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.
The Creative Team
Creative Director
(VP Creative)
Copywriter
Art Director
This team develops the creative concept -the central theme for the campaign.
Stages of the Creative Process
“EMERGENT”
• Preparation
• Incubation
• Illumination
• Verification
Inputs to the Creative Process
Working with
the client
Trying the
product
Asking
Questions
Reading and
analysis
CREATIVE
PROCESS
Listening
to others
Product
research
Creative Development Process
Creative Brief
Creative Objectives
Creative Strategy
Client Evaluation
Creative Execution
Creative Brief
1. Problem (that advertising will resolve)
2. Market Background Information
3. Target Market Description
4. Positioning Statement
[Here’s where we are]
Creative Brief
5. Communications Objectives
• Advertising Objectives
• Creative Objectives
6. Creative Guidelines
• Key Benefit(s)
• Support Claims
• Mandatories
• Creative Strategy
Pyramid Ale Web Creative Brief
•
OBJECTIVES:
•
•
COMPETITION
•
AUDIENCE
•
POSITIONING STATEMENT
•
SUPPORT CLAIMS
•
MANDATORIES/CAUTIONS
•
CREATIVE STRATEGY
– Support image of Pyramid as contemporary, urban, hip and on top of
it.
– The only significant microbrewery in the western U.S. with a web site
is Redhook.
– Men, 18-45. Guys with a few more bucks to spend, who appreciate
new wrinkles done with the web.
– You should drink Pyramid, because they're the beers that are poured
whenever smart, hip, discriminating people get together for a good
time.
– +Incredible popularity of Seattle brewpub
– +Presence of our brands at Bumbershoot, Summer Nights at the
Pier, etc.
– Be careful not to tread too close to the Bass Ale red triangle
– Fun, social, slightly irreverent although serious about the beer,
– self-deprecating, accessible
Did it work?
• Pyramid Web site
Advertising Campaign Themes
The central message that will be
communicated
in all of the various IMC activities
Miller
Lite
“ At a place
called Miller
time”
BMW
“ The Ultimate
Driving
Machine”
Chevy
Trucks
“Like a Rock”
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
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.
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?
7/17/2016
13
Approaches to the Major Selling Idea: USP
Unique Selling
Proposition
Benefit
Buy this
produce and
you'll benefit
this way or
enjoy this
reward
Unique
Potent
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
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
Perspectives of Great Advertisers on the
Major Selling Idea
David Ogilvy
Leo Burnett
Brand image or personality
is particularly important
when brands are similar
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.”
Unique Brand Image?
A Unique Brand Image?
Positioning?
© 2005 McGraw-Hill Ryerson Limited
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
Creative Consistency
Company or Brand
Campaign Theme
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?
Creative Exercise
• You are advertising PEPSI
– The theme is PEPSI is more FUN
• e.g. Pepsi and Coke switched at old
folks’ home and fraternity
© 2005 McGraw-Hill Ryerson Limited
Creative Exercise
• You are advertising PEPSI
– Develop an idea that plays into that
theme
• Report back “The Basic Concept” for
your ad.
© 2005 McGraw-Hill Ryerson Limited
• http://www.youtube.com/watch?v=9P_Fv
qzQj_8&feature=related
Quote of the Day
If you have a good selling idea,
your secretary can write your ad
for you.
• Morris Hite
(DDB)
© 2005 McGraw-Hill Ryerson Limited