chapter 12 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Creative Strategy and the Creative Process The role of public relations, sponsorships, and corporate advertising in relationship marketing and IMC

12-3 Chapter 12 Objectives Discuss the meaning and the importance of creativity Identify members of the creative team Tell how to differentiate great advertising from the ordinary Explain the role of the creative brief List principal elements that should be included in the creative brief Explain the differences between the message strategy and creative strategy Define the four roles people play at different stages of the creative process List several techniques that creatives can use to be more productive

12-4 What Makes Great Advertising ? Audience Resonance InformationalTransformational Strategic Relevance Audience Needs & WantsClient Goals The Creative Team CopywriterCreative DirectorArt Director

12-5 What Makes Great Advertising ? Rolling Stone magazine used past covers for this memorable ad Insert photo 12.2, p. 371 Rolling Stone Beatles ad Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

12-6 What Makes Great Advertising ? A California Department of Health transformational ad demarkets smoking

12-7 Formulating Advertising Strategy: The Four Elements Target Audience Product Concept Communications Media Advertising Message

12-8 Formulating Strategy: Writing the Creative Brief Issues to Consider Elements of the Brief Who? Why? What? Where? When? How? Objective Statement Support Statement Tone or Brand Character Statement

12-9 Formulating Strategy Selected advertising appeals Insert ex. 12-1, p. 375 Selected advertising appeals Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi

12-10 Formulating Strategy: Message Strategy VerbalNonverbalTechnical !

12-11 Formulating Strategy: Message Strategy VerbalNonverbalTechnical !

12-12 Formulating Strategy: Message Strategy VerbalNonverbalTechnical !

12-13 Formulating Strategy: Message Strategy Nonverbal communication is key in this Master Lum ad Insert photo 12.5, p. 376 Master Lum ad Position = 2.8” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

12-14 Creativity’s Roles How Creativity Enhances Advertising Fact-Based Thinking Value-Based Thinking vs. Inform Remind “Boom” Persuade

12-15 The Creative Process Explorer InsightObjectiveBrainstorm

12-16 The Creative Process Explorer Artist Develop “Big Idea”  Parody  Eliminate  Compare  Connect  Reverse  Imagine  Adapt Concept Transformation InsightObjectiveBrainstorm

12-17 The Creative Process Axe uses parody to emphasize how much of an aphrodisiac its cologne is Insert photo 12.13, p. 387 Axe parody ad Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

12-18 The Creative Process Explorer Artist Develop “Big Idea” Implement: Creative Pyramid InsightObjectiveBrainstorm Action Desire Credibility Interest Attention

12-19 The Creative Process K2 Skis ad demonstrates creative pyramid

12-20 The Creative Process Explorer Artist Judge Develop “Big Idea” Implement: Creative Pyramid InsightObjectiveBrainstorm Risky, Delicate Decisions

12-21 The Creative Process Leo Burnett’s GPC rating scale 10World Class 9New standard in advertising 8New standard in product category 7Excellence in craft 6Fresh idea(s) 5Innovative strategy 4Cliché 3Not competitive 2Destructive 1Appalling

12-22 The Creative Process Explorer Artist Judge Develop “Big Idea” Implement: Creative Pyramid InsightObjectiveBrainstorm Risky, Delicate Decisions Warrior Overcome Obstacles Present to Client