Chapter 8 Creative Strategy Planning and Development Copyright

Chapter 8 Creative Strategy: Planning and Development Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill Education.

Creativity § Is advertising creative when it sells the product, or when it is artistic or aesthetic? § Advertising has to be somewhere in between the two extremes Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 2 Education.

Determinants of Creativity § Divergence refers to the extent to which an ad contains elements that are novel, different or unusual § Relevance reflects the degree to which the various elements of the ad are meaningful, useful or valuable to the consumer. Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 3 Education.

Determinants of Creativity Divergence Relevance Originality Ad-to-consumer Flexibility Brand-to-consumer Elaboration Synthesis Artistic Value Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill Education.

Example: Creative Advertising § Google India Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 5 Education.

Creative versus Hard-sell Advertising Rationalists Poets • Advertising must sell the product or service • Advertising must build an emotional bond between consumers and brands or companies Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 6 Education.

Young’s Model of the Creative Process Immersion • Gathering raw material and data, and immersing oneself in the problem Digestion • Analyzing the information Incubation • Letting the subconscious do the work Illumination • Birth of an idea Reality or verification • Studying the idea and reshaping it for practical usefulness Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 7 Education.

Wallas’ Model of the Creative Process Preparation • Gathering background information needed to solve the problem through research and study Incubation • Letting ideas to develop Illumination • Finding the solution Verification • Refining the idea and analyzing whether it is an appropriate solution Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 8 Education.

General Preplanning Input Gather and organize information on the product, market, and competition Analyze the trends, developments, and happenings in the marketplace Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 9 Education.

Product- or Service-Specific Preplanning Input Gathering information through studies conducted by the client Problem detection Psychographic studies Branding research Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 10 Education.

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 Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill Education.

Storyboards and Animatics § A storyboard is a series of drawings used to present the visual plan or layout of a proposed commercial § An animatic is a videotape of the storyboard along with an audio soundtrack Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 12 Education.

Storyboards and Animatics Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill Education.

An Advertising Campaign Integrated Interrelated Marketing Communication Activities Coordinated In Different Media Centered on a Theme or Idea Over a Time Period Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill Education.

Advertising Campaigns § A campaign theme should be a strong idea as it is the central message § The slogan or tagline reduces the key idea into a few words or a brief statement. Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 15 Education.

Advertising Campaign Themes The central message that will be communicated in all of the various IMC activities Miller Nike Lite “ Just Do It” Under BMW Armour Red Bull “ We Must Protect This House. I will. ” “Red Bull Gives You Wings” Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill Education.

Criteria for Effective Slogans Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill Education.

Creative brief § Specifies the basic elements of the creative strategy. Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 18 Education.

Developing the Major Selling Idea Using a unique selling proposition Creating a brand image Approaches Finding the inherent drama Positioning Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 19 Education.

Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 20 Education.

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 Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill Education.

Creating a brand image § Develop a strong, memorable identity for the brand through image advertising Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 22 Education.

Positioning § Establishes the product or service in a particular place in the consumer’s mind § Done on the basis of a distinctive attributes § Basis of a firm’s creative strategy when it has multiple brands competing in the same market Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 23 Education.

Case Study § Pepsodent vs Close Up Copyright © 2015 Mc. Graw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of Mc. Graw-Hill 24 Education.