89 Creative Planning Strategy and Development Creativity Strategy

8/9 Creative Planning, Strategy and Development / Creativity Strategy © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Advertising Creativity Creative Strategy Determining what the advertising message will say or communicate Creative Tactics Determining how the message strategy will be executed © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

The Silhouettes campaign for the i. Pod is an Example of Creative Advertising © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Absolut’s Advertising Represents Synergy Between Creative and Media © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

The Ideal Power Idea Should. . . Be describable in a simple word or phrase Be likely to attract the prospect’s attention Revolve around the clinching benefit Allow you to brand the advertising Let prospects vividly experience the goods © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Two Perspectives on Advertising Creativity The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. “Its not creative unless it sells” Suits Artists © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin “Only artistic value and originality count”

Wieden+Kennedy Has Developed Very Creative Ads for Nike © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Young's Creative Process Immersion Getting raw material, data, immersing one's self in the problem to get the background. Digestion Ruminating on the data acquired, turning it this way and that in the mind. Incubation Ceasing analysis and putting the problem out of conscious mind for a time. Illumination A sudden inspiration or intuitive revelation about a potential solution. Verification Studying the idea, evaluating it, and developing it for practical usefulness. © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Wallas’ View of the Creative Process Illumination Seeing the Solution Preparation Gathering Information The Creative Process Verification Refining the Idea Incubation Setting Problem Aside © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

LARC – Left and Right Creativity Williams - Stockmyer © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

http: //adage. com/century/ad_icons. html

An Advertising Campaign Integrated Interrelated Coordinated Marketing Communication Activities Centered on a Theme or Idea In Different Media Over a Time Period © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Advertising Campaign Themes The central message that will be communicated in all of the various IMC activities Miller Philip Morris Lite “ Marlboro country” BMW “ The ultimate driving machine” © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin General Mills, Wheaties “The breakfast of champions”

Successful Long-Running Campaigns Company or Brand Campaign Theme Nike Just do it Allstate Insurance You’re in good hands with Allstate Hallmark cards When you care enough to send the very best Budweiser This Bud’s for you Intel inside State Farm Insurance Like a good neighbor, State Farm is there Chevy Trucks Like a rock Dial soap Aren’t you glad you use Dial? © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Approaches to the Major Selling Idea: USP Unique Selling Proposition Benefit Unique Potent Buy this product or service and you will benefit this way or enjoy this reward Must be unique to this brand or claim; something rivals can't or don't offer The promise must be strong enough or attractive enough to move people © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Major Selling Ideas Use a Unique Positioning the Brand Selling Position Create Use a Unique a Brand Selling Image Position Seeking the Major Idea Positioning Find Create thethe Inherent Brand Drama Image © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Perspectives of Great Ad Men on the Major Selling Idea David Ogilvy Leo Burnett Brand image or personality is particularly important when brands are similar Find the inherent drama or characteristic of the product that makes consumers buy it “Every ad must contribute to the complex symbol that is the brand image. ” “(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals. ” © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Creating a Brand Image Used when competing brands are so similar it is difficult to find or create a unique attribute The creativity sales strategy is based on a strong, memorable brand identity through image advertising Often used for products such as soft drinks, perfume, liquor, clothing, airlines © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Reebok Uses Image Advertising © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Approaches to the Major Selling Idea: Inherent Drama Messages generally presented in a warm, emotional way Hallmark, Maytag, Mc. Donald’s, Maytag, Kellogg Focus on consumer benefits with an emphasis on the dramatic element in expressing them © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Approaches to the Major Selling Idea: 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, problem solved © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Burger King searches for the right ad campaign 76 Have it your way. 87 The best food for fast times. 77 -78 America loves burgers and we’re America’s Burger King. 87 -89 We do it like you’d do it. 78 -80 Who’s got the best darn burger? 91 -92 Your way. Right away. 80 -82 Make it special. Make it Burger King. 82 Aren’t you hungry for Burger King now? 89 -91 Sometimes you gotta break the rules. 92 -94 BK Tee Vee: I love this place! 94 Back to basics 94 -96 Get your burger’s worth. 82 -83 Battle of the burgers. 96 -98 It just tastes better. 83 99 Aren’t you hungry? 83 -85 The big switch. 85 -86 Search for Herb. 86 -87 This is a Burger King town Go the distance 2000 Got the Urge 01 -02 The Whopper Says 02 -03 At Burger King You Got It

