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

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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.