the execution of the
advertising idea
• They usualy all together generate concept,
word and picture ideas
• They may be hired or fired as a team
Immersion
Ideation
Brainfog
Incubation
Illumination
• Read, research,
and learn
everything you
can about the
problem
• Look at the
problem from
every angle;
• Develop ideas;
• Generate as
many
alternatives as
possible
• You may hit a
blank wall and
want to give up
• Try to put your
conscious mind
to rest to let your
subconscious
take over
• Unexpected
moment when
the idea comes,
often at least
expected time
In most cases, it is more effective
to present the brand's key
benefit "indirectly" rather than to
state it or show it directly
Product
representation
Conveyor
Attribute
prompt
The best verbal conveyors are positive verbal metaphors rather than puns
Metaphor headlines produce a more favorable brand attitude than straight
headlines
Verbal metaphor conveyors could be executed visually, and indeed a visual
conveyor is a pictorial metaphor
Visual metaphors are usually more effective than verbal ones
Visual conveyors are more effective that verbal ones, although both can be
more effective than straight versions of the brand's main benefit claim.
• Prio sportswatch is a dolphin
• Prio sportswatch is waterproof
Brand
positioning
statement
Creative idea
(unless
“straight” is
indicated)
Ad
execution
tactics
Reading
• Pickton, D. and Broderick, A. (2005)
Integrated Marketing Communications
Prentice Hal, Chapter 20
• De Pelsmacker, P. Geuens, M., and Van
Den Bergh ,J. (2004) Marketing
Communications, Prentice Hall, London,
Chapter 7
• Fill, C. (2005) Marketing Communications
Prentice Hall, London, chapters 18, 19