Chapter 1

advertisement
Creative Planning,
Strategy and
Development
Message Strategy vs. Execution
Creative
Strategy
Creative
Execution
Determining what the
Determining what the
advertising message will say
advertising message will say
or communicate
Determining how the
message will be said
What is the message? What is the execution?
What is the message? What is the execution?
A “Big Idea”. . .
Is describable
Be
describable in
in aa simple
simple word
word or
or phrase
phrase
Attracts
the prospect’s
attention
Be likely
to attract
the prospect’s
attention
Revolves
Revolvearound
aroundthe
theclinching
clinchingbenefit(s)
benefit
Allow you
Allows
you to
to brand
brand the
the advertising
advertising
Let prospects vividly experience the product
Two Perspectives on Advertising Creativity
The ability to generate fresh, unique and
appropriate ideas that can be used as solutions
to communication problems.
“Its not
creative
unless it
sells.”
Managers
Artists
“Only artistic
value and
originality
count.”
Creative Risk: Wieden & Kennedy for Nike
Young's (J. Walter Thompson) Creative Process
Immersion
Getting raw material, data, immersing
Immersing one's self in the problem to
one's self in the problem to get the
get a background.
background.
Digestion
Ruminating on the data acquired,
turning it this way and that in the
mind.
Incubation
Ceasing analysis and putting the
problem out of conscious mind for
a time.
Illumination
A sudden inspiration or intuitive
revelation about an
a potential
idea or solution.
solution.
Verification
Studying the revelation, evaluating it,
and developing it for practical
usefulness.
Getting Creative Input
Read anything
related to the
product or
market!
market.
Use the
product to
become
familiar with
it!
it.
Work in and
learn about
the client’s
business.
Talk to users
Listen to what
and non-users
people are
about the
talking about!
product.
Ask
Read
everyone
the
involved
marketfor
information!
research.
Creativity Tactics –
Effective Brainstorming and Ideation
• Best when done in small groups (5-10 people)
• All thoughts are fair game.
• Never, ever criticize anyone’s idea at any point.
• Listen and build upon others’ ideas.
• Find the good in every idea.
• Hold the session in a novel location.
• Very often the “creative leap” will initially seem
unnatural.
Creativity Tactics – Imagery & Copy
Unexpected Twists or Associations – Irony
“Dermatologists have put something unusually strong in this cleanser – their trust.” (Dove Soap)
Catchy Phrasing/Rhymes:
“L’eggo my Eggo.” (Eggo Waffles)
Play on Words/Double Entendre:
“Go Long” (Kaiser Permanente)
Strategic Grammar Violations:
“Think Different” (Apple)
“Where you at?”
Exaggeration or Reverse Exaggeration
Geico Gecko
Analogy and Metaphor
Familiar Paired with Strange
Broad Meaning:
“Just Do It”
Creativity Lingo
Stopping Power: Getting the consumer’s initial attention.
Pulling Power: Keeping the consumer’s attention.
Stickiness: The tendency of an ad to stay in memory
The best ads “Stop, Pull, and Stick…”
Reason/Permission to Believe (Conviction)
The value of Broad Meanings and Disconnectedness
Tone (of Voice): Funny, sad, serious, threatening – the
emotional appeal of your ad
“Vampire Creativity”: When the ad is remembered for its
creativity, but the product isn’t remembered at all.
How can this be prevented?
Reasons Why / Proof / Convictions
•
•
•
•
Seals of approval
Research Studies
Guarantees
Trial offers and
samples
• Warranties
•
•
•
•
•
Reputation
Demonstrations
Testimonials
Production Values
Time (…since
1904…)
Advertising Campaigns
Integrated
Interrelated
Coordinated
Marketing
Communication
Activities
Centered on a
Theme or Idea
In
Appears
Different
In
Different
Media
Media
Over a Time
Period
Ad Campaign versus Ads
• Brand advertising relies on a series of related
ads which run over time
• Average campaign length is about 17 months
• Some campaigns last years
• Creating new campaigns may be risky and
many are simply tweaks on old ideas
Advertising Campaign Themes
The central message communicated
in all of the various IMC activities
Philip
Miller
Morris,
Marlboro
Lite
“ Marlboro
country”
BMW
“ The ultimate
driving
machine”
General Mills,
Wheaties
“The breakfast
of champions”
Marlboro Country Ad Campaign
Successful Long-Running Campaigns
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?
