1. ©2005 Pearson Education Canada Inc.4-1 Chapter 4 Advertising: Creative Planning

2. ©2005 Pearson Education Canada Inc.4-2 Communications Process Sender Encoding Transmission Decoding Receiver Noise Consumer ResponseFeedback

3. ©2005 Pearson Education Canada Inc.4-3 Communications Process Sender Encoding Transmission Decoding Receiver Noise Consumer ResponseFeedback

4. ©2005 Pearson Education Canada Inc.4-4 Consumers Process Messages Advertising influences consumers at each stage. Awareness Comprehension Conviction Action DAGMAR: Defining Advertising Goals for Measured Advertising Response

5. ©2005 Pearson Education Canada Inc.4-5 FCB Grid Quadrant 1 High Importance Rational Decision Quadrant 2 High Importance Emotional Decision Quadrant 3 Low Importance Rational Decision Quadrant 4 Low Importance Emotional Decision High Involvement Low Involvement

6. ©2005 Pearson Education Canada Inc.4-6 Creative Planning IMC Plan IMC Plan Advertising Plan Advertising Plan Creative Plan Objectives Strategy Execution Creative Plan Objectives Strategy Execution Media Plan Media Plan Creative and media solutions are planned together and integrated with other IMC plans.

7. ©2005 Pearson Education Canada Inc.4-7 Creative Brief “A document developed by the client for discussion with the agency about an advertising task.” Market Information Problem / Goal Advertising Objectives Positioning Strategy Creative Objectives Creative Strategy Creative Execution

8. ©2005 Pearson Education Canada Inc.4-8 Market Information Market Profile Brand Profile Competitor Profile Target Market Profile Budget Essential background information provides perspectives and insights for the creative planners.

9. ©2005 Pearson Education Canada Inc.4-9 Problem / Goal What is the primary focus of the campaign? To create or increase awareness To alter a perception To present a new image To launch a new product To attract a new target market A campaign needs focus!

10. ©2005 Pearson Education Canada Inc.4-10 Advertising Objectives Advertising objectives are behavioural in scope and quantitative in nature. Awareness Comprehension Conviction Action Awareness Comprehension Conviction Action To achieve and awareness level of 75% within 12 months. To achieve a trial purchase rate of 25% within 12months.

11. ©2005 Pearson Education Canada Inc.4-11 Positioning Strategy A positioning strategy statement should stimulate the creative development process. Positioning Strategy Positioning Strategy Creative Concepts Creative Concepts Creative Execution Creative Execution Clients evaluate agency concepts and final executions against the positioning strategy statement. Is it “on strategy?”

12. ©2005 Pearson Education Canada Inc.4-12 Creative Objectives Creative objectives are clearly worded statements that identify the essential information to be communicated. Key Benefit Statement Key Benefit Statement The primary benefit; the promise. Support Claims Statement Support Claims Statement The substantiation; the proof.

13. ©2005 Pearson Education Canada Inc.4-13 Creative Strategy The search for the “BIG IDEA.” The concept or central theme that will bind the campaign together. Key Strategic Elements Key Strategic Elements Tone and Style Theme Appeal Techniques

14. ©2005 Pearson Education Canada Inc.4-14 Some “Big Ideas” NikeJust Do It VolkswagenDrivers Wanted KFCFinger lickin’ good MaytagThe Idle Repairman Good creative concepts have longevity and cross many markets.

15. ©2005 Pearson Education Canada Inc.4-15 Creative Appeal Techniques A sampling of possibilities to motivate the target market! Positive Negative Humour Sex Emotion Lifestyle Comparison Facts

16. ©2005 Pearson Education Canada Inc.4-16 Creative Execution What specific techniques will be used to bring the strategy to life? Product Demonstrations Testimonials Endorsements Taglines and Slogans