1. Creative Brief 1. Problem (that advertising will resolve) 2. Target Audience and Behavioral Objectives 3. Communications Objectives 4. Positioning Statement 5. Creative Guidelines 6. Support

2. The BIG IDEA A BIG IDEA can be used to provide a basis for the campaign e.g. a “hook” that you can use for multiple executions.

3. Approaches to the Major Selling Idea: USP Buy this produce and you'll benefit this way or enjoy this reward Must be unique to this brand or claim; something rivals can't or don't offer Unique Benefit Unique Benefit Unique Selling Proposition The promise must be strong or attractive enough to move people Potent

4. Perspectives of Great Advertisers Brand image or personality is particularly important when brands are similar “Every ad must contribute to the complex symbol that is the brand image.” David Ogilvy Find the inherent drama or characteristic of the product that makes consumers buy it “(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.” Leo Burnett

5. ADVERTISING: Creative Tactics

6. Creative Strategy HOW the message will be communicated. 1. Reason for buying (motivation) 2. Appeal techniques 3. Tone and Style 4. Theme

7. Tone and Style Positive Negative Factual Comparative Humorous Emotional Sexual Lifestyle

8. © 2005 McGraw-Hill Ryerson Limited Example Absolut Ads –Print ads “Series” –Shape of bottle Distinctive –Hip Special knowledge –Collectors and websites!Collectors and websites!

9. © 2005 McGraw-Hill Ryerson Limited “Equinox”(1995)

10. “Equinox”(1995)

11. Stores(1995)

12. Stores(1995)

13. Stores(1995)

14. Chefs(1995)

15. Chefs(1995)

16. Chefs(1995)

17. Chefs(1995)

18. BeachChairs(1997)

19. BeachChairs(1997)

20. Consistency Across Executions

21. 8Cities

22. © 2005 McGraw-Hill Ryerson Limited Artists

23. Flavors

24. Flavors

25. Where to start? “There is nothing so useful as a good theory” –Bandura’s Social Learning Theory –FCB Grid

26. Bandura’s Social Learning Theory THESIS: –People can learn from watching (others on television) IMPLICATIONS: –It’s important to demonstrate POSITIVE CONSEQUENCES from buying or using the product

29. 17-29 Foote, Cone & Belding Grid 1 Informative The Thinker 3 Habit Formation The Doer ThinkingFeeling Low Involvement 2 Affective The Feeler 4 Self- Satisfaction The Reactor High Involvement

30. 17-30 Foote, Cone & Belding Grid 1 Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test:Recall diagnostics Media:Long copy format Reflective vehicles Creative:Specific information Demonstration Thinking High Involvement

31. 17-31

32. 17-32

33. 17-33 Foote, Cone & Belding Grid 2 Affective The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn-do (psychological?) Possible implications Test:Attitude change Emotional arousal Media:Large space Image specials Creative:Executional Impact Feeling High Involvement

34. 17-34

35. 17-35

36. 17-36 Foote, Cone & Belding Grid 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test:Sales Media:Small space ads 10-second ID’s Radio; Point of Sale Creative:Reminder Thinking Low Involvement

37. 17-37 1.CDs 2. Stamp collecting Ads

38. 17-38 Foote, Cone & Belding Grid 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test:Sales Media:Billboards Newspapers Point of Sale Creative:Attention Feeling Low Involvement

39. 17-39

40. 17-40

41. Quote of the Day I don’t care about awards. I want to sell product. James Harralson (CEO Royal Crown Cola)