Copyright © 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin

8

Creative Strategy:Planning and Development

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Advertising Creativity

Determining what the advertising message will say or communicate

Determining what the advertising message will say or communicate

CreativeStrategyCreativeStrategy

CreativeTactics

CreativeTactics

Determining how the message strategy will be executed

Determining how the message strategy will be executed

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Creative Advertising for Shangri-La Hotels

It’s in our Nature

There’s no greater act of hospitality than to embrace a stranger as one’s

own.

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The Importance of Creativity

Best ads of all time?

• Alka-Seltzer…Mama Mia! That’s a spicy meatball!

• Nissan …Enjoy the ride.

• Altoids… Curiously strong.

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Different Perspectives on Creativity?

Managers Creatives

Only artistic value and

originality count

It isn’t creativeif it doesn’t sell

Stick with what works

Try something

new

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Determinants of Creativity

Divergence

Originality

Flexibility

Elaboration

Synthesis

Artistic Value

Relevance

Ad-to-consumer

Brand-to-consumer

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Creative Advertising for Absolut

8-8

The Creative Challenge

There are no rules

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Residence Inn Takes a Creative Risk

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Creative vs. Hard-Sell Advertising

“Suits” are rationalist salesmen

“Poets” are proponents of creativity

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Creative Personnel

Abstract

Less structured

Less organized

Unconventional

Intuitive

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Young’s Creative Process

Get raw material and data, and immerse yourself in the problemImmersion

Take the information, work it over, wrestle with it in your mindDigestion

Turn the information over to the subconscious to do the workIncubation

“Eureka! I have it!” phenomenonIllumination

Study the idea, evaluate it, reshape it for practical usefulnessVerification

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Wallas’ Creative Process Model

IncubationSetting Problem

Aside

PreparationGathering

Information

IlluminationSeeing the

Solution

VerificationRefiningthe Idea

TheCreativeProcess

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Test Your Knowledge

A client manufactures maternity clothes for businesswomen, and it wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops to see how they were selected could be a part of the _____ stage of the creative process.

A) Preparation

B) Verification

C) Revision

D) Reality check

E) Incubation

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Getting Creative Input

Read anything related to the

product or market

Listen to what people are

talking about

Use the product to become familiar with it

Ask everyone involved for information

Work in and learn about the

client’s business

Conduct studies of product, service,

audience

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Branding Research

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Qualitative Research Input

Interviews and Focus Groups

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Input Verification and Revision

•Evaluate ideas •Reject the inappropriate•Refine the remaining•Give ideas final expression

•Evaluate ideas •Reject the inappropriate•Refine the remaining•Give ideas final expression

ObjectiveObjective

•Directed focus groups•Message communication studies•Portfolio tests•Viewer reaction profiles

•Directed focus groups•Message communication studies•Portfolio tests•Viewer reaction profiles

TechniquesTechniques

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Storyboards and Animatics

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An Advertising Campaign

IntegratedIntegrated

InterrelatedInterrelated CoordinatedCoordinated

In Different Media

In Different Media

Over a Time Period

Over a Time Period

Marketing Communication

Activities

Marketing Communication

Activities

Centered on a Theme or IdeaCentered on a Theme or Idea

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Campaign Themes

Marlboro Marlboro Country

Wheaties Breakfast of Champions

BMW The ultimate driving machine

Nike Just do it

McDonald’s I’m lovin’ it

Key Jewelers Every kiss begins with Kay

Allstate You’re in good handswith Allstate

Company or Brand Campaign Theme

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Test Your Knowledge

Advertising campaign themes:

A) Are always tactical in nature and design

B) Set the tone or direction for all of the individual ads that make up the campaign

C) Are typically designed by the client and implemented by the agency

D) Are usually used for ads that run in only one type of media vehicle

E) Are described by all of the above

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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

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Marketing Information Flow

Knowledge of vital

marketing information

Client gatekeepers(Brand manager)

Internal client decision to share

information with agency

Agency gatekeeper(Account manager)

Agency gatekeeperdecision on sharingclient info with staff

Creative staff

Art is created

Client/agency communication

Internal agency communication

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Search for a Major Selling Idea

Finding the inherent drama

Finding the inherent drama

Use a UniqueSelling PositionUse a Unique

Selling Position

Create a Brand Image

Create a Brand ImagePositioningPositioning

Seeking the Major Idea

Seeking the Major Idea

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The Unique Selling Proposition (USP)

Must be unique to this brand or claim; rivals can't or don't offer it

Must be unique to this brand or claim; rivals can't or don't offer it

UniqueUnique

Buy this product/service and you get this benefit

Buy this product/service and you get this benefit

BenefitBenefit

Promise must be strong enough to move mass millions

Promise must be strong enough to move mass millions

PotentPotent

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Colgate’s Unique Selling Proposition

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Image Advertising

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Test Your Knowledge

Which of the following is most often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market?

A) Unique selling propositions

B) Brand image

C) Inherent drama

D) Transformational advertising

E) Positioning

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Inherent Drama

Messages generally presented in a warm,

emotional way

Focuses on consumer benefits with an emphasis on the dramatic element

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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

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Contemporary Approaches to the Big Idea