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Creative Planning,
Strategy and
Development /
Creativity Strategy
© 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
The Silhouettes campaign for the iPod is
an Example of Creative Advertising
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Absolut’s Advertising Represents Synergy
Between Creative 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”
Wieden+Kennedy Has Developed Very
Creative Ads for Nike
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Young's Creative Process
Immersion
Getting raw material, data, immersing
one's self in the problem to get the
background.
Digestion
Ruminating on the data acquired,
turning it this way and that in the
mind.
Incubation
Ceasing analysis and putting the
problem out of conscious mind for
a time.
Illumination
A sudden inspiration or intuitive
revelation about a potential solution.
Verification
Studying the idea, evaluating it, and
developing it for practical usefulness.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Wallas’ View of the Creative Process
Illumination
Seeing the
Solution
Preparation
Gathering
Information
The
Creative
Process
Verification
Refining
the Idea
Incubation
Setting
Problem
Aside
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
LARC – Left and Right Creativity
Williams - Stockmyer
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
http://adage.com/century/ad_icons.html
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
“ Marlboro
country”
BMW
“ The ultimate
driving
machine”
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
General Mills,
Wheaties
“The breakfast
of champions”
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
Burger King searches for the right ad campaign
76
Have it your way.
87
The best food for fast
times.
77-78 America loves burgers
and we’re America’s
Burger King.
87-89 We do it like you’d do it.
78-80 Who’s got the best darn
burger?
91-92 Your way. Right away.
80-82 Make it special. Make it
Burger King.
82
Aren’t you hungry for
Burger King now?
89-91 Sometimes you gotta
break the rules.
92-94 BK Tee Vee: I love this
place!
94
Back to basics
94-96 Get your burger’s worth.
82-83 Battle of the burgers.
96-98 It just tastes better.
83
99
Aren’t you hungry?
83-85 The big switch.
85-86 Search for Herb.
86-87 This is a Burger King
town
Go the distance
2000 Got the Urge
01-02 The Whopper Says
02-03 At Burger King You Got It
Advertising Appeals
Two Broad Categories of Appeals
Informational/Rational Appeals
Emotional Appeals
Focuses on the consumer’s
practical, functional,or
utilitarian need for the product
or service
Relate to consumers’
social and/or psychological
needs for purchasing a
product or service
Emphasizes the features or
benefits
Many advertisers believe
consumers’ emotions work
better at selling brands
that do not differ markedly
from competing brands
Messages emphasize facts
and logic
Rational Appeals
 Feature appeals
 Focus on the dominant traits of the product
 Competitive appeals
 Makes comparisons to other brands
 Favorable price appeals
 Makes price offer the dominant point
 News appeals
 News or announcement about the product
 Product/service popularity appeals
 Stresses the brand’s popularity
Informational/Rational Appeals
Rational Motives









Comfort
Convenience
Economy
Health
Quality
Dependability
Durability
Performance
Efficiency
Emotional Appeals
Personal States or Feelings
 Achievement /
Accomplishment
 Actualization
 Affection
 Ambition
 Arousal / stimulation
 Comfort
 Excitement
 Fear
 Happiness










Joy
Love
Nostalgia
Pleasure
Pride
Safety
Security
Self-esteem
Sentiment
Sorrow/grief
Emotional Appeals
Social-Based Feelings










Acceptance
Approval
Affiliation / belonging
Embarrassment
Involvement
Recognition
Rejection
Respect
Status
Sophistication
Other Types of Appeals
 Reminder Advertising – the objective is to
build and/or maintain awareness and keep
the name of the company and/or brand in
front of the customer.
 Often used by well known brands and market
leaders that are well-established in the market.
 Teaser advertising – goal is to create
curiosity, interest, and/or excitement about
a product, brand or topic by mentioning it
but not actually showing it.
 Often used for new products/models and for
movies.
Lee Jeans used
teaser advertising
to create interest
and excitement for
its new jeans
Classic songs used in commercials
Title
Revolution
Artist
Beatles
Brand/Company
Nike
Start Me Up
Rolling Stones
Microsoft Windows 95
Come Together
Beatles
Nortel
Desert Rose
Sting
Jaguar
Ray of Light
Madonna
Microsoft Windows XP
Rock and Roll
Led Zeppelin
Cadillac
Guidelines for Evaluating Creative Output
Evaluation and Approval of Creative Work
 Consistent with brand’s marketing objectives?
 Consistent with brand’s advertising objectives?
 Consistent with creative strategy, objectives?
 Does it communicate what it’s suppose 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?
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
Types of Informational/Rational Appeals
Feature: Focus on dominant traits of the product
Competitive: Makes comparisons to other brands
Price: Makes price offer the dominant point
News: News announcement about the product
Popularity: Stresses the brand’s popularity
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
A Rational, “Popularity” Appeal
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Appealing to Personal States or Feelings
Achievement
Actualization
Ambition
Stimulation
Excitement
Grief
Joy
Nostalgia
Pride
Security
Sentiment
Accomplishment
Affection
Arousal
Comfort
Fear
Happiness
Love
Pleasure
Safety
Self-esteem
Sorrow
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Appealing to Social-Based Feelings
Approval
Affiliation
Embarrassment
Acceptance
Status
Social-Based
Feelings
Respect
Belonging
Involvement
Rejection
Recognition
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Transformational Ads
Feelings
Meanings
Richer
More
Exciting
Images
The ads
create . . .
It must make
the product use
experience . . .
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Beliefs
Warmer
More
Enjoyable
Transformational Advertising for Skyy Vodka
© 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
MasterCard Creates an Emotional Bond
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Ad Execution Techniques
Straight sell
Animation
Scientific
Personality Symbol
Demonstration
Imagery
Comparison
Dramatization
Testimonial
Humor
Slice of life
Combinations
© 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
Listerine Uses a Slice-of-Life Execution
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Jeep Uses Imagery for the Wrangler
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin