2. Advertising Creativity
Determining what the
Creative
advertising message will say
Strategy
or communicate
Determining how the
Creative
message strategy will be
Tactics executed
3. Creative Advertising for Old Spice Body Wash
Smell like a man, man
The man your man could smell like
4. Different Perspectives on Creativity?
It isn’t creative Only artistic
if it doesn’t sell value and
originality count
Stick with Try
what something
works new
Managers Creatives
8. Creative vs. Hard-Sell Advertising
“Suits” are “Poets” are
rationalist proponents
salesmen of creativity
9. Young’s Creative Process
Get raw material and data, and
Immersion
immerse yourself in the problem
Take the information, work it over,
Digestion
wrestle with it in your mind
Turn the information over to the
Incubation
subconscious to do the work
Illumination “Eureka! I have it!” phenomenon
Study the idea, evaluate it,
Verification
reshape it for practical usefulness
10. Wallas’ Creative Process Model
Illumination Preparation
Seeing the Gathering
Solution Information
The
Creative
Process
Verification Incubation
Refining Setting
the Idea Problem
Aside
11. Getting Creative Input
Use the
Read anything product to
Listen to what
related to the become
people are
product or familiar
talking about
market with it
Conduct
studies of Ask everyone
Work in and
product, involved for
learn about the
service, information
client’s
audience
business
13. Input Verification and Revision
•Evaluate ideas
•Reject the inappropriate
Objective
•Refine the remaining
•Give ideas final expression
•Directed focus groups
•Message communication studies
Techniques
•Portfolio tests
•Viewer reaction profiles
15. An Advertising Campaign
Integrated
Interrelated Marketing Coordinated
Communication
Activities
In Different Centered on a Over a Time
Media Theme or Idea Period
16. Advertising Campaign Themes
The central message that will be
communicated
in all of the various IMC activities
Miller
Adidas Gillette
BMW Red Bull
Lite
“ Impossible is “ The Best a “Red Bull Gives
Nothing” Man Can You Wings”
Get.”
17. The Creative Brief
• Basic problem or issue the advertising
must address
• Advertising and communications
objectives
• Target audience
• Major selling idea or key benefits
to communicate
• Creative strategy statement
• Supporting information and
requirements
18. Search for a Major Selling Idea
Finding the Use a Unique
inherent drama Selling Position
Seeking the
Major Idea
Positioning Create a Brand
Image
19. The Unique Selling Proposition (USP)
Benefit Unique Potent
Buy this Must be Promise
product/serv unique to must be
ice and you this brand or strong
get this claim; rivals enough to
benefit can't or don't move mass
offer it millions
22. Inherent Drama
Messages generally
presented in a warm,
emotional way
Focuses on consumer
benefits with an emphasis
on the dramatic element
23. 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, or problem
solved
Relation to Text This slide relates to pages 264-265 of the text. Summary Overview This slide presents the ultimate challenge of creative marketing… there are no rules. Use of this Slide Use this slide to point out that creativity is limited only by guidelines; there are no hard and fast rules or formulas that guarantee success. Marketers must take all the research, creative briefs, strategy statements, communications objectives, and other input and transform them into an advertising message that engages the audience’s interest and makes the ads memorable. Because there are no absolute rules, no formulas, no “right way,” given the same problem, a dozen creative talents would solve it a dozen different ways.
Relation to Text This slide relates to material on pages 269-270 of the text. Summary Overview This slide shows another approach to the creative process, which was developed by English sociologist Graham Wallas. Use of this Slide Like the previous slide, this one can be used to discuss how the development of creative ideas is really a process that involves a series of steps.
Relation to Text This slide relates to pages 270-271 of the text. Summary Overview This slide shows various forms of background information that can be provided to creative specialists during the preparation, incubation, and illumination stages of the creative process. Use of this Slide Use this slide to illustrate the type of background information that is provided to creative specialists to help them learn more about the client’s product/service or brand. In addition, many agencies provide creative people with general preplanning input: Books and periodicals (Advertising Age, Adweek, Brandweek) Trade publications and scholarly journals Pictures and clippings Ads from the competition Other information sources: Local, state, and federal governments Secondary research suppliers Various industry trade associations Advertising and media organizations
Relation to Text This slide relates to page 272-274 of the text. Summary Overview This slide is an introduction to qualitative and ethnographic research. Use of this Slide Use this slide to explain that many agencies use qualitative and ethnographic research, in addition to quantitative research studies. Qualitative research techniques: In-depth interviews Focus groups Focus groups bring together 10 to 12 people from the target market, who are then led through a discussion regarding a particular topic. These groups give insight into why and how consumers use a product or service. During ethnographic research, consumers are observed in their natural environment. Some agencies send anthropologists or trained researchers into the field to study and observe consumers in their homes, at work, or at play. As a rule, creative people are open to any research or information that will help them better understand the client’s target market.
Relation to Text This slide relates to page 275 of the text. Summary Overview This slide shows the various components of an advertising campaign, which is a series of interrelated, integrated, and coordinated marketing communication activities that center on a central theme or idea, in different media, across a specified time period. Use of this Slide This slide can be used to discuss the concept of advertising campaigns. Most ads are part of a series of messages that make up an IMC or advertising campaign. Determining the unifying theme or idea around which the campaign will be built is a critical part of the creative process, as it sets the tone for the individual ads and other IMC tools that will be used. A campaign theme should be a strong idea, as it is the central message that will be communicated in all advertising and promotion activities. The theme is usually expressed through a slogan or tagline that reduces the key idea into a few words or a brief statement.
Relation to Text This slide relates to pages 280-283 of the text. Summary Overview This slide shows various approaches that can be used to develop the major selling idea of an advertising campaign. Use of this Slide This slide can be used to discuss the concept of the major selling idea and various approaches that advertisers can use to guide the creative team’s search for the big idea . This “big idea” should attract the consumer’s attention, get a reaction, and set the advertiser’s product or service apart from the competition. There are myriad ways to approach the search for big ideas and how to execute them. However, these are among the best-known approaches: Using a unique selling proposition Creating a brand image Finding the inherent drama Positioning
Relation to Text This slide relates to pages 284-285 of the text and Exhibit 8-15. Summary Overview This slide shows a bebe ad, which uses image advertising. Use of this Slide This slide can be used to discuss the creative strategies used to sell products based on the development of a strong, memorable identity for the brand through image advertising. As shown here, bebe uses advertising to build an image as a sexy and stylish brand.
