Creative Side and Message Strategy

8/18/2019 Creative Side and Message Strategy

1/18

The Creative Side andMessage Strategy


2/18

Key Points

Define creative advertising and explain

how it leads to a Big Idea

Describe the characteristics of creative

people and their creative processDiscuss ey creative strategy

approaches

!utline the ey parts of a creative brief


3/18

The "rt # Science of Creative "dvertising

Creative ad$ fresh% unexpected% unusualad

The &!I of effective advertising

&elevant$ 'eans so'ething to thetarget

!riginal$ one of a ind

I'pact$ ad gets attention # stics in'e'ory


4/18

The Big Idea or Creative concept

I'ple'ents the advertising strategy

so that the 'essage is both attention

getting and 'e'orable(xpressed visually and verbally


5/18

(xa'ples$ Creative Idea )Big Idea*

Colgate$ eep the good breath

Pepsodent$ +er'ichec


6/18

,ead and ,eart Strategies

Two basic creative strategies

&ational "pproach-,ard Sell: touches

the mind and creates a response based

on logic e.g. tangible productfeature(benefits)('otional "pproach-Soft Sell: uses

e'otional appeals or images to create aresponse e.g. attitude, mood, dream, feeling


7/18

Tangible and Intangible .eatures

Ad Objective

Big dea


8/18

Creative Strategy

Creative strategy

/Message Strategy

0hat the advertisement sa!s

Creative execution

,ow it is said


9/18

Message !b1ectives

23 Perception$ create attention% awareness%interest% recognition% and recall

43 Cognitive$ deliver infor'ation and

understanding53 "ffective$ touch e'otions and create

feelings

63 Persuasion$ change attitudes% create

conviction and preference

73 Transfor'ation$ establish brand identity and

associations

83 Behavior$ sti'ulate so'e for' of action


10/18

23 Drive Perception )attention getting9'e'orable*

Attention and awareness

"topping power nterest: #eep attention$ulling power Teaser ad

%emor!&epetition'ingle, "logan, olor

.acets of Message Strategy


11/18


43 Drive Cognition

These messages get consumers to learn

about products b! focusing on a products

features (give info.)*ifferentiationlaim, nfomercial (+ong cop! approaches)


12/18


53Touch ('otions

,ighlight psychological attraction of the

product to the target audience through

e'otional responses e3g3love% fear% pride%freedo' etc3

" general e'otional goal is to deliver a

'essage that people lie in order to

create liing for the product )lie ad

lie product*


13/18


63 Persuade )believe*Consumer committed to something ., prefer it, probably intend to buy it

"ppeal: $s!chological of product

onviction Testimonial Test result Before-after visual *emonstaration,

ndoesement, $roduct placement


14/18

Types of Selling Pre'ises A proposition on which an argument is based or a

conclusion is drawnO Benefit strategy$ translate features and attributes into promise ofwhat product can do for consumers e.g. gasoline econo'y

O Pro'ise$ a benefit statement to show consumer aboutfuture rewards from using products e.g insurance co3%whitening product

O &eason why: show the reason for bu!ing e.g. cheapO :ni;ue selling proposition:

a promise that consumer will get a uni/ue benefit b!using this onl! one product-t must be one that other product cannot or does not offer -t must be strong enough to pull over new customers to the

brand e.g. linic lear shampoo

.acets of Mesage Strategy


15/18


73 Transfor' Product

Branding

mage advertising is used to create a

representation in the customers mind Associations: a brand with a certain t!pe

of person, lifest!le, or other

characteristic


16/18


83 Drive "ction

A signature that serves to identif! the

compan! or brand

Also serves as a call to action if it givesdirection to the consumer about how to

respond

&eminding ad strateg!


17/18

Message "pproaches

)'essage for'at-'essage for'ula*

Straightforward $convey co''unication without anygi''ics% e'otion% or special effects3

De'onstration $focus on how to use the product orservice3

Co'parison$ Show consu'er that our product is

superior than others3 Proble' solving-Proble' avoidance$ Show proble'sand what products can do and help to avoid theproble' e3g p-d stops 0rinle

,u'or $ get attention Slice of life$


18/18

Su''ary

Creativity is the essence of effectiveadvertising

Creativity is the co'bination of the

i'age and the copy )or eitherone*/'essage in the ad3

Balance between creativity and

co''erciality is re;uired3

Creative Side and Message Strategy

Documents

Transcript of Creative Side and Message Strategy