Download The Creative Side and Message Strategy

The Creative Side & Message Strategy
Advertising… Science and Art
• Effective Advertising is a combination of Science
and Art
– Creative Dimension Art
– Strategic Dimension Science
• Ideally an ad
– Needs to contain a persuasive message that
convinces people to take action
– Must make a relevant connection with its audience
and present a selling idea in an unexpected way
Creative Strategy
• “Advertising: the science of arresting the human
intelligence long enough to get money from it.”
– Stephen Leacock (Canadian Humorist)
• “Creative without strategy is called art; creative
with strategy is called advertising.”
– Jeff I. Richards (Advertising Professor)
Effective Ads
Relevant
Original
Impact
Big Idea in Advertising
• Big Idea
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Idea is a new combination of thoughts
New combinations comes by seeing new relationships
Metaphors and analogies are great way to create relations
Taking the creative leap!
Creative concept that implements the advertising strategy so that
the message is both attention grabbing and memorable
– It is expressed visually and verbally to express the complete
thought
– Looks at things from a different, unobvious perspective
• Example: Got Milk Campaign
– Big Idea: People drink milk with certain foods and if it is
unavailable, then they get frustrated
Creative Advertising
• Creative Idea
– A new combination of thoughts
– A thought that comes from placing 2 previously unrelated
concepts together
– No one else has thought of it before
• Copycat Advertising!
– The original sin
• 80% Pakistani ads
• 50% American ads (John Eimy, Advertising Expert)
• Challenge
– Original + Interesting ideas (esp. for boring products)
Starter’s Guide to Better Creativity
To Do
• Unexpected Twist
• Unexpected
Association
• Catchy Phrasing
• Play on Words
• Analogy / Metaphor
• Familiar & Strange
Not To Do
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The Common
The Look-Alike
Cliches
The Tasteless
The Creative Leap
• A process of jumping from the strategy statement to an
original idea that conveys the strategy in an interesting
way
• Moving from the safety of a predictable strategy
statement to an unusual idea that hasn’t been tried
before
• Also called Creative Risk
• Copy Testing is done to control the risk
Creative Thinking
• Common technique is to use unusual association
– Strategic idea Tire durable and dependable
– Creative leap takes to family protection
– Creative Idea Baby sitting in a tire
• See the problem in a novel and unexpected way
Techniques
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Free Association
Divergent Thinking
Analogies and Metaphors
Right Brain Thinking
Creative Thinking Continues
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Creative Aerobics
It’s a thought starter/idea generating process
Head (Rational) and Heart (Emotional) appeals
4 Steps
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Facts
New names
Similarities
New Definitions
Left brain
Create names for the products
look for similarities between dissimilar objects
Thanda boley to
Creative Roles
• Creative people are high risk takers, original thinkers and creative
problem solvers
• Independent, Assertive, Self Sufficient, persistent, Powerful egos,
don’t care about opinions, have inborn skepticism and strong curiosity
• Creative Director and Team
• Creative Leap- Idea
• Art Director
• Creative Leap-Execution
Characteristics
• Problem Solving
• The Ability to Visualize
• Openness to new experiences
• Concept thinking
The Creative Process
• How to get an Idea
• It’s a difficult process as requires lot of reading, study,
analysis, testing, debates, discussions, traveling,
meeting different people, watching movies, TV shows etc
by creative people
• Steps:
– Immersion
– Ideation
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Brainfog
Incubation
Illumination
Evaluation
• Brain storming
Dig out everything about problem
Think of all the possible ways and develop as
many ideas as possible
may give up
relax and let subconscious think
Light bulb on and idea comes
will it work as per strategy
Creative Strategy
• Creative Art
• Strategy Science
So a big idea must be
– creative (Original. Different, Novel and Unexpected)
– Strategic (right for the product & target, meets the
advertising objectives)
• Advertising Creativity is about solving the
communication problem
Message Strategy
• Creative Strategy or Message Strategy is what the
advertisement says
• Message Objectives
– What you want the message to accomplish
• Facet Model for message/advertisement effectiveness
– Perception
– Cognitive
– Affective
– Persuasion
– Association
– Behavior
Create Attention, Awareness, Interest,
Recognition and recall
Deliver information and understanding
Touch Emotions and create feelings
change attitudes, create conviction and
preferences
establish brand identity and associations
Stimulate trail, purchase, re-purchase,
• Head and Heart Strategies
• Hard and Soft Sell Strategies
• Lectures and Drama
Messages that drive Perception
(Awareness Strategy)
• Objective
– Attention & Awareness
– Interest
– Memory
Stop
Pull
Stick
• Not only advertising have to stop (get attention) and pull
(create interest), it also has to stick (in memory)
• Techniques
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Shockvertising
High Contrast
Storytelling
Jingles
Clever slogans
Colors, shapes, key visuals & brand characters
Messages that drive Cognition
(Information Strategy)
• Objective  Understanding
• Techniques
– Claims / Straightforward
– PODs & features
– Long copy ads / Infomercials
Messages that Persuade
(Persuasion Strategy)
• Objective  Attitudes; conviction & preference
• Techniques
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Selling premises
Comparison
Demonstration
Problem-Solution/Problem Avoidance
Slice of life
Testimonials
Endorsements
Interview / audience involvement
Messages that touch Emotions
(Emotion Strategy)
• Objective  emotions, liking
• Techniques
– Humor / Comedy / Satire (Ufone)
– Sex & fear appeals (Motorazr)
– Fantasy & surrealism
– Song & dance
Messages That Transform a Product into a
Brand (Brand Strategy)
• Objective  Associations, brand meaning
• Techniques
– Brand characters
– Image & lifestyle ads
– Simple identity cues
Messages that drive Action
(Action Strategy)
• Objective  Trial, purchase, etc.
• Techniques
– Call-to-action
– Price ads
– Reinforcement / Reminder ads