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Creative Planning,
Strategy and
Development
© 2003 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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Burger King searches for the right ad campaign
Ad Campaign Timeline
1976
2003
87-89
91-92
92-94
1994
86-87
94-96
1987
89-91
1976
77-78
78-80
80-82
1982
82-83
1983
83-85
85-86
96-98
01-02
02-03
BK
Tee
“Your
“We
Vee:
do
“I
itlove
Right
like
“Back
this
you’d
away.”
to
place!”
basics”
do
it.”
“This
isway.
ayou
Burger
King
town”
“Get
your
burger’s
worth.”
“The
“Sometimes
best
food
you
for
gotta
“Have
“America
“Who’s
it
“Make
your
“Aren’t
Battle
loves
got
it
“Aren’t
way.”
special.
“The
the
burgers
of
Search
“At
best
“It
the
hungry
you
big
Burger
just
Make
burgers.
“The
darn
switch.”
hungry?”
for
and
tastes
for
Herb.
it
King
Whopper
burger?”
we’re
Burger
better.
You King.”
Got
Says”
It”
fast
break
times.”
the
rules.”
America’s
Burger
Burger
King
King.”
now?”
Go the
distance
Got the Urge”
© 2003 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
© 2003 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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
“Only artistic
value and
originality
count”
This ad generated debate over the use
of hard versus soft-sell advertising
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Another Campaign That Generated
Debate Over Creativity
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
An Artsy Commercial for Norwegian
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Norwegian Changed Its Creative Approach
+
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Absolut’s Advertising Represents Synergy
Between Creative and Media
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© 2003 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.
© 2003 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
© 2003 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!
© 2003 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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Techniques
This ad campaign was based on
psychographic research
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The 10 greatest ad slogans of all time
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?
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
BMW’s Slogan Has Helped Build Its Brand Image
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© 2003 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
© 2003 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
Lite
“ At a place
called Miller
time”
BMW
“ The Ultimate
Driving
Machine”
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Chevy
Trucks
“Like a Rock”
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?
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
This ad is part of a new advertising
campaign theme for Miller Lite beer
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2003 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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Approaches to the Major Selling Idea: USP
Unique Selling
Proposition
Benefit
Buy this
produce and
you'll benefit
this way or
enjoy this
reward
Unique
Potent
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
© 2003 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.”
© 2003 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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
No Fear Ads Creates a Unique Brand Image
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Ads Can Promote a Unique Image
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© 2003 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, Kellog
Focus on consumer benefits
with an emphasis on the
dramatic element in expressing
them
© 2003 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
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Pennzoil’s Positioning is Based on Protection
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Quaker State’s Positioning is
Based on Performance
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
This Ad Positions 3M as Highly Innovative
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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin