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Creative Planning, Strategy and Development © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

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Presentation on theme: "Creative Planning, Strategy and Development © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin."— Presentation transcript:

1 Creative Planning, Strategy and Development © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2 Determining what the advertising message will say or communicate Advertising Creativity © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Creative Strategy Creative Strategy Creative Tactics Creative Tactics Determining how the message strategy will be executed

3 Burger King searches for the right ad campaign © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin “Have it your way.” “America loves burgers and we’re America’s Burger King.” “Who’s got the best darn burger?” “Make it special. Make it Burger King.” 1982 “Aren’t you hungry for Burger King now?” Battle of the burgers “Aren’t you hungry?” “The big switch.” Search for Herb “This is a Burger King town” 1987 “The best food for fast times.” “We do it like you’d do it.” “Sometimes you gotta break the rules.” “Your way. Right away.” BK Tee Vee: “I love this place!” 1994 “Back to basics” “Get your burger’s worth.” “It just tastes better. Go the distance Got the Urge” “The Whopper Says” “At Burger King You Got It” 1976 Ad Campaign Timeline

4 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... © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5 Two Perspectives on Advertising Creativity © 2003 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”

6 This ad generated debate over the use of hard versus soft-sell advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

7 Another Campaign That Generated Debate Over Creativity © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

8 An Artsy Commercial for Norwegian © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

9 Norwegian Changed Its Creative Approach © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

10 Absolut’s Advertising Represents Synergy Between Creative and Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

11 Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background. Immersion Ruminating on the Data Acquired, Turning It This Way and That in the Mind. Digestion Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time. Incubation A Sudden Inspiration or Intuitive Revelation About a Potential Solution. Illumination Studying the Idea, Evaluating It, and Developing It for Practical Usefulness. Verification Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background. Immersion Ruminating on the Data Acquired, Turning It This Way and That in the Mind. Digestion Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time. Incubation A Sudden Inspiration or Intuitive Revelation About a Potential Solution. Illumination Young's Creative Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

12 Wallas’ View of the Creative Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Incubation Setting Problem Aside Preparation Gathering Information Illumination Seeing the Solution Verification Refining the Idea Incubation Setting Problem Aside Preparation Gathering Information Verification Refining the Idea The Creative Process

13 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

14 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Objective Techniques

15 This ad campaign was based on psychographic research © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

16 The 10 greatest ad slogans of all time © 2003 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

17 BMW’s Slogan Has Helped Build Its Brand Image © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

18 Integrated Interrelated Coordinated In Different Media Over a Time Period Integrated Interrelated Coordinated In Different Media An Advertising Campaign © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Marketing Communication Activities Centered on a Theme or Idea

19 “The Ultimate Driving Machine” BMW “At a place called Miller time” Miller Lite Miller Lite “Like a Rock” Chevy Trucks Chevy Trucks BMW Miller Lite Miller Lite Advertising Campaign Themes © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The central message that will be communicated in all of the various IMC activities

20 Successful Long-Running Campaigns © 2003 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

21 This ad is part of a new advertising campaign theme for Miller Lite beer © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

22 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

23 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Seeking the Major Idea

24 Buy this produce and you'll 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Unique Selling Proposition The promise must be strong enough or attractive enough to move people Potent

25 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 © 2003 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

26 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

27 No Fear Ads Creates a Unique Brand Image © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

28 Ads Can Promote a Unique Image © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

29 Approaches to the Major Selling Idea: Inherent Drama © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Inherent Drama Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog Focus on consumer benefits with an emphasis on the dramatic element in expressing them Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog

30 Establish a particular place in the customer’s mind for the product or service Approaches to the Major Selling Idea: Positioning © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Positioning Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

31 Pennzoil’s Positioning is Based on Protection © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

32 Quaker State’s Positioning is Based on Performance © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

33 This Ad Positions 3M as Highly Innovative © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +


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