Post on 27-Dec-2015
ConceptingWhat’s the big idea?
Chapter 6
Basic questions• What is the client’s real problem? • Can I solve the problem creatively with marketing communications? • Do I know the target audience? • Do I understand and respect the particular cultural nuances of the target? • Do I know how the target audience feels about my product? • Do I know the product features/benefits? • What is the One Thing I can say or show about this product? • How much do I need to say or show? • How is this product currently positioned? • How do we want the product to be positioned? • Do I know the competition’s strengths and weaknesses? • What should the tone be?
Let prospects vividly experience the productLet prospects vividly experience the product
Allow you to brand the advertisingAllow you to brand the advertising
Revolve around the clinching benefitRevolve around the clinching benefit
Be likely to attract the prospect’s attentionBe likely to attract the prospect’s attention
Be describable in a simple word or phraseBe describable in a simple word or phrase
Allows you to brand the advertisingAllows you to brand the advertising
Revolves around the clinching benefit(s)Revolves around the clinching benefit(s)
Attracts the prospect’s attentionAttracts the prospect’s attention
Is describable in a simple word or phraseIs describable in a simple word or phrase
A “Big Idea”. . .
Coca-Cola’s Big Ideas
• Open Happiness (2009)• The Coke Side of Life (2006)• Life Tastes Good (2001)• Always Coca-Cola (1993)• Can’t Beat the Real Thing (1990)• Red, White and You (1986)• Coke is It! (1982)• Have a Coke and a Smile (1979)• I’d Like To Buy the World a Coke (1971)
Two Perspectives on Advertising Creativity
The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.
Managers
“Its not creative unless it sells.” Artists
“Only artistic value and originality count.”
Some Concepting Approaches
1. Show the product 2. Show the benefit3. Show the alternative4. Comparison5. Borrowed interest6. Testimonial/case history
Creativity LingoStopping Power: Getting the consumer’s initial attention.Pulling Power: Keeping the consumer’s attention.Stickiness: The tendency of an ad to stay in memory
The best ads “Stop, Pull, and Stick…”
Reason/Permission to Believe (Conviction)
The value of broad meanings and disconnectedness
“Vampire Creativity”: When the ad is remembered for its creativity, but the product isn’t. How can this be prevented?
Apple Uses a Testimonial
Mentadent Uses a Demonstration
“Popularity” Appeal
Creative Executions – Emotional Appeals
•Appeal to positive, negative or neutral emotional states.
•Create positive or negative emotions.
MasterCard Creates an Emotional Bond
Emotional BondEmotional Bond
Levels of Relationship with Brands
PersonalityPersonality
Product BenefitsProduct Benefits
Personality ReflectionPersonality Reflection
Product BenefitsProduct Benefits
Achievement AccomplishmentActualization Affection
Ambition ArousalStimulation ComfortExcitement Fear
Grief HappinessJoy Love
Nostalgia PleasurePride Safety
Security Self-esteemSentiment Sorrow
Achievement AccomplishmentActualization Affection
Ambition ArousalStimulation ComfortExcitement Fear
Grief HappinessJoy Love
Nostalgia PleasurePride Safety
Security Self-esteem
Appealing to Personal States or Feelings
StatusStatus
AcceptanceAcceptance
RespectRespect
ApprovalApproval AffiliationAffiliation
BelongingBelonging
RejectionRejection RecognitionRecognition
Embarrass-mentEmbarrass-ment
InvolvementInvolvement
AcceptanceAcceptance
RespectRespect
ApprovalApproval AffiliationAffiliation
BelongingBelonging
RejectionRejection RecognitionRecognition
EmbarrassmentEmbarrassment
InvolvementInvolvement
Appealing to Social Feelings
SocialFeelingsSocial
Feelings
TaylorMade Uses an Emotional Appeal to Connect with Golfers
*Click outside of the video screen to advance to the next slide
Creative Executions – More
Problem/Solution (Dandruff)
Slice-of-Life – P&G Swiffer
Slice-of-Death – “Use our product or else!” (Fed Ex)
Listerine Uses a Slice-of-Life Execution
Teaser Ads Excite Curiosity
Creative Executions – Mascots & Characters
Jeep: Tranformational Imagery for the Wrangler
Transformational Advertising for Skyy Vodka
Skyy’s Transformational TV commercial
Creative Executions – Audio
• Background Music• Jingles• Voiceovers (Ordinary vs. Celebrity)
• Should match the tone of the ad.
• Should make the copy memorable (“catchy” tunes and lyrics)
Creative Executions – “Shockvertising”Does it work?
Before you get edgy
• Understand audience tolerance– Will it appeal to the niche?– Are you ok with offending beyond the niche audience?– It is very easy to offend people
• Legal, ethical and business risks• Can you defend it logically?• Do you have a backup?
Ideation - Ten tips
1. Scribble down everything2. “Say it straight. Then say it great.”3. Write, don’t talk4. Throw it all on the wall, see what sticks5. Don’t stop if you’re on a roll6. Does it look funny? (humor is hard!)7. Show it, don’t tell it8. Don’t be different just to be different9. Keep it simple10. Don’t second guess the client
Creativity Tactics – Effective Brainstorming and Ideation
• Best when done in small groups (5-10 people)
• All thoughts are fair game.
• Never, ever criticize anyone’s idea at any point.
• Listen and build upon others’ ideas.
• Find the good in every idea.
• Hold the session in a novel location.
• Very often the “creative leap” will initially seem unnatural.