Upload
len-kornblau
View
131
Download
0
Embed Size (px)
Citation preview
Developing a Creative Strategy
Chapter 6
Developing a Creative Strategy
Essential Elements
•Target Audience
•Objectives
•Strategy
Developing a Creative Strategy
Target:
Demographics Plus
Subjective Element
• Weight/health Conscious
• Active
• Soccer Mom
• Father of the Bride
Developing a Creative Strategy
Advertising Objective:
“Establish, Maintain or Build Top of
Mind Awareness in xx % of target by
end of __ quarter or year.”
Developing a Creative Strategy
Advertising Objective:
•If 10% of target has TOM, then Obj. is
build to 20%.
•If there is no TOM, then Obj. is
establish at 10-15%
Developing a Creative Strategy
Creative Objective:
•“To get xx% of target to associate
brand with product category ahead of
the competition by end of ____.”
Developing a Creative Strategy
Creative Strategy:
• What do you want target to:
•Think
•Feel
Developing a Creative Strategy
Creative Strategy:
•Strategic Focal Point
• Positioning Statement
• Big idea
Developing a Creative Strategy
Strategic Focal Point
•What problem or
opportunity to
address
Developing a Creative Strategy
Strategic Focal Point
•Research Based
• Why they buy competitor or not your
brand
• Why they DO buy yours
• What needs are not clearly
addressed
Developing a Creative Strategy
Strategic Focal Point
• examples
Developing a Creative Strategy
Positioning
•Motrin vs. Advil vs. Tylenol
•Viagra vs. Cialis vs. Levitra
•FedEx vs. UPS
Developing a Creative Strategy
Big Idea
• Ties together elements
• Message
• Media
• Unifies ads into Campaign
Developing a Creative Strategy
Big Idea
•Aflac Duck
• Geico Gecko
• Progressive “Flo”
• E Trade Babies
Developing a Creative Strategy
Big Idea
Other examples?
Developing a Creative Strategy
Big Idea
Optional Elements
Developing a Creative Strategy
Big Idea
Physical Continuity
•Characters extended
• Cavemen
• Verizon Wireless copy/actor
Developing a Creative Strategy
Big Idea
Sounds
•Intel
•NBC
•Avon
•Energizer Bunny
Developing a Creative Strategy
Big Idea
Psychological Continuity
Consistent:
• Theme
• Tone
• Image
• Attitude
Developing a Creative Strategy
Big Idea
Psychological Continuity
Theme = Overall idea underlying ad
• Slogan/tagline
• Jingle
Developing a Creative Strategy
Big Idea
Psychological Continuity
Tone:
• trucks - treats
• beer - insurance
•cereal - hair products
Developing a Creative Strategy
Big Idea
Psychological Continuity
Image:
•Marlboro from ladies brand to macho
• Miller from “Champagne of bottled beer” to “Miller
Time”
Developing a Creative Strategy
Big Idea
Psychological Continuity
Image:
Other examples
Developing a Creative Strategy
Big Idea
Psychological Continuity
Attitude: Does Consumer agree with
attitude of Character or Brand?
Developing a Creative Strategy
Big Idea
Psychological Continuity
Attitude
•Cats are finicky eaters, hence Morris the
Cat.
•Worked with dogs?
Developing a Creative Strategy
Big Idea
Psychological Continuity
Attitude
•“ideal” kids may solve problems but not
relate to “Slice of Life” situations
Developing a Creative Strategy
Big Idea
Psychological Continuity
Attitude
•Ford F150 spots work with Denis Leary
V/O.
•How about Tom Hanks?
Appraising Creative opportunity
Focusing Creative Message
• FCB Grid
• Think vs. Feel
• Involvement: High vs. Low
• Predicts responses consumers make to
ads
• Should creative nudge brand
within grid?
Appraising Creative opportunity
Creative Approaches
•Generic – Campbell‟s “Soup is
good food”
• Preemptive – Coke “ It‟s the Real
Thing”
• USP – M&M‟s “Melts in Your mouth,
not in your hands”
Appraising Creative opportunity
Creative Approaches
•Brand Image – UPS “What can
Brown do for you”
• Positioning – Pepsi “Generation”
• Resonance – Smuckers with Tim
(evocative) and Richard
Appraising Creative opportunity
Creative Approaches
•Affective – FUBU, designers
(provocative)
• Overlaps = Brand Image +
Resonance
• “Dude, It‟s a Dell”
• “I‟m Loving It!”
Appraising Creative opportunity
Creative Approaches
Key Takeaway:
What is there about
the Brand that satisfies want or
need of target?
Appraising Creative opportunity
Being Creative
• Cut thru Clutter
• Disrupt expectations
• Slide in under the radar
Appraising Creative opportunity
Being Creative
• Attract attention but also
engage interest
• Throw „em a curve
• Make sure it‟s appropriate
Implementing Creative Strategy
Creative Brief
•Source of inspiration
• Measure your executions
Implementing Creative Strategy
Traditional Approaches
•Attributes: What product has
•Features: What it does
•Benefits: What it promises and why should
we care?
Some are more important than others..
See Research!
Implementing Creative Strategy
Ten Rules for Communicating
today!
1. Don‟t say it…demonstrate it (Dyson
Cleaners, new products)
Implementing Creative Strategy
Ten Rules for Communicating
today!
2. Don‟t look or sound too much like an
ad.
Don‟t let strategy show
Be Fresh and Cliché Free
Implementing Creative Strategy
Ten Rules for Communicating
today!
3. Build the ad around the
logo
(Target, ING)
Implementing Creative Strategy
Ten Rules for Communicating
today!
4. Treat Brands Like People
Implementing Creative Strategy
Ten Rules for Communicating
today!
5. Be Honest
• Models
• Actors
• Spokespeople
• Endorsers/testimonials
Implementing Creative Strategy
Ten Rