1. The Creative Side and Message Strategy
Part 4: Effective Advertising Messages
Chapter 12

2. Effective Advertising Messages
Part 4 examines breakthrough advertising, and how creatives are developing messages people want to watch and read

3. Chapter Outline Chapter Key Points
The Art and Science of Creative Advertising
Creative Strategy
Facets of Creative Strategy
Planning and Managing Creative Strategy

4. Key Points
Define creative advertising and explain how it leads to a Big Idea
Describe the characteristics of creative people and their creative process
Discuss key creative strategy approaches
Outline the key parts of a creative brief

5. The Art and Science of Creative Advertising
The ROI of effective advertising
Relevant, original, and has impact
The Big Idea
Implements the advertising strategy so that the message is both attention getting and memorable
The Creative Leap
Jumping from the strategy statement to an original idea that conveys the strategy in an interesting way

6. The ROI of Effective Advertising
Relevant
Original
Has impact

7. The Big Idea
Implements the advertising strategy so that the message is both attention getting and memorable
Video Snippet
How AFLAC developed its ‘Big Idea’

8. The Creative Leap
Jumping from the strategy statement to an original idea that conveys the strategy in an interesting way

9. Creative Thinking Free association Divergent thinking
Creates the juxtaposition of two seemingly unrelated thoughts
Divergent thinking
Uses exploration to search for all possible alternatives
Analogies and metaphors
Used to see new patterns or relationships
Right-brain thinking
Intuitive, nonverbal, and emotion-based thinking

10. Creative Characteristics
Creative Thinking
Creative Roles
Copywriters and art directors develop the creative concept and draft the execution of the advertising idea
The Creative Person
In advertising, creativity is both a job description and a goal
Creative Characteristics
Problem solving
Ability to visualize
Openness to new experiences
Conceptual thinking

11. Young (and Rubicam) Wrote The Book on Creative Thinking
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12. Creative Strategy
Where the art and science of advertising come together
A Big Idea must be
Creative
Strategic
Creative strategy
What the advertisement says
Also called message strategy
Creative execution
How it is said

13. Message Objectives
Perception: create attention, awareness, interest, recognition, and recall
Cognitive: deliver information and understanding
Affective: touch emotions and create feelings
Persuasion: change attitudes, create conviction and preference
Transformation: establish brand identity and associations
Behavior: stimulate some form of action

14. Head and Heart Strategies
Two basic approaches to translating message objectives into strategy
Hard- and Soft-Sell strategies
Hard Sell: touches the mind and creates a response based on logic
Soft Sell: uses emotional appeals or images to create a response

15. Head and Heart Strategies
Most advertising messages use a combination of two basic literary techniques to reach the head or the heart of the consumer
Lectures and Dramas
Lecture: a serious instruction given verbally
Drama: relies on the viewer to make inferences

16. Facets of Creative Strategy
Drive Perception
Attention and awareness
Interest
Memory
Drive Cognition
These messages get consumers to learn about products by focusing on a product’s features

17. Facets of Creative Strategy
Touch Emotions
Highlight psychological attraction of the product to the target audience through emotional responses
Persuade
Appeal
Selling premises
Conviction

18. Facets of Creative Strategy
Transform Product
Branding
Image advertising is used to create a representation in the customer’s mind
Associations
Drive Action
A signature that serves to identify the company or brand
Also serves as a call to action if it gives direction to the consumer about how to respond

19. Message Approaches Straightforward Demonstration Comparison
Problem solving/Problem avoidance
Humor
Slice of Life
Spokesperson
Teasers
Shockvertising

20. Planning and Managing Creative Strategy
Creative brief
Prepared by the account planner, summarizes the marketing and advertising strategy
Vary in format, but must combine basic strategy decisions
Strategy Decisions
The problem
The objectives
The target market
Positioning strategy
Type of creative strategy
Selling premise
Execution suggestions

21. Planning and Managing Creative Strategy
Message execution
The form in which the ad’s message is presented
Message tone
Reflects the emotion or attitude behind the ad
Global campaigns
Require ad work that addresses advertising objectives and reflects the positioning strategy
Usually desirable to adapt the creative execution to the local market

22. The Go/No-Go Decision
Assess the effectiveness of the ad’s creative features
Structural analysis
Copy testing

23. Steps and Stages Immersion Ideation Brainfog Incubation Illumination
Evaluation

24. Creative Strategy
Where the art and science of advertising come together
Creative strategy
Creative execution

25. Message Objectives Perception Cognitive Affective Persuasion
Transformation
Behavior

26. Messages That Drive Perception
Attention and awareness
Interest
Memory

27. Messages That Drive Cognition
These messages get consumers to learn about products by focusing on a product’s features

28. Messages That Touch Emotions
Highlight psychological attraction of the product to the target audience through emotional responses

29. Messages That Persuade
Appeal
Selling premises
Conviction

30. Messages That Transform a Product Into a Brand
Branding
Image advertising is used to create a representation in the customer’s mind
Associations

31. Wrigley: The Quintessential American Brand
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32. Messages That Drive Action
A signature that serves to identify the company or brand
Also serves as a call to action if it gives direction to the consumer about how to respond

33. Planning and Managing Creative Strategy
The problem
The objectives
The target market
Positioning strategy
Type of creative strategy
Selling premise
Execution suggestions

34. Creative Strategy Brief
Figure 12.3

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