Advertising Appeals Two Broad Categories of Appeals Informational/Rational Appeals Emotional Appeals §Focuses on the consumer’s practical, functional, or utilitarian need for the product or service §Relate to consumers’ social and/or psychological needs for purchasing a product or service §Emphasizes the features or benefits §Many advertisers believe consumers’ emotions work better at selling brands that do not differ markedly from competing brands §Messages emphasize facts and logic

Rational Appeals § Feature appeals § Focus on the dominant traits of the product § Competitive appeals § Makes comparisons to other brands § Favorable price appeals § Makes price offer the dominant point § News appeals § News or announcement about the product § Product/service popularity appeals § Stresses the brand’s popularity

Informational/Rational Appeals Rational Motives Ø Ø Ø Ø Ø Comfort Convenience Economy Health Quality Dependability Durability Performance Efficiency

Emotional Appeals Personal States or Feelings Ø Achievement / Accomplishment Ø Actualization Ø Affection Ø Ambition Ø Arousal / stimulation Ø Comfort Ø Excitement Ø Fear Ø Happiness Ø Ø Ø Ø Ø Joy Love Nostalgia Pleasure Pride Safety Security Self-esteem Sentiment Sorrow/grief

Emotional Appeals Social-Based Feelings Ø Ø Ø Ø Ø Acceptance Approval Affiliation / belonging Embarrassment Involvement Recognition Rejection Respect Status Sophistication

Other Types of Appeals Ø Reminder Advertising – the objective is to build and/or maintain awareness and keep the name of the company and/or brand in front of the customer. § Often used by well known brands and market leaders that are well-established in the market. Ø Teaser advertising – goal is to create curiosity, interest, and/or excitement about a product, brand or topic by mentioning it but not actually showing it. § Often used for new products/models and for movies.

Lee Jeans used teaser advertising to create interest and excitement for its new jeans

Classic songs used in commercials Title Revolution Artist Beatles Brand/Company Nike Start Me Up Rolling Stones Microsoft Windows 95 Come Together Beatles Nortel Desert Rose Sting Jaguar Ray of Light Madonna Microsoft Windows XP Rock and Roll Led Zeppelin Cadillac

Guidelines for Evaluating Creative Output Evaluation and Approval of Creative Work Ø Consistent with brand’s marketing objectives? Ø Consistent with brand’s advertising objectives? Ø Consistent with creative strategy, objectives? Ø Does it communicate what it’s suppose to? Ø Approach appropriate to target audience? Ø Communicate clear, convincing message? Ø Does execution overwhelm the message? Ø Appropriate to the media environment? Ø Is the advertisement truthful and tasteful?

Appeals and Execution Style Advertising Appeals Execution Style The approach used to attract the attention of consumers To influence consumer feelings toward a product, service or cause The way an appeal is turned into an advertising message The way the message is presented to the consumer © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Types of Informational/Rational Appeals Feature: Focus on dominant traits of the product Competitive: Makes comparisons to other brands Price: Makes price offer the dominant point News: News announcement about the product Popularity: Stresses the brand’s popularity © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

A Rational, “Popularity” Appeal © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Appealing to Personal States or Feelings Achievement Actualization Ambition Stimulation Excitement Grief Joy Nostalgia Pride Security Sentiment Accomplishment Affection Arousal Comfort Fear Happiness Love Pleasure Safety Self-esteem Sorrow © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Appealing to Social-Based Feelings Approval Affiliation Embarrassment Acceptance Status Social-Based Feelings Respect Belonging Involvement Rejection Recognition © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Transformational Ads Feelings Meanings Richer More Exciting Images The ads create. . . It must make the product use experience. . . © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin Beliefs Warmer More Enjoyable

Transformational Advertising for Skyy Vodka © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Levels of Relationship with Brands Emotions Personality Product Benefits © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Master. Card Creates an Emotional Bond © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Ad Execution Techniques Straight sell Animation Scientific Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Ads for High Involvement Products Often Use Straight Sell Executions © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Mentadent Uses a Demonstration © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Apple Uses a Testimonial © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Listerine Uses a Slice-of-Life Execution © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin

Jeep Uses Imagery for the Wrangler © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin