Articulate the Message
• There are many ways to convey an advertising message.
• Common to all messages are:
– A creative strategy determining what the message will say or communicate.
– Creative tactics for how the message strategy will be executed.
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Advertising Campaign Themes
Miller
Lite
The central message that will be communicated in all of the various IMC activities
Chevy
Trucks
“ At a place called Miller time”
“ The Ultimate
Driving
Machine”
“Like a Rock”
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The Search for a Creative Theme
Positioning the
Brand
Use a Unique
Selling Position
Seeking the
Major Idea
Find the Inherent
Drama
Create the Brand
Image
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The BIG IDEA
• A BIG IDEA can be used to provide a basis for the campaign
• e.g. a “hook” that you can use for multiple executions.
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THE BIG IDEA (DMBB)
1. Does the ad position the product simply?
2. …and with unmistakable clarity?
3. Does this ad bolt the brand to a benefit?
4. Does this ad contain a power idea?
5. Does this ad have brand personality?
4/11/2020 5
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Approaches to the Major Selling Idea: USP
Unique Selling
Proposition
Potent
Buy this produce and you'll benefit this way or enjoy this reward
Must be unique to this brand or claim; something rivals can't or don't offer
The promise must be strong or attractive enough to move people
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Creating a Brand Image
Used when competing brands are so similar it is difficult to find or create a unique attribute
The creativity sales strategy is based on a strong, memorable brand identity through image advertising
Often used for products such as soft drinks, perfume, liquor, clothing, airlines
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Perspectives of Great Advertisers on the
Major Selling Idea
David Ogilvy Leo Burnett
Brand image or personality is particularly important when brands are similar
“Every ad must contribute to the complex symbol that is the brand image.”
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.”
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Unique Brand Image?
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A Unique Brand Image?
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Positioning?
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Creative Consistency
• Consistency in promotional creativity is a key success factor so that target audience retains the brand position.
• Involves consistency across:
– Time
– Creative executions
– Advertising media
– Promotional tools
– Products
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Creative Consistency
Company or Brand
Nike
Allstate Insurance
Hallmark cards
Budweiser
Intel
State Farm Insurance
Chevy Trucks
Dial soap
Campaign Theme
Just do it
You’re in good hands with Allstate
When you care enough to send the very best
This Bud’s for you
Intel inside
Like a good neighbor,
State Farm is there
Like a rock
Aren’t you glad you use Dial?
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Consistency Across Executions
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Example
• Absolut Ads
– Print ads
• “Series”
– Shape of bottle
• Distinctive
– Hip
• Special knowledge
– Collectors and websites!
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“Equinox”
(1995)
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“Equinox”
(1995)
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Stores
(1995)
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Stores
(1995)
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Stores
(1995)
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Chefs
(1995)
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Chefs
(1995)
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Chefs
(1995)
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Chefs
(1995)
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Beach
Chairs
(1997)
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Beach
Chairs
(1997)
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6
Cities

Artists
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Flavors
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Flavors
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Creative Exercise
– The theme is PEPSI is more FUN
• e.g. Pepsi and Coke switched at old folks’ home and fraternity
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Creative Exercise
– Develop an idea that plays into that theme
• Report back “The Basic Concept” for your ad.
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Quote of the Day
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