Articulating 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 explain how the
message strategy will be executed.
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. Brand Positioning Statement
5. Communications Objectives
• Advertising Objectives
• Creative Objectives
Creative Brief
6. Creative Guidelines
• Key Benefit(s)
• Support Claims
• Mandatories
• Creative Strategy
• rational, emotional, humor, fear, celebrity
•Execution style
• straight sell, demonstration, imagery…
Pyramid Ale Web Creative Brief
•
OBJECTIVES:
– Support image of Pyramid as contemporary, urban, hip on top of it.
•
COMPETITION
– The only significant microbrewery in the western U.S. is Redhook.
•
AUDIENCE
– Men, 18-45. Guys with a few more bucks to spend, who appreciate
better beer.
•
POSITIONING STATEMENT
– You should drink Pyramid, because they're the beers that are poured
when smart, hip, discriminating people get together for a good time.
•
SUPPORT CLAIMS
– Incredible popularity of Seattle brewpub
– Presence at festivals like Bumbershoot, Summer Nights at the Pier…
•
MANDATORIES/CAUTIONS
– Don’t tread too close to the Bass Ale red triangle
•
CREATIVE STRATEGY
– Fun, social, slightly irreverent although serious about the beer,
– self-deprecating and accessible
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.
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 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?
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
6
Cities
Artists
© 2005 McGraw-Hill Ryerson Limited
Flavors
© 2005 McGraw-Hill Ryerson Limited
Low
Involvement
High
Involvement
Foote, Cone & Belding Grid
17-33
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:
17-34
Recall diagnostics
Long copy format
Reflective vehicles
Specific information
Demonstration
17-35
17-36
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:
17-37
Attitude change
Emotional arousal
Large space
Image specials
Executional
Impact
17-38
17-39
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:
17-40
Sales
Small space ads
10-second ID’s
Radio; Point of Sale
Reminder
Ads
1.CDs
2. Stamp
collecting
17-41
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:
17-42
Sales
Billboards
Newspapers
Point of Sale
Attention
17-43
17-44
Quote of the Day
If you have a good selling idea,
your secretary can write your ad
for you.
• Morris Hite
(DDB)