CREATIVITY IN ADVERTISING

CREATIVE STRATEGY - 1

PLANNING AND DEVELOPMENT

Advertising Creativity

Creative Strategy

Determining what the advertising message will say or communicate

Creative Tactics

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

Likely to attract the prospects attention

Lets prospects vividly experience the goods

Allows you to brand the advertising

Revolves around the clinching benefit

The Only Rule in Advertising

There are no rules

Creativity and Synergy

Agency
Account executives Media planners

Client
Marketing managers Brand managers

Researchers

Upper management

The Perpetual Debate

It isnt creative if it doesnt sell

Only artistic value and originality count

Suits

Artists

Best Ads of all Time?

Nissan - Enjoy the ride

Nissan 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

Unconventional Abstract Less structured Less organized Intuitive

Youngs Creative Process

Immersion Get raw material and data, and immerse yourself in the problem Take the information, work it over, wrestle with it in your mind

Digestion

Incubation

Turn the information over to the subconscious to do the work

Eureka! I have it! phenomenon Study the idea, evaluate it, reshape it for practical usefulness

Illumination

Verification

Wallas Creative Process Model

Illumination Seeing the Solution

Preparation Gathering Information

The Creative Process

Verification Refining the Idea Incubation Setting Problem Aside

Getting Creative Input

Read anything related to the product or market!

Use the product to become familiar with it!

Listen to what people are talking about!

Conduct studies of product, service, audience!

Work in and learn about the clients business!

Ask everyone involved for information!

Branding Research

Input Verification and Revision

Evaluate ideas

Reject the inappropriate

Objective Refine the remaining Give ideas final expression Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Techniques

An Advertising Campaign
Integrated Interrelated

Marketing Communication Activities

Coordinated

In Different Media

Centered on a Theme or Idea

Over a Time Period

Developing a Creative Strategy

Creative Strategy

Target audience identity

Basic problem, issue, opportunity

Major selling idea or key benefit

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/agency communication Internal agency communication

Client gatekeepers (Brand manager)

Agency gatekeeper (Account manager)

Creative staff

Internal client decision to share information with agency

Agency gatekeeper decision on sharing client info with staff

Art is created

Successful, Long-Running Campaigns

Company or Brand Campaign Theme
Just do it When you care enough to send the very best

Nike Hallmark cards

Budweiser
Intel

This Buds for you

Intel inside

Search for a Major Selling Idea

Positioning the Brand

Use a Unique Selling Position

Seeking the Major Idea

Finding the inherent drama

Create the Brand Image

The Unique Selling Proposition (USP)

Unique Selling Proposition Benefit Unique Potent

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

Promise must be strong enough or attractive enough to move people

Perspectives of Great Ad Men on the Big Idea

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

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

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

(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.

Image Advertising

Inherent Drama

Inherent Drama

Messages generally presented in a warm, emotional way

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

Positioning

Positioning

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

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

The approach used to attract the attention of consumers To influence consumer feelings toward a product, service or cause

Advertising Appeals

Execution Style

The way an appeal is turned into an advertising message The way the message is presented to the consumer

Types of Informational/Rational Appeals

Feature: Focus on dominant traits of the product Competitive: Makes comparisons to other brands Price: Makes price offer the dominant point News: News announcement about the product Popularity: Stresses the brands popularity

Appealing to Personal States or Feelings

Safety Security Fear Love, Affection Happiness, Joy
Stimulation Sorrow, Grief

Pride
Achievement Accomplishment

Nostalgia Sentiment Excitement

Arousal

Self-esteem
Embarrassment Actualization Pleasure

Ambition
Comfort

Appealing to Social-Based Feelings

Approval

Affiliation

Acceptance

Embarrassment

Status

Social-Based Feelings

Belonging

Respect Rejection Recognition

Involvement

Transformational Ads

Feelings

Images

Meanings

The ads create . . .

Beliefs

Richer

More Exciting

It must make the product use experience . . .

Warmer

More Enjoyable

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

Ad Execution Techniques

Straight sell Scientific/Technical Demonstration Comparison Testimonial Slice of life

Animation Personality Symbol Imagery Dramatization Humor Combinations

Basic Components of Print Advertising

Headline Words in the Leading Position of the Ad Subheads Smaller Than the Headline, Larger Than the Copy Body Copy The Main Text Portion of a Print Ad Visual Elements Illustrations Such As Drawings or Photos Layout How Elements Are Blended Into a Finished Ad

Ad Layout

Visual element

Body copy

Indirect headline

Production Stages for TV Commercials

Preproduction

All work before actual shooting, recording

Production

Period of filming, taping, or recording

Work after spot is filmed or recorded

Postproduction

Preproduction Tasks

Select a director Preproduction meeting Choose production company

Preproduction
Production timetable Bidding

Cost estimation and timing

Production Tasks

Production

Location

Timing

Talent

Postproduction Tasks

Editing Release/ shipping

Processing Sound effects

Postproduction
Duplicating Audio/video mixing

Approvals

Opticals

Evaluation Guidelines for Creative Output

Consistent with brand marketing objectives? Consistent with brand advertising objectives? Consistent with creative strategy, objectives? Communicates what its supposed to? Approach appropriate to target audience? Communicates clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Truthful and tasteful?