1. Creative Planning, Strategy and Development Creative Strategy: Implementation and Evaluation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. Determining what the advertising message will say or communicate Advertising Creativity © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Creative Strategy Creative Strategy Creative Tactics Creative Tactics Determining how the message strategy will be executed

3. What Is Creativity?

5. Bridgestone

11. Peace vs. War

12. Dead vs. Alive

13. Absolut’s Advertising Represents Synergy Between Creativity and Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

16. Let prospects vividly experience the goods Allow you to brand the advertising Revolve around the clinching benefit Be likely to attract the prospect’s attention Be describable in a simple word or phrase Allow you to brand the advertising Revolve around the clinching benefit Be likely to attract the prospect’s attention Be describable in a simple word or phrase The Ideal Power Idea Should... © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

17. Two Perspectives on Advertising Creativity © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Suits “Its not creative unless it sells” Artists “Only artistic value and originality count”

18. Wrigley Takes a Creative Risk © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

19. Read anything related to the product or market! Listen to what people are talking about! Use the product to become familiar with it! Ask everyone involved for information! Work in and learn about the client’s business! Ask everyone involved for information! Listen to what people are talking about! Use the product to become familiar with it! Read anything related to the product or market! Getting Creative Input © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

20. Evaluate ideas generated Reject inappropriate ideas Refine remaining ideas Give them final expression Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Portfolio tests Message communication studies Directed focus groups Give them final expression Refine remaining ideas Reject inappropriate ideas Evaluate ideas generated Verification and Revision of Ideas © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Objective Techniques

21. Top 10 Advertising Slogans of the Century © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1. De Beers Diamonds are forever 2. NikeJust do it! 3. Coca ColaThe pause that refreshes 4. Miller LiteTastes great, less filling 5. AvisWe try harder 6. Maxwell HouseGood to the last drop 7. WheatiesBreakfast of champions 8. ClairolDoes she... or doesn’t she? 9. Morton SaltWhen it rains it pours 10. Wendy’sWhere’s the beef? Company or Brand Campaign Theme

22. Integrated Interrelated Coordinated In Different Media Over a Time Period Integrated Interrelated Coordinated In Different Media An Advertising Campaign © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketing Communication Activities Centered on a Theme or Idea

23. “The ultimate driving machine” BMW “Marlboro country” Miller Lite Miller Lite “The breakfast of champions” General Mills, Wheaties BMW Philip Morris Advertising Campaign Themes © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The central message that will be communicated in all of the various IMC activities

24. 6. Supporting information and requirements 5. Creative strategy statement 4. Selling idea or key benefits to communicate 3. Specify target audience 2. Advertising and communications objectives 1. Basic problem advertising must address 5. Creative strategy statement 4. Selling idea or key benefits to communicate 3. Specify target audience 2. Advertising and communications objectives 1. Basic problem advertising must address Building a Copy Platform Outline © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

25. Model of Marketing Information Flow © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Knowledge of vital marketing information Client gatekeepers (Brand manager) Internal client decision on sharing information with the agency Agency gatekeepers (Account manager) Agency gatekeeper decision on sharing client info with staff Creative staff Art is created Client/agency communication Internal agency communication

26. Successful Long-Running Campaigns © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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? Company or Brand Campaign Theme

27. 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 Unique Benefit Unique Benefit Approaches to the Major Selling Idea: USP © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Unique Selling Proposition The promise must be strong enough or attractive enough to move people Potent

28. Positioning the Brand Use a Unique Selling Position Use a Unique Selling Position Create the Brand Image Positioning Find the Inherent Drama Create a Brand Image Use a Unique Selling Position Use a Unique Selling Position Major Selling Ideas © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Seeking the Major Idea

29. Brand image or personality is particularly important when brands are similar “Every ad must contribute to the complex symbol that is the brand image.” Brand image or personality is particularly important when brands are similar Perspectives of Great Ad Men on the Major Selling Idea © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin David Ogilvy Find the inherent drama or characteristic of the product that makes consumers buy it “(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.” Leo Burnett

30. Often used for products such as soft drinks, perfume, liquor, clothing, airlines image advertising The creativity sales strategy is based on a strong, memorable brand identity through image advertising Used when competing brands are so similar it is difficult to find or create a unique attribute image advertising The creativity sales strategy is based on a strong, memorable brand identity through image advertising Used when competing brands are so similar it is difficult to find or create a unique attribute Creating a Brand Image © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

31. Reebok Uses Image Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

32. Approaches to the Major Selling Idea: Inherent Drama © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Inherent Drama Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg Focus on consumer benefits with an emphasis on the dramatic element in expressing them Messages generally presented in a warm, emotional way McDonald’s, Maytag, Kellogg

33. Establish a particular place in the customer’s mind for the product or service Approaches to the Major Selling Idea: Positioning © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Positioning Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

34. IBM Positions Itself as a Provider of Business and Consulting Services © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

35. Emotions Levels of Relationship with Brands © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Personality Product Benefits Personality Product Benefits

36. To influence consumer feelings toward a product, service or cause The approach used to attract the attention of consumers The way an appeal is turned into an advertising message The way the message is presented to the consumer The approach used to attract the attention of consumers The way an appeal is turned into an advertising message Appeals and Execution Style © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advertising Appeals Advertising Appeals Execution Style Execution Style

37. MasterCard Creates an Emotional Bond © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

38. Jeep Uses Imagery for the Wrangler © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

39. Ads for High Involvement Products Often Use Straight Sell Executions © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

40. Mentadent Uses a Demonstration © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

41. Apple Uses a Testimonial © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

42. Layout: How Elements Are Blended Into a Finished Ad Layout: How Elements Are Blended Into a Finished Ad Visual Elements: Illustrations Such As Drawings or Photos Body Copy: The Main Text Portion of a Print Ad Body Copy: The Main Text Portion of a Print Ad Subheads: Smaller Than the Headline, Larger Than the Copy Subheads: Smaller Than the Headline, Larger Than the Copy Headline: Words in the Leading Position of the Ad Headline: Words in the Leading Position of the Ad Visual Elements: Illustrations Such As Drawings or Photos Body Copy: The Main Text Portion of a Print Ad Body Copy: The Main Text Portion of a Print Ad Subheads: Smaller Than the Headline, Larger Than the Copy Subheads: Smaller Than the Headline, Larger Than the Copy Headline: Words in the Leading Position of the Ad Headline: Words in the Leading Position of the Ad Print Ad Components © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

43. Headlines Help Select Good Prospects © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

44. Format Arrangement of the elements on the printed page Size Expressed in columns, column inches or portions of a page Color Black & white or two-, three-, or four- color printing White Space White Space Marginal and intermediate space that remains unprinted Format Arrangement of the elements on the printed page Color Black & white or two-, three-, or four- color Printing Size Expressed in columns, column inches or portions of a page Print Ad Layout © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

47. Production Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded Preproduction All work before actual shooting, recording Production Period of filming, taping, or recording Production Stages for TV Commercials © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Preproduction All work before actual shooting, recording

48. Select a director Cost estimation and timing Choose production company Bidding Preproduction meeting Production timetable Cost estimation and timing Bidding Choose production company Select a director Preproduction Tasks © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Preproduction

49. Location versus set shoots Night/weekend shoots Talent arrangements Talent arrangements Night/weekend shoots Location versus set shoots Production Tasks © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Production

50. Editing Processing Sound effects Audio/video mixing Opticals Client/agency approval Duplicating Release/ shipping Duplicating Client/agency approval Opticals Audio/video mixing Sound effects Processing Editing Postproduction Tasks © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Postproduction

51. Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with creative strategy, objectives? Does it communicate what it’s supposed to? Approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with creative strategy, objectives? Does it communicate what it’s supposed to? Approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Evaluation Guidelines for Creative Output © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Is the advertisement truthful and tasteful?