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Creative Strategy: Planning and Development

McGraw-Hill/Irwin

Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Advertising Creativity

Creative Strategy

Determining what the advertising message will say or communicate

Creative Tactics

Determining how the message strategy will be executed

Taglines That Set Vegas Part

What happens here, stays here Be anyone Your Vegas is Showing

Best Ads of all Time?

Nissan
Enjoy the ride

Alka-Seltzer
Mama Mia! Thats a spicy meatball! I cant believe I ate the whole thing

Hard- vs. Soft-Sell Advertising

*Click outside of the video screen to advance to the next slide

The Power Idea

Describable in a simple word or phrase

Likely to attract the prospects attention

Lets prospects vividly experience the goods

Allows you to brand the advertising

Revolves around the clinching benefit

Creativity and Synergy

Agency
Account executives Media planners

Client
Marketing managers Brand managers

Researchers
Attorneys

Upper management

An Absolut World

The Only Rule in Advertising

There are no rules

The Perpetual Debate

It isnt creative if it doesnt sell

Only artistic value and originality count

Suits

Artists

Wrigley Takes a Creative Risk

Creative Personnel

Unconventional Abstract Less structured Less organized Intuitive

Youngs Creative Process

Immersion Get raw material and data, and immerse yourself in the problem Take the information, work it over, wrestle with it in your mind

Digestion

Incubation

Turn the information over to the subconscious to do the work

Eureka! I have it! phenomenon Study the idea, evaluate it, reshape it for practical usefulness

Illumination

Verification

Wallas Creative Process Model

Illumination Seeing the Solution

Preparation Gathering Information

The Creative Process

Verification Refining the Idea Incubation Setting Problem Aside

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

Getting Creative Input

Read anything related to the product or market!

Use the product to become familiar with it!

Listen to what people are talking about!

Conduct studies of product, service, audience!

Work in and learn about the clients business!

Ask everyone involved for information!

Branding Research

Got Milk?

Input Verification and Revision

Evaluate ideas

Reject the inappropriate

Objective Refine the remaining Give ideas final expression Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Techniques

Top 10 Slogans of the Century

Company or Brand
1. De Beers 2. Nike 3. Coca Cola 4. Miller Lite 5. Avis 6. Maxwell House 7. Wheaties 8. Clairol 9. Morton Salt 10. Wendys

Campaign Theme
Diamonds are forever Just do it! The pause that refreshes Tastes great, less filling We try harder Good to the last drop Breakfast of champions Does she . . . or doesnt she? When it rains it pours Wheres the beef?

An Advertising Campaign
Integrated Interrelated

Marketing Communication Activities

Coordinated

In Different Media

Centered on a Theme or Idea

Over a Time Period

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

Advertising Campaign Themes

The central message that will be communicated in all IMC activities

Miller Lite Marlboro country

BMW

General Mills, Wheaties The breakfast of champions

The ultimate driving machine

Developing a Creative Strategy

Creative Strategy

Target audience identity

Basic problem, issue, opportunity

Major selling idea or key benefit

Any supportive information

Copy Platform Outline

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

Model of Marketing Information Flow

Knowledge of vital marketing information
Client/agency communication Internal agency communication

Client gatekeepers (Brand manager)

Agency gatekeeper (Account manager)

Creative staff

Internal client decision to share information with agency

Agency gatekeeper decision on sharing client info with staff

Art is created

Successful, Long-Running Campaigns

Company or Brand
Nike Allstate Insurance Hallmark cards Budweiser Intel State Farm Insurance Chevy Trucks Dial soap

Campaign Theme
Just do it Youre in good hands with Allstate When you care enough to send the very best This Buds for you Intel inside Like a good neighbor, State Farm is there Like a rock Arent you glad you use Dial?

Search for a Major Selling Idea

Positioning the Brand

Use a Unique Selling Position

Seeking the Major Idea

Positioning

Create the Brand Image

The Unique Selling Proposition (USP)

Unique Selling Proposition Benefit Unique Potent

Buy this product/service and you get this benefit or reward

Must be unique to this brand or claim; something rivals can't or don't offer

Promise must be strong enough or attractive enough to move people

Perspectives of Great Ad Men on the Big Idea

David Ogilvy
Brand image or personality is particularly important when brands are similar

Leo Burnett
Find the inherent drama or characteristic of the product that makes consumers buy it

Every ad must contribute to the complex symbol that is the brand image.

(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.

Image Advertising

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

Inherent Drama

Inherent Drama

Messages generally presented in a warm, emotional way

Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Positioning

Positioning

Establish a particular place in the customers mind for the product or service

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

IBM as a Provider of Business Consulting Services

Contemporary Approaches to the Big Idea