Creative Strategy: Planning and Development 8 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Creative Strategy:Planning and Development
Creative Strategy:Planning and Development
8
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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
Best Ads of all Time?
• Nissan– Enjoy the ride
• Alka-Seltzer– Mama Mia! That’s a spicy meatball!– I can’t 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
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
Creativity and Synergy
Agency
•Account executives
•Media planners
•Researchers
•Attorneys
Client
•Marketing managers
•Brand managers
•Upper management
An Absolut World
The Only Rule in Advertising
There are no rules
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
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
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!
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
Got Milk?
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
Top 10 Slogans of the Century
1. De Beers Diamonds are forever
2. Nike Just do it!
3. Coca Cola The pause that refreshes
4. Miller Lite Tastes great, less filling
5. Avis We try harder
6. Maxwell House Good to the last drop
7. Wheaties Breakfast of champions
8. Clairol Does she . . . or doesn’t she?
9. Morton Salt When it rains it pours
10. Wendy’s Where’s the beef?
Company or Brand Campaign Theme
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
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 ultimate driving machine”
“The ultimate driving machine”
BMWBMW
“Marlboro country”
“Marlboro country”
MillerLite
MillerLite
“The breakfast of champions”
“The breakfast of champions”
General Mills, Wheaties
General Mills, Wheaties
The central message that will be communicated in all IMC activitiesThe central message that will be
communicated in all IMC activities
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
Allstate Insurance You’re in good hands with Allstate
Hallmark cards When you care enough to send the very best
Budweiser This Bud’s for you
Intel Intel inside
State Farm Insurance Like a good neighbor, State Farm is there
Chevy Trucks Like a rock
Dial soap Aren’t you glad you use Dial?
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 ImagePositioningPositioning
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
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
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
IBM as a Provider of Business Consulting Services
Contemporary Approaches to the Big Idea
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