Creative Brief 1. Problem (that advertising will resolve) 2. Target Audience and Behavioral...

Creative Brief

1. Problem (that advertising will resolve)

2. Target Audience and Behavioral Objectives

3. Communications Objectives

4. Positioning Statement

5. Creative Guidelines

6. Support

The BIG IDEA

• A BIG IDEA can be used to provide a

basis for the campaign

• e.g. a “hook” that you can use for

multiple executions.

Approaches to the Major Selling Idea: USP

Buy this produce and you'll benefit this way or enjoy this reward

Buy this produce and you'll benefit this way or enjoy this reward

Must be unique to this brand or claim; something rivals can't or don't offer

Must be unique to this brand or claim; something rivals can't or don't offer

UniqueUniqueBenefitBenefit UniqueUniqueBenefitBenefit

Unique Selling Proposition

Unique Selling Proposition

The promise must be strong or attractive enough to move people

The promise must be strong or attractive enough to move people

PotentPotent

Perspectives of Great Advertisers

Brand image or personality is particularly important when brands are similar

Brand image or personality is particularly important when brands are similar

“Every ad must contribute to the complex symbol that is the brand image.”

“Every ad must contribute to the complex symbol that is the brand image.”

David OgilvyDavid Ogilvy

Find the inherent drama or characteristic of the product that makes consumers buy it

Find the inherent drama or characteristic of the product that makes consumers buy it

“(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.”

“(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.”

Leo BurnettLeo Burnett

ADVERTISING:

Creative Tactics

Creative Strategy

HOW the message will be communicated.

1. Reason for buying (motivation)

2. Appeal techniques

3. Tone and Style

4. Theme

Tone and Style

• Positive

• Negative

• Factual

• Comparative

• Humorous

• Emotional

• Sexual

• Lifestyle

© 2005 McGraw-Hill Ryerson Limited

Example

• Absolut Ads

– Print ads• “Series”

– Shape of bottle• Distinctive

– Hip• Special knowledge

– Collectors and websites!

© 2005 McGraw-Hill Ryerson Limited

““Equinox”Equinox”(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

““Equinox”Equinox”(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

StoresStores(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

StoresStores(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

StoresStores(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

ChefsChefs(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

ChefsChefs(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

ChefsChefs(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

ChefsChefs(1995)(1995)

© 2005 McGraw-Hill Ryerson Limited

BeachBeachChairsChairs(1997)(1997)

© 2005 McGraw-Hill Ryerson Limited

BeachBeachChairsChairs(1997)(1997)

© 2005 McGraw-Hill Ryerson Limited

Consistency Across Executions

8CitiesCities

© 2005 McGraw-Hill Ryerson Limited

ArtistsArtists

© 2005 McGraw-Hill Ryerson Limited

FlavorsFlavors

© 2005 McGraw-Hill Ryerson Limited

FlavorsFlavors

Where to start?

• “There is nothing so useful as a good

theory”

– Bandura’s Social Learning Theory

– FCB Grid

Bandura’s Social Learning Theory

• THESIS:

– People can learn from watching

(others on television)

• IMPLICATIONS:

– It’s important to demonstrate

POSITIVE CONSEQUENCES from

buying or using the product

17-29

Foote, Cone & Belding Grid

1InformativeThe Thinker

3Habit

FormationThe Doer

Thinking Feeling

Low

In

volv

em

en

t2

AffectiveThe Feeler

4Self-

SatisfactionThe Reactor

Hig

h

Involv

em

en

t

17-30

Foote, Cone & Belding Grid

1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)

Possible implicationsTest: Recall diagnosticsMedia: Long copy format

Reflective vehiclesCreative: Specific information

Demonstration

Thinking

Hig

h

Involv

em

en

t

17-31

17-32

17-33

Foote, Cone & Belding Grid

2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)

Possible implicationsTest: Attitude change

Emotional arousalMedia: Large space

Image specialsCreative: Executional

Impact

Feeling

Hig

h

Involv

em

en

t

17-34

17-35

17-36

Foote, Cone & Belding Grid

3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)

Possible implicationsTest: SalesMedia: Small space ads

10-second ID’sRadio; Point of Sale

Creative: Reminder

Thinking

Low

In

volv

em

en

t

17-37

1.1.CDsCDs

2.2. Stamp Stamp

collectingcollecting

Ads

17-38

Foote, Cone & Belding Grid

4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)

Possible implicationsTest: SalesMedia: Billboards

NewspapersPoint of Sale

Creative: Attention

Feeling

Low

In

volv

em

en

t

17-39

17-40

Quote of the Day

I don’t care about awards.

I want to sell product.

• James Harralson

(CEO Royal Crown Cola)