8 Creative Strategy: Planning and Development McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed Advertising Creativity Creative Strategy Determining what the advertising message will say or communicate Creative Tactics Determining how the message strategy will be executed 8-2 Creative Advertising for Old Spice Body Wash Smell like a man, man The man your man could smell like 8-3 1 The Importance of Creativity Best ads of all time? • Alka-Seltzer… Mama Mia! That’s a spicy meatball! • Nissan … Enjoy the ride. • Altoids… Curiously strong. 8-4 Different Perspectives on Creativity? It isn’t creative if it doesn’t sell Managers Only artistic value and originality count Creatives 8-5 Determinants of Creativity Divergence Relevance Originality Ad-to-consumer Flexibility Brand-to-consumer Elaboration Synthesis Artistic Value 8-6 2 Creative Advertising for Absolut 8-7 The Creative Challenge There are no rules 8-8 Residence Inn Takes a Creative Risk 8-9 3 Creative vs. Hard-Sell Advertising “Suits” are rationalist salesmen “Poets” are proponents of creativity 8-10 Creative Personnel Unconventional Abstract Less structured Less organized Intuitive 8-11 Young’s Creative Process Immersion Digestion Get raw material and data, and immerse yourself in the problem Take the information, work it over, wrestle with it in your mind Incubation Turn the information over to the subconscious to do the work Illumination “Eureka! I have it!” phenomenon Verification Study the idea, evaluate it, reshape it for practical usefulness 8-12 4 Wallas’ Creative Process Model Illumination Seeing the Solution Preparation Gathering Information The Creative Process Verification Refining the Idea Incubation Setting Problem Aside 8-13 Test Your Knowledge A client manufactures maternity clothes for businesswomen, and it wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops to see how they were selected could be a part of the _____ stage of the creative process. A) Preparation B) Verification C) Revision D) Reality check E) Incubation 8-14 Getting Creative Input Read anything related to the product or market Conduct studies of product, service, audience Use the product to become familiar with it Work in and learn about the client’s business Listen to what people are talking about Ask everyone involved for information 8-15 5 Branding Research 8-16 Qualitative Research Input Interviews and Focus Groups 8-17 Input Verification and Revision Objective Techniques •Evaluate ideas •Reject the inappropriate •Refine the remaining •Give ideas final expression •Directed focus groups •Message communication studies •Portfolio tests •Viewer reaction profiles 8-18 6 Storyboards and Animatics 8-19 An Advertising Campaign Integrated Interrelated Marketing Communication Activities Coordinated In Different Media Centered on a Theme or Idea Over a Time Period 8-20 Campaign Themes Company or Brand Campaign Theme Marlboro Marlboro Country Wheaties Breakfast of Champions BMW The ultimate driving machine Nike Just do it McDonald’s I’m lovin’ it Key Jewelers Every kiss begins with Kay Allstate You’re in good hands with Allstate 8-21 7 Test Your Knowledge Advertising campaign themes: A) Are always tactical in nature and design B) Set the tone or direction for all of the individual ads that make up the campaign C) Are typically designed by the client and implemented by the agency D) Are usually used for ads that run in only one type of media vehicle E) Are described by all of the above 8-22 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 8-23 Marketing Information Flow Knowledge of vital marketing information Client/agency communication Client gatekeepers (Brand manager) Internal client decision to share information with agency Internal agency communication Agency gatekeeper (Account manager) Creative staff Agency gatekeeper decision on sharing client info with staff Art is created 8-24 8 Search for a Major Selling Idea Finding the inherent drama Use a Unique Selling Position Seeking the Major Idea Create a Brand Image Positioning 8-25 The Unique Selling Proposition (USP) Benefit Unique Buy this product/serv ice and you get this benefit Must be unique to this brand or claim; rivals can't or don't offer it Potent Promise must be strong enough to move mass millions 8-26 Colgate’s Unique Selling Proposition 8-27 9 Image Advertising 8-28 Test Your Knowledge Which of the following is most often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? A) Unique selling propositions B) Brand image C) Inherent drama D) Transformational advertising E) Positioning 8-29 Inherent Drama Messages generally presented in a warm, emotional way Focuses on consumer benefits with an emphasis on the dramatic element 8-30 10 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 8-31 Contemporary Approaches to the Big Idea 8-32 11