Presentation on theme: "Creative Planning, Strategy and Development. Determining what the advertising message will say or communicate Determining what the advertising message."— Presentation transcript:
Creative Planning, Strategy and Development
Determining what the advertising message will say or communicate Determining what the advertising message will say Message Strategy vs. Execution Creative Strategy Creative Strategy Creative Execution Creative Execution Determining how the message will be said
What is the message? What is the execution?
Let prospects vividly experience the product 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 Allows you to brand the advertising Revolves around the clinching benefit(s) Attracts the prospect’s attention Is describable in a simple word or phrase A “Big Idea”...
Two Perspectives on Advertising Creativity The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Managers “Its not creative unless it sells.” Artists “Only artistic value and originality count.”
Creative Risk: Wieden & Kennedy for Nike
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 revelation, evaluating it, and developing it for practical usefulness. Verification Immersing one's self in the problem to get a 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 an idea or solution. Illumination Young's (J. Walter Thompson) Creative Process
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. Read the market research. Talk to users and non-users about the product. Use the product to become familiar with it. Read anything related to the product or market. Getting Creative Input
Creativity Tactics – Effective Brainstorming and Ideation Best when done in small groups (5-10 people) All thoughts are fair game. Never, ever criticize anyone’s idea at any point. Listen and build upon others’ ideas. Find the good in every idea. Hold the session in a novel location. Very often the “creative leap” will initially seem unnatural.
Creativity Tactics – Imagery & Copy Unexpected Twists or Associations – Irony “Dermatologists have put something unusually strong in this cleanser – their trust.” (Dove Soap) Catchy Phrasing/Rhymes: “L’eggo my Eggo.” (Eggo Waffles) Play on Words/Double Entendre: “Go Long” (Kaiser Permanente) Strategic Grammar Violations: “Think Different” (Apple) “Where you at?” Exaggeration or Reverse Exaggeration Geico Gecko Analogy and Metaphor Familiar Paired with Strange Broad Meaning: “Just Do It”
Creativity Lingo Stopping Power: Getting the consumer’s initial attention. Pulling Power: Keeping the consumer’s attention. Stickiness: The tendency of an ad to stay in memory The best ads “Stop, Pull, and Stick…” Reason/Permission to Believe (Conviction) The value of Broad Meanings and Disconnectedness Tone (of Voice): Funny, sad, serious, threatening – the emotional appeal of your ad “Vampire Creativity”: When the ad is remembered for its creativity, but the product isn’t remembered at all. How can this be prevented?
Reasons Why / Proof / Convictions Seals of approval Research Studies Guarantees Trial offers and samples Warranties Reputation Demonstrations Testimonials Production Values Time (…since 1904…)
Integrated Interrelated Coordinated In Different Media Over a Time Period Integrated Interrelated Coordinated Appears In Different Media Advertising Campaigns Marketing Communication Activities Centered on a Theme or Idea
Ad Campaign versus Ads Brand advertising relies on a series of related ads which run over time Average campaign length is about 17 months Some campaigns last years Creating new campaigns may be risky and many are simply tweaks on old ideas
“The ultimate driving machine” BMW “Marlboro country” Miller Lite Miller Lite “The breakfast of champions” General Mills, Wheaties BMW Philip Morris, Marlboro Advertising Campaign Themes The central message communicated in all of the various IMC activities
Marlboro Country Ad Campaign
Successful Long-Running Campaigns 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
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 The Unique Selling Proposition Unique Selling Proposition The promise must be strong enough or attractive enough to move people Potent
Can be used for “boring” products, but is often used for “sexy” higher-arousal products such as soft drinks, perfume, liquor, clothing, and air travel. 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” or “Transformational Advertising” – Builds brand identity through “Image Advertising” or “Transformational Advertising” – little to no focus on product Differentiates brands that might otherwise appear too similar. Creating “Brand Image”
Richer More Exciting More Exciting Warmer Feelings Meanings Images Beliefs More Exciting More Exciting Warmer Richer Beliefs Images Meanings Feelings Transformational Ads More Enjoyable More Enjoyable The ads make the product experience... The ads create...
Jeep: Tranformational Imagery for the Wrangler
Transformational Advertising for Skyy Vodka
Skyy’s Transformational TV commercial *Click outside of the video screen to advance to the next slide
Establish a particular place in the customer’s mind for the product or service “Positioning” as Unique Selling Proposition Positioning Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved
Pennzoil’s Positioning is Based on Protection *Click outside of the video screen to advance to the next slide
IBM’s New Positioning: Provider of Business and Consulting Services
Psychological Reactance an emotional reaction in direct contradiction to rules or regulations that threaten or eliminate specific behavioral freedoms. It can occur when someone is heavily pressured to accept a certain view or attitude. Reactance can cause the person to adopt or strengthen a view or attitude that is contrary to what was intended and also increases resistance to persuasion.emotional attitudepersuasion (Source: Wikipedia) What are the implications for Advertising?
Creative Executions - Informational Appeals Straightforward appeals (Trader Joe’s) Also called “Straight-sell” ads Technical appeals (electronics) News appeals (i.e. Microsoft) Demonstrations – best suited for tv Testimonials Popularity appeals
High Involvement Product – Straight Sell Execution
Apple Uses a Testimonial
Mentadent Uses a Demonstration
Creative Executions – Emotional Appeals Appeal to positive, negative or neutral emotional states or create positive or negative emotional states. The ultimate goal: Emotional Bonding (i.e. Mastercard’s “Priceless” campaign)
MasterCard Creates an Emotional Bond
AchievementAccomplishment ActualizationAffection AmbitionArousal StimulationComfort ExcitementFear GriefHappiness JoyLove NostalgiaPleasure PrideSafety SecuritySelf-esteem SentimentSorrow AchievementAccomplishment ActualizationAffection AmbitionArousal StimulationComfort ExcitementFear GriefHappiness JoyLove NostalgiaPleasure PrideSafety SecuritySelf-esteem Appealing to Personal States or Feelings
Status Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Appealing to Social Feelings Social Feelings Social Feelings
TaylorMade Uses an Emotional Appeal to Connect with Golfers *Click outside of the video screen to advance to the next slide
Teaser Ads Excite Curiosity *Click outside of the video screen to advance to the next slide
“Shockvertising” - Does it work?
Mascots & Characters
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 and vehicles chosen? Evaluation Guidelines for Creative Output Is the advertisement truthful and tasteful?
Top 10 Advertising Slogans of the Century 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