Presentation on theme: "Articulating the Message There are many ways to convey an advertising message. Common to all messages are: –A creative strategy determining what the message."— Presentation transcript:
Articulating the Message There are many ways to convey an advertising message. Common to all messages are: –A creative strategy determining what the message will say or communicate. –Creative tactics explain how the message strategy will be executed.
Creative Development Process Creative Brief Creative Objectives Creative Strategy Client Evaluation Creative Execution
Creative Brief 1. Problem (that advertising will resolve) 2. Market Background Information 3. Target Market Description 4. Brand Positioning Statement 5. Communications Objectives Advertising Objectives Creative Objectives
Pyramid Ale Web Creative Brief OBJECTIVES: –Support image of Pyramid as contemporary, urban, hip on top of it. COMPETITION –The only significant microbrewery in the western U.S. is Redhook. AUDIENCE –Men, Guys with a few more bucks to spend, who appreciate better beer. POSITIONING STATEMENT –You should drink Pyramid, because they're the beers that are poured when smart, hip, discriminating people get together for a good time. SUPPORT CLAIMS –Incredible popularity of Seattle brewpub –Presence at festivals like Bumbershoot, Summer Nights at the Pier… MANDATORIES/CAUTIONS –Don’t tread too close to the Bass Ale red triangle CREATIVE STRATEGY –Fun, social, slightly irreverent although serious about the beer, –self-deprecating and accessible
Advertising Campaign Themes “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 The central message that will be communicated in all of the various IMC activities
The Search for a Creative Theme Positioning the Brand Use a Unique Selling Position Use a Unique Selling Position Create the Brand Image Find the Inherent Drama Seeking the Major Idea
The BIG IDEA A BIG IDEA can be used to provide a basis for the campaign e.g. a “hook” that you can use for multiple executions.
Approaches to the Major Selling Idea: USP 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 Unique Selling Proposition The promise must be strong or attractive enough to move people Potent
Perspectives of Great Advertisers on the Major Selling Idea Brand image or personality is particularly important when brands are similar “Every ad must contribute to the complex symbol that is the brand image.” 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
Creative Consistency Consistency in promotional creativity is a key success factor so that target audience retains the brand position. Involves consistency across: –Time –Creative executions –Advertising media –Promotional tools –Products
Creative Consistency 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