McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

The Whirling, Swirling World of Advertising

Creative Strategy:Planning and Development

The Whirling, Swirling World of Advertising

Creative Strategy:Planning and Development

Dr. Laimona SliburyteKaunas University of Technology,

Department of Marketing

4-10th May, 2009, Bologna, Italia

Advertising Creativity

Determining what the advertising message will say or communicate

Determining what the advertising message will say or communicate

CreativeStrategyCreativeStrategy

CreativeTactics

CreativeTactics

Determining how the message strategy will be executed

Determining how the message strategy will be executed

The Silhouettes campaign for the iPod is an Example of Creative Advertising

Absolut’s Advertising Represents Synergy Between Creative and Media

Creative Decisions in Advertising

AdvertisingCampaign

AdvertisingCampaign

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

The Power Idea

Describable in a simple

word or phrase

Describable in a simple

word or phrase

Likely to attract the prospect’s attention

Likely to attract the prospect’s attention

Lets prospects

vividly experience the goods

Lets prospects

vividly experience the goods

Revolves around the clinching benefit

Revolves around the clinching benefit

Allows you to brand the

advertising

Allows you to brand the

advertising

Advertising and the Consumer

Average EU citizen is exposed to hundreds of ads each day

Advertising may change a consumer’s attitude toward a product

Advertising can affect consumer ranking of brand attributes

Average EU citizen is exposed to hundreds of ads each day

Advertising may change a consumer’s attitude toward a product

Advertising can affect consumer ranking of brand attributes

1

The advertisements that are memorable.

What makes them stand out?

The Effects of Advertising

Top Ten Leaders by U.S.Advertising Spending

Top Ten Leaders by U.S.Advertising Spending

Creativity and Synergy

Agency

•Account executives

•Media planners

•Researchers

•Attorneys

Client

•Marketing managers

•Brand managers

•Upper management

An Absolut World

The Only Rule in Advertising

There are no rules !• Given the same problem, a dozen creative talents

would solve it a dozen different ways. • If there were a sure-fire formula for successful

advertising, everyone would use it. Then there’d be no need for creative people.

The Perpetual Debate

Suits Artists

Only artistic value and

originality count

It isn’t creative if it doesn’t sell

Stick with what works

Try something

new

Wrigley Takes a Creative Risk

Creative vs. conservative advertising.

Not all companies or agencies agree that advertising has to be risky to be effective.

The bottom line is: Does it sell?

Creative Personnel

Abstract

Lessstructured

Less organized

Unconventional

Intuitive

James Webb Young’s Creative Process

Get raw material and data, and immerse yourself in the problemGet raw material and data, and immerse yourself in the problemImmersion Immersion

Take the information, work it over, wrestle with it in your mindTake the information, work it over, wrestle with it in your mindDigestionDigestion

Turn the information over to the subconscious to do the workTurn the information over to the subconscious to do the workIncubationIncubation

“Eureka! I have it!” phenomenon“Eureka! I have it!” phenomenonIlluminationIllumination

Study the idea, evaluate it, reshape it for practical usefulnessStudy the idea, evaluate it, reshape it for practical usefulnessVerificationVerification

Graham Wallas’ Creative Process Model

IncubationSetting Problem

Aside

PreparationGathering

Information

IlluminationSeeing the

Solution

VerificationRefiningthe Idea

TheCreativeProcess

Getting Creative Input

Read anything related to the

product or market!

Listen to what people are

talking about!

Use the product to become familiar with it!

Ask everyone involved for information!

Work in and learn about the

client’s business!

Conduct studies of product, service,

audience!

Top Slogans of the Century

De Beers Diamonds are forever

Nike Just do it!

Coca Cola The pause that refreshes

Avis We try harder

Wheaties Breakfast of champions

Clairol Does she . . . or doesn’t she?

Company or Brand Campaign Theme

Like.no.other

Connecting People

Live in your world, play in ours

Zoom-Zoom

Because you're worth it

Slogans

Drivers wanted

The Power of Dreams

[ www coloribus.com ]

Make The Most Of Now Happy To Help

Buy it. Sell it. Love it.

The Pursuit Of Perfection

An Advertising Campaign

IntegratedIntegrated

InterrelatedInterrelated CoordinatedCoordinated

In Different Media

In Different Media

Over a Time Period

Over a Time Period

Marketing Communication

Activities

Marketing Communication

Activities

Centered on a Theme or IdeaCentered on a Theme or Idea

Creative Decisions in Advertising

AdvertisingCampaign

AdvertisingCampaign

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

Advertising Campaign Themes

“The ultimate driving machine”

“The ultimate driving machine”

BMWBMW

“Marlboro country”

“Marlboro country”

MillerLite

MillerLite

“The breakfast of champions”

“The breakfast of champions”

General Mills, Wheaties

General Mills, Wheaties

The central message that will be communicated in all IMC activitiesThe central message that will be

communicated in all IMC activities

Advertising

MeasurementCommunication

impactSales impact

Message Message strategy

Message execution

MoneyAffordable approach

Percent of salesCompetitive parityObjective and task

MissionCommunication

objectivesSales

objectives

MediaReach, frequencyMajor media types

Specific media vehiclesMedia timing

Major AdvertisingDecisions (5 Ms)

Developing a Creative Strategy

Target audience identity

Target audience identity

Creative StrategyCreative Strategy

Basic problem,

issue, opportunity

Basic problem,

issue, opportunity

Major selling idea or

keybenefit

Major selling idea or

keybenefit

Any supportive information

Any supportive information

Copy Platform Outline

• Basic problem or issue the advertising must address

• Advertising and communications objectives

• Target audience• Major selling idea or key benefits

to communicate• Creative strategy statement• Supporting information and

requirements

Successful, Long-Running Campaigns

Nike Just do it

Allstate Insurance You’re in good hands with Allstate

Hallmark cards When you care enough to send the very best

Budweiser This Bud’s for you

Intel Intel inside

State Farm Insurance Like a good neighbor, State Farm is there

Chevy Trucks Like a rock

Dial soap Aren’t you glad you use Dial?

