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Creative Planning, Strategy and
Development
Creative Strategy:
Implementation and Evaluation
© 2007 McGraw-Hill Companies, Inc., McGraw-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 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
What Is Creativity?
Bridgestone
• Peace vs. War
• Dead vs. Alive
Absolut’s Advertising Represents Synergy
Between Creativity and Media
© 2007 McGraw-Hill Companies, Inc., McGraw-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 McGraw-Hill Companies, Inc., McGraw-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 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
“Only artistic
value and
originality
count”
Wrigley Takes a Creative Risk
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Getting Creative Input
Read anything
related to the
product or
market!
Use the
product to
become
familiar with
it!
Work in and
learn about
the client’s
business!
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Listen to what
people are
talking about!
Ask everyone
involved for
information!
Verification and Revision of Ideas
Evaluate ideas generated
Reject inappropriate ideas
Objective
Refine remaining ideas
Give them final expression
Directed focus groups
Message communication studies
Portfolio tests
Viewer reaction profiles
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Techniques
Top 10 Advertising Slogans of the Century
Company or Brand
Campaign Theme
1. De Beers
Diamonds are forever
2. Nike
Just do it!
3. Coca Cola
The pause that refreshes
4. Miller Lite
Tastes great, less filling
5. Avis
We try harder
6. Maxwell House
Good to the last drop
7. Wheaties
Breakfast of champions
8. Clairol
Does she . . . or doesn’t she?
9. Morton Salt
When it rains it pours
10. Wendy’s
Where’s the beef?
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
An Advertising Campaign
Integrated
Interrelated
Coordinated
Marketing
Communication
Activities
Centered on a
Theme or Idea
In Different
Media
Over a Time
Period
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Advertising Campaign Themes
The central message that will be
communicated
in all of the various IMC activities
Miller
Philip Morris
Lite
“
Marlbor
o country”
BMW
“
The
ultimate
driving
machine”
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
General Mills,
Wheaties
“The
breakfast of
champions”
Building a Copy Platform Outline
6. Supporting information and requirements
5. Creative strategy statement
4. Selling idea or key benefits to communicate
3. Specify target audience
2. Advertising and communications objectives
1. Basic problem advertising must address
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Model of Marketing Information Flow
Knowledge of vital
marketing
information
Client/agency
communication
Client gatekeepers
(Brand manager)
Internal client
decision
on sharing
information
with the agency
Internal agency
communication
Agency gatekeepers
(Account manager)
Agency gatekeeper
decision on sharing
client info with staff
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative staff
Art is created
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
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 McGraw-Hill Companies, Inc., McGraw-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 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Major Selling Ideas
Positioning
Use a Unique
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 McGraw-Hill Companies, Inc., McGraw-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 McGraw-Hill Companies, Inc., McGraw-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 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Reebok Uses Image Advertising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Approaches to the Major Selling Idea:
Inherent Drama
Inherent
Drama
Messages generally presented
in a warm, emotional way
Hallmark, Maytag,
McDonald’s,
Maytag,
Kellogg
Kellogg
Focus on consumer benefits
with an emphasis on the
dramatic element in expressing
them
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Approaches to the Major Selling Idea:
Positioning
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 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IBM Positions Itself as a Provider of Business
and Consulting Services
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Levels of Relationship with Brands
Emotions
Personality
Product Benefits
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MasterCard Creates an Emotional Bond
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Jeep Uses Imagery for the Wrangler
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Ads for High Involvement Products Often Use
Straight Sell Executions
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Mentadent Uses a Demonstration
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Apple Uses a Testimonial
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Print Ad Components
Headline:
Words in the Leading Position of the Ad
Subheads:
Smaller Than the Headline, Larger Than the Copy
Body Copy:
The Main Text Portion of a Print Ad
Visual Elements:
Illustrations Such As Drawings or Photos
Layout:
How Elements Are Blended Into a Finished Ad
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Headlines Help Select Good Prospects
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Print Ad Layout
Format
Size
Arrangement of the elements on the
printed page
Expressed in columns, column inches or
portions of a page
Color
Black & white or two-, three-, or fourcolor Printing
printing
White
Space
Marginal and intermediate space that
remains unprinted
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Production Stages for TV Commercials
Preproduction
All work before actual
shooting, recording
Production
Period of filming, taping, or
recording
Postproduction
Work after spot is filmed or
recorded
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Preproduction Tasks
Select a director
Choose
production
company
Preproduction
meeting
Preproduction
Production
timetable
Bidding
Cost estimation
and timing
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Production Tasks
Production
Location versus
set shoots
Night/weekend
shoots
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Talent
arrangements
Postproduction Tasks
Editing
Processing
Release/
shipping
Sound effects
Postproduction
Audio/video
mixing
Duplicating
Client/agency
approval
Opticals
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Evaluation Guidelines for Creative Output
Consistent with brand’s marketing objectives?
Consistent with brand’s advertising objectives?
Consistent with creative strategy, objectives?
Does it communicate what it’s supposed to?
Approach appropriate to target audience?
Communicate clear, convincing message?
Does execution overwhelm the message?
Appropriate to the media environment?
Is the advertisement truthful and tasteful?
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin