Creative Strategy: Planning and Development

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