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1 Chapter 11 The Creative Side of Advertising

1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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Page 1: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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Chapter 11

The Creative Side of Advertising

Page 2: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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.

Page 3: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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?

Page 4: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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.

Page 5: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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.

Page 6: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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

Page 7: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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

Page 8: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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.

Page 9: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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

Page 10: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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.

Page 11: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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

Page 12: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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

Page 13: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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EXH 13-12

Page 14: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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EXH13-13

Page 15: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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)

Page 16: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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Adv. “Philosophies” (cont’d)

Entertainment and emotion (Philip

Dusenbury)

Irreverence (Lee Clow)

Small-town warmth (Hal Riney)

Generic

Preemptive

Resonance

Page 17: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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Advertising Execution

Straight sell or factual message

Scientific/technical evidence

Demonstration

Comparison

Testimonial

Slice of Life

Page 18: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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Advertising Execution (cont.)

Animation

Personality symbol

Fantasy

Dramatization

Humor

Combinations

Page 19: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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

Page 20: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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

Page 21: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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

33

Humorous commercial was a failure (unacceptable performance on both measures).

41

67

Page 22: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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.

Page 23: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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”

Page 24: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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”

Page 25: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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

Page 26: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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:

Page 27: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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.

Page 28: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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?”

Page 29: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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.

Page 30: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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

Page 31: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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

Page 32: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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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.

Page 33: 1 Chapter 11 The Creative Side of Advertising. 2 Lotus Brand Campaign (1999) $100 M account by Ogilvy and Mather Advertising campaign: Objective: To boost

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Dimensions of Source CredibilityExpertise, Trustworthiness==> Internalization

AttractivenessSimilarity, Familiarity, Liking==> Identification

Dynamism (Power)Authority, Control, Scrutiny==> Compliance