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Creative Planning, Strategy and Development / Creativity Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 8/9.

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Presentation on theme: "Creative Planning, Strategy and Development / Creativity Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 8/9."— Presentation transcript:

1 Creative Planning, Strategy and Development / Creativity Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 8/9

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 The Silhouettes campaign for the iPod is an Example of Creative Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

5 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

6 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”

7 Wieden+Kennedy Has Developed Very Creative Ads for Nike © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9 Wallas’ View of the Creative Process © 2007 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

10 LARC – Left and Right Creativity Williams - Stockmyer © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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23 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

24 “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

25 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

26 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

27 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

28 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

29 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

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

31 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

32 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

33 Burger King searches for the right ad campaign 76Have it your way America loves burgers and we’re America’s Burger King Who’s got the best darn burger? 80-82Make it special. Make it Burger King. 82Aren’t you hungry for Burger King now? 82-83Battle of the burgers. 83Aren’t you hungry? 83-85The big switch Search for Herb This is a Burger King town 87The 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! 94Back to basics 94-96Get your burger’s worth It just tastes better. 99 Go the distance 2000 Got the Urge 01-02The Whopper Says 02-03At Burger King You Got It

34 Advertising Appeals Informational/Rational AppealsEmotional Appeals Two Broad Categories of Appeals  Focuses on the consumer’s practical, functional,or utilitarian need for the product or service  Emphasizes the features or benefits  Messages emphasize facts and logic  Focuses on the consumer’s practical, functional,or utilitarian need for the product or service  Emphasizes the features or benefits  Messages emphasize facts and logic  Relate to consumers’ social and/or psychological needs for purchasing a product or service  Many advertisers believe consumers’ emotions work better at selling brands that do not differ markedly from competing brands

35 Rational Appeals  Feature appeals  Focus on the dominant traits of the product  Competitive appeals  Makes comparisons to other brands  Favorable price appeals  Makes price offer the dominant point  News appeals  News or announcement about the product  Product/service popularity appeals  Stresses the brand’s popularity

36 Informational/Rational Appeals  Comfort  Convenience  Economy  Health  Quality  Dependability  Durability  Performance  Efficiency Rational Motives

37 Emotional Appeals  Achievement / Accomplishment  Actualization  Affection  Ambition  Arousal / stimulation  Comfort  Excitement  Fear  Happiness  Joy  Love  Nostalgia  Pleasure  Pride  Safety  Security  Self-esteem  Sentiment  Sorrow/grief Personal States or Feelings

38 Emotional Appeals  Acceptance  Approval  Affiliation / belonging  Embarrassment  Involvement  Recognition  Rejection  Respect  Status  Sophistication Social-Based Feelings

39 Other Types of Appeals  Reminder Advertising  Reminder Advertising – the objective is to build and/or maintain awareness and keep the name of the company and/or brand in front of the customer.  Often used by well known brands and market leaders that are well-established in the market.  Teaser advertising  Teaser advertising – goal is to create curiosity, interest, and/or excitement about a product, brand or topic by mentioning it but not actually showing it.  Often used for new products/models and for movies.

40 Lee Jeans used teaser advertising to create interest and excitement for its new jeans

41 Classic songs used in commercials TitleArtistBrand/Company RevolutionBeatlesNike Start Me UpRolling StonesMicrosoft Windows 95 Come TogetherBeatlesNortel Desert RoseStingJaguar Ray of LightMadonnaMicrosoft Windows XP Rock and RollLed ZeppelinCadillac

42 Evaluation and Approval of Creative Work  Consistent with brand’s marketing objectives?  Consistent with brand’s advertising objectives?  Consistent with creative strategy, objectives?  Does it communicate what it’s suppose to?  Approach appropriate to target audience?  Communicate clear, convincing message?  Does execution overwhelm the message?  Appropriate to the media environment?  Is the advertisement truthful and tasteful?  Consistent with brand’s marketing objectives?  Consistent with brand’s advertising objectives?  Consistent with creative strategy, objectives?  Does it communicate what it’s suppose to?  Approach appropriate to target audience?  Communicate clear, convincing message?  Does execution overwhelm the message?  Appropriate to the media environment?  Is the advertisement truthful and tasteful? Guidelines for Evaluating Creative Output

43 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

44 Popularity: Stresses the brand’s popularity News: News announcement about the product Price: Makes price offer the dominant point Competitive: Makes comparisons to other brands Feature: Focus on dominant traits of the product News: News announcement about the product Price: Makes price offer the dominant point Competitive: Makes comparisons to other brands Feature: Focus on dominant traits of the product Types of Informational/Rational Appeals © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

45 A Rational, “Popularity” Appeal © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

46 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

47 Status Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Appealing to Social-Based Feelings © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Social-Based Feelings Social-Based Feelings

48 Richer More Exciting More Exciting Warmer Feelings Meanings Images Beliefs More Exciting More Exciting Warmer Richer Beliefs Images Meanings Feelings Transformational Ads © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin More Enjoyable More Enjoyable It must make the product use experience... The ads create...

49 Transformational Advertising for Skyy Vodka © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

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

52 Personality Symbol Straight sell Scientific Demonstration Comparison Testimonial Humor Slice of life Imagery Animation Dramatization Testimonial Comparison Animation Demonstration Imagery Scientific Slice of life Straight sell Ad Execution Techniques © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Humor Combinations

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

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

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

56 Listerine Uses a Slice-of-Life Execution © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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


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