Chapter Eight Creative Planning, Strategy and Development
Advertising Creativity
Creative Strategy
Determining what the advertising message will say or communicate
Creative Tactics
Determining how the message strategy will be executed
Absoluts Advertising Represents Synergy Between Creative and Media
The Ideal Power Idea Should . . .
Be describable in a simple word or phrase
Be likely to attract the prospects attention
Revolve around the clinching benefit
Allow you to brand the advertising
Let prospects vividly experience the goods
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 Only artistic value and originality count
Suits
Artists
Wrigley Takes a Creative Risk
Wieden+Kennedy Has Developed Very Creative Ads for Nike
Young's Creative Process
Immersion Digestion
Getting raw material, data, immersing one's self in the problem to get the background. Ruminating on the data acquired, turning it this way and that in the mind. Ceasing analysis and putting the problem out of conscious mind for a time. A sudden inspiration or intuitive revelation about a potential solution. Studying the idea, evaluating it, and developing it for practical usefulness.
Incubation
Illumination Verification
Wallas View of the Creative Process
Illumination Seeing the Solution
Preparation Gathering Information
The Creative Process
Verification Refining the Idea Incubation Setting Problem Aside
Getting Creative Input
Use the product to become familiar with it!
Read anything related to the product or market!
Listen to what people are talking about!
Work in and learn about the clients business!
Ask everyone involved for information!
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 Portfolio tests Viewer reaction profiles Techniques
Top 10 Advertising Slogans of the Century
Company or Brand
1. De Beers 2. Nike 3. Coca Cola 4. Miller Lite 5. Avis 6. Maxwell House 7. Wheaties 8. Clairol 9. Morton Salt 10. Wendys
Campaign Theme
Diamonds are forever Just do it! The pause that refreshes Tastes great, less filling We try harder Good to the last drop Breakfast of champions Does she . . . or doesnt she? When it rains it pours Wheres the beef?
Advertising Campaign Themes
The central message that will be communicated in all of the various IMC activities Miller Philip Morris Lite Marlboro country General Mills, Wheaties The breakfast of champions
BMW
The ultimate driving machine
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
Model of Marketing Information Flow
Knowledge of vital marketing information
Client/agency communication Client gatekeepers (Brand manager)
Internal agency communication Agency gatekeepers (Account manager)
Creative staff
Internal client decision on sharing information with the agency
Agency gatekeeper decision on sharing client info with staff
Art is created
Successful Long-Running Campaigns
Company or Brand
Nike Allstate Insurance Hallmark cards Budweiser Intel State Farm Insurance Chevy Trucks Dial soap
Campaign Theme
Just do it Youre in good hands with Allstate When you care enough to send the very best This Buds for you Intel inside Like a good neighbor, State Farm is there Like a rock Arent you glad you use Dial?
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
Major Selling Ideas
Positioning Use a Unique the Brand Selling Position Create Use a Unique a Brand Selling Image Position
Seeking the Major Idea
Positioning
Find Create the the Inherent Brand Drama Image
Approaches to the Major Selling Idea: Positioning
Positioning
Establish a particular place in the customers mind for the product or service
Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved
IBM Positions Itself as a Provider of Business and Consulting Services
