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- 1. 1 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Chapter 8 Creative Strategy: Planning and Development 8-2 Creative Strategy and Tactics • Determines what the advertising message will say or communicate Creative strategy • Determine how the message strategy will be executed Creative tactics 8-3 Different Perspectives on Advertising Creativity
- 2. Managers’ perspective • Advertising is creative only if it sells the product • Ads are promotional tools used to communicate favorable impressions to the marketplace Creative people’s perspective • Creativity of an ad is in its artistic value and originality • Ads are communication vehicles for promoting their own aesthetic viewpoints and personal career objectives 8-4 Advertising Creativity Ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems 8-5
- 3. Determinants of Creativity Divergence Originality Flexibility Elaboration Synthesis Artistic Value Relevance Ad-to-consumer Brand-to-consumer 8-6 Divergence novel, different, or unusual
- 4. 2 8-7 Relevance meaningful, useful, or valuable to the consumer -to-consumer relevance - Ad contains execution elements that are meaningful to consumers -to-consumer relevance - Advertised brand of a product or service is of personal interest to consumers 8-8 Planning Creative Strategy erent and each
- 5. campaign or advertisement requires a different creative approach that get noticed 8-9 Creative versus Hard-sell Advertising Rationalists • Advertising must sell the product or service Poets • Advertising must build an emotional bond between consumers and brands or companies 8-10 Young’s Model of the Creative Process • Gathering raw material and data, and immersing oneself in the
- 6. problem Immersion • Analyzing the information Digestion • Letting the subconscious do the work Incubation • Birth of an idea Illumination • Studying the idea and reshaping it for practical usefulness Reality or verification 8-11 Wallas’ Model of the Creative Process • Gathering background information needed to solve the problem through research and study Preparation • Letting ideas to develop Incubation • Finding the solution Illumination
- 7. • Refining the idea and analyzing whether it is an appropriate solution Verification 8-12 Account Planning information about a client’s: to make an intelligent decision creative strategy development process 3 8-13 Background Research
- 8. -finding techniques he product for information client it 8-14 General Preplanning Input Gather and organize information on the product, market, and competition Analyze the trends, developments, and happenings in the marketplace 8-15 Product- or Service-Specific Preplanning Input Gathering information through studies conducted by the client on:
- 9. • Product or service • Target audience Problem detection • Asking consumers familiar with a product to list all the aspects they do not like, provides: • Input for product improvements or new product development • Ideas regarding which features to emphasize • Guidelines for positioning brands 8-16 Product- or Service-Specific Preplanning Input Psychographic studies • Construct detailed lifestyle profiles of consumers Branding research • Helps gain better insight into consumers and develop more effective campaigns 8-17 Qualitative Research Input
- 10. creative process are led through a discussion regarding a particular topic target audience is 8-18 Qualitative Research Input pants may not admit or even recognize their behavior patterns and motivations their natural environment
- 11. administer 4 8-19 Input Verification and Revision •Evaluate ideas •Reject the inappropriate •Refine the remaining •Give ideas final expression Objective •Directed focus groups •Message communication studies •Portfolio tests •Viewer reaction profiles Techniques 8-20 Verification and Revision
- 12. proposed commercial’s visual layout an audio soundtrack 8-21 Storyboards and Animatics 8-22 Advertising Campaign Set of interrelated and coordinated marketing communications activities that center on a single theme or idea • Appear in different media across a specified time period Campaign theme • Central message communicated in all the advertising and promotional activities • Expressed through a slogan or tagline
- 13. Slogan • Summation line that briefly expresses the company or brand’s positioning and the message it is trying to deliver to the target audience 8-23 An Advertising Campaign Integrated Interrelated Coordinated In Different Media Over a Time Period Marketing Communication Activities Centered on a Theme or Idea 8-24 “ We Must Protect This House. I will.” BMW
- 14. “ Just Do It” Miller Lite “Red Bull Gives You Wings” Red BullUnder ArmourNike Advertising Campaign Themes The central message that will be communicated in all of the various IMC activities 5 8-25 Criteria for Effective Slogans 8-26 Major Selling Idea its product or service
- 15. target audience -to-business advertising 8-27 Developing the Major Selling Idea Using a unique selling proposition Creating a brand image Finding the inherent drama Positioning Approaches 8-28 The Unique Selling Proposition (USP) Must be unique to this brand or claim; rivals can't or don't offer it Unique
- 16. Buy this product/serv ice and you get this benefit Benefit Promise must be strong enough to move mass millions Potent 8-29 Unique Selling Proposition consumer must be unique in brand or in claim millions 8-30 Creating a Brand Image
- 17. strong, memorable identity for a brand he brand with symbols or artifacts that have cultural meaning associations and feelings 6 8-31 Inherent Drama consumer purchase it those benefits 8-32
- 18. Positioning place in the consumer’s mind attributes multiple brands competing in the same market 8-33 Contemporary Approaches to the Big Idea - Used across a variety of media - Engage consumers and enter into a dialogue with them 1 Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Chapter 9
