Creative Brief
1. Problem (that advertising will resolve)
2. Target Audience and Behavioral Objectives
3. Communications Objectives
4. Positioning Statement
5. Creative Guidelines
6. Support
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.
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
Perspectives of Great Advertisers
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.”
ADVERTISING:
Creative Tactics
Creative Strategy
HOW the message will be communicated.
1. Reason for buying (motivation)
2. Appeal techniques
3. Tone and Style
4. Theme
Tone and Style
• Positive
• Humorous
• Negative
• Emotional
• Factual
• Sexual
• Comparative
• Lifestyle
Example
• Absolut Ads
– Print ads
• “Series”
– Shape of bottle
• Distinctive
– Hip
• Special knowledge
– Collectors and websites!
© 2005 McGraw-Hill Ryerson Limited
“Equinox”
(1995)
© 2005 McGraw-Hill Ryerson Limited
“Equinox”
(1995)
© 2005 McGraw-Hill Ryerson Limited
Stores
(1995)
© 2005 McGraw-Hill Ryerson Limited
Stores
(1995)
© 2005 McGraw-Hill Ryerson Limited
Stores
(1995)
© 2005 McGraw-Hill Ryerson Limited
Chefs
(1995)
© 2005 McGraw-Hill Ryerson Limited
Chefs
(1995)
© 2005 McGraw-Hill Ryerson Limited
Chefs
(1995)
© 2005 McGraw-Hill Ryerson Limited
Chefs
(1995)
© 2005 McGraw-Hill Ryerson Limited
Beach
Chairs
(1997)
© 2005 McGraw-Hill Ryerson Limited
Beach
Chairs
(1997)
© 2005 McGraw-Hill Ryerson Limited
Consistency Across Executions
© 2005 McGraw-Hill Ryerson Limited
8
Cities
Artists
© 2005 McGraw-Hill Ryerson Limited
Flavors
© 2005 McGraw-Hill Ryerson Limited
Flavors
© 2005 McGraw-Hill Ryerson Limited
Where to start?
• “There is nothing so useful as a good
theory”
– Bandura’s Social Learning Theory
– FCB Grid
Bandura’s Social Learning Theory
• THESIS:
– People can learn from watching
(others on television)
• IMPLICATIONS:
– It’s important to demonstrate
POSITIVE CONSEQUENCES from
buying or using the product
Low
Involvement
High
Involvement
Foote, Cone & Belding Grid
17-29
Thinking
Feeling
1
2
Informative
The Thinker
Affective
The Feeler
3
4
Habit
Formation
The Doer
SelfSatisfaction
The Reactor
Foote, Cone & Belding Grid
Thinking
1
Informative
High
Involvement
The Thinker
Car-house-furnishings-new products
Model: Learn-feel-do (economic?)
Possible implications
Test:
Media:
Creative:
17-30
Recall diagnostics
Long copy format
Reflective vehicles
Specific information
Demonstration
17-31
17-32
Foote, Cone & Belding Grid
Feeling
2
Affective
High
Involvement
The Feeler
Jewelry-cosmetics-fashion goods
Model: Feel-learn-do
(psychological?)
Possible implications
Test:
Media:
Creative:
17-33
Attitude change
Emotional arousal
Large space
Image specials
Executional
Impact
17-34
17-35
Foote, Cone & Belding Grid
Thinking
3
Habit formation
Low
Involvement
The Doer
Food-household items
Model: Do-learn-feel (responsive?)
Possible implications
Test:
Media:
Creative:
17-36
Sales
Small space ads
10-second ID’s
Radio; Point of Sale
Reminder
Ads
1.CDs
2. Stamp
collecting
17-37
Foote, Cone & Belding Grid
Feeling
4
Self-satisfaction
Low
Involvement
The Reactor
Cigarettes, liquor, candy
Model: Do-feel-learn (social?)
Possible implications
Test:
Media:
Creative:
17-38
Sales
Billboards
Newspapers
Point of Sale
Attention
17-39
17-40
Quote of the Day
I don’t care about awards.
I want to sell product.
• James Harralson
(CEO Royal Crown Cola)