THE CREATIVE SIDE OF ADVERTISING
AND MESSAGE STRATEGY
MCD 1073 PRINCIPLES OF ADVERTISING
ART AND SCIENCE OF CREATIVE
ADVERTISING
• An ad needs to contain a persuasive
message that convinces people to take
action
• An ad must make relevant connection with
its audience and present a selling idea in an
unexpected way
ROI OF EFFECTIVE ADVERTISING
• An effective ad is relevant original and has
impact
• An idea with impact breaks through the
clutter, gets attention and sticks in memory
• An ad with impact has stopping power that
comes from an intriguing idea
ROI OF EFFECTIVE ADVERTISING
The Big Idea
• Message is both getting and memorable
• “True?” by Budweiser- big Idea is people
drinking beer keeps people together, and
they speak the same language
• Sometimes visuals come first, sometimes
words
Budweiser’s “True” advertising
featuring a bunch of normal everyday guys with a
connection
ROI OF EFFECTIVE ADVERTISING
Practical tips for creating Original Ideas
• An unexpected twist
• An unexpected association
• Catchy phrasing
• A play on words
• Analogy and metaphor
• Familiar and strange
ROI OF EFFECTIVE ADVERTISING
To prevent unoriginal ideas
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The common
The look-alike
Clichés
The tasteless
ROI OF EFFECTIVE ADVERTISING
The Creative Leap
• A Big Idea that expresses an original
advertising thought involving mind-shift
• Looking at something a different way, from a
different angle
• All creative ideas comes with an element of
risk
CREATIVE THINKING
• A special form of problem solving
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Free Association
Divergent Thinking
Analogies and Metaphors
Right-brain thinking
Organics outdoor advertisement
– Singapore
“The Extra For Healthy Teeth”
CREATIVE THINKING
• Creative Aerobics
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Facts
New Names
Similarities
New Definitions
• Creative Roles
CREATIVE THINKING
• The Creative Person
Key Characteristics:
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Problem Solving
Ability to Visualize
Openness to New Experiences
Conceptual Thinking
THE CREATIVE PROCESS
Steps and Stages
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Step 1 : Immersion Step 2 : Ideation
Step 3 : Brainfog
Step 4 : Incubation
Step 5 : Illumination
Step 6 : Evaluation
THE CREATIVE PROCESS
Brainstorming
• A thinking technique were 6-10 people work
together to come up with ideas
• One person’s idea stimulates someone
else’s
• Remain positive and defer judgment
CREATIVE STRATEGY
• How the message is said
• Message Objectives
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Perception
Cognitive
Affective
Persuasion
Transformation
Behaviour
CREATIVE STRATEGY
• Head and Heart Strategies
- Hard and Soft-Sell Strategies
- Lectures and Dramas
Hardsell -“VW Jetta”
Softsell -“Honda”
FACETS OF CREATIVE
STRATEGY
1. Messages That Drive Perception
- Attention and Awareness
- Interest
- Memory
2. Messages That Drive Cognition
3. Messages That Touch Emotions
Emotions-”Animal Care & Control of New York”
FACETS OF CREATIVE
STRATEGY
4. Messages That Persuade
- Appeals
- Selling Premises
o Benefit
o Promise
o Reason Why
o Unique Selling Proposition
- Conviction
Emirates Kargo
FACETS OF CREATIVE
STRATEGY
5. Messages That Transform Product into a
Brand
- Associations
6. Messages That Drive Action
7. Delivering on the Objectives and Strategies
Associations-“Absolut”
Message to Drive Action -“Tolnaftate”
FACETS OF CREATIVE STRATEGY
8. Message Approaches
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Straightforward
Demonstration
Comparison
Problem Solution
Humor
Slice of Life
Spokesperson
Teasers
Shockvertising
Shockvertising
More tips for creating Original Ideas
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Be observant
Keep a notebook
Have lots of ideas
Test your ideas