- 19. Creative Strategy: Implementation and Evaluation 9-2 Appeals and Execution Style consumers’ attention and/or to influence their feelings toward the product, service, or cause particular appeal is turned into an advertising message presented to the consumer 9-3 Informational/Rational Appeals utilitarian need for the product or service /or the benefits
- 20. - Focuses on the dominant traits of the product or service 9-4 Types of Informational/Rational Appeals Competitive advantage appeal • Compares to another brand and claims superiority on one or more attributes Feature appeal • Focuses on the dominant traits of the product or service Favorable price appeal • Makes product price the dominant point of the message News appeal • Involves a type of news about the product, service, or company Product/service popularity appeal • Stresses the popularity of a product or service by pointing out the: •Number of consumers who use the brand or those who have switched to it
- 21. •Number of experts who recommend the brand •Leadership position in the market 9-5 Emotional Appeals needs for purchasing a product or service of a brand 9-6 Advantages of Emotional-Only Campaigns More effective in relation to campaigns using emotional and rational content Work well during economic downturns Influence consumers’ interpretations of product usage experience 2
- 22. 9-7 Transformational Ads Richer More Exciting Warmer Feelings Meanings Images Beliefs More Enjoyable It makes the product use experience. . . The ads create . . . 9-8 Transformational Ad
- 23. brand with a unique set of psychological characteristics and/or more enjoyable the experience of using the brand 9-9 Additional Types of Appeals Reminder advertising • Builds brand awareness and/or helps keep the brand name in front of consumers Teaser advertising • Builds curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it User-generated content (UGC) • Created by consumers rather than by the company and/or its agency 9-10
- 24. Ad Execution Techniques Straight-sell or factual message • Relies on a straightforward presentation of information concerning the product or service • Used with informational/rational appeals Scientific/technical evidence • Advertisers cite technical/scientific information to support their advertising claims Demonstration • Illustrates the key advantages of the product by showing its actual use • Effective in convincing consumers of a product’s utility, quality, and benefits 9-11 Ad Execution Techniques Comparison • Shows a brand’s particular advantage over its rivals • Helps in positioning a new or lesser-known brand with industry leaders
- 25. • Used to execute competitive advantage appeals Testimonial • Messages are presented by a person who elaborates on his or her personal experience with it • Endorsement - A well-known or respected individual speaks on behalf of the company or the brand 9-12 Ad Execution Techniques Slice of life • Based on a problem/solution approach • Used by business-to-business marketers • Slice-of-death advertising - Focuses on the negative consequences that result when wrong decisions are made Animation • Uses animated scenes in advertisements Personality symbol • Developing a central character that can deliver the advertising message • Aids consumers to identify with a product/service
- 26. 3 9-13 Ad Execution Techniques Imagery • Consists of visual elements rather than information • Encourage buyers to associate the brand with the symbols, characters, or situation shown in the ad Dramatization • Focuses on telling a short story with the product or service as the star • Steps • Exposition • Conflict • Increase in action, conflict, and suspense • Climax • Resolution 9-14 Ad Execution Techniques Humor
- 27. • Used to present other advertising appeals Combinations • Using various execution techniques to create a message 9-15 Basic Components of Print Advertising identifying the product or service or getting to the point heads in a print ad 9-16 Basic Components of Print Advertising Body copy • Main text portion of a print ad • Goal - Communicate the message and hold consumer attention
- 28. Visual elements • Play an important role in determining the effectiveness of the ad • Goal - Work synergistically with the headline and body copy to produce an effective message Layout • Physical arrangement of the various parts of the ad 9-17 Basic Components of Print Advertising Layout How Elements Are Blended Into a Finished Ad Visual Elements Illustrations Such As Drawings or Photos Body Copy The Main Text Portion of a Print Ad Subheads Smaller Than the Headline, Larger Than the Copy Headline Words in the Leading Position of the Ad
- 29. 9-18 Ad Layout Headline Copy Visual Element Identifying mark Subhead 4 9-19 Basic Components of Television Advertising Video • Visual elements that attract viewers’ attention and communicate an idea, message, and/or image Audio • Includes voices, music, and sound effects • Voiceover: Message is delivered by an announcer who is not
- 30. visible • Needledrop: Music that is prefabricated, multipurpose, and highly conventional • Jingles: Catchy songs about a product or service that carry the advertising theme and a simple message 9-20 Planning and Production of TV Commercials -quality TV commercials incurs high costs commercial personnel and equipment 9-21 Planning and Production of TV
- 31. Commercials provides a detailed description of its video and audio content 9-22 Production Stages for TV Commercials Preproduction All work before actual shooting, recording Production Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded 9-23 Preproduction Tasks Select a director
- 32. Cost estimation and timing Choose production company Bidding Preproduction meeting Production timetable Preproduction 9-24 Production Tasks Location Timing Talent Production 5 9-25 Postproduction Tasks Editing Processing
- 33. Sound effects Audio/video mixing OpticalsApprovals Duplicating Release/ shipping Postproduction 9-26 Client Evaluation and Approval -side approvals include: 9-27 Guidelines for Evaluating Creative
- 34. Output customer e appropriate for the media environment in which it is likely to be seen 9-28 Guidelines for Evaluating Creative Output the message