1. The Creative Side & Message Strategy

2. Advertising… Science and Art
Effective Advertising is a combination of Science and Art
Creative Dimension Art
Strategic Dimension Science
Ideally an ad
Needs to contain a persuasive message that convinces people to take action
Must make a relevant connection with its audience and present a selling idea in an unexpected way

3. Creative Strategy
“Advertising: the science of arresting the human intelligence long enough to get money from it.”
Stephen Leacock (Canadian Humorist)
“Creative without strategy is called art; creative with strategy is called advertising.”
Jeff I. Richards (Advertising Professor)
Effective Ads
Relevant
Original
Impact

4. Big Idea in Advertising
Idea is a new combination of thoughts
New combinations comes by seeing new relationships
Metaphors and analogies are great way to create relations
Taking the creative leap!
Creative concept that implements the advertising strategy so that the message is both attention grabbing and memorable
It is expressed visually and verbally to express the complete thought
Looks at things from a different, unobvious perspective
Example: Got Milk Campaign
Big Idea: People drink milk with certain foods and if it is unavailable, then they get frustrated

5. Creative Advertising Creative Idea Copycat Advertising! Challenge
A new combination of thoughts
A thought that comes from placing 2 previously unrelated concepts together
No one else has thought of it before
Copycat Advertising!
The original sin
80% Pakistani ads
50% American ads (John Eimy, Advertising Expert)
Challenge
Original + Interesting ideas (esp. for boring products)

6. Starter’s Guide to Better Creativity
To Do
Unexpected Twist
Unexpected Association
Catchy Phrasing
Play on Words
Analogy / Metaphor
Familiar & Strange
Not To Do
The Common
The Look-Alike
Cliches
The Tasteless

7. The Creative Leap
A process of jumping from the strategy statement to an original idea that conveys the strategy in an interesting way
Moving from the safety of a predictable strategy statement to an unusual idea that hasn’t been tried before
Also called Creative Risk
Copy Testing is done to control the risk

8. Creative Thinking Common technique is to use unusual association
Strategic idea Tire durable and dependable
Creative leap takes to family protection
Creative Idea Baby sitting in a tire
See the problem in a novel and unexpected way
Techniques
Free Association
Divergent Thinking
Analogies and Metaphors
Right Brain Thinking

9. Creative Thinking Continues
Creative Aerobics
It’s a thought starter/idea generating process
Head (Rational) and Heart (Emotional) appeals
4 Steps
Facts Left brain
New names Create names for the products
Similarities look for similarities between dissimilar objects
New Definitions Thanda boley to

10. Creative Roles
Creative people are high risk takers, original thinkers and creative problem solvers
Independent, Assertive, Self Sufficient, persistent, Powerful egos, don’t care about opinions, have inborn skepticism and strong curiosity
Creative Director and Team
Creative Leap- Idea
Art Director
Creative Leap-Execution
Characteristics
Problem Solving
The Ability to Visualize
Openness to new experiences
Concept thinking

11. The Creative Process How to get an Idea
It’s a difficult process as requires lot of reading, study, analysis, testing, debates, discussions, traveling, meeting different people, watching movies, TV shows etc by creative people
Steps:
Immersion Dig out everything about problem
Ideation Think of all the possible ways and develop as many ideas as possible
Brainfog may give up
Incubation relax and let subconscious think
Illumination Light bulb on and idea comes
Evaluation will it work as per strategy
Brain storming

12. Creative Strategy So a big idea must be Creative Art Strategy Science
creative (Original. Different, Novel and Unexpected)
Strategic (right for the product & target, meets the advertising objectives)
Advertising Creativity is about solving the communication problem

13. Message Strategy
Creative Strategy or Message Strategy is what the advertisement says
Message Objectives
What you want the message to accomplish
Facet Model for message/advertisement effectiveness
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 preferences
Association establish brand identity and associations
Behavior Stimulate trail, purchase, re-purchase,
Head and Heart Strategies
Hard and Soft Sell Strategies
Lectures and Drama

14. Messages that drive Perception (Awareness Strategy)
Objective
Attention & Awareness Stop
Interest Pull
Memory Stick
Not only advertising have to stop (get attention) and pull (create interest), it also has to stick (in memory)
Techniques
Shockvertising
High Contrast
Storytelling
Jingles
Clever slogans
Colors, shapes, key visuals & brand characters

15. Messages that drive Cognition (Information Strategy)
Objective  Understanding
Techniques
Claims / Straightforward
PODs & features
Long copy ads / Infomercials

16. Messages that Persuade (Persuasion Strategy)
Objective  Attitudes; conviction & preference
Techniques
Selling premises
Comparison
Demonstration
Problem-Solution/Problem Avoidance
Slice of life
Testimonials
Endorsements
Interview / audience involvement

17. Messages that touch Emotions (Emotion Strategy)
Objective  emotions, liking
Techniques
Humor / Comedy / Satire (Ufone)
Sex & fear appeals (Motorazr)
Fantasy & surrealism
Song & dance

18. Messages That Transform a Product into a Brand (Brand Strategy)
Objective  Associations, brand meaning
Techniques
Brand characters
Image & lifestyle ads
Simple identity cues

19. Messages that drive Action (Action Strategy)
Objective  Trial, purchase, etc.
Techniques
Call-to-action
Price ads
Reinforcement / Reminder ads