Creative execution in Advertising

The ROI factor

An idea is considered creative when it is

• Relevant

• Original

• Impactful

Tips on creating creative ads

1.Be a constant learner2.Indulge and get involved in your product3.Understand your audience4.Arouse audience’s interest 5.brainstorm6.Know the rules before you break them7.Base creativity on your strategy8.Learn to work without USPs

Tips on creating creative ads9.Break free from stereotypes10.Don’t over promise11.Reinforce your identity – repeat your

product name, brand name, and logo 12.Emphasize benefits not product features 13.Use numbers with caution –if you can’t

deliver credibility is lost.14.KISS – keep it simple stupid.15.Keep the communication current.16.Stay away from the obvious.

“the greatest sales strategy is:

Don’t tell me how good you make it; tell me how good it makes me when I use it.”

– Leo Burnett.

Preparing a creative brief

Approach 1

McCann-Erickson's Role-Playing Approach

• The McCann-Erickson agency suggests that the creative team should step into the shoes of the consumer and answer the following questions.

• The example given below is of a fictitious conditioner brand called Swaroop that claims to reduce hair fall.

Who is our target?

"I'm a woman over 35.

I've always been proud of my hair, but lately, I'm a bit worried about it.

Who is our target?

And a lot gets broken.

When I shower, I notice that some hair has fallen out.

When I brush my hair,

a lot stays on the brush.

Who is our target?

I wonder if my hair is getting thinner.

I wonder if people can see that my hair isn't as full as it used to be."

Where are we positioned in the mind of the target?

"I've never heard of Swaroop conditioner."

How does our competition fare in the mind of the target?

"I know there are lots of conditioners out there.

I don't usually use one.

Some of them make my hair feel greasy.

How does our competition fare in the mind of the target?

I don't really know what they are for.

I suppose people use a conditioner to make themselves look more glamorous, but they never do that for me."

What is the ideal positioning we seek with the target?

"I use Swaroop almost as if it were a medicine.

I want to stop this problem I have right now and I'll try Swaroop for a while and see if it works."

What is our consumer promise, the 'big idea'?

"Swaroop with 'gelatin' reduces hair loss."

What is our supporting evidence for the 'big idea'?

"I know that some women use gelatin on their nails to make them stronger.

Maybe the same stuff will work on my hair as well.

What is our supporting evidence for the 'big idea'?

They have done lab tests that say Swaroop reduces breakage by 65%.

That's not perfect but it sounds like it must really work."

SWAROOP

SWAROOP SWAROOP

What is the tone of the advertisement?

Non-glamorous, straightforward,

problem-solving, almost medical in nature

SWAROOP

The Inside out approach

Approach 2

Part I: Business Problem Statement

• The key fact/insight: – The one great piece of information pertaining

to the product or target audience on which the agency would base its 'big idea.'

• People think that spectacles strain their eyes and the reflection all their glasses deglamourize them.

The marketing problem that advertising can solve:

• Here is the reason the-brand should advertise.– Generate awareness and help create

a need that was otherwise dormant. – Keep the product from becoming a

commodity that competes only on price.

– Use the product as a fashion statement.

Part II: Creative Strategy Statement

What is the product or service?

• In reality? – Clear spectacle lenses that keep reflection

at bay. Relatively new product.

• As perceived? – A way for people to look more presentable

and protect their eye from the strain from wearing glasses.

Who are the prospects?

• Geographics: All over India

• Demographics: Upper middle to upper class, younger

• Psychographics: Image-conscious, focused on rewards rather than threats, concerned about functionality

Who are the prospects?

• Media patterns: Readers of general and special interest magazines and newspapers

• Buying/Usage patterns: Quality buyers, not price buyers, regular users who're likely to be loyal customers if they like the product

Who is the principal competition?

• Providers of readymade functional and fashion-wear lenses and glasses

What is the competitive consumer benefit? (This offers the reason why consumers should buy the advertiser's brand.)

• Vision+ crystal clear spectacle lenses will not reflect light on your specs, thereby making your eyes more prominent and your face more presentable. Also they will not strain your ryes.

What is the support for your benefit? (This is the reason why your claim should be believed. )

• Try it before you buy it. Plus, opportunity for opinion and guarantee of your optician, authenticity card, before and after pictures in the ad.

The target market incentive statement: (The promise offered by your advertisement copy or the tag line of the campaign.)

• If I wear Vision+ Crystal clear lenses, I won't have to worry about people seeing the world reflected in my specs, or my eyes experiencing strain from wearing specs.

What is the communication objective?

• What is the main point? • One spec lens company is different from

the rest because it offers you a big functional advantage.

• What action should be taken? (States the action that should be taken by the target- audience.)

• Visit the optician or the company website for trial.

What should be the tone of the advertising? –Awareness generating, thought-

provoking, professional (sound like a reputed foreign company)

What mandatory or legal regulations are involved? –Mentioning authenticity card to

warn against generic or other spurious brands