Advertising
&
Sales Promotion Management
Chapter 7
The Creative Strategy
Learning Objectives
• Understand the importance of advertising
creativity
• Examine the various steps in the creative process
• Know what the advertising message should
communicate
• Identify various types of appeals used in
advertising
• Know the various creative execution styles used
in advertising
7.1 Introduction
• Creativity is the marriage of imagination and
execution, thinking and doing.
• Creativity means being novel and appropriate in
context to the brand and the target audience.
• Creativity is a solutions to communication
problems.
• It is about originality an appropriateness of an
idea along with its ability to change people's life
positively.
• Great creative ideas can change behavior and
build brands.
7.1 Introduction
• Creative advertising has been accepted as
stimulus to encourage people towards a product.
‒ Cadbury’s Dairy Milk = Kutch meetha ho jaye
‒ Amul Butter = Utterly Bitterly Delicious
‒ Raymond’s = The Complete Man
‒ Thump’s Up = Taste the thunder
• The creative advertising convey their message in
an entertaining and engaging ways.
• ORIGINALITY, INGENUITY, INVENTIVENESS AND
IMAGINATION are foundations of creativity.
7.1 Introduction
• Mere creativity is not the reason for success – It’s
the creative strategy.
• The creative strategy determines what the
advertising message will say.
• Creative Tactics for how the message strategy will
be executed.
• However, debatable aspect surrounding creativity
is that whether one must develop creative or
effective advertising.
7.2 Creative versus Effective Advertising
• Creative ad does not necessarily guarantee
increase in sale or revive a declining brand.
• Apprehension in the minds of marketers is that
agency and team work for developing creative
ads to win recognition at their cost.
• Also, there are two school of thoughts in which it
is debated whether advertising is done for sale or
for the communications purpose.
• Undoubtedly, advtg at the end must lead to sale.
• Advertiser must find a balance between the two
– creative or effective advertising.
7.2 Creative versus Effective Advertising
• Creative ads break through the clutter but what is
creativity?
• Creative ads therefore grabs consumers attention
and create an impact.
• Creativity must balance two extremes –
breakthrough the clutter and create an
impression on the target audience.
• Creativity can not handled too many imposed
marketing objectives all together.
7.2 Creative versus Effective Advertising
•
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Utility of the creative advertisement
It gets noticed among the clutter
Noticed ads stands better chance of recall
Likely to be memorable thus longer lasting
It is more engaging with the target audience thus
build emotional quotient
7.2 Creative versus Effective Advertising
• Creative ad developer must thus;
‒ Recognize that the ultimate goal of advertising is
to assist in selling
‒ Relevant to target audience
‒ Care needs to be taken to make the ‘brand’ an
essential part of the creative solution (ad is
remembered but not the brand)
‒ Creativity in advertising should work towards
building brand identity and brand preference
‒ Creating brand preference is the ultimate
objective of advertising (long-term perspective)
7.3 The Creative Process
• Stages of the creative process
‒ Preparation: Reading and thinking about the
problem (Awareness, persuade, loyalty, equity)
‒ Creation: Generation of relevant ideas
‒ Judgment: Evaluation of ideas and select the
most relevant and promising idea
7.3 The Creative Process
• 4 Stages of the creative process (By James Webb
Young – Former Creative Vice President at J.
Walter Thompson (JWT) & Graham Wallas –
English Sociologist)
‒ Preparation
‒ Incubation
‒ Illumination
‒ Verification
7.3 The Creative Process
• 4 Stages of the creative process
‒ Preparation + Incubation + Illumination
o Find out – target market, target audience
behavior, the competition, general trend, market
conditions, category scene and more
o Use either secondary sources – reading, dip-stick,
internal survey, well wishers tapping
o Use primary survey techniques – quantitative
(survey) or qualitative (FGDs, In-depth interviews
o Develop ideas or campaign theme
7.3 The Creative Process
• 4 Stages of the creative process
‒ Verification
o Generated ideas go through verification process
o Ideas get shortlisted
o If need be revision is carried out for reexamination
o Dip-stick evaluation with target audience – to
understand meaning they get from
advertisement
o Formal pre-testing
o Finalization
7.4 Creative Strategy Development
• Fix the advertising THEME or the core brand
STORY (Central theme / Brand story)
• Around this, entire advertisement gets built
• Its generally a conclusion / meaning that will
catch the consumer’s key expectation from the
category,
o In a way that will compel him to notice the brand
o Also desire and own it
• Different techniques available to arrive at the
theme – brain storming, role play, research
7.4 Creative Strategy Development
• All generated ideas are then evaluated to arrive
at the ones that sound promising.
• Short-listed ideas gets evolved using creativity,
medium in mind etc.
• The search for the major selling idea
‒ “Big Idea” – strongest singular appeal by the
brand to attract the consumer’s attention besides
differentiating the brand from competitors and
sustain it for a long time
7.4 Creative Strategy Development
•
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‒
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•
The search for the major selling idea
Thanda matlab Coca cola – Coke
Just Do It – Nike
Yeh Dil Maangey More – Pepsi
Darr ke Aagey Jeet Hai – Mountain Dew
Kucch meetha ho jaaye – Cadbury
No specific technique but several approaches can
guide the creative team’s search for the Big Idea
(Central theme / Brand story)
7.4 Creative Strategy Development
• The search for the major selling idea
a) Using Unique Selling Proposition (USP)
b) Creating a Brand Image
c) Finding the inherent Drama
d) Positioning
7.4 Creative Strategy Development
• The search for the major selling idea
a) Using Unique Selling Proposition (USP)
‒ Identify and deliver in each advertisement a
single deliverable proposition to the consumer.
The proposition must be one that the
competition either can not or does not offer
‒ Developed by Rosser Reeves (Book Reality in
Advertising)
o Dove = Deep Moisturizer for Dry Skin
o Maggi = 2 minutes
7.4 Creative Strategy Development
• The search for the major selling idea
b) Creating a Brand Image
‒ Certain product categories of product do not
really have unique functional differences thus
USP approach is not possible / ineffective
o Salt, Pencils
‒ In such case, brand image needs to be leveraged
or created
‒ This is done to develop strong and memorable
identity
7.4 Creative Strategy Development
• The search for the major selling idea
b) Creating a Brand Image
‒ Greater the similarity between the brands, the
less part rational thinking plays in brand
selection.
‒ Image based advertising thus helps in brand
recall and selection – Tata Namak, Nataraj
Pencils
7.4 Creative Strategy Development
• The search for the major selling idea
c) Finding the inherent Drama
‒ Here you find out inherent drama or
characteristics due to which consumers
purchase it, you create a drama
‒ Philosophy here is that advertising should be
based on a foundation of consumer benefits
with an emphasis on the dramatic element in
expressing those benefits (Proposer Leo Burnett)
o Moov – Iss ghar main kaun raheta hai – Kamar
dard ya Moov?
7.4 Creative Strategy Development
• The search for the major selling idea
d) Positioning
‒ Basic idea is to enter the minds if the consumers
by establishing a specific ‘Position’
‒ This positing is built on single most benefit or
promise which brand can offer – Swift =
Economy
‒ Proposed by Jack Trout and Al Rise in 1970
7.5 Advertising Appeals and Execution Styles
• Next step after discovering a Big Idea i.e. what
the advertising message should communicate.
• This stage determines how the message will be
executed / constructed.
• This is known as advertising APPEALS.
• Appeal has direct connotation with effectiveness.
• Its an approach to attract the attention of
consumers and to influence their feeling towards
the brand.
• Appeal forms the core message and execution is
the way in which that content is presented.
