CREATIVITY IN ADVERTISING

CREATIVE STRATEGY - 1

PLANNING AND DEVELOPMENT

Advertising Creativity

Determining what the advertising message will say or communicate

Determining what the advertising message will say or communicate

CreativeStrategyCreativeStrategy

CreativeTactics

CreativeTactics

Determining how the message strategy will be executed

Determining how the message strategy will be executed

Taglines That Set Vegas Part

What happens here, stays here

Be anyone

Your Vegas is Showing

The Power Idea

Describable in a simple

word or phrase

Describable in a simple

word or phrase

Likely to attract the prospect’s attention

Likely to attract the prospect’s attention

Lets prospects

vividly experience the goods

Lets prospects

vividly experience the goods

Revolves around the clinching benefit

Revolves around the clinching benefit

Allows you to brand the

advertising

Allows you to brand the

advertising

The Only Rule in Advertising

There are no rules

Creativity and Synergy

Agency

•Account executives

•Media planners

•Researchers

Client

•Marketing managers

•Brand managers

•Upper management

The Perpetual Debate

Suits Artists

Only artistic value and

originality count

It isn’t creative if it doesn’t sell

Stick with what works

Try something

new

Best Ads of all Time?

• Nissan - Enjoy the rideNissan North America launched its two minute advertising campaign "Life is a journey.

Enjoy the Ride." in 1996. It featured a "Dream Garage" filled with vintage Nissan

vehicles and a mystical Japanese character loosely based on Nissan Motor

Corporation U.S.A. founder Yutaka Katayama. The Dream Garage featured a number

of Datsun Roadsters most notably a silver 1967 Datsun Roadster 2000 which was

featured prominently in the print campaign. http://www.youtube.com/watch?v=ZbewlRlMWLU

Wrigley Takes a Creative Risk

Creative Personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

Young’s Creative Process

Get raw material and data, and immerse yourself in the problemGet raw material and data, and immerse yourself in the problemImmersion Immersion

Take the information, work it over, wrestle with it in your mindTake the information, work it over, wrestle with it in your mindDigestionDigestion

Turn the information over to the subconscious to do the workTurn the information over to the subconscious to do the workIncubationIncubation

“Eureka! I have it!” phenomenon“Eureka! I have it!” phenomenonIlluminationIllumination

Study the idea, evaluate it, reshape it for practical usefulnessStudy the idea, evaluate it, reshape it for practical usefulnessVerificationVerification

Wallas’ Creative Process Model

IncubationSetting Problem

Aside

PreparationGathering

Information

IlluminationSeeing the

Solution

VerificationRefiningthe Idea

TheCreativeProcess

Getting Creative Input

Read anything related to the

product or market!

Listen to what people are

talking about!

Use the product to become familiar with it!

Ask everyone involved for information!

Work in and learn about the

client’s business!

Conduct studies of product, service,

audience!

Branding Research

Input Verification and Revision

Evaluate ideas Evaluate ideas

Reject the inappropriateReject the inappropriate

Refine the remainingRefine the remaining

Give ideas final expressionGive ideas final expression

ObjectiveObjective

Directed focus groupsDirected focus groups

Message communication studiesMessage communication studies

Portfolio testsPortfolio tests

Viewer reaction profilesViewer reaction profiles

TechniquesTechniques

An Advertising Campaign

IntegratedIntegrated

InterrelatedInterrelated CoordinatedCoordinated

In Different Media

In Different Media

Over a Time Period

Over a Time Period

Marketing Communication

Activities

Marketing Communication

Activities

Centered on a Theme or IdeaCentered on a Theme or Idea

Developing a Creative Strategy

Target audience identity

Target audience identity

Creative StrategyCreative Strategy

Basic problem,

issue, opportunity

Basic problem,

issue, opportunity

Major selling idea or

keybenefit

Major selling idea or

keybenefit

Any supportive information

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 gatekeepers(Brand manager)

Internal client decision to share

information with agency

Agency gatekeeper(Account manager)

Agency gatekeeperdecision on sharingclient info with staff

Creative staff

Art is created

Client/agency communication

Internal agency communication

Successful, Long-Running Campaigns

Nike Just do it

Hallmark cards When you care enough to send the very best

Budweiser This Bud’s for you

Intel Intel inside

Company or Brand Campaign Theme

Search for a Major Selling Idea

Positioning the Brand

Positioning the Brand

Use a UniqueSelling PositionUse a Unique

Selling Position

Create the Brand Image

Create the Brand Image

Finding the inherent drama

Finding the inherent drama

Seeking the Major Idea

Seeking the Major Idea

The Unique Selling Proposition (USP)

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

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

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

UniqueUniqueBenefitBenefit

Unique Selling Proposition

Unique Selling Proposition

Promise must be strong enough or attractive enough to move people

Promise must be strong enough or attractive enough to move people

PotentPotent

Perspectives of Great Ad Men on the “Big Idea”

Brand image or personality is particularly important when brands are similar

Brand image or personality is particularly important when brands are similar

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

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

David OgilvyDavid Ogilvy

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

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.”

