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The “Creative Revolution”
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Clutter
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Clutter killing more so than bad strategy
Agency priority becomes breaking clutter
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Starting Point
Message Strategies & Executions
Strategy 1: Generic Message
Generic
• Simple Statement
• Demonstration
• Testimonial
• Problem-Solution
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Most basic advertising form
Non-competitive
Marketing Contexts:
Tell something new, of value, why to believe
H.I.-Source credibility
L.I.-Repeat assertion
Execution 1: Simple Statement
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Basic info on product, price, place
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Product launch awareness
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“Lecture” format
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One-sided persuasive argument
Execution 2: Demonstration
Focus on product
 Statement and proof (e.g., TV infomercials)
 Claim
 Demonstration (proof)
 Early use of power of TV
 Before and after pictures for print
Execution 3: Testimonial
Focus on consumers/user
 Product statement
 Reason why (statement or more often demo)
 Conversion (believer, e.g., IBM)
Execution 4: Problem-Solution
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Demo replaced by exhibit actual “real-world” use
Start with display of problem (AIG Long TV)
Product provides solution
Reason to believe solution
Conversations between friends
Still see heavily daytime & senior ads
Strategy 2: Preemptive
Preemptive
• Unique Selling Proposition
• Expert Spokesperson
• Competitive
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Generic claim & assertion of superiority
Make claim and defend, defend, defend over years
Market entry strategy (i.e. follower brand)
Selective demand emphasis
Execution 1: USP
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Specific benefit, unique to product
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Point: Work with what is unique and beneficial
– Works well with genuine inventions
– Works well with hard-to-imitate benefits
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Difficult in undifferentiated modern world
Execution 2: Expert Spokesperson
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Simple product benefit communicated by user testimonial
Complex product superiority by expert
Sometimes both in same ad
Expert…
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Two sided arguments often employed
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Execution 3: Comparative
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Competitive demonstration (Pepsi challenge)
– Legalized 1970s
Problem: Head-to-head battle very difficult
Problem: Sponsor confusion in L.I.
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Often don’t name other brand--just implicit (Schwab
TV)
Strategy 3: Brand Building
Brand Building
• Brand personality
• Celebrity endorser
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Build brand through positive meaningful associations
Execution 1: Brand Personality
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Originally associated with “person”
Associated with character
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Tony the Tiger
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Associate with any positive symbol
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Limitations
Execution 2: Celebrity Endorser
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Celebrity functions as symbol--lends meaning
Increased attention
Celebrity can overshadow product
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Celebrity credibility
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Credibility = Trust x Expertise (NOT attractiveness)
H.I.
L.I.
Strategy 4: Emotion
Emotion
• Drama
• Humor
• Fear
• Sex
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“Advertising that works is advertising that makes
somebody feel something.” - Hal Riney
Attention & Memory
Emotion leads to:
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L.I.:
H.I.:
Increase in active processing
Easier attitude changes
Execution 1: Drama
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Increased message involvement
Problem with 30 seconds
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Can create “run-on” ads
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Celebrities can ease character development
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Execution 2: Humor
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Humor gives:
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Problems
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Increased recall for ad (not product)
Increased preference for ad (not product)
Clutter breaker
25% TV ads
High burnout
Cross-cultural differences
Again, best if “on-strategy”
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Little Caesar’s
Nike’s Bo Knows for cross trainers
Timex watch (Exhibit Timex TV)
Execution 3: Fear
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More powerful than humor as motivator
Moderate levels work best
– Too much and viewer blocks out message (Mercedes
TV)
Don’t use if not part of problem product solves
– Spiders & such to get attention bad idea
Execution 4: Sex...
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…sells
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High attention
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Problems
– Cultural differences
– Big gender difference in reaction
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Like fear, moderate levels (just suggest) and “on strategy”
best