chapter 08 news

7/26/2019 Chapter 08 News

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Creative Planning,Strategy and

Development

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


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Determining whattheadvertising message will sayor communicate

What is Creativity from an IMC point of view? Howcreative should you be?

How important is creativity from a BangladeshiMarket perspective?

Who are the key players in Creative AdvertisementCampaigns?

Soft Sell VS Hard Sell Ads: Which one do youprefer?

Advertising Creativity



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Determining whattheadvertising message will sayor communicate

Determining whatthe advertising message will sayor communicate

Advertising Creativity


Determining howthe message strategy will be

executed


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IKEA Ads



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The Silhouettes campaign for the iPod isan Example of Creative Advertising



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Absoluts Advertising Represents SynergyBetween Creative and Media



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Absoluts Advertising Represents SynergyBetween Creative and Media



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Two Perspectives on Advertising Creativity


The ability to generate fresh, unique andappropriate ideas that can be used as solutions

to communication problems.

Suits

Its notcreativeunless it

sells Artists

Only artisticvalue andoriginality

count


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Benneton Takes a Creative Risk



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Wrigley Takes a Creative Risk



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Un-Hate Campaign by Benetton



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This ad generated debate over the useof hard versus soft-sell advertising


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


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Getting raw material, data, immersing

one's self in the problem to get thebackground.Immersion

Ruminating on the data acquired,turning it this way and that in themind.

Digestion

Ceasing analysis and putting theproblem out of conscious mind fora time.

Incubation

A sudden inspiration or intuitiverevelation about a potential solution.Illumination

Studying the idea, evaluating it, anddeveloping it for practical usefulness.Verification

Getting raw material, data, immersing

one's self in the problem to get thebackground.Immersion

Ruminating on the data acquired,turning it this way and that in themind.

Digestion

Ceasing analysis and putting theproblem out of conscious mind fora time.

Incubation

A sudden inspiration or intuitiverevelation about a potential solution.Illumination

Young's Creative Process



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Test Your Knowledge


A client manufactures maternity clothes for

businesswomen, and it wants a new advertisingcampaign. Visits to obstetrician's offices to observethe clothes being worn and to maternity shops at themall to see how they were selected could be a part ofthe _____ stage of the creative process.

A) preparationB) verificationC) revisionD) reality checkE) incubation


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Read anythingrelated to the

product ormarket!

Listen to whatpeople are

talking about!

Use theproduct tobecome

familiar withit!

Ask everyone

involved forinformation!

Work in and

learn aboutthe clientsbusiness!

Ask everyone

involved forinformation!

Listen to whatpeople are

talking about!

Use theproduct tobecome

familiar withit!

Read anythingrelated to the

product ormarket!

Inputs to creative process: Preparation,Incubation, Illumination



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Inputs to creative process: Verification & Revision


Evaluate ideas generated

Give them final expressionGive them final expression

Refine remaining ideas

Reject inappropriate ideas


Objective

Viewer reaction profiles

Directed focus groupsTechniques


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Give them final expression

Directed focus groups

Viewer reaction profiles

Directed focus groups

Give them final expression




Verification and Revision of Ideas


Objective

Techniques


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Problem Detection


ProblemDetection

Focus Group to find outproblems consumers

encounter and brands usedto solve the problem. Usedby creative to decide whichfeatures to focus on


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Problem Detection


Storyboards

Visual Plan or layout of theproposed commercial


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Problem Detection



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Integrated

Interrelated Coordinated

In DifferentMedia

Over a TimePeriod

Integrated

Interrelated Coordinated

In DifferentMedia

An Advertising Campaign


Marketing

CommunicationActivities

Centered on aTheme or Idea


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Lifes Good

BMW

Intel

Inside

MillerLite

Finger

lickin good

KFCLGIntel

Advertising Campaign Themes


The central message that will becommunicated

in all of the various IMC activities


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6. Supporting information and requirements

5. Creative strategy statement

4. Selling idea or key benefits to communicate

3. Specify target audience

2. Advertising and communications objectives

1. Basic problem advertising must address

5. Creative strategy statement

4. Selling idea or key benefits to communicate

3. Specify target audience

2. Advertising and communications objectives

1. Basic problem advertising must address

Building a Copy Platform Outline



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Successful Long-Running Campaigns


Nike Just do it

Allstate Insurance Youre in good hands with Allstate

Hallmark cards When you care enough to send

the very best

Budweiser This Buds for you

Intel Intel inside

State Farm Insurance Like a good neighbor,

State Farm is there

Chevy Trucks Like a rock

Dial soap Arent you glad you use Dial?

Company or Brand Campaign Theme


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Positioning theBrand

Use a UniqueSelling Position

Create the BrandImage

PositioningFind the Inherent

Drama

Create a BrandImage

Use a UniqueSelling Proposition

Major Selling Ideas


Seeking theMajor Idea


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Buy this product

or service and

you will benefitthis way or

enjoy this

reward

Must be unique

to this brand or

claim; somethingrivals can't or

don't offer

UniqueBenefit UniqueBenefit

Approaches to the Major Selling Idea: USP


Unique SellingProposition

The promise

must be strong

enough orattractive

enough to move

people

Potent


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Biometric

Security

Features, RetinaDisplay, SIRI

Waterproof

Cellphones

UniqueBenefit Sony XperiaApple iPhone

Approaches to the Major Selling Idea: USP


Unique SellingProposition

Super

AMOLED

Screen, AirGesture

SamsungGalaxy

Perspectives of Great Ad Men on the


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Brand image or personalityis particularly important

when brands are similar

Every ad must contribute

to the complex symbol

that is the brand image.

Brand image or personalityis particularly important

when brands are similar

Perspectives of Great Ad Men on theMajor Selling Idea


David Ogilvy

Find the inherent drama orcharacteristic of theproduct 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


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Often used for products such as softdrinks, perfume, liquor, clothing, airlines

The creativity sales strategy is based on astrong, memorable brand identity throughimage advertising

Used when competing brands are sosimilar it is difficult to find or create aunique attribute

The creativity sales strategy is based on astrong, memorable brand identity throughimage advertising

Used when competing brands are sosimilar it is difficult to find or create aunique attribute

Creating a Brand Image



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Reebok Uses Image Advertising


Approaches to the Major Selling Idea:


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Approaches to the Major Selling Idea:Inherent Drama


InherentDrama

Messages generally presentedin a warm, emotional wayHallmark, Maytag, Kellogg

Focus on consumer benefits

with an emphasis on thedramatic element in expressingthem

Messages generally presentedin a warm, emotional wayMcDonalds, Maytag, Kellogg

Approaches to the Major Selling Idea:


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Establish a particular place inthe customers mind for theproduct or service

Establish a particular place inthe customers mind for theproduct or service

Approaches to the Major Selling Idea:Positioning


Positioning

Based on product attributes/

benefits, price/quality, use orapplication, type of user,problem solved

IBM Positions Itself as a Provider of Business


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IBM Positions Itself as a Provider of Businessand Consulting Services


Creative Campaigns Now Extend to the


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Creative Campaigns Now Extend to theInternet

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