Creative Planning,
Strategy and
Development
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Lecture Plan
What
Creativity?
Be describable
in is
a simple
word or phrase
What is advertising creativity?
The creative challenge
Creative
personnel
Be describable
in a simple
word or phrase
Creative process
Account planning
Verificationinand
revision
of ideas
Be describable
a simple
word
or phrase
Advertising campaign
Building a copy platform
Major
ideas
Be describable
in aselling
simple
word or phrase
Model of© 2007
marketing
information flow
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
What is Creativity?
Information
regarding
product
features
+
+
Marketing
plans
+
+
Consumer
research
+
+
=
Creative Message
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Communication
objectives
Lecture Plan
What
Creativity?
Be describable
in is
a simple
word or phrase
What is advertising creativity?
The creative challenge
Creative
personnel
Be describable
in a simple
word or phrase
Creative process
Account planning
Verificationinand
revision
of ideas
Be describable
a simple
word
or phrase
Advertising campaign
Building a copy platform
Major
ideas
Be describable
in aselling
simple
word or phrase
Model of© 2007
marketing
information flow
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising Creativity
Creative
Strategy
Determining what the
advertising message will say
or communicate
Creative
Tactics
Determining how the
message strategy will be
executed
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Silhouettes campaign for the iPod is
an Example of Creative Advertising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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”
Suits
Artists
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
“Only artistic
value and
originality
count”
Advertising Creativity
Creative ads require involvement of:
Agency
Client
Artist
Researcher
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Lecture Plan
What
Creativity?
Be describable
in is
a simple
word or phrase
What is advertising creativity?
The creative challenge
Creative
personnel
Be describable
in a simple
word or phrase
Creative process
Account planning
Verificationinand
revision
of ideas
Be describable
a simple
word
or phrase
Advertising campaign
Building a copy platform
Major
ideas
Be describable
in aselling
simple
word or phrase
Model of© 2007
marketing
information flow
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Creative Challenge
For Ad
Agency
For Client
Putting many things
Determining what the
advertising
together tomessage
have a will say
or communicate
memorable ad
Taking risk with minimum
interference
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Wrigley Takes a Creative Risk
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Wieden+Kennedy Has Developed Very
Creative Ads for Nike
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Lecture Plan
What
Creativity?
Be describable
in is
a simple
word or phrase
What is advertising creativity?
The creative challenge
Creative
personnel
Be describable
in a simple
word or phrase
Creative process
Account planning
Verificationinand
revision
of ideas
Be describable
a simple
word
or phrase
Advertising campaign
Building a copy platform
Major
ideas
Be describable
in aselling
simple
word or phrase
Model of© 2007
marketing
information flow
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative Personnel
Less
Immersion
structured
Relying on intuitions more than logic
Does not work on schedule
Dress differently
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Lecture Plan
What
Creativity?
Be describable
in is
a simple
word or phrase
What is advertising creativity?
The creative challenge
Creative
personnel
Be describable
in a simple
word or phrase
Creative process
Account planning
Verificationinand
revision
of ideas
Be describable
a simple
word
or phrase
Advertising campaign
Building a copy platform
Major
ideas
Be describable
in aselling
simple
word or phrase
Model of© 2007
marketing
information flow
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative Process (by James Young)
Immersion
Getting raw material, data, immersing
one's self in the problem to get the
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 a potential solution.
Verification
Studying the idea, evaluating it, and
developing it for practical usefulness.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Wallas’ View of the Creative Process
Illumination
Seeing the
Solution
Preparation
Gathering
Information
The
Creative
Process
Verification
Refining
the Idea
Incubation
Setting
Problem
Aside
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Lecture Plan
What
Creativity?
Be describable
in is
a simple
word or phrase
What is advertising creativity?
The creative challenge
Creative
personnel
Be describable
in a simple
word or phrase
Creative process
Account planning
Verificationinand
revision
of ideas
Be describable
a simple
word
or phrase
Advertising campaign
Building a copy platform
Major
ideas
Be describable
in aselling
simple
word or phrase
Model of© 2007
marketing
information flow
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Account Planning (Getting Creative Input)
Read anything
related to the
product or
market!
Use the
product to
become
familiar with
it!
Work in and
learn about
the client’s
business!
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Listen to what
people are
talking about!
Ask everyone
involved for
information!
Lecture Plan
What
Creativity?
Be describable
in is
a simple
word or phrase
What is advertising creativity?
The creative challenge
Creative
personnel
Be describable
in a simple
word or phrase
Creative process
Account planning
Verificationinand
revision
of ideas
Be describable
a simple
word
or phrase
Advertising campaign
Building a copy platform
Major
ideas
Be describable
in aselling
simple
word or phrase
Model of© 2007
marketing
information flow
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Verification and Revision of Ideas
Evaluate ideas generated
Reject inappropriate ideas
Objective
Refine remaining ideas
Give them final expression
Directed focus groups
Message communication studies
Viewer reaction profiles
Portfolio tests
(Lab test. Comparing audience recall
for a portfolio of ads Including control and test ads)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Techniques
Lecture Plan
What
Creativity?
Be describable
in is
a simple
word or phrase
What is advertising creativity?
The creative challenge
Creative
personnel
Be describable
in a simple
word or phrase
Creative process
Account planning
Verificationinand
revision
of ideas
Be describable
a simple
word
or phrase
Advertising campaign
Building a copy platform
Major
ideas
Be describable
in aselling
simple
word or phrase
Model of© 2007
marketing
information flow
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
An Advertising Campaign
Integrated
Interrelated
Coordinated
Marketing
Communication
Activities
Centered on a
Theme or Idea
In Different
Media
Over a Time
Period
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising Campaign Themes
The central message that will be communicated in
all of the various IMC activities
Miller
Philip Morris
Lite
“ Marlboro
country”
BMW
“ The ultimate
driving
machine”
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
General Mills,
Wheaties
“The breakfast
of champions”
Some good slogans/themes
Company or Brand
Campaign Theme
1. Obama
Yes we can
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?
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
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?
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Lecture Plan
What
Creativity?
Be describable
in is
a simple
word or phrase
What is advertising creativity?
The creative challenge
Creative
personnel
Be describable
in a simple
word or phrase
Creative process
Account planning
Verificationinand
revision
of ideas
Be describable
a simple
word
or phrase
Advertising campaign
Building a copy platform
Major
ideas
Be describable
in aselling
simple
word or phrase
Model of© 2007
marketing
information flow
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Building a Copy Platform Outline
6. Supporting information and requirements
5. Creative strategy statement
4. Selling idea or key benefits to communicate
3. Specify target audience
2. Advertising and communications objectives
1. Basic problem advertising must address
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Lecture Plan
What
Creativity?
Be describable
in is
a simple
word or phrase
What is advertising creativity?
The creative challenge
Creative
personnel
Be describable
in a simple
word or phrase
Creative process
Account planning
Verificationinand
revision
of ideas
Be describable
a simple
word
or phrase
Advertising campaign
Building a copy platform
Major
ideas
Be describable
in aselling
simple
word or phrase
Model of© 2007
marketing
information flow
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Major Selling Ideas
Positioning
Use a Unique
the
SellingBrand
Proposition
Create
Use a Unique
a Brand
Selling
Image
Position
Seeking the
Major Idea
Positioning
Find
Create
thethe
Inherent
Brand
Drama
Image
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Approaches to the Major Selling Idea: USP
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creating a Brand Image
Used when competing brands are so
similar it is difficult to find or create a
unique attribute
The creativity sales strategy is based on a
strong, memorable brand identity through
image advertising
Often used for products such as soft
drinks, perfume, clothing, airlines
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Reebok Uses Image Advertising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Approaches to the Major Selling Idea:
Inherent Drama
Inherent
Drama
Messages generally presented
Messages generally presented
in a warm, emotional way
in a warm, emotional way
Hallmark, Maytag, Kellogg
Focus on consumer benefits
with an emphasis on the
dramatic element in expressing
them
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Approaches to the Major Selling Idea:
Positioning
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IBM Positions Itself as a Provider of Business
and Consulting Services
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Lecture Plan
What
Creativity?
Be describable
in is
a simple
word or phrase
What is advertising creativity?
The creative challenge
Creative
personnel
Be describable
in a simple
word or phrase
Creative process
Account planning
Verificationinand
revision
of ideas
Be describable
a simple
word
or phrase
Advertising campaign
Building a copy platform
Major
ideas
Be describable
in aselling
simple
word or phrase
Model of© 2007
marketing
information flow
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Model of Marketing Information Flow
Knowledge of vital
marketing
information
Client/agency
communication
Client gatekeepers
(Brand manager)
Internal client
decision
on sharing
information
with the agency
Internal agency
communication
Agency gatekeepers
(Account manager)
Agency gatekeeper
decision on sharing
client info with staff
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative staff
Art is created