© 2012 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Creative Strategy:Planning and Development

Dr. George BelchSan Diego State University

Advertising Creativity

Determining what the advertising message will say or communicate

Determining what the advertising message will say or communicate

CreativeStrategyCreativeStrategy

CreativeTactics

CreativeTactics

Determining how the message strategy will be executed

Determining how the message strategy will be executed

Creative Advertising for Old Spice Body Wash

Smell like a man, man

The man your man could smell like

Different Perspectives on Creativity?

Managers Creatives

Only artistic value and

originality count

It isn’t creativeif it doesn’t sell

Stick with what works

Try something

new

Determinants of Creativity

Divergence

Originality

Flexibility

Elaboration

Synthesis

Artistic Value

Relevance

Ad-to-consumer

Brand-to-consumer

Creative Advertising for Absolut

The Creative Challenge

There are no rules

Creative vs. Hard-Sell Advertising

“Suits” are rationalist salesmen

“Poets” are proponents of creativity

Young’s Creative Process

Get raw material and data, and immerse yourself in the problemImmersion

Take the information, work it over, wrestle with it in your mindDigestion

Turn the information over to the subconscious to do the workIncubation

“Eureka! I have it!” phenomenonIllumination

Study the idea, evaluate it, reshape it for practical usefulnessVerification

Wallas’ Creative Process Model

IncubationSetting Problem

Aside

PreparationGathering

Information

IlluminationSeeing the

Solution

VerificationRefiningthe Idea

TheCreativeProcess

Getting Creative Input

Read anything related to the

product or market

Listen to what people are

talking about

Use the product to become familiar with it

Ask everyone involved for information

Work in and learn about the

client’s business

Conduct studies of product, service,

audience

Qualitative Research Input

Interviews and Focus Groups

Input Verification and Revision

•Evaluate ideas •Reject the inappropriate•Refine the remaining•Give ideas final expression

•Evaluate ideas •Reject the inappropriate•Refine the remaining•Give ideas final expression

ObjectiveObjective

•Directed focus groups•Message communication studies•Portfolio tests•Viewer reaction profiles

•Directed focus groups•Message communication studies•Portfolio tests•Viewer reaction profiles

TechniquesTechniques

Storyboards and Animatics

An Advertising Campaign

IntegratedIntegrated

InterrelatedInterrelated CoordinatedCoordinated

In Different Media

In Different Media

Over a Time Period

Over a Time Period

Marketing Communication

Activities

Marketing Communication

Activities

Centered on a Theme or IdeaCentered on a Theme or Idea

“The Best a Man Can Get.”

“The Best a Man Can Get.”

BMWBMW

“Impossible is Nothing”

“Impossible is Nothing”

MillerLite

MillerLite

“Red Bull Gives You Wings”“Red Bull Gives You Wings”

Red BullRed BullGilletteGilletteAdidasAdidas

Advertising Campaign Themes

The central message that will be communicated

in all of the various IMC activities

The central message that will be communicated

in all of the various IMC activities

The Creative Brief

• Basic problem or issue the advertising must address

• Advertising and communications objectives

• Target audience• Major selling idea or key benefits

to communicate• Creative strategy statement• Supporting information and

requirements

Search for a Major Selling Idea

Finding the inherent drama

Finding the inherent drama

Use a UniqueSelling PositionUse a Unique

Selling Position

Create a Brand Image

Create a Brand ImagePositioningPositioning

Seeking the Major Idea

Seeking the Major Idea

The Unique Selling Proposition (USP)

Must be unique to this brand or claim; rivals can't or don't offer it

Must be unique to this brand or claim; rivals can't or don't offer it

UniqueUnique

Buy this product/service and you get this benefit

Buy this product/service and you get this benefit

BenefitBenefit

Promise must be strong enough to move mass millions

Promise must be strong enough to move mass millions

PotentPotent

Colgate’s Unique Selling Proposition

Image Advertising

Inherent Drama

Messages generally presented in a warm,

emotional way

Focuses on consumer benefits with an emphasis on the dramatic element

Positioning

Establish a particular place in the

customer’s mind for the product or service

Based on product attributes/benefits, price/quality, use or application, type of

user, or problem solved

Pepsi Max is Positioned as a Diet Cola for Men

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin