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CREATIVE
ADVERTISING
APPROACHES TO
DETERMINE THE
CREATIVE
STRATEGY
O’ TOOLE’S THREE-POINT
APPROACH TO CREATIVE
STRATEGY
• John O’Toole, former chairman of FCB
Communications and former president of the
American Association of Advertising
Agencies, suggests three basic things when
determining the creative strategy:
• 1. Who or what is the competition? : To set
the brand apart, the advertiser should know
what other brands are saying. And the
advertiser must need to be aware that
competition may go beyond the product
category.
• For example, the competition for health clubs
includes diet supplements, exercise videos
and home exercise machines not just other
health clubs.
• 2. Who are you talking to? :
• Are you targeting users of another brand?
• Consumers who’ve never used any brand
in your category?
• Consumers who use a related product but
might be persuaded to switch to yours?
• Is there a way you can position your brand
to meet an unfulfilled need of a particular
market segment?
• Perhaps you’re targeting your current
customers urging them to buy your brand
more often or simply to remain brand
loyal.
• Or perhaps you’re targeting gatekeepers,
the people who influence the purchasing
decision for your target audience.
• Many strategy statements describe customers in
demographic terms: age, sex, marital status, income,
occupation etc.
• But demographics alone cannot help the creative team
of copywriter and art diretor see and understand the
person they are triyng to reach.
• More meaningful is a profile of that person’s lifestyle,
including values, leisure-time activities, attitudes
toward work and family, and stressess of every day
life.
• O’Toole describes the demographic information as the
“skeleton” and the lifestyles and values as the “body
and soul”
• 3. What do you want them to know,
understand and feel? : It must be described
how your brand touches one or more human
needs:
• to be popular,
• to feel attractive and wanted,
• to obtain material things,
• to enjoy life through comfort,
• to avoid fear
• to imitate the admired
• to have new experiences
• Or to protect and maintain health
• Rather than communicating a rational
benefit, which is easy for competitors to
copy, trying for an emotional appeal is
importnant.
• “Women don’t buy lipstick, they buy hope”
Revlon’s Founder Charles Revson
• “Porsche is not about moving from point A to
point B; it is about power and status”
Porsche’s Marketing Manager
FOCUSING ON HUMAN
NEEDS/ REWARD SYSTEM
APPROACH TO CREATIVE
STRATEGY
• Emotional and rational rewards must be
explored of using products as the defined
strategy.
• 3 main rewards
• Basic rewards: Practial, sensory, social, ego
satisfaction
• For example cheese:
• In-use rewards: Cheese is convenient
(practical), offers a new taste (sensory), earns
the gratefulness of the family (social), and
contributes to the belief that you are a good
cook (ego satisfaction)
• Results-of-use rewards: Cheese helps buils
strong bones (practical), makes you feel better
(sensory), makes you look good to the others
(social), and contributes to the belief that
you’re a good parent (ego satisfaction)
• Incidental-to-use rewards: Provides lowcost nutrition (practical), makes no mess
(sensory), adds variety to party
refreshments (social) and makes you feel
like a smart shopper (ego satisfaction)
MCCANN
ERICKSON’S ROLE-PLAYING
APPROACH TO CREATIVE
STRATEGY
• The McCann Erickson agency suggests that
you climb inside the head of your consumer by
acting as if you were that person, writing your
responses to the first six questions from the
consumers voice and the final question in your
own voice:
1) Who is my target?
2) Where am I now in the mind of this
person?
3) Where is my competition in the mind of
this person?
4) Where would I like to be in the mind of this
person?
5) What is the consumer promise, “the big
idea”?
6) What is the supporting evidence?
7) What is the tone of voice for the
advertising?
THINK ROI
• Before finalizing to determine the strategy,
the advertiser must think of the return of the
investment that the client will receive from
the advertising.
• The measure of advertising’s contribution to
profitability can be shown in two steps:
• 1. Advertising and Brand Awareness:
Research suggests if not causality (cause-effect
relationship), then a relationship exists
between brand awareness and market share.
• The most significant role that advertising
plays is its contribution to the creation of
brand awareness. Generally, studies show that
the more businesses spend on advertising and
promotion as a percentage of sales, the higher
are the brand awareness.
• 2. Market Share and Return on Investment:
Businesses demonstrating high levels of
market share benefit from economies of scale
in production, marketing and so forth, which
has the effect of increasing profitability.
• By producing and marketing greater product
volume, these businesses tend to be more
efficient and have slower costs.
• There is another ROI that’s importnant in
testing the strategy.
• Relevance
• Original
• Impact
• DDB Needham agency suggests that the
stragety must have and answer these.
• Strategy must be relevant to the target
audience
• The strategy’s ideas must be unique
• The strategy’s ideas must have the stopping
power first of all to make an impact.