Download Chapter Twelve: The Creative Side and Message Strategy

The Creative Side and
Message Strategy
Part 4: Effective Advertising Messages
Chapter 12
Chapter Outline
I.
II.
III.
IV.
V.
Chapter Key Points
The Art and Science of Creative Advertising
Creative Strategy
Facets of Creative Strategy
Planning and Managing Creative Strategy
12 – 2
Key Points
• Define creative advertising and explain how it
leads to a Big Idea
• Describe the characteristics of creative people
and their creative process
• Discuss key creative strategy approaches
• Outline the key parts of a creative brief
12 – 3
The Art and Science of
Creative Advertising
• The ROI of effective advertising
– Relevant, original, and has impact
• The Big Idea
– Implements the advertising strategy so that the
message is both attention getting and memorable
• The Creative Leap
– Jumping from the strategy statement to an original
idea that conveys the strategy in an interesting way
12 – 4
Creative Thinking
• Free association
– Creates the juxtaposition of two seemingly
unrelated thoughts
• Divergent thinking
– Uses exploration to search for all possible
alternatives
• Analogies and metaphors
– Used to see new patterns or relationships
• Right-brain thinking
– Intuitive, nonverbal, and emotion-based thinking
12 – 5
Creative Thinking
• Creative Roles
– Copywriters and art
directors develop the
creative concept and
draft the execution of the
advertising idea
• The Creative Person
Creative Characteristics
• Problem solving
• Ability to visualize
• Openness to new
experiences
• Conceptual thinking
– In advertising, creativity
is both a job description
and a goal
12 – 6
Steps and Stages
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Immersion
Ideation
Brainfog
Incubation
Illumination
Evaluation
12 – 7
Creative Strategy
• Where the art and
science of advertising
come together
• A Big Idea must be
– Creative
– Strategic
• Creative strategy
– What the advertisement
says
– Also called message
strategy
• Creative execution
– How it is said
12 – 8
Message Objectives
1. Perception: create attention, awareness, interest,
recognition, and recall
2. Cognitive: deliver information and understanding
3. Affective: touch emotions and create feelings
4. Persuasion: change attitudes, create conviction and
preference
5. Transformation: establish brand identity and
associations
6. Behavior: stimulate some form of action
12 – 9
Head and Heart Strategies
• Two basic approaches to translating message
objectives into strategy
• Hard- and Soft-Sell strategies
– Hard Sell: touches the mind and creates a response
based on logic
– Soft Sell: uses emotional appeals or images to
create a response
12 – 10
Head and Heart Strategies
• Most advertising messages use a combination
of two basic literary techniques to reach the
head or the heart of the consumer
• Lectures and Dramas
– Lecture: a serious instruction given verbally
– Drama: relies on the viewer to make inferences
12 – 11
Facets of Creative Strategy
Drive Perception
• Attention and awareness
• Interest
• Memory
Drive Cognition
• These messages get
consumers to learn
about products by
focusing on a product’s
features
12 – 12
Facets of Creative Strategy
Touch Emotions
• Highlight psychological
attraction of the product
to the target audience
through emotional
responses
Persuade
• Appeal
• Selling premises
• Conviction
12 – 13
Facets of Creative Strategy
Transform Product
• Branding
• Image advertising is
used to create a
representation in the
customer’s mind
• Associations
Drive Action
• A signature that serves
to identify the company
or brand
• Also serves as a call to
action if it gives
direction to the
consumer about how to
respond
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Message Approaches
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Straightforward
Demonstration
Comparison
Problem
solving/Problem
avoidance
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Humor
Slice of Life
Spokesperson
Teasers
Shockvertising
12 – 15
Planning and Managing
Creative Strategy
• Creative brief
– Prepared by the account
planner, summarizes the
marketing and
advertising strategy
– Vary in format, but must
combine basic strategy
decisions
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Strategy Decisions
The problem
The objectives
The target market
Positioning strategy
Type of creative
strategy
Selling premise
Execution suggestions
12 – 16
Planning and Managing Creative
Strategy
• Message execution
– The form in which the
ad’s message is
presented
• Message tone
– Reflects the emotion or
attitude behind the ad
• Global campaigns
– Require ad work that
addresses advertising
objectives and reflects
the positioning strategy
– Usually desirable to
adapt the creative
execution to the local
market
12 – 17
The Go/No-Go Decision
• Assess the effectiveness of the ad’s creative
features
– Structural analysis
– Copy testing
12 – 18