1. Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 8 Creative Strategy: Planning and Development

2. 8-2 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

3. 8-3 Creative Advertising for Old Spice Body Wash Smell like a man, man The man your man could smell like

4. 8-4 The Importance of Creativity Best ads of all time? Alka-Seltzer… Mama Mia! That’s a spicy meatball! Nissan … Enjoy the ride. Altoids… Curiously strong.

5. 8-5 Different Perspectives on Creativity? ManagersCreatives Only artistic value and originality count It isn’t creative if it doesn’t sell Stick with what works Try something new

6. 8-6 Determinants of Creativity Divergence Originality Flexibility Elaboration Synthesis Artistic Value Relevance Ad-to-consumer Brand-to-consumer

7. 8-7 Creative Advertising for Absolut

8. 8-8 The Creative Challenge There are no rules

9. 8-9 Residence Inn Takes a Creative Risk

10. 8-10 Creative vs. Hard-Sell Advertising “Suits” are rationalist salesmen “Poets” are proponents of creativity

11. 8-11 Creative Personnel Abstract Less structured Less organized Unconventional Intuitive

12. 8-12 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!” phenomenonIllumination Study the idea, evaluate it, reshape it for practical usefulness Verification

13. 8-13 Wallas’ Creative Process Model Incubation Setting Problem Aside Preparation Gathering Information Illumination Seeing the Solution Verification Refining the Idea The Creative Process

14. 8-14 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

15. 8-15 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

16. 8-16 Branding Research

17. 8-17 Qualitative Research Input Interviews and Focus Groups

18. 8-18 Input Verification and Revision Evaluate ideas Reject the inappropriate Refine the remaining Give ideas final expression Evaluate ideas Reject the inappropriate Refine the remaining Give ideas final expression Objective Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Techniques

19. 8-19 Storyboards and Animatics

20. 8-20 An Advertising Campaign Integrated Interrelated Coordinated In Different Media Over a Time Period Marketing Communication Activities Centered on a Theme or Idea

21. 8-21 Campaign Themes MarlboroMarlboro Country WheatiesBreakfast of Champions BMWThe ultimate driving machine NikeJust do it McDonald’sI’m lovin’ it Key JewelersEvery kiss begins with Kay Allstate You’re in good hands with Allstate Company or Brand Campaign Theme

22. 8-22 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

23. 8-23 The Creative Brief 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

24. 8-24 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

25. 8-25 Search for a Major Selling Idea Finding the inherent drama Use a Unique Selling Position Use a Unique Selling Position Create a Brand Image Positioning Seeking the Major Idea

26. 8-26 The Unique Selling Proposition (USP) Must be unique to this brand or claim; rivals can't or don't offer it Unique Buy this product/serv ice and you get this benefit Benefit Promise must be strong enough to move mass millions Potent

27. 8-27 Colgate’s Unique Selling Proposition

28. 8-28 Image Advertising

29. 8-29 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

30. 8-30 Inherent Drama Messages generally presented in a warm, emotional way Focuses on consumer benefits with an emphasis on the dramatic element

31. 8-31 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, or problem solved

32. 8-32 Contemporary Approaches to the Big Idea