It is actually a step-by-step process that can be learned and used to generate original ideas.
Good creative work makes advertising more vivid, which in turn attracts attention, maintains interest, and stimulates consumers’ thinking. Therefore messages must be: Better planned Imaginative Entertaining Rewarding
Companies identify their “target market” and an objective for their campaign. Then…in comes the message strategy statement, which tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress. From there, the advertiser must develop a compelling creative concept- or “ BIG Idea ”- one that will bring the message strategy to life in a memorable way.
MESSAGE STRATEGY: 7-Up is not a cola. A BMW is a well- engineered car. We (Avis) don’t rent as many cars, so we have to do more for our customers. BIG IDEA: “The Uncola” “The Ultimate Driving Machine” “We’re number two, so we try harder.” So How is it All Done?
Be all you can be You'll love the way we fly You're in good hands Obey your thirst Quality is Job 1 It's everywhere you want to be I love what you do for me Just slightly ahead of our time US Army Delta Airlines Allstate Insurance Sprite Ford VISA Toyota Panasonic What image are these companies trying to create???
1. With a partner, you will be given a top company’s message strategy. 2. From that message strategy, you MUST brainstorm and write down at least 10 “Big Idea’s”. 3. Now, each group MUST read through the “Big Idea’s” and pick your top 3 favorite ideas. 4. Look over the 3 chosen and pick the 1 “Big Idea” you feel best represents the brand and their original message strategy. 5. Design an advertisement representing your company’s new “Big Idea”. 6. Share with class!
A mascot representing a product that may be real or imaginary, that helps to bring recognition and memorability to that brand. -Jonathan Tyler Francis
Top 10 Slogans Top 10 Slogans Top 10 Advertising Icons Top 10 Advertising Icons Top Ideas of the Century!!!
The History of Advertising The History of Advertising An Infographic…
1. Brand Advertising: intended to make you remember a brand rather than a specific product. 2. Informative Advertising: teaches you about the product’s benefits. 3. Comparative Advertising: comparing the benefits or qualities of two or more similar products; advertised product always wins. 4. Defensive Advertising: the losing product in a comparison ad may respond with an ad. Pepsi vs. Coke Pepsi vs. Coke 5. Persuasive Advertising: don’t provide information, emphasize product features, or make comparisons; show happy people using the product. The other side of Persuasive ads: Anti-Smoking AdsAnti-Smoking Ads The 5 Advertising Strategies…
Any message can be presented in different execution styles such as: Slice of life- shows “typical” people using product in a normal setting. Lifestyle- shows how a product fits in with a particular lifestyle. Fantasy- creates fantasy around the product; dream themes. Mood or image- builds a mood or image around product, such as love or serenity. Musical- shows 1 or more people singing a song about a product. FreeCreditReport.comFreeCreditReport.com Personality symbol- creates a character that represents product; can be animated.
Technical expertise- shows the company’s expertise in making the product. Scientific evidence- presents scientific evidence that the brand is better liked than other brands. Testimonial evidence- features a highly believable or likable source endorsing the product.
1. Get into your Advertising Agency groups. 2. Once in your groups, I will be coming around for you to select 1 blue and 1 orange piece of paper from my jar. You will be choosing 2 of the advertising strategies discussed in class. 3. Now, combining both of those strategies, your agency is to chose a business/ brand to design and create an advertisement.
1. The 4 essential elements: 2. Color! 3. Creativity!