The Unique Selling Proposition
Unique Selling
Proposition
Benefit
Unique
Potent
Buy this product
or service and
you will 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
enough or
attractive
enough to move
people
Creating “Brand Image”
Used when competing brands are so
Differentiates brands that might otherwise
similar it is difficult to find or create a
appear too similar.
unique attribute
Builds
The
creativity
brand identity
sales strategy
throughis“Image
based on a
strong, memorable
Advertising”
or “Transformational
brand identity through
image advertising
Advertising”
– little to no focus on product
Can be used for “boring” products, but is often
used for “sexy” higher-arousal products such
as soft drinks, perfume, liquor, clothing, and air
travel.
Transformational Ads
Feelings
Meanings
Richer
More
Exciting
Images
The ads
create . . .
The ads make
the product
experience . . .
Beliefs
Warmer
More
Enjoyable
Jeep: Tranformational Imagery for the Wrangler
Transformational Advertising for Skyy Vodka
Skyy’s Transformational TV commercial
*Click outside of the video screen to advance to the next slide
“Positioning” as Unique Selling Proposition
Positioning
Establish a particular place in
the customer’s mind for the
product or service
Based on product attributes/
benefits, price/quality, use or
application, type of user,
problem solved
Pennzoil’s Positioning is Based on Protection
*Click outside of the video screen to advance to the next slide
IBM’s New Positioning:
Provider of Business and Consulting Services
Psychological Reactance
an emotional reaction in direct contradiction
to rules or regulations that threaten or
eliminate specific behavioral freedoms. It
can occur when someone is heavily
pressured to accept a certain view or
attitude. Reactance can cause the person to
adopt or strengthen a view or attitude that is
contrary to what was intended and also
increases resistance to persuasion.
(Source: Wikipedia)
What are the implications for Advertising?
Creative Executions - Informational Appeals
Straightforward appeals (Trader Joe’s)
Also called “Straight-sell” ads
Technical appeals (electronics)
News appeals (i.e. Microsoft)
Demonstrations – best suited for tv
Testimonials
Popularity appeals
High Involvement Product – Straight Sell Execution
Apple Uses a Testimonial
Mentadent Uses a Demonstration
“Popularity” Appeal
Creative Executions – Emotional Appeals
Appeal to positive, negative or
neutral emotional states or create
positive or negative emotional states.
The ultimate goal:
Emotional Bonding
(i.e. Mastercard’s “Priceless” campaign)
MasterCard Creates an Emotional Bond
Appealing to Personal States or Feelings
Achievement
Actualization
Ambition
Stimulation
Excitement
Grief
Joy
Nostalgia
Pride
Security
Sentiment
Accomplishment
Affection
Arousal
Comfort
Fear
Happiness
Love
Pleasure
Safety
Self-esteem
Sorrow
Appealing to Social Feelings
Approval
Affiliation
Embarrassment
Acceptance
Status
Social
Feelings
Respect
Belonging
Involvement
Rejection
Recognition
TaylorMade Uses an Emotional Appeal to
Connect with Golfers
*Click outside of the video screen to advance to the next slide
Creative Executions – More Appeals
Problem/Solution (Dandruff)
Slice-of-Life – P&G Swiffer
Slice-of-Death – “Use our product or else!”
(Fed Ex)
Listerine Uses a Slice-of-Life Execution
Teaser Ads Excite Curiosity
*Click outside of the video screen to advance to the next slide
“Shockvertising” - Does it work?
Mascots & Characters
Evaluation Guidelines for Creative Output
Consistent with brand’s marketing objectives?
Consistent with brand’s advertising objectives?
Consistent with creative strategy
strategy, objectives?
objectives?
Does it communicate what it’s supposed to?
Approach appropriate to target audience?
Communicate clear, convincing message?
Does execution overwhelm the message?
environment?
Appropriate to the media and
vehicles chosen?
Is the advertisement truthful and tasteful?
Top 10 Advertising Slogans of the Century
Company or Brand
Campaign Theme
1. De Beers
Diamonds are forever
2. Nike
Just do it!
3. Coca Cola
The pause that refreshes
4. Miller Lite
Tastes great, less filling
5. Avis
We try harder
6. Maxwell House
Good to the last drop
7. Wheaties
Breakfast of champions
8. Clairol
Does she . . . or doesn’t she?
9. Morton Salt
When it rains it pours
10. Wendy’s
Where’s the beef?
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