Advertising

1. Now That’s Creative
.

2. Perspectives on advertising Creativity
The ability to generate fresh, unique and appropriate ideas that
can be used as solution to communication problem
Suits are rationalist
salesmen
Poets are proponents of creativity

3. THE CREATIVE TEAM
• Creates the words and concepts for ads and commercials
Copywriter
• Determines how the ads verbal and visual symbols will fit together
Art director
• Head of the creative team of copywriters and artists
• Responsible for the form the final ad takes
Creative director

4. Creativity with a
Purpose
 Combining two or more previously
unconnected objects or ideas into something
new
 Role in advertising
 Informs
 Persuades
 Reminds
https://youtu.be/mpuuJ7PJLwk

5. Young’s Model for Idea generation
• Immersion
• Digestion
• Incubation
• Illumination
• Idea testing

6. From Big Idea to hundreds of Ideas
Where will your ad
Run?
• Miami Rescue Mission
• What it looks like to be homeless?
Tagline
“ When you’re homeless you see the
world differently”

7. What isthe context of yourMessage?
What is the context of your message?
• What will your target audience be doing when they see your ads?
A Philippines channel ran insomnia ads rather than the colored lines at the end of the
transmission. Some of the ads included
Advil “ If you’re reading this rather than sleeping you’ll probably have headache later”
Noxzema bought ad space in women’s bathrooms across manhattan
“Look as good as the woman your date is hitting on.”
“ Did you missyour beauty sleep.”
“ He must really love you for your inner beauty”

8. What isthe timing of yourad?
•When will your ad run? Is the timing significant to your target audience?
Pepto-Bismol ( for queasy stomach) ran an ad in April issues of magazines
Why ? April 15 istax filing day.
• Vicks’ NyQuil ran an ad during the holiday season, when many people
seem to catch colds, with thismessage:“Silent night.”

9. What’s inthe news?
• Did something major just happen? Issomething about to happen
Can You Borrow from the Pages of History?
McCann Erickson’s Singapore office studied old ads from the Simmons
Bedding Company and discovered an old brochure from the 1930s that
featured a testimonial from Eleanor Roosevelt. This inspired an idea that won
gold at the One Show. T
he headline read:
For President Roosevelt,
a day at the office involved sending 750,000 men
into a minefield. Everwondered how he
slept at night?

10. WhatAre the Negatives about Your
Brand?

11. What ifyour productwas something
else?
• A dog, a cat, a person?
• Good Housekeeping magazine touted the virtues of its Seal of Approval to
advertisers: “The seal is like your therapist: Itassures you everything will be
alright.”
• An MTV campaign promoted the use of condoms by using an analogy to
other types of safety equipment.
It shows a roller coaster attendant tries to put a safety belt on the young man
who protests, “I want to be free. Iwant to feel everything. Ijust want to make
this time special.” The attendant reluctantly agrees, “All right, just this once.”
The roller coaster takes off, a scream is heard, and the young man’s seat is
empty when the rollercoaster returns.
“Stop making excuses. Always use protection”

12. What IsYourT
arget Audience Reading and
Watching?
• British Airways exchanged partners of famous couples in literature to
communicate that companions fly free. One ad read, “Romeo & Delilah”;
another, “Jekyll & Gretel”; and another, “Hansel & Juliet.” All ran with the
tag line “Who you bring isup to you.”

13. What Does the Product LookLike?

14. Also…
…
 Can You Say Itwith Just Pictures or Just Words?
 IsThere an Ideal Spokesperson?
 IsThere an Idea in the Brand’s Name
• Met Life. A series of ads shows people enjoying life’s simple
pleasures, and the tag line “Have You Met Life T
oday?” sums up
the idea.
• What’s the Opposite of What You’re Trying to Say?

15. Dimensions of Great Advertising
Audience resonance - Surprise element that
gets the audiences’ attention and
imagination
Strategic relevance - Ad should be in
alignment with the sponsor’s strategy