1. Creative Strategy: Planning and Development8
Chapter One
An Introduction to Integrated Marketing Communications
Creative Strategy: Planning and Development
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. Advertising Creativity
Creative
Strategy
Determining what the advertising message will say or communicate
Relation to text This slide relates to material on p. 251 of the text.
Summary Overview There are a myriad of ways to convey an advertising message, but underlying them all are a creative strategy that determines what the message will say or communicate, and creative tactics for how the message strategy will be executed.
In this chapter, the focus will be on creative strategy. We will explore what is meant by creativity, particularly as it relates to advertising, the creative strategy development process, and how one comes up with the “big idea” that will be the central theme of the advertising campaign.
Use of this slide This slide can be used to introduce the two basic issues that are associated with the advertising creative process. Chapter 8 focuses on the creative strategy development process while creative tactics are examined in Chapter 9.
Creative
Tactics
Determining how the message strategy will be executed

3. Taglines That Set Vegas Part
Relation to text This slide relates to the material on pp of the text and the opening vignette, which discusses how R&R Partners help Las Vegas regain its exclusivity.
Summary Overview One of the most important components of an integrated marketing communications program is the advertising message. In addition to communicating information, ads and commercials appeal to, and often create or shape, consumers’ problems, desires, and goals.
Creative specialists are finding it more and more difficult to come up with big ideas that will break through the clutter and still satisfy the concerns of risk-adverse clients. Yet, their clients continually challenge them to find the creative message that will strike a responsive chord with the target audience.
Use of this slide This slide can be used during a discussion of the importance of advertising creativity and how difficult it is to come up with innovative ideas that will satisfy risk-adverse clients and yet set the product or service apart from the competition.
What happens here, stays here
Be anyone
Your Vegas is Showing

4. Nissan Alka-Seltzer Best Ads of all Time? Enjoy the ride
Relation to text This slide relates to material on page 252 of the text.
Summary Overview Finding a balance between creative advertising and effective advertising is difficult. For example, the ads shown on this slide all won awards for creativity, but failed to increase sales of either product. Many advertising and marketing people have become ambivalent toward, and even critical of, advertising awards. They argue that agency creative people are more concerned with creating ads that win awards than ones that sell their clients’ products.
Use of this slide Use this slide to point out to that advertisers are looking for more than award-winning ads—they want ads that move product.
Nissan
Enjoy the ride
Alka-Seltzer
Mama Mia! That’s a spicy meatball!
I can’t believe I ate the whole thing

5. Hard- vs. Soft-Sell Advertising
Relation to text This slide relates to material in IMC Perspective 8-1 on p. 244 of the text.
Summary Overview This slide contains the classic “Toys” commercial that was part of the “Enjoy the Ride” campaign used by Nissan in the mid ‘90s that generated a considerable amount of debate regarding creative versus hard-sell advertising. This spot, along with others in the campaign, was designed to create a personality for the brand and get consumers to feel good about driving a Nissan. Although the commercials were effective at increasing brand awareness and attitudes, some Nissan dealers complained that they were too focused on creativity and not effective at getting consumers into showrooms and selling cars.
This particular spot is set to the rock group Van Halen’s edition of “You Really Got Me.”
Use of this slide This commercial can be used as part of a discussion /debate regarding hard versus soft-sell advertising.
*Click outside of the video screen to advance to the next slide

6. The Power Idea Describable in a simple word or phrase
Likely to attract the prospect’s attention
Relation to text This slide relates to material on page 255 and Figure 8-1 of the text.
Summary Overview This slide shows characteristics of a Power Idea and is from the Universal Advertising Standards developed by the former D’Arcy, Masius Benton & Bowles agency. The agency developed these standards to guide its creative efforts and help achieve superior creative work.
The perspective of these standards is that a creative advertising message is one that is built around a creative core or power idea, which transforms the strategy into a dynamic communications concept.
Use of this slide This slide can be used to discuss the concept of a power idea around which a creative campaign can be developed. Power ideas often become the central theme of the advertising message and the basis around which the campaign is planned and executed.
Lets prospects vividly experience the goods
Revolves around the clinching benefit
Allows you to brand the advertising

7. Creativity and Synergy
Agency
Account executives
Media planners
Researchers
Attorneys
Client
Marketing managers
Brand managers
Upper management
Relation to text This slide relates to material on page 255 of the text.
Summary Overview Advertising creativity is not the exclusive domain of those on the creative side of advertising; creative thinking is required from everyone involved in the promotional planning process. On the agency side, this includes account executives, media planners, researchers, and attorneys. On the client side, there are marketing managers, brand managers, and upper management.
The greater the synergy between these groups, the more likely an advertising campaign is to be successful.
Use of this slide Use this slide to point out that creativity is not the exclusive domain of advertising agencies.

8. An Absolut World
Relation to text This slide relates to material on page 255 of the text, and Exhibit 8-3.
Summary Overview An excellent example of creative synergy between the media and creative departments of an agency, as well as with the client, is seen in the TBWA/Chait/Day agency and its relationship with Absolut vodka. The creative strategy used for the brand for many years played off the distinctive shape of the bottle. It was depicted with visual puns and witty headlines that played off the Absolute name, as this ad shows. The advertising campaign was carried even farther by tailoring ads for the magazines or regions where they appeared. The ad shown on this slide was developed specifically for Los Angeles Magazine.
This creative strategy was used for nearly three decades, and helped make Absolut one of the best-selling brands of vodka in the world.
Use of this slide Use this slide to show how synergy between the client and the advertising agency brought success to both.

9. The Only Rule in Advertising
Relation to text This slide relates to material on page 258 of the text.
Summary Overview Numerous guidelines have been developed for creating effective advertising, but there are no rules, no formulas, no “right way.” Given the same problem, a dozen creative talents would solve it a dozen different ways.
If there were a sure-fire formula for successful advertising, everyone would use it. Then there’d be no need for creative people.
Use of this slide Use this slide to point out that creativity is limited only by guidelines; there are no hard and fast rules or formulas.
There are no rules

10. The Perpetual Debate Suits Artists
Only artistic value and originality count
It isn’t creative if it doesn’t sell
Relation to text This slide relates to material on p of the text.
Summary Overview This slide shows two competing perspectives on advertising creativity. The perspective taken by suits, those who work on the business side, such as brand managers or account executives, is that the role of advertising is to give consumers a reason to buy the product or service. They often try to commandeer creative work, and steer it toward something safe and that has worked in the past.
The artists who are involved in the creative process feel that advertising should be judged more on its artistic merit and ability to get the attention and interest of the consumer. They want to take risks, which they feel is necessary to produce breakthrough advertising that gets noticed.
Use of this slide This slide can be used to discuss the perpetual debate over creative (artsy) and cutting edge versus traditional, hard-sell advertising.
Stick with what works
Try something new
Suits
Artists

11. Wrigley Takes a Creative Risk
Relation to text This slide relates to material on p of the text.
Summary Overview This slide shows a clever ad used to introduce the new Cool Green Apple flavor of Wrigley’s extra, which is the leading brand of sugar free gum. In recent years, Wrigley has taken a more dynamic approach to its marketing by introducing new products and using an edgier, creative approach to its ads.
Use of this slide This slide can be used as a lead-in for a discussion on the debate over creative vs. conservative advertising. Not all companies or agencies agree that advertising has to be risky to be effective. The bottom line is: Does it sell?

12. Creative Personnel Unconventional Abstract Less structured
Less organized
Unconventional
Intuitive
Relation to text This slide relates to
Summary Overview
Use of this slide

13. 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
Relation to text This slide relates to material on pp of the text.
Summary Overview One of the most popular approaches to creativity in advertising was developed by James Webb Young, a former creative vice president at the J. Walter Thompson agency. This slide shows and describes the various steps in Young’s model of the creative process.
Use of this slide This slide can be used to discuss how the development of creative ideas is a process that involves a series of steps. Models of the creative process are valuable to those who work in advertising as they offer an organized way to approach advertising problems and develop solutions to them. Wallas’ model is shown on the next slide.
“Eureka! I have it!” phenomenon
Illumination
Study the idea, evaluate it, reshape it for practical usefulness
Verification

14. Wallas’ Creative Process Model
Illumination
Seeing the
Solution
Preparation
Gathering Information
The
Creative
Process
Incubation
Setting Problem
Aside
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide shows another approach to the creative process, which was developed by English sociologist Graham Wallas.
Use of this slide Like the previous slide, this one can be used to discuss how the development of creative ideas is really a process, which involves a series of steps.
Verification
Refining
the Idea

15. 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
Answer: A

16. Getting Creative Input
Use the product to become familiar with it!
Listen to what people are talking about!
Read anything related to the product or market!
Relation to text This slide relates to the material on pp of the text.
Summary Overview This slide shows various forms of background information that can be provided as input to creative specialists during the preparation, incubation, and illumination stages of the creative process. Asking everyone involved for information
Use of this slide This slide can be used during a discussion of the creative process to illustrate the type of information that is often provided to creative specialists to help them learn more about the client’s product/service or brand. This information comes in the form of general preplanning input or product/service specific preplanning input.
Ask everyone involved for information!
Conduct studies of product, service, audience!
Work in and learn about the client’s business!

17. Branding Research
Relation to text This slide relates to material on page 264 of the text.
Summary Overview Many advertising agencies conduct branding research to help identify clients’ customers and how they connect to particular brands. Agencies use this research to determine how a brand is perceived among consumers. These insights, in turn, are used to develop more effective advertising campaigns.
Young & Rubicam develop a proprietary tool for building and managing a brand. Known as the BrandAsset Valuator, it is shown in this slide. The tool measures five factors, including brand differentiation, energy, relevance, esteem, and knowledge to identify core issues for the brand and to evaluate current performance and potential.
Use of this slide Use this slide to explain that nearly all of the major agencies conduct branding research and/or are developing models or systems that help them gain insight into consumers. Because the importance of building and maintaining strong brands is likely to become even greater in the future, there will be more pressure on agencies to develop tools and techniques to guide their clients’ advertising campaigns.

18. Got Milk?
Relation to text This slide relates to the material on pp , which discusses qualitative research input.
Summary Overview In addition to the various quantitative research studies, qualitative research techniques, such as in-depth interviews, focus groups, and ethnographic research, provide valuable insight at the early stages of the creative process.
During ethnographic research, consumers are observed in their natural environment. Some agencies send anthropologists or trained researchers into the field to study and observe consumers in their homes, at work, or at play.
The California Milk Producer Board used both quantitative and qualitative research when developing the popular “Got milk?” advertising campaign.
Use of this slide Use this slide when discussing ethnographic research and other qualitative research input.

19. Input Verification and Revision
Evaluate ideas
Objective
Reject the inappropriate
Refine the remaining
Give ideas final expression
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide shows the objectives for the verification and revision stages of the creative process, as well as the research techniques that can be used.
Use of this slide This slide can be used to show the objectives of the verification and revision stages of the creative process. The purpose of these steps is to evaluate the ideas that were generated and then refine them. The research techniques listed here should be discussed in terms of how they might be used to accomplish the objectives.
Directed focus groups
Techniques
Message communication studies
Portfolio tests
Viewer reaction profiles

20. Top 10 Slogans of the Century
Company or Brand
Campaign Theme
1. De Beers Diamonds are forever
2. Nike Just do it!
3. Coca Cola The pause that refreshes
4. Miller Lite Tastes great, less filling
5. Avis We try harder
6. Maxwell House Good to the last drop
7. Wheaties Breakfast of champions
8. Clairol Does she or doesn’t she?
9. Morton Salt When it rains it pours
10. Wendy’s Where’s the beef?
Relation to text This slide relates to the material on p. 268 of the text and Figure 8-2.
Summary Overview This slide shows the 10 greatest ad slogans of the past century, as selected by Advertising Age, the leading trade publication of the advertising industry. Students will probably be familiar with some of these campaigns, such a “Just Do It!” for Nike, “Tastes Great, less filling” for Miller Lite beer, and “Breakfast of Champions” for Wheaties cereal.
Use of this slide This slide can be used as part of a discussion of advertising campaigns, which are a set of interrelated and coordinated marketing communication activities that center on a single theme or idea. These slogans are from some of the best campaigns ever developed in advertising.

21. An Advertising Campaign
Integrated
Interrelated
Coordinated
Marketing Communication Activities
Relation to text This slide relates to material on p. 268 of the text.
Summary Overview This slide shows the various components of an advertising campaign, which is a series of interrelated, integrated, and coordinated marketing communication activities that center on a central theme or idea in different media across a specified time period.
Use of this slide This slide can be used to discuss the concept of advertising campaigns. Most ads are part of a series of messages that make up an IMC or advertising campaign. Determining the unifying theme or idea around which the campaign will be built is a critical part of the creative process, as it sets the tone for the individual ads and other IMC tools that will be used.
Centered on a Theme or Idea
In Different Media
Over a Time Period

22. 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
Answer: B

23. Advertising Campaign Themes
The central message that will be communicated in all IMC activities
“ Marlboro country”
Miller
Lite
“The breakfast of champions”
General Mills, Wheaties
“ The ultimate driving machine”
BMW
Relation to text This slide relates to material on p. 268 of the text.
Summary Overview Determining the unifying theme or idea around which the campaign will be built is a critical part of the creative process as it sets the tone for the individual ads and other IMC tools that will be used.
This slide shows that a campaign theme is the central message that will be communicated in all advertising and IMC activities. Examples of campaign themes used for various brands are shown, including Philip Morris cigarettes, BMW automobiles, and General Mills cereal.
Use of this slide This slide can be used along with the previous one to discuss the concept of advertising campaigns. Most ads are part of a series of messages that make up an IMC or advertising campaign.

24. Developing a Creative Strategy
Target audience identity
Basic problem, issue, opportunity
Major selling idea or key benefit
Any supportive information
Relation to text This slide relates to page 268 of the text.
Summary Overview A creative strategy is based on multiple factors, as shown in this slide. Once the factors have been determined, a creative strategy statement should describe the message appeal and execution style that will be used. Many ad agencies outline these elements in a document known as the copy or creative platform.
Use of this slide Use this slide when discussing the factors upon which a creative strategy is based. It is a lead-in to the next slide, which discusses the copy or creative platform.

25. 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
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide shows the components of a copy platform, which is a document that specifies the basic elements of the creative strategy. This document is sometimes called a creative platform, work plan, creative brief, creative blueprint, or creative contract. The copy platform is usually developed by an account representative or an account planner.
Use of this slide This slide can be used to discuss the copy platform and how it is used in the creative process. The creative strategy is usually based on the information contained in the copy platform document.

26. Model of Marketing Information Flow
Knowledge of vital
marketing
information
Client gatekeepers
(Brand manager)
Internal client
decision
to share
with agency
Client/agency
communication
Internal agency
communication
Agency gatekeeper
(Account manager)
decision on sharing
client info with staff
Creative staff
Art is created
Relation to text This slide relates to material on pp and Figure 8-4 of the text.
Summary Overview This slide shows the major communication interfaces and decision points where gatekeepers on both the agency and client side can impede the flow of information to agency creatives.
Use of this slide This slide can be used to discuss the importance of obtaining information to be used in developing the copy platform. While it is important that this information be provided to agency creatives, this may not always occur due to breakdowns in communication on the client side, the agency side, or between the two.

27. Successful, Long-Running Campaigns
Company or Brand
Campaign Theme
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?
Relation to text This slide relates to material on pp of the text.
Summary Overview An important part of creative strategy is determining the central theme that will become the major selling idea of the ad campaign. Many products and services offer virtually nothing unique, and it can be difficult to find something interesting to say about them.
According to the late David Ogilvy, considered one of the most creative advertising copywriters ever to work in the business, “I doubt if more than one campaign in a hundred contains a big idea. I am supposed to be one of the more fertile inventors of big ideas, but in my long career as a copywriter I have not had more than 20, if that.”
This slide shows examples of some successful, long-running campaigns based on big ideas.
Use of this slide This slide can be used to discuss the concept of advertising campaigns. You might analyze several of these campaign themes and discuss why they have been so successful.

28. Search for a Major Selling Idea
Positioning the Brand
Use a Unique
Selling Position
Seeking the Major Idea
Relation to text This slide relates to material on p. 271 of the text.
Summary Overview This slide shows various approaches that can be used to develop the major selling idea of an advertising campaign. This “big idea” should attract the consumer’s attention, get a reaction, and set the advertiser’s product or service apart from the competition. Approaches to developing the major selling idea include:
Using a unique selling proposition
Creating a brand image
Finding the inherent drama
Positioning
Use of this slide This slide can be used to discuss the concept of the major selling idea and various approaches that advertisers can use to guide the creative team’s search for the big idea.
Positioning
Create the Brand Image

29. The Unique Selling Proposition (USP)
Benefit
Potent
Unique
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
Promise must be strong enough or attractive enough to move people
Relation to text This slide relates to the material pp of the text.
Summary Overview The concept of the unique selling proposition was developed by Rosser Reeves, who noted the three characteristics of unique selling propositions:
Each advertisement must make a proposition to the consumer… Buy this product and you will get this benefit.
The proposition must one that the competition either cannot or does not offer. It must be unique either in the brand or in the claim.
The proposition must be strong enough to move the mass millions. That is, it must pull consumers to your brand.
Use of this slide This slide can be used to discuss the use of the USP approach to developing the major selling idea. This approach can be very effective when a particular brand possesses a unique attribute that is important to consumers. However, the advertiser must make sure that they can substantiate the uniqueness claim or they may face legal challenges.

30. Perspectives of Great Ad Men on the “Big Idea”
David Ogilvy
Leo Burnett
Find the inherent drama or characteristic of the product that makes consumers buy it
Brand image or personality is particularly important when brands are similar
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide shows approaches to developing the major selling idea that are associated with legendary ad men David Ogilvy and Leo Burnett. According to Ogilvy, every advertisement should contribute to the complex symbol that is brand image.
Leo Burnett was an advocate of the “inherent drama” approach to the major selling idea, which is based on a foundation of consumer benefits with an emphasis on the dramatic when expressing those benefits. He advocated a down-home type of advertising that presents the message in a warm and realistic way.
Use of this slide This slide can be used to discuss various approaches to developing the major selling idea. David Ogilvy and Leo Burnett are two of the most influential individuals to ever work in advertising and their creative styles have been the basis of many successful advertising campaigns.
“Every ad must contribute to the complex symbol that is the brand image.”
“(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.”

31. Image Advertising
Relation to text This slide relates to material on pp and Exhibit 8-12 of the text.
Summary Overview This slide shows an ad from Reebok’s “I am what I am” campaign, which uses image advertising to promote the number-two athletic shoe company as the brand for young consumers. The campaign is designed to create an image for Reebok as a brand that is about being yourself, rather than trying to become something you are not.
Use of this slide This slide can be used to discuss the creative strategies used to sell products based on the development of a strong, memorable identity for the brand through image advertising.

32. 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
Answer: E

33. Inherent Drama Inherent Drama
Messages generally presented in a warm, emotional way
Focus on consumer benefits with an emphasis on the dramatic element in expressing them
Relation to text This slide relates to the material p. 274 of the text.
Summary Overview This slide shows the basis of using inherent drama as an approach to the development of the major selling idea. The thinking behind this approach is that advertising is based on a foundation of consumer benefits, with an emphasis on the dramatic element in expressing those benefits. Messages based on inherent drama are generally expressed in a warm, emotional way.
Use of this slide This slide can be used to discuss the use of inherent drama as an approach to developing the major selling idea for an advertising campaign. The inherent drama approach is used often used in advertising for companies/brands such as McDonald’s, Maytag appliances, and Kellogg cereal brands.

34. Positioning 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
Relation to text This slide relates to the material on pp of the text.
Summary Overview This slide shows the basis of positioning as an approach to the development of the major selling idea. With this approach, advertising is used to establish a particular place in the customer’s mind for the product or service. This can be done on the basis of product/service attributes or benefits, price/quality, use or application, type of user or the ability to solve a problem.
Use of this slide This slide can be used to discuss the use of positioning as an approach to developing the major selling idea for an advertising campaign. Many of the top brands in various product and service categories have retained their market leadership because they have established and maintained a strong position or identity in the minds of consumers.

35. IBM as a Provider of Business Consulting Services
Relation to text This slide relates to the material pp of the text.
Summary Overview This slide shows an IBM print ad used to position IBM as a provider of business and consulting services. The ad campaign, which includes print, television, and online ads, sponsorships, and a micro website, is designed to reveal a side of IBM that is largely unknown to potential business consulting and services clients.
Use of this slide This slide can be used to discuss the use of positioning for companies as well as brands. “The other IBM” campaign is designed to position the company as more than just a technology provider.

36. Contemporary Approaches to the Big Idea
Relation to text This slide relates to pp of the text.
Summary Overview The USP, brand image, inherent-drama, and positioning creative styles have been associated with some of the most successful creative minds in advertising, and their agencies. However, other creative approaches are available.
In describing today’s advertising leaders, Anthony Vagnoni of Advertising Age writes: “They’ve endorsed no set of rules, professed no simple maxims. What’s replace them is a conscious desire to lift the intelligence level of advertising. Today’s leaders see advertising as an uplifting social force, as a way to inspire and entertain.”
Goodby and Silverstein note: “Advertising works best when it sneaks into people’s lives, when it doesn’t look or feel like advertising. It’s about treating people at their best, as opposed to dealing with them at their lowest common denominator.”
Most marketers and their agencies recognize that they must come up with big ideas that can be used across a variety of media and can engage consumers and enter into a dialog with them. In a rapidly changing advertising world, this is becoming hard and hard to do.
And as Jeff Goodby of Goodby Silverstein stated, “the company has changed more in the last two years than it did in the first 23. It’s a necessary change and the whole business is going to have to change to exist. Nobody knows what advertising is anymore and the change in our company is a reaction to that.”
Use of this slide Use this slide to prompt a discussion about the rapidly changing world of advertising and how previously successful advertising approaches (USP, brand image, inherent-drama, and positioning) may not meet the advertising needs of today and tomorrow.