“(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 BurnettLeo Burnett

Image Advertising

Inherent Drama

Inherent Drama

Inherent Drama

Messages generally presented in a warm, emotional way

Messages generally presented in a warm, emotional way

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

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

Positioning

PositioningPositioningEstablish a particular place in the customer’s mind for the product or service

Establish a particular place in the customer’s mind for the product or service

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

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

Contemporary Approaches to the Big Idea

CREATIVE STRATEGY - 2

IMPLEMENTATION AND EVALUATION

Appeals and Execution Style

To influence consumer feelings toward a product, service or cause

To influence consumer feelings toward a product, service or cause

The approach used to attract the attention of consumers

The approach used to attract the attention of consumers

The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message

The way the message is presented to the consumerThe way the message is

presented to the consumer

AdvertisingAppeals

AdvertisingAppeals

ExecutionStyle

ExecutionStyle

Types of Informational/Rational Appeals

Popularity: Stresses the brand’s popularityPopularity: Stresses the brand’s popularity

News: News announcement about the productNews: News announcement about the product

Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point

Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product

Appealing to Personal States or Feelings

Safety

Security

Fear

Love, Affection

Happiness, Joy

Nostalgia

Sentiment

ExcitementArousal

Stimulation

Sorrow, Grief

Pride

Achievement

Accomplishment

Self-esteem

Embarrassment

Actualization

Pleasure

Ambition

Comfort

Appealing to Social-Based Feelings

StatusStatus

AcceptanceAcceptance

RespectRespect

ApprovalApproval AffiliationAffiliation

BelongingBelonging

RejectionRejection RecognitionRecognition

Embarrass-ment

Embarrass-ment

InvolvementInvolvement

Social-BasedFeelings

Social-BasedFeelings

Transformational Ads

RicherRicher

MoreExcitingMore

Exciting

WarmerWarmer

FeelingsFeelings

MeaningsMeanings

ImagesImages

BeliefsBeliefs

MoreEnjoyable

MoreEnjoyable

It must make the product use experience . . .

It must make the product use experience . . .

The ads create . . .The ads

create . . .

Combining Rational and Emotional Appeals

Levels of Relationships With Brands

Emotions

Personality

Product Benefits

MasterCard Creates an Emotional Bond

• Challenge was to create an emotional bond between consumers and MasterCard without losing the brand’s functional appeal

• The “Priceless” campaign has helped build an emotional bond with consumers by positioning MasterCard as the best way to pay for everything that truly matters and can enrich one’s life

Advertising Agency: McCann New York, USA; Executive Creative Director: Joyce King-Thomas; Creative Directors: Robert Frost, Michele Raso; Art Director: Richard KluverCopywriter: Jonathan Granof; Photographer: Julian Wolkenstein

Ad Execution Techniques

Personality Symbol Personality Symbol

Straight sellStraight sell

Scientific/TechnicalScientific/Technical

DemonstrationDemonstration

ComparisonComparison

TestimonialTestimonial HumorHumor

Slice of lifeSlice of life

ImageryImagery

AnimationAnimation

DramatizationDramatization

CombinationsCombinations

Basic Components of Print Advertising

LayoutHow Elements Are Blended Into a Finished Ad

LayoutHow Elements Are Blended Into a Finished Ad

Visual Elements Illustrations Such As Drawings or Photos

Visual Elements Illustrations Such As Drawings or Photos

Body CopyThe Main Text Portion of a Print Ad

Body CopyThe Main Text Portion of a Print Ad

SubheadsSmaller Than the Headline, Larger Than the Copy

SubheadsSmaller Than the Headline, Larger Than the Copy

HeadlineWords in the Leading Position of the Ad

HeadlineWords in the Leading Position of the Ad

Ad Layout

Indirect headline

Body copy

Visual element

Production Stages for TV Commercials

PreproductionPreproduction All work before actual shooting, recordingAll work before actual shooting, recording

ProductionProduction Period of filming, taping, or recordingPeriod of filming, taping, or recording

PostproductionPostproduction Work after spot is filmed or recordedWork after spot is filmed or recorded

Preproduction Tasks

Select a directorSelect a director

Cost estimation and timing

Cost estimation and timing

Choose production company

Choose production company

BiddingBidding

Preproduction meeting

Preproduction meeting

Production timetable

Production timetable

PreproductionPreproduction

Production Tasks

LocationLocation TimingTiming TalentTalent

ProductionProduction

Postproduction Tasks

EditingEditing ProcessingProcessing

Sound effectsSound effects

Audio/video mixing

Audio/video mixing

OpticalsOpticalsApprovalsApprovals

DuplicatingDuplicating

Release/shippingRelease/shipping

PostproductionPostproduction

Evaluation Guidelines for Creative Output

Consistent with brand marketing objectives?Consistent with brand marketing objectives?

Consistent with brand advertising objectives?Consistent with brand advertising objectives?

Consistent with creative strategy, objectives?Consistent with creative strategy, objectives?

Communicates what it’s supposed to?Communicates what it’s supposed to?

Approach appropriate to target audience?Approach appropriate to target audience?

Communicates clear, convincing message?Communicates clear, convincing message?

Does execution overwhelm the message?Does execution overwhelm the message?

Appropriate to the media environment?Appropriate to the media environment?

Truthful and tasteful?Truthful and tasteful?