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Creative Advertising

Rationalists vs Artists

Strategic Creativity
Strategy

driven by
specific
objectives
target
audience
message
offers a
relevant
benefit
(selling
proposition)

Creativity

the big idea


(unifying)
original
link to
strategy!!!

Execution

craftsmanshi
p
the right
execution
effective
media

Creative Strategy
Development
Central theme that will become the
major selling idea
USP: Product attributes, unique, strong
Creating a brand image
Finding inherent drama

STRATEGY:
STRATEGY:
David
David Ogilvy
Ogilvy

CREATIVITY:
CREATIVITY:
Leo
Leo Burnett
Burnett

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

Find
Find the
the inherent
inherent drama
drama or
or
characteristic
characteristic of
of the
the
product
product that
that makes
makes
consumers
consumers buy
buy itit

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

(Inherent
(Inherent drama)
drama) is
is often
often
hard
hard to
to find
find but
but itit is
is always
always
there,
there, and
and once
once found
found itit is
is
the
the most
most interesting
interesting and
and
believable
believable of
of all
all
advertising
advertising appeals.
appeals.

Twin Masters
Strategy
&
Creativity
Use
Positioning
the
Use aa Unique
Unique
Positioning
the
Brand
Selling
Position
Brand
Selling
Position

Create
Use
aUnique
Create
Use aa Unique
a Brand
Brand
Selling
Image
Position
Selling
Image
Position

Seeking
Seeking the
the
Major
Major Idea
Idea

Positioning
Positioning

Find
Create
the
the
Inherent
Brand
Find
Create
the
the
Inherent
Brand
Drama
Image
Drama
Image

Unique
Unique Selling
Selling
Proposition
Proposition
Benefit
Benefit

Unique
Unique

Potent
Potent

Buy
Buy this
this product
product
and
and you'll
you'll
benefit
benefit this
this way
way
or
or enjoy
enjoy this
this
reward
reward

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

The
The promise
promise
must
must be
be strong
strong
enough
enough or
or
attractive
attractive
enough
enough to
to move
move
people
people

A Big Idea Resulting From The Creative


Leap

Positioning
Positioning

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

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

This Ad Positions 3M as Highly Innovativ

Creating a brand image


Used
Used when
when competing
competing brands
brands are
are so
so
similar
similar itit is
is difficult
difficult to
to find
find or
or create
create aa
unique
unique attribute
attribute
The
The creativity
creativity sales
sales strategy
strategy is
is based
based on
on aa
strong,
strong, memorable
memorable brand
brand identity
identity through
through
image
image advertising
advertising

Often
Often used
used for
for products
products such
such as
as soft
soft
drinks,
drinks, perfume,
perfume, liquor,
liquor, clothing,
clothing, airlines
airlines

BMWs Slogan Has Helped Build Its Brand


Image

LB Inherent Drama
Creativity call for an intuitive ability to identify
the inherent drama that resided within a product.
Characteristic of the product that makes
consumers buy it.
Inherent
Inherent
Drama
Drama

Messages
Messages generally
generally presented
presented
in
way
in aa warm,
warm, emotional
emotional way,
way for
way,
for
Hallmark,
example,
Maytag,
Hallmark,Hallmark
example,
Hallmark
Maytag, Kellog
Kellog

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

A Big Idea Resulting From The Creative


Leap

Unique Selling Proposition vs.


Inherent drama

USP
Strategic
perspective
The promise
must be strong
to move people

ID
Creative

perspective
Characteristic
of the product
that makes
consumers buy
it

WHY?

Creative ads can breakthrough competitive clutter, grab the


consumers attention and have some impact
To make an impression, an ad needs to be unique and
entertaining
Creativity is an aid to memorability; it can plant
associations so deeply that people simply cant forget them

The Challenge
Imposing too many sales and marketing oriented
communications objectives on the creative team
can results in mediocre advertising, which is
ineffective in todays competitive, cluttered
media environment
But ads that are creative only for the sake of
being creative often fail to communicate
relevant or meaningful message
Importance of balancing the its not creative
unless it sells

Creativity is an aid to memorability; it


can plant associations so deeply that
people simply cant forget them
Ads that are well designed, executed
and generate emotional responses can
create positive feelings that are
transferred to the product/service
being advertised

The greater the similarity between brands, the


less part reason plays in brand selection. There
isnt any significant difference between the
various brands of whiskey, or cigarettes, or beer.
They are all about the same. And so are the cake
mixes and the detergents and the margarines.
The manufacturer who dedicates his advertising
to building the most sharply defined personality
for his brand will get the largest share of the
market at the highest profit. By the same token,
the manufacturers who will find themselves up
the creek are those shortsighted opportunists
who siphon off their advertising funds for
promotions. David Ogilvy

Creative Copy Writing

Creative Visuals

Creative Execution

Creative Medium

Creative Campaign: Live


Young

The new Evian advert - Baby & Me 2013.mp4

Rules lead to dull stereotyped advertising,


and they stifle creativity, inspiration,
initiative, and progress. The only hard and
fast rule that I know of in advertising is that
there are No rules. No formulas. No right way.
Given the same problem, a dozen creative
talents would solve in a dozen different ways.
If there were a sure-fire formula for successful
advertising, everyone would use it. Then
thered be no need for creative people. We
would simply program robots to create our
ads and commercials and theyd sell loads of
product to other robots. Hank Sneiden