“Creating the Boom Factor”
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It is actually a step-by-step
process that can be learned
and used to generate original
ideas.
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Good creative work makes advertising more vivid,
which in turn attracts attention, maintains interest,
and stimulates consumers’ thinking.
Therefore messages must be:
 Better planned
 Imaginative
 Entertaining
 Rewarding
Companies identify their “target market” and an
objective for their campaign.
 Then…in comes the message strategy statement,
which tend to be plain, straightforward outlines of
benefits and positioning points that the advertiser
wants to stress.
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 From there, the advertiser must develop a compelling creative
concept- or “BIG Idea”- one that will bring the message
strategy to life in a memorable way.
So How is it All Done?
MESSAGE STRATEGY:
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7-Up is not a cola.
A BMW is a wellengineered car.
We (Avis) don’t rent as
many cars, so we have
to do more for our
customers.
BIG IDEA:
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“The Uncola”
“The Ultimate Driving
Machine”
“We’re number two, so
we try harder.”
What image are these companies trying to create???
Be all you can be
You'll love the way we fly
You're in good hands
Obey your thirst
Quality is Job 1
It's everywhere you want
to be
 I love what you do for
me
 Just slightly ahead of our
time
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US Army
Delta Airlines
Allstate Insurance
Sprite
Ford
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VISA
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Toyota
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Panasonic
1.
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5.
6.
With a partner, you will be given a top company’s
message strategy.
From that message strategy, you MUST brainstorm and
write down at least 10 “Big Idea’s”.
Now, each group MUST read through the “Big Idea’s” and
pick your top 3 favorite ideas.
Look over the 3 chosen and pick the 1 “Big Idea” you feel
best represents the brand and their original message
strategy.
Design an advertisement representing your company’s
new “Big Idea”.
Share with class!
-Jonathan Tyler
Francis
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A mascot representing a
product that may be
real or imaginary, that
helps to bring
recognition and
memorability to that
brand.
Top Ideas of the Century!!!
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Top 10 Slogans
Top 10 Advertising Icons
An Infographic…
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The History of Advertising
The 5 Advertising Strategies…
1.
2.
3.
4.
5.
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Brand Advertising: intended to make you
remember a brand rather than a specific product.
Informative Advertising: teaches you about the
product’s benefits.
Comparative Advertising: comparing the benefits
or qualities of two or more similar products;
advertised product always wins.
Defensive Advertising: the losing product in a
comparison ad may respond with an ad.
Pepsi vs. Coke
Persuasive Advertising: don’t provide information,
emphasize product features, or make comparisons;
show happy people using the product.
The other side of Persuasive ads: Anti-Smoking Ads
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Any message can be presented in different
execution styles such as:
 Slice of life- shows “typical” people using product in a
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normal setting.
Lifestyle- shows how a product fits in with a particular
lifestyle.
Fantasy- creates fantasy around the product; dream
themes.
Mood or image- builds a mood or image around product,
such as love or serenity.
Musical- shows 1 or more people singing a song about a
product. FreeCreditReport.com
Personality symbol- creates a character that represents
product; can be animated.
 Technical expertise- shows the company’s expertise in
making the product.
 Scientific evidence- presents scientific evidence that the
brand is better liked than other brands.
 Testimonial evidence- features a
highly believable or likable source
endorsing the product.
1.
2.
3.
Get into your Advertising
Agency groups.
Once in your groups, I will be
coming around for you to
select 1 blue and 1 orange
piece of paper from my jar.
You will be choosing 2 of the
advertising strategies
discussed in class.
Now, combining both of
those strategies, your agency
is to chose a business/ brand
to design and create an
advertisement.
1.
2.
The 4 essential elements:
Color!
3. Creativity!