Advertising Creativity & Marketing Creativity

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Advertising Creativity & Marketing Creativity. The Creative Revolution The Marketing Revolution The Rise of “IMC”. The Creative Revolution:. 1960-1969 - Cultural Forces Countercultural movements “Break the rules” 1950-1969 - Business Forces A New Breed of Agencies - PowerPoint PPT Presentation

Transcript of Advertising Creativity & Marketing Creativity

  • Advertising Creativity & Marketing Creativity The Creative Revolution The Marketing Revolution The Rise of IMC

  • The Creative Revolution: 1960-1969 - Cultural Forces Countercultural movementsBreak the rules 1950-1969 - Business Forces A New Breed of Agencies A New communication style Three Influential individuals...

  • Three Key Individuals Bill Bernbach, Doyle Dane Bernbach (DDB)

  • Leo Burnett, Chicago, ILThree Key IndividualsIf you reach for the stars, you might not get one, but you wont come up with a handful of mud, either.

  • David OgilvyThree Key Individuals Came from UK to start agency Ogilvy & Mather Wrote books about advertising

  • Know Who This Is? Hes Paul Rand Very Influential Graphic Designer The key - surprising combinations of words & visuals Paul Rand worked with Bill Bernbach

  • Bill Bernbach Started as writer for head of Worlds Fair Meets Paul Rand at small ad agency Moves to Grey - becomes Copy Chief 1949 - Starts DDB - Doyle Dane Bernbach

  • The DDB Style: Ohrbachs - their first account.

  • The DDB Style: Ohrbachs - their first account.

  • The DDB Style: Ohrbachs - their first account.

  • The DDB Style: Ohrbachs - their first account. Levys - diversity w. effective surprise

  • The DDB Style: Ohrbachs - their first account. Levys - diversity w. effective surprise

  • The DDB Style: Ohrbachs - their first account. Levys - diversity w. effective surprise Polaroid - dramatic visual demonstration Jamaica - one word and a visual...

  • The DDB Style (cont): 3 Key Campaigns: Mobil - We Want You to Live

  • The DDB Style (cont): Avis - Helped inspire Positioning 3 Key Campaigns:

  • The DDB Style (cont): VW - Campaign of The Century 3 Key Campaigns:

  • The DDB Style (cont): VW - Campaign of The Century 3 Key Campaigns:

  • The DDB Influence: A New Way of Creating Ads Writer/Art Director Team The Concept A New Industry Standard - in every award show Ad Age chose Bernbach as their Ad Man of the Century

  • The Burnett Style Inherent Drama Red meat on a red background Leo believed you could find it in almost anything. After all, it was inherent Leo believed you could find it in almost anything.

  • The Burnett Style Inherent Drama Heres how Leos agency captured the wholesome personality of a Kelloggs breakfast

  • The Burnett Style Inherent Drama Powerful, instinctive

  • The Burnett Style Inherent Drama The Lonely Maytag Repairman - a dramatic and engagingly human personification of reliability The Lonely Maytag Repairman

  • The Burnett Style Inherent Drama So, how do you give personality to a can of refrigerated dough?

  • The Burnett Style Inherent Drama OK, how about cans of peas and corn? OK then, how about new frozen vegetables?

  • The Burnett Style Inherent Drama Tuna fish? Sorry, Charlie, we just want tuna that tastes good.

  • The Burnett Style Inherent Drama Cat food? Theres a little bit of Morris in just about every cat owners cat.

  • The Burnett Style Inherent Drama Cookies? Made by elves who live in a hollow tree, and we almost believe it. Made by elves who live in a hollow tree,

  • The Burnett Style Inherent Drama Time Magazine chose Leo Burnett as their Ad Man of the Century It made Leos agencys campaigns long-lasting and part of our culture The glacier-like power of friendly familiarity.

  • The Ogilvy Approach Now, lets look at some early work by David Ogilvy. He took classic lessons on copywriting and added his own wit and style The result was advertising that added an extra value for the brand image

  • The Ogilvy Approach Craftsmanship Research - headline was from a British car magazine Editing - all copy is tight and bright Wit - upscale w/o being a snobRolls-Royce

  • The Ogilvy Approach Story Value Imagery - one small device - the eye patch - adds interestHathaway Shirts

  • The Ogilvy Approach Story Value Imagery - one small device - the eye patch - adds interest Repetition - Ogilvy knew advertising takes time to build - this one device let him tell his story over and over. Hathaway Shirts

  • The Ogilvy Approach Rules Here, a similar but different approach for Schweppes - why? Because Ogilvy believed you should Find out what works - and repeat it. Schweppes

  • The Ogilvy Approach Ogilvy grew his agency into a world-class organization, with New generations of capable management World-class clients Long-term relationships Over time, his agency was the most successful.

  • Marketing Revolution: 1970-1979 Tougher economic times New, more scientific tools: Brand Management Market Research Segmentation Positioning

  • Brand Management Neil McElroys Idea At P&G (1931) Competitive brands within a company Becomes standard for marketing organization Becomes head of P&G Becomes Eisenhowers Secretary of Defense

  • Market Research The Result - companies understand their consumers more accurately The Result - a shift to a marketing-driven perspective from a product or production-driven perspective The Result - manufacturers begin to evolve into marketers

  • Segmentation Product differentiation in response to consumers differing needs Maximize potential market share

  • Positioning: Positioning was a new perspective on the marketplace. There were too many products, and too many messages. Marketers had to deal with this new marketing reality.

  • Positioning: The Positioning authors said advertising had to evolve from hard-sell reason why ads... Through image ads... Through image ads... to advertising based on the mind of the consumer What was that mind?

  • Positioning: Though the mind of the consumer was overloaded with messages... in most product categories, there were very simple heirarchies...Theproduct ladder

  • Positioning: Within each category, there are four basic types of positions The Best Position The Against Position The Niche Position The New Category

  • The Best Position In most categories, there is a #1 in the consumers mind The Best Position leverages this

  • The Against Position The Against Position defines itself vs. #1. Its an aggressive and competitive position

  • The Against Position The Against Position defines itself vs. #1. Its an aggressive and competitive position

  • The Against Position The Against Position defines itself vs. #1. Its an aggressive and competitive position Example: Take The Pepsi Challenge!

  • The Against Position The Against Position defines itself vs. #1. Its an aggressive and competitive position Example: Take The Pepsi Challenge!

  • The Niche Position The Niche Position promotes the product along one dimension of superiority

  • The New Category The New Category is just that. It defines a category that didnt exist before and then positions the (new) product as the best in that new category. Competition follows.

  • Marketers Dominate Client personnel (marketers) now better trained; better paid Mergers begin - clients get bigger Competition toughens Comparative ads The tempo increases...

  • Ad Evolution: 80s & 90s Bernbachs influence grows Client mergers continue Agency mergers begin Computers and cable And the tempo increases even more...

  • From Advertising... to Marketing

  • Chapter One Discussion How did new media forms affect advertising? In your opinion, who was the most important ad person? In your opinion, what were the five most important new ideas?