Company or Brand Campaign Theme

Search for a Major Selling Idea

Positioning the Brand

Positioning the Brand

Use a UniqueSelling PositionUse a Unique

Selling Position

Create the Brand Image

Create the Brand ImagePositioningPositioning

Seeking the Major Idea

Seeking the Major Idea

• “Sell the Sizzle, not the Steak”

• Sell product’s benefits, not its attributes

• A benefit should answer “What’s in it for me?”

• Ask “So?” to determine if it is a benefit

Identify Product Benefits

Identify Product Benefits

Attribute

Benefit

“Powerade’s new line has been reformulated to combine the scientific

benefits of sports drinks with B vitamins and to speed up energy

metabolism.”

“So, you’ll satisfy your thirst with a great-tasting drink that will power you

throughout the day.”

- So?

Common Advertising Appeals (the list)

Profit

Health

Love or romance

Fear

Admiration

Convenience

Fun and pleasure

Vanity and egotism

Environmental Consciousness

Product saves, makes, or protects money

Appeals to body-conscious or health seekers

Used in selling cosmetics and perfumes

Social embarrassment, old age, losing health

Reason for use of celebrity spokespeople

Used for fast foods and microwave foods

Key to advertising vacations, beer, parks

Used for expensive or conspicuous items

Centers around environmental protection

Perspectives of Great Ad Men on the “Big Idea”

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

Media Decisions in Advertising

NewspapersNewspapers

MagazinesMagazines

Yellow PagesYellow Pages

InternetInternet

RadioRadio

TelevisionTelevision

Outdoor MediaOutdoor Media

Direct MailDirect Mail

Trade ExhibitsTrade Exhibits

Cooperative AdvertisingCooperative Advertising

BrochuresBrochures

CouponsCoupons

CatalogsCatalogs

Special EventsSpecial Events

Monitored MediaMonitored Media Unmonitored MediaUnmonitored Media

CooperativeAdvertising

CooperativeAdvertising

Cooperative Advertising

An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand.

Videogame Advertising

SOURCE: Robert A. Guth and Nick Wingfield, “Microsoft’s ‘Massive’ Move into Game Ads,”

Wall Street Journal, April 26,2006, B1.

• Microsoft plans to acquire Massive inc., a start-up that places ads in video games.

• Ads are inserted into the game environment.

• Video games could become a large new medium for advertising.

Qualitative Factors in Media Selection

• Attention to the commercial and the program

• Program liking

• Lack of distractions

• Other audience behaviors

Media Mix Decisions

Cost perContact

Cost perContact

ReachReach

FrequencyFrequency

AudienceSelectivityAudienceSelectivity

The cost of reaching one member of the target market.

The cost of reaching one member of the target market.

The number of target consumers exposed to a commercial at least

once during a time period.

The number of target consumers exposed to a commercial at least

once during a time period.

The number of times an individual is exposed to a message during a time

period.

The number of times an individual is exposed to a message during a time

period.

The ability of an advertising medium to reach a precisely defined market.

The ability of an advertising medium to reach a precisely defined market.

Comparing Magazines: Which is the better buy?

  Time Magazine Newsweek Magazine

Per page cost $156,000 $144,000

Circulation 4 million 3.1 million

Calculation of CPM

(156,000/ 4,000,000)x1000

(144,000/ 3,100,000)x1000

CPM $39.00 $46.45

CPM=Cost of ad per circulation x 1000

Media: Selecting Advertising Media

• Reach– A measure of the percentage of people in

the target market exposed to the ad campaign in a given period

• Frequency– A measure of how many times the

average person in the target market is exposed to the message

• Gross rating points (GRP) = R × F• Cost per thousand

– The cost to deliver a message to 1000 people

Measurement: Advertising Evaluation

• Communication effects– Unaided recall– Aided recall– Attitudinal measures

• Sales effects– difficult to evaluate due to many extraneous

factors

MEASURING ADVERTISING EFFECTIVENESS

• Media research—assesses how well particular medium delivers message, where and when to place the message, and the size of the audience.

• Message research—tests consumer reactions to an advertisement’s creative message.

• Pretesting—assessing an advertisement’s likely effectiveness before it is completed.

• Posttesting—assessing advertisement’s effectiveness after it has appeared

Media Terms to Know

• Media planning – series of decisions involved in delivering the message to the target audience.

• Media plan – the written document• Media objectives – objectives sought by

the plan• Medium – general category of media

channels [broadcast, print]• Media vehicle – specific carrier in the

media category [television, magazine & specifics]

Media Terms to Know

THANK YOU

Dr. Laimona SliburyteKaunas University of Technology, Department of MarketingEmail: laimona.sliburyte@ktu.lt