CreativityCreativityHow it can assist in the How it can assist in the

development of development of advertising advertising strategies!strategies!

What is Creativity?What is Creativity? presentation of an advertisement or presentation of an advertisement or

promotional idea that is in a unique promotional idea that is in a unique format or appeal style yielding format or appeal style yielding attention grabbing capabilityattention grabbing capability

Examples:Examples: E*Trade BabyE*Trade Baby Budweiser Clydesdales – classic long Budweiser Clydesdales – classic long

running mascots of ABrunning mascots of AB frogs, Spuds Mackenzie, iguanasfrogs, Spuds Mackenzie, iguanas

CreativityCreativity Can yield parity for brandsCan yield parity for brands not sufficient alone not sufficient alone

vampire creativityvampire creativity Successful when combined Successful when combined

with:with: Central processors - relevanceCentral processors - relevance Peripheral processors - emotionPeripheral processors - emotion

Creative Strategy Creative Strategy AlternativesAlternatives

Generic StrategiesGeneric Strategies Preemptive StrategiesPreemptive Strategies Unique Selling PropositionUnique Selling Proposition Brand ImageBrand Image PositioningPositioning ResonanceResonance EmotionalEmotional

Creative Strategy Creative Strategy DiscussionDiscussion

GenericGeneric straight benefit claimstraight benefit claim no superiority claimsno superiority claims monopolistic competition or MS monopolistic competition or MS

dominancedominance Q-tipsQ-tips

PreemptivePreemptive generic with superiority assertiongeneric with superiority assertion

Creative Strategy Creative Strategy DiscussionsDiscussions

Unique Selling Unique Selling PositionPosition claims based on claims based on

competitive competitive advantagesadvantages

may force may force competitive competitive reactions/copyingreactions/copying

useful when point of useful when point of difference cannot be difference cannot be matchedmatched

McDonalds vs. McDonalds vs. Wendy’s vs. BKWendy’s vs. BK

Brand ImageBrand Image psychological psychological

differences differences highlightedhighlighted

image positioningimage positioning physical differences physical differences

difficult to ascertaindifficult to ascertain prestige approach prestige approach

does not increase does not increase conflict conflict w/competitorsw/competitors

Designer clothing such Designer clothing such as CKas CK

Creative Strategy Creative Strategy DiscussionsDiscussions

PositioningPositioning build a mental niche in relation to build a mental niche in relation to

competitive productscompetitive products try to differentiate from the try to differentiate from the

market leadermarket leader long-term strategylong-term strategy BAD EXAMPLE: Burger KingBAD EXAMPLE: Burger King Direct comparisons can hurt Direct comparisons can hurt

position and reputationposition and reputation

Creative Strategies Creative Strategies DiscussionsDiscussions

ResonanceResonance ties to personal ties to personal

experiences to experiences to increase increase relevancerelevance

high visibility high visibility consumption consumption productsproducts

hedonic hedonic consumptionconsumption

AcuraAcura

EmotionalEmotional increase increase

involvement involvement through humor, through humor, ambiguity ambiguity

no strong selling no strong selling approaches approaches utilizedutilized

discretionary discretionary products utilizeproducts utilize

AT&T Long AT&T Long DistanceDistance

Content ApproachesContent Approaches Informational Informational

messages built messages built on logic or facton logic or fact

EmotionalEmotional built on built on

psychological psychological appeals such as appeals such as fear or lovefear or love

Image AppealsImage Appeals linking image or linking image or

products to products to lifestylelifestyle

Message AppealsMessage Appeals Product Oriented Product Oriented

(rational)(rational) slice of lifeslice of life product product

comparisonscomparisons problem solutionproblem solution demonstrationdemonstration newsnews unknown unknown

spokesperson, spokesperson, expertexpert

Message AppealsMessage Appeals

Consumer Consumer Oriented Oriented (emotional)(emotional) sexsex celebrity celebrity

spokespersonsspokespersons humorhumor animationanimation musicmusic

Use of Use of CelebritiesCelebrities

ExpensiveExpensive meaningful meaningful

connection between connection between the endorser and the endorser and the product neededthe product needed

Q ratings Q ratings helpfulhelpful familiarity, familiarity,

popularitypopularity Relationship to the Relationship to the

TMTM AttractivenessAttractiveness

Celebrity Selection Celebrity Selection ProcessProcess

Q-Ratings Q-Ratings Have you heard of this person (familiarity)Have you heard of this person (familiarity) If so, do you rate him poor, good, very If so, do you rate him poor, good, very

good, or one of your favorites (popularity)good, or one of your favorites (popularity) Rating ratio of rated as one of favorites to Rating ratio of rated as one of favorites to

# heard of the celebrity# heard of the celebrity Ratings differ by segments of consumersRatings differ by segments of consumers

CredibilityCredibility TM match up with CelebrityTM match up with Celebrity

Celebrity Selection Celebrity Selection ProcessProcess

Celebrity Product Match upCelebrity Product Match up Celebrity AttractivenessCelebrity Attractiveness Miscellaneous FactorsMiscellaneous Factors

CostCost Potential for problems with CelebrityPotential for problems with Celebrity

Personal or professional behavior Personal or professional behavior Difficulty to work with?Difficulty to work with? # products currently endorsing# products currently endorsing

Michael Jordan in his hey dayMichael Jordan in his hey day

Endorser Endorser AttributesAttributes

Attractiveness - similarity, Attractiveness - similarity, familiarity and likingfamiliarity and liking identification - willing to adopt identification - willing to adopt

attitudes of spokesperson as attitudes of spokesperson as yours!yours!

best when product/celebrity well best when product/celebrity well matchedmatched

Credibility - expertise and Credibility - expertise and trustworthinesstrustworthiness internalizationinternalization

Fear and Its Fear and Its ConsequencesConsequences

social social disapproval - disapproval - deodorantdeodorant

physical harm or physical harm or danger - Volvodanger - Volvo

Intensity - too Intensity - too much causes much causes avoidance avoidance behaviors!behaviors!

Should be of Should be of moderate levelsmoderate levels

Use of HumorUse of Humor Gains Attention!Gains Attention! Enhances liking of ad and brand Enhances liking of ad and brand

- increasing A(AD) and A(B)- increasing A(AD) and A(B) May not interfere with May not interfere with

comprehensioncomprehension Can hurt CredibilityCan hurt Credibility If too good - vampire creativity If too good - vampire creativity

can resultcan result

Use of MusicUse of Music Attracts attentionAttracts attention Enhances Enhances

memorabilitymemorability Improves moodImproves mood Can play a role in Can play a role in

conditioningconditioning unconditioned unconditioned

stimulus feelings stimulus feelings transferred to the transferred to the conditioned conditioned stimulusstimulus

Sex AppealsSex Appeals Nudity vs. Nudity vs.

SuggestivenessSuggestiveness effectiveness?effectiveness?

Stopping Power!Stopping Power! Attention LureAttention Lure Enhancement of Enhancement of

RecallRecall Offense?Offense? Inappropriate Inappropriate

match?match?

Comparative Comparative AdvertisementsAdvertisements

Direct or IndirectDirect or Indirect Factors to ConsiderFactors to Consider

Situational FactorsSituational Factors Preexisting favorable opinion about Preexisting favorable opinion about

competition?competition? More suitable for LI productsMore suitable for LI products Good for New brands with distinct Good for New brands with distinct

advantagesadvantages Increase credibility with experts or sealsIncrease credibility with experts or seals Increase sales of established products Increase sales of established products

with flat growthwith flat growth Print betterPrint better

Designing Print AdsDesigning Print Ads

Key Elements to Print Key Elements to Print AdsAds

CopyCopy headlines, underlines, headlines, underlines,

overlines, subheads, body overlines, subheads, body copy, the captions, slogans, copy, the captions, slogans, taglinestaglines

Key Elements to Print Key Elements to Print AdvertisementsAdvertisements

ArtArt visual visual

elementselements illustrations, illustrations, photographyphotography, logotypes, , logotypes, signatures, signatures, layout itselflayout itself

Design PrinciplesDesign Principles BalanceBalance

optical centeroptical center formal balance - symmetryformal balance - symmetry informal balanceinformal balance

MovementMovement z-patternz-pattern Guttenberg diagonalGuttenberg diagonal

Design PrinciplesDesign Principles ProportionProportion

space according to importancespace according to importance avoid monotony and consistencyavoid monotony and consistency

ContrastContrast reverse the ad and printreverse the ad and print bordersborders

Focal PointsFocal Points main product benefit, draw in the main product benefit, draw in the

reader, can be copy or visualreader, can be copy or visual

Design Design PrinciplesPrinciples UnityUnity

singular impressionsingular impression use borders to hold togetheruse borders to hold together overlapoverlap use of white spaceuse of white space

ContinuityContinuity same tone. design format, same tone. design format, consistent slogansconsistent slogans