Creative Strategy: Planning and Development 8 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Advertising Creativity Determining what the advertising message will say or communicate Creative Strategy Creative Strategy Creative Tactics Creative Tactics Determining how the message strategy will be executed

Taglines That Set Vegas Part What happens here, stays here Be anyone Your Vegas is Showing

Best Ads of all Time? Nissan –Enjoy the ride Alka-Seltzer –Mama Mia! That’s a spicy meatball! –I can’t believe I ate the whole thing

Hard- vs. Soft-Sell Advertising *Click outside of the video screen to advance to the next slide

The Power Idea Describable in a simple word or phrase Likely to attract the prospect’s attention Lets prospects vividly experience the goods Revolves around the clinching benefit Allows you to brand the advertising

Creativity and Synergy Agency Account executives Media planners Researchers Attorneys Client Marketing managers Brand managers Upper management

An Absolut World

The Only Rule in Advertising There are no rules

The Perpetual Debate SuitsArtists Only artistic value and originality count It isn’t creative if it doesn’t sell Stick with what works Try something new

Wrigley Takes a Creative Risk

Creative Personnel Abstract Less structured Less organized Unconventional Intuitive

Young’s Creative Process Get raw material and data, and immerse yourself in the problem Immersion Take the information, work it over, wrestle with it in your mind Digestion Turn the information over to the subconscious to do the work Incubation “Eureka! I have it!” phenomenon Illumination Study the idea, evaluate it, reshape it for practical usefulness Verification

Wallas’ Creative Process Model Incubation Setting Problem Aside Preparation Gathering Information Illumination Seeing the Solution Verification Refining the Idea The Creative Process

Test Your Knowledge A client manufactures maternity clothes for businesswomen, and it wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops to see how they were selected could be a part of the _____ stage of the creative process. A) Preparation B) Verification C) Revision D) Reality check E) Incubation

Getting Creative Input 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! Conduct studies of product, service, audience!

Branding Research

Got Milk?

Input Verification and Revision Evaluate ideas Reject the inappropriate Refine the remaining Give ideas final expression Objective Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Techniques

Top 10 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 BrandCampaign Theme

An Advertising Campaign Integrated Interrelated Coordinated In Different Media Over a Time Period Marketing Communication Activities Centered on a Theme or Idea

Test Your Knowledge Advertising campaign themes: A) Are always tactical in nature and design B) Set the tone or direction for all of the individual ads that make up the campaign C) Are typically designed by the client and implemented by the agency D) Are usually used for ads that run in only one type of media vehicle E) Are described by all of the above

Advertising Campaign Themes “The ultimate driving machine” BMW “Marlboro country” Miller Lite Miller Lite “The breakfast of champions” General Mills, Wheaties The central message that will be communicated in all IMC activities

Developing a Creative Strategy Target audience identity Creative Strategy Basic problem, issue, opportunity Major selling idea or key benefit Any supportive information

Copy Platform Outline Basic problem or issue the advertising must address Advertising and communications objectives Target audience Major selling idea or key benefits to communicate Creative strategy statement Supporting information and requirements

Model of Marketing Information Flow Knowledge of vital marketing information Client gatekeepers (Brand manager) Internal client decision to share information with agency Agency gatekeeper (Account manager) Agency gatekeeper decision on sharing client info with staff Creative staff Art is created Client/agency communication Internal agency communication

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 BrandCampaign Theme

Search for a Major Selling Idea Positioning the Brand Use a Unique Selling Position Use a Unique Selling Position Create the Brand Image Positioning Seeking the Major Idea

The Unique Selling Proposition (USP) Buy this product/service and you get this benefit or reward Must be unique to this brand or claim; something rivals can't or don't offer Unique Benefit Unique Selling Proposition Promise must be strong enough or attractive enough to move people Potent

Perspectives of Great Ad Men on the “Big 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

Image Advertising

Test Your Knowledge Which of the following is most often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? A) Unique selling propositions B) Brand image C) Inherent drama D) Transformational advertising E) Positioning

Inherent Drama Messages generally presented in a warm, emotional way Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Positioning Establish a particular place in the customer’s mind for the product or service Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

IBM as a Provider of Business Consulting Services

Contemporary Approaches to the Big Idea