7.5.1 Advertising Appeals
•
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Four approaches;
Informational / Rational appeals
Emotional appeals
Transformational Appeals
Combining Rational & Emotional Appeals
7.5.1 Advertising Appeals
• Four approaches;
‒ Informational / Rational appeals
o They are informative and presents a rational
picture
o It shows how it meets consumer need
o Lay out in concrete terms what problem is solved,
need fulfilled or cost-benefit derived
o Hotlinks for ‘Nutrition’ & Colgate for ‘Cavity
Protection’
7.5.1 Advertising Appeals
• Four approaches;
‒ Informational / Rational appeals
o Many rational motives – comfort, convenience,
economy, health, touch, taste, smell, quality,
dependability, durability, efficiency and
performance
‒ Emotional appeals
o Designed to persuade using emotional cues
o It has better consumer connect and captures
attention, develops brand loyalty
o LIC – Jindagi ke Saath Bhi, Jindagi ke Baad Bhi
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Informational / Rational appeals
o Feature Appeal
 Focused on feature/s thus informative
 Informs how rational it is to use this brand with
feature/s that an be used and benefits consumers
 B2B, technological and high involvement
products often use this appeal
 Eg: Electric Motor, Bearings, Laptop
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Informational / Rational appeals
o Competitive Advantage Appeal
 Focused on bringing out your edge on features
v/s competition
 You use this competitive advantage directly or
indirectly
 Consumer durables, gadgets
 Eg: Washing machines, AC
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Informational / Rational appeals
o Favorable Price Appeal
 Price of your product is considered as dominant
appeal
 Used during sale, promotions, new product
launches, off season
 FMCG, Gadgets, durables, eatables
 Soaps, Detergents, mobiles
 Eg: Surf Excel ab 99 ke badle 79 mein
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Informational / Rational appeals
o News Appeal
 When your product has some newsworthy point
or company has that appeal
 It is not released as a news but advertisement
communicates in the form of newsworthy appeal
 Many products category invariably tries this
 Eg: Nayi Wheel Tikiya, Breakthrough Ceramic
Technology Bearings now in India
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Informational / Rational appeals
o Product Popularity Appeal
 Popularity of the brand is used as the highlight off
the message
 It emphasizes the increasing numbers of
customers who have switched or you are first one
to reach that mark
 Many products category invariably tries this
 Eg: Only SUV to touch 10.00 lakhs customer base
- Scorpio
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Informational / Rational appeals
o High Quality & Performance Appeal
 Some products are just preferred for their high
quality or performance
 Such products advertisement takes advantage of
this appeal even in their advertisements
 Many products category invariably tries this
 Eg: Dettol – Trusted name in anti-septic lotion V/s
Savlon, Sony Bravia LED
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Informational / Rational appeals
o Economy & Low Price Appeal
 Many people prefer economically priced goods or
savings while operating the product
 To target such individuals, value for money is
highlighted as an appeal
 Many products category invariably tries this
 Eg: Salana 10000 ki bachat, Zero Maintenance
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Informational / Rational appeals
o Long Life Appeal
 Many consumers prefer long lasting products
having minimal trouble
 Product durability is thus a very dominant appeal
 People are willing to pay the premium also
 Many products category invariably tries this
 Eg: BOSS Headphone v/s ordinary, Dura Cell,
Amaron car batteries
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Informational / Rational appeals
o Scarcity Appeal
 When there is a limited supply of a product, the
value of that product increases
 Scarcity appeal urges consumers to buy a
particular product soon
 Scarcity can be created also!
 Many products category invariably tries this
 Eg: Mahindra XUV 500, opened booking for car
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Informational / Rational appeals
o Other Rational Appeals
 Purity – Tata Salt
 More profits
 Time saving – Video downloads 43% faster
 Multi-function, limited space requirement etc.
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Emotional appeals
o Positive Emotional Appeals
 Positive emotions like – Humor, love, care, pride,
joy are weaved in to advertisement to induce
consumers to opt for it
 Eg: Johnson & Johnson’s Baby soap
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Emotional appeals
o Negative Emotional Appeals
 Fear – Response to threat that expresses some
sort of danger
 Consumers want to take steps to protect against
the threat – Pimples
 Fear of loss / damage is bigger than gain
 Useful for insurance, awareness, injury
 Eg: Burnol, Ceasefire Fire extinguishers
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Emotional appeals
o Negative Emotional Appeals
 Anxiety – You have anxiety about certain
deficiencies you face
 Consumers want to take steps to overcome
anxiety – mouthwash
 Anxiety make you not do things, while advertiser
shows their products make it happen – Colgate
Gel, closeness with girlfriend
 Eg: Axe Deo, LIC Retire Rich
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Emotional appeals
o Negative Emotional Appeals
 Sex – Since the time of Adam – Eve, there is a
sensuous relationship between male & Female.
They wish to express their best always
 Sexual self expression is gratifying
 It impacts your subconscious mind
 Eg: Successful use condoms, vitalisers;
unsuccessful use like MR Coffee, Tuff Shoes
7.5.1 Advertising Appeals
• Four approaches;
‒ Types of Emotional appeals
o Negative Emotional Appeals
 Humor – Humor makes someone to laugh at it.
 Humor may help consumers to remember brand
or easily forget it
 It’s a tricky appeal
 Eg: Successful use Mentos (Dimag ki batti jalade);
unsuccessful use Happydent
7.5.1 Advertising Appeals
• Four approaches;
‒ Transformational appeals
 Reason for using emotional appeals is to
influence consumers’ interpretations of their
product usage experience.
 Intended to create a shift in belief / attitude
essential so that they try your product
 Such ads create feelings, images, meanings and
beliefs about the product that may be activated
when consumers use it
 Eg: Falvoured condoms, Pregnancy pill, stabilizer
7.5.1 Advertising Appeals
• Four approaches;
‒ Combination of Rational and Emotional appeals
 Used when products are used for rational reasons
but emotional appeal may tilt preference towards
your brand – Washing detergent ad where one
mother looks at his kid’s dull shirt v/s other
student with white shirt and showing his mother
in very proud moment etc.
 Weightage in consumers psych could be different
 Challenge to creative is to determine this weights
7.5.2 Additional Types of Appeals
• Moral Appeals
 Directed at the consumer’s sense of what is right
and proper
 Often used to encourage people to support social
and ethical causes – cleanliness, environment
 Eg: Mahindra Duro scooter on launch showed an
ad in which couple chases car driver throwing
water bottle out of the car on road
• Teaser Advertising
 Designed to build curiosity by just sharing partial
info. Build curiosity, interest, excitement
7.5.2 Additional Types of Appeals
• Musical Appeal
 Tunes, jingles play important role to capture the
attention of listener – Britannia ting ting tiding,
Airtel
• Comparison Appeal
 Brand’s ability to satisfy consumers is
demonstrated by comparing feature with that of
competitive brands – Tide & Surf
7.5.3 Advertising Execution Style
• Execution follows finalization of appeal/s.
• Execution means the manner in which an
advertising appeal is carried out / presented.
• Appeal can be executed in a variety of ways
Execution Techniques
Execution Techniques
Straight sell / Factual message
Animation
Scientific / Technical evidence
Personality Symbol
Demonstration
Fantasy
Comparison
Dramatization
Testimonial
Humor
Slice of Life
7.5.3 Advertising Execution Style
• Straight sell / Factual message
‒ Straight forward presentation of info
‒ Useful where focus of the message is the brand
and its specific attributes and benefits
‒ Often useful with rational appeal
• Scientific / Technical Evidence
‒ Evidence is presented in the advertisement –
Water Purifiers
‒ Scientific, technical, laboratory, research findings
are specified for believing the claim
7.5.3 Advertising Execution Style
• Demonstration
‒ Key advantage of the brand is presented in the ad
by showing actual demonstration – Tata Salt Purity
• Comparison
‒ Comparison as an execution is mostly linked to
comparison as an appeal
‒ Creatively comparisons can be shown in
numerous ways – Sprite, Detergent brands,
detergent soaps, shampoo for dandruff removal
7.5.3 Advertising Execution Style
• Testimonials or Endorsement
‒ Individuals are shown praising the products
BASED ON PERSONAL EXPERIENCE
‒ Expert endorsement or Celebrity endorsement
‒ Expert endorsement – Suffola using doctor,
shampoo with hair stylist
‒ Celebrity – Hritik for macroman, Shahrukh for
Nerolac
‒ This happens because of aspiration, prestige
enhancement and role model effects
7.5.3 Advertising Execution Style
• Slice of Life
‒ Real life problem is shown being solved by the
brand – bad breath
• Animation
‒ Style in which animated characters are used –
Vodafone Zoozoos
• Personality Symbol
‒ Execution involves developing a central character
or personality symbol that delivers an advertising
message and with which brand can be identified
– Asian Paint’s Gattu character
7.5.3 Advertising Execution Style
• Fantasy
‒ Style in which product becomes central part of
the fantasies based situation created by the
advertisers – Cosmetic ads
• Dramatization
‒ Style focuses on telling a short story with the
product as the star
‒ It uses more excitement and suspense in
dramatizing the situation thus different from slice
of life style
‒ Expected to draw attention and compel action
7.5.3 Advertising Execution Style
• Humor
‒ Despite it’s draw back of remembering the brand,
humor can still be a powerful style – Sprite,
Fevikwik worked, but for Happydent did not work
• Combination
‒ Use for mire than one execution style
complimenting specific tasks
• Others like Kids led, Culture based, subliminal and
so on
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