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1
Chapter 11
The Creative Side of Advertising
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Lotus Brand Campaign (1999)
$100 M account by Ogilvy and MatherAdvertising campaign: Objective: To boost awareness of the Lotus brand
as a whole (rather than simple product-focused ads)
Creative strategy: Lotus brand like R5 has all the qualities of the Man of Steel such as security and substance
Creative execution: Symbol of Superman, minority representation, etc.
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Criteria for Evaluating Creative ApproachesIs the creative approach consistent with the brand’s marketing and advertising objectives?Is the creative approach consistent with the creative strategy and does it communicate what it is supposed to?Is the creative approach appropriate for the target audience?Does the creative strategy communicate a clear and convincing message to the customer?Does the creative execution overwhelm the message?Is the creative approach appropriate for the media environment in which it is likely to be seen?Is the advertisement truthful and tasteful?
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Creative Roles
Art Director Person most
responsible for the graphic image of the ad.
Makes decisions about using art or photography in print.
Use of color is another important design decision.
Copywriter Person who
shapes and sculpts the words in an ad.
Copy should be as simple as possible and should have impact.
Avoid Adese, which is formula ad copy.
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What is Creative Advertising?Advertising tries to deliver the right message to the right person at the right time and must have: Relevance – ideas have to mean something important
to the audience. Originality – one of a kind ideas that only one person
thinks of. Impact – a commercial with impact has the stopping
power that comes from an intriguing idea, something you have never thought about before.
This creativity leads to a Big Idea, which expresses an original advertising thought, and involves a mind shift.
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Creative Processes Compared
1. Explorer 1. Preparation 1.Orientation2. Preparation
1. Problem definition2. Perception
2. Artist 2. Incubation3. Illumination
3. Analysis4. Ideation5. Incubation6. Synthesis
3. confrontation with problem
4. Incubation and Illumination
3. Judge
4. Warrior 4. Verification 7. Evaluation 6. Execution7. Run ad or campaign8. Outcome
Roger Von Oech model 1986
Graham Wallas model 1926
Alex Osborn model 1963
James Young model 1983
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The Creative Concept
Relevance
Originality
Impact
StrategyCreative Concept
Message that is Attention-Getting and
Memorable & Serves as an
Umbrella for a Series of Ads in a Campaign
Creativity
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Effective Creativity
Recognition Recall
Com prehension Persuasion
Likeability
A dvertis ingE va lua tionC op y Tes tin g
The Most Important Principle of Effective Creativity is Unity, Where the Ad Must Integrate the Words and Pictures, as Well
as the Strategy and Execution.
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Creative Pyramid
5. Action
4. Desire
3. Credibility
2. Interest
1. Awareness
5. Action
4. Desire3. Credibility
2. Interest
1. Awareness
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Practical Tips # 1Creating Original Ideas
To create an original and unexpected idea, use the following techniques: An unexpected twist. An unexpected association. Catchy phrasing. A play on words. Analogy and metaphor. Familiar and strange.
To prevent unoriginal ideas, avoid the following: The common. The look-alike. Clichés and tasteless ideas.
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The Foote, Cone & Belding Grid
Thinking Feeling
High
Involve-ment
1.Informative (thinker) Car-house-furnishings-new
products Model: Learn-feel-do
(Economic?) Possible Implications Test: Recall, Diagnostics Media: Long copy format Reflective Vehicles Creative:Specific information Demonstration
2. Affective (feeler) Jewelry-cosmetics-fashion
apparel-motorcycles Model: Fell-learn-do (Psychological?) Possible implications Test: Attitude Change Emotional Arousal Media: Large space Image specials Creative:Executional, impact
Low
Involve-ment
3. Habit formation (Doer) Food-household items Model: Do-learn-feel (Responsive)? Possible Implications Test: Sales Media: Small space Ads 10 second I.D.’s Creative:Reminder
4. Self-satisfaction (reactor) Cigarettes-liquor-candy Model: Do-feel-learn
(social?) Possible implications Test: Sales Media: Billboards Newspapers, Pos Creative:Attention
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Creative Strategy and Execution
Creative strategy (what to communicate) and execution (how to communicate)Copy Platform (“Creative Brief”, “Copy Strategy”)
- (1) Problem or issue that adv must address - (2) Advertising and communication objective - (3) Target audience - (4) Major selling idea or key benefits to communicate - (5) Creative strategy (theme, appeal, execution) - (6) Supportive information
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EXH 13-12
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EXH13-13
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Adv. “Philosophies” or Creative Styles/Strategies
USP (Unique Selling Proposition) (Rosser Reeves)
Brand personality/image (David Ogilvy)
Inherent drama (Leo Burnett)
Positioning (Trout and Ries)
Creative execution (Bill Bernbach)
Scientific advertising (Claude Hopkins)
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Adv. “Philosophies” (cont’d)
Entertainment and emotion (Philip
Dusenbury)
Irreverence (Lee Clow)
Small-town warmth (Hal Riney)
Generic
Preemptive
Resonance
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Advertising Execution
Straight sell or factual message
Scientific/technical evidence
Demonstration
Comparison
Testimonial
Slice of Life
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Advertising Execution (cont.)
Animation
Personality symbol
Fantasy
Dramatization
Humor
Combinations
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Recall Performance (ability to get attention):
Humor Versus Other Execution Types)
Percentage of Commercials Scoring Above Norm
Humorous commercials 42 Celebrity commercials 41 Mood/image commercials (soft sell) 40 “Real People” commercials (hard sell) 36 Comparative demonstrations (hard sell) 31 Presenter commercials (hard sell) 29 Monadic demonstrations (hard sell) 25
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Persuasion Performance: Humor Versus Other Execution Types
Percentage of Commercials Scoring Above Norm
Comparative demonstrations (hard sell) 44 Monadic demonstrations (hard sell) 41 Celebrity commercials 41 “Real People” commercials (hard sell) 36 Presenter commercials (hard sell) 32 Mood/image commercials (soft sell) 31 Humorous commercials 31
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Success Ratio for Humorous Commercials: Established Versus New Products
Established Product (%)
New Products (%)
Humorous commercial was successful (acceptable performance on both measure).
59
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Humorous commercial was a failure (unacceptable performance on both measures).
41
67
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The Product Continuum (at the extremes)
Commodity (“me too”) Unique (preemptive) Execution often “is” concept/strategy (how said).
Product dominates strategy/copy (what said)
Style rules. Substance rules. Involvement is low. Involvement is high Model is feel/do (transformational). Model is think/do (informational). Stimulus is sensory or psychological. Stimulus is intellectual. Repetition can work (buildup effect) Believability, conviction are essential.
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The 10 Most Popular Cartoon Characters Among Six-to-11-Year-Olds
TIMON AND PUMBAA(from The Lion King)………... 66RUGRATS…………………… 63BUGS BUNNY………………. 60MICKEY MOUSE…………….59(tied) MILO(form The Mask)…………….. 55(tied) ROAD RUNNER……… 55TASMANIAN DEVIL………… 54(tied) CASPER………………. 53(tied) GARFIELD……………. 53(tied) SNOOPY………………. 53 “Time, Nov4, 1996”
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The Match Game: Linking Celebrities and Brands
Bob Hope Disney, HallmarkMaxwell House
Bill Cosby Corning Ware, Diet PepsiFisher-Price
Walter Cronkite Bayer, Cream of WheatGeorge Bush Bell, Disney, ExxonPope John Paul hallmark, Hershey, PepsiMichael Jordan Cadillac, Minute Maid,
NBA basketballMeryl Streep Kodak, Lenox, VolvoJack Micholson CNN, Levi’s, NikeLuciano Pavarotti Cuisinart, Wall Street Journal
“Atlanta Journal, Oct 29, 1991”
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K-Mart Celebrity Commercial—Jaclyn Smith vs.Non-celebrity Commercial
Communication
ProcessingCENTRAL
Product/BrandRelated
CommercialExecutionRelated
Source/ModelRelated
PERIPHERAL
Brand Attitude
Intention To Buy
Commercial
Attitude/Liking
Red number = Celebrity Commercial
Green number = Non-celebrity Commercial
Number along arrows = Standard Coefficients
= Direction of Causation
.441
.478
.217
.540
.311
.350
.317
.466
.631
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AttentionAttention
Instant CommunicationInstant Communication
MemoryMemory
DemonstrationDemonstration
Brand ReminderBrand Reminder
DistinctionDistinction
Words and PicturesThe Two Most Important Creative Tools in the Creative Person’s
Tool Kit are Art and Copy.
To Use Visuals Effectively,
Advertisers Must Focus on Six Key
Points:
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Words and PicturesAdvertisers often use words in five situations: If the message is complicated. If the ad is for a high-involvement product. If the information needs definition and
explanation. If a message tries to convey abstract qualities
(such as justice and quality).Slogans and jingles help lock in key phrases that
cue a brand image or remind of a brand feature.
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Examples of Successful Long-Running Ad Campaigns
Nike “Just do it.”
Allstate Insurance “You’re in good hand with Allstate.”
Hallmark Cards “When you care enough to send the very best.”
DeBeers “A diamond is forever.” BMW “The ultimate driving machine.” State Farm “Like a good neighbor, State Farm is there.” Timex Watches “It takes a licking and keeps on ticking.”
Dial soap “Aren’t you glad you use Dial? Don’t you wish everyone did?”
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Practical Tips # 2Writing Effective Copy
Be succinct.
Be specific.
Get personal.
Keep a single focus.
Be conversational.
Be original.
Use variety in print and TV ads.
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IndependentIndependentGood Sense of Humor
Good Sense of Humor
Uses Intuition AsMuch as Logic
Uses Intuition AsMuch as Logic
Alert, Watchful,& Observant
Alert, Watchful,& Observant
Internally DrivenEgo
Internally DrivenEgo
Risk TakersRisk Takers
Self-AssertiveSelf-Assertive
Self-SufficientSelf-Sufficient
PersistentPersistent
High ToleranceFor Ambiguity
High ToleranceFor Ambiguity
Self-DisciplinedSelf-Disciplined
.
Personal Characteristics
of a Creative Person
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“The MECCAS Model”
Driving ForceThe value orientation of theAd. The end goal or value state implied in the ad, butseldom stated explicitly.
Leverage pointThe “hook” that connects the
tangible attributes and consequences to the Intangible personal values and goals oftthe driving forces.The key to activating the driving force.
Consumer benefitsThe key benefits
consequences communicatedin the ad—verbally or visually.
Message elementsThe product or brand attributes
communicated in the ad—verbally or visually
ExecutionalFramework
How the ad Communicates the
advertising strategy.All details of the finishedAd, including models, setting, clothing, other
props, the script or plot,the overall theme, and
the style of the ad
Aspects ofCreative strategy
Elements of Advertising strategy
Relevant levels of a Means-end chain
Terminal or Instrumental value
Psychosocial consequences
Functional consequences
Concrete or abstract attributes
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The Psychological Impact of ColorRED—Symbol for Blood and fire. High action and masculine appeal. Can use with some foods
Brown—Symbol for earth, woods,age, warmth, and comfort. Can use with most products.
Blue—Exudes decisiveness. Can use with foods. Emotes coolness (of temperature and attitude).
Yellow—Associated with exuberance. Eye catching. Can use with some foods, particularly fruit
Green—Symbol for health and freshness. Can use with some foods, particularly mint.
Orange—Most “edible” color, good with most foods. Evokes “autumn” and warmth.
Black—Conveys sophistication (fashion, technology). Seldom used with foods. Eye-catching contrast.
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Dimensions of Source CredibilityExpertise, Trustworthiness==> Internalization
AttractivenessSimilarity, Familiarity, Liking==> Identification
Dynamism (Power)Authority, Control, Scrutiny==> Compliance