The Creative Side Message Strategy Lecture 12 Week

The Creative Side & Message Strategy Lecture 12 Week 7

Creative Strategy • “Advertising: the science of arresting the human intelligence long enough to get money from it. ” – Stephen Leacock (Canadian Humorist) • “Creative without strategy is called art; creative with strategy is called advertising. ” – Jeff I. Richards (Advertising Professor) Effective Ads Relevant Original Impact

Big Idea in Advertising • Big Idea – Taking the creative leap! – Creative concept that implements the advertising strategy so that the message is both attention grabbing and memorable – It is expressed visually and verbally to express the complete thought – Looks at things from a different, unobvious perspective • Example: Got Milk Campaign – Big Idea: People drink milk with certain foods and if it is unavailable, then they get frustrated – TVC example

Creative Advertising • Creative Idea – A new combination of thoughts – A thought that comes from placing 2 previously unrelated concepts together – No one else has thought of it before • Copycat Advertising! – The original sin • 80% Pakistani ads • 50% American ads (John Eimy, Advertising Expert) • Challenge – Original + Interesting ideas (esp. for boring products) – Ex: Chimanlal Charlie

Starter’s Guide to Better Creativity To Do • Unexpected Twist • Unexpected Association • Catchy Phrasing • Play on Words • Analogy / Metaphor • Familiar & Strange Not To Do • • The Common The Look-Alike Cliches The Tasteless

The Creative Side & Message Strategy Lecture 13 Week 7

Basic Approaches • Selecting approach depends on: – – – Target audience Marketing situation Product category Involvement level

Awareness Strategy • Objective Stop, pull & stick • Techniques – Shockvertising – High Contrast – Storytelling – Jingles – Clever slogans – Colors, shapes, key visuals & brand characters

Information Strategy • Objective Understanding • Techniques – Claims / Straightforward – PODs & features – Long copy ads / Infomercials

Persuasion Strategy • Objective Attitudes; conviction & preference • Techniques – – – – Selling premises Comparison Demonstration Problem-Solution/Problem Avoidance – Vivel ex? Slice of life Testimonials Endorsements – ICI Dulux Example Interview / audience involvement

Emotion Strategy • Objective emotions, liking • Techniques – Humor / Comedy / Satire (Ufone) – Sex & fear appeals (Motorazr) – Fantasy & surrealism – Song & dance

Brand Strategy • Objective Associations, brand meaning • Techniques – Brand characters – Image & lifestyle ads – Simple identity cues

Action Strategy • Objective Trial, purchase, etc. • Techniques – Call-to-action – Price ads – Reinforcement / Reminder ads

xxxxxxx