1. THE CREATIVE SIDE OF ADVERTISING AND MESSAGE STRATEGY
MCD 1073 PRINCIPLES OF ADVERTISING

2. ART AND SCIENCE OF CREATIVE ADVERTISING
An ad needs to contain a persuasive message that convinces people to take action
An ad must make relevant connection with its audience and present a selling idea in an unexpected way

3. ROI OF EFFECTIVE ADVERTISING
An effective ad is relevant original and has impact
An idea with impact breaks through the clutter, gets attention and sticks in memory
An ad with impact has stopping power that comes from an intriguing idea

4. ROI OF EFFECTIVE ADVERTISING
The Big Idea
Message is both getting and memorable
“True?” by Budweiser- big Idea is people drinking beer keeps people together, and they speak the same language
Sometimes visuals come first, sometimes words

5. Budweiser’s “True” advertising
featuring a bunch of normal everyday guys with a connection

6. ROI OF EFFECTIVE ADVERTISING
Practical tips for creating Original Ideas
An unexpected twist
An unexpected association
Catchy phrasing
A play on words
Analogy and metaphor
Familiar and strange

7. ROI OF EFFECTIVE ADVERTISING
To prevent unoriginal ideas
The common
The look-alike
Clichés
The tasteless

8. ROI OF EFFECTIVE ADVERTISING
The Creative Leap
A Big Idea that expresses an original advertising thought involving mind-shift
Looking at something a different way, from a different angle
All creative ideas comes with an element of risk

9. CREATIVE THINKING A special form of problem solving Free Association
Divergent Thinking
Analogies and Metaphors
Right-brain thinking

10. Organics outdoor advertisement – Singapore

11. “The Extra For Healthy Teeth”

12. CREATIVE THINKING Creative Aerobics Creative Roles Facts New Names
Similarities
New Definitions
Creative Roles

13. CREATIVE THINKING The Creative Person Key Characteristics:
Problem Solving
Ability to Visualize
Openness to New Experiences
Conceptual Thinking

14. THE CREATIVE PROCESS Steps and Stages
Step 1 : Immersion Step 2 : Ideation
Step 3 : Brainfog
Step 4 : Incubation
Step 5 : Illumination
Step 6 : Evaluation

15. THE CREATIVE PROCESS Brainstorming
A thinking technique were 6-10 people work together to come up with ideas
One person’s idea stimulates someone else’s
Remain positive and defer judgment

16. CREATIVE STRATEGY How the message is said Message Objectives
Perception
Cognitive
Affective
Persuasion
Transformation
Behaviour

17. CREATIVE STRATEGY Head and Heart Strategies
Hard and Soft-Sell Strategies
Lectures and Dramas

18. Hardsell -“VW Jetta”

19. Softsell -“Honda”

20. FACETS OF CREATIVE STRATEGY
1. Messages That Drive Perception
Attention and Awareness
Interest
Memory
2. Messages That Drive Cognition
3. Messages That Touch Emotions

21. Emotions-”Animal Care & Control of New York”

22. FACETS OF CREATIVE STRATEGY
4. Messages That Persuade
Appeals
Selling Premises
Benefit
Promise
Reason Why
Unique Selling Proposition
Conviction

23. Emirates Kargo

25. FACETS OF CREATIVE STRATEGY
5. Messages That Transform Product into a Brand
- Associations
6. Messages That Drive Action
7. Delivering on the Objectives and Strategies

26. Associations-“Absolut”

27. Message to Drive Action -“Tolnaftate”

28. FACETS OF CREATIVE STRATEGY
8. Message Approaches
Straightforward
Demonstration
Comparison
Problem Solution
Humor
Slice of Life
Spokesperson
Teasers
Shockvertising

29. Shockvertising

30. More tips for creating Original Ideas
Be observant
Keep a notebook
Have lots of ideas
Test your ideas