Creativity Mktg 340 Maureen O’Connor
Dec 23, 2015
Where do creative ideas come from?
Dan Wieden’s point of view http://www.adweek.com/aw/video/interviews_
player_page.jsp
“Imagination is the last legal means of gaining unfair advantage over your competition.”
Tim McGillicott
Start with a good brief…
Understand the audience The social, cultural environment The support for the claims The key value or advantage (USP) The obstacles
Canadian Club brief
How does creative reflect the brief?
http://www.effie.org/winners/showcase/2009/3517
Advertising Theory
Advertising theories help us understand how consumers make product decisions
1. Hierarchy of effects Consumers proceed through a series of steps
– Awareness– Knowledge/interest– Liking and preference– Purchase decision
– Advertising must lead consumers through these steps– How can we know where our consumer is? Metrics
Advertising theories (continued)
2. Means-End Theory– Link a product attribute (reduced calories)– To a benefit (you will lose weight and be healthy)– To a consumer value (you will feel good about
yourself)
Advertising theories (continued)
3. Verbal and Visual image Theory– Based on the idea that consumers respond best
to visual images Attract more attention Better recall Concrete images work better than abstract images
Visual Esperanto
Important concept for global advertising Uses visual images that cross cultural
boundaries – these images mean the same thing to people all over the world
Advertising Appeals – 7 common approaches
Fear: “purchase a lock for your bicycle so it won’t be stolen”
Humor: grabs our attention by making us laugh
Sex: cultural differences make it difficult to use; often used in fashion
Music: increases recall of the product
Rationality: logical presentation of product benefits
Emotions: love, friendship, family bonds
Scarcity: “our sale will only last three days!”
Executional frameworks
Animation Slice of Life Dramatization Testimonial Fantasy Authority Demonstration
Message Strategy
Message strategy is the way we convince a consumer to buy– Through reason (cognitive)– Through feelings (affective)– Through action (conative)
Cognitive (reason why) strategies
Straight benefits – This perfume will make you smell good
Unique Selling Proposition – this is the only toothpaste with a taste children like
Hyperbole – this is the best bread in the world!
Comparison – works better than the competition
Affective (emotional) strategies
Resonance – connect to consumer experience (“remember when?”)
Emotional – generate feelings of friendship, love, anger (“this product will make you feel happy with your family)
Conative (action) strategies
Create the impulse buy (“Buy now!) Support promotions (“Join our Contest!”)
Message strategy
Use cognitive to build awareness and knowledge
Use affective to build preference Use conative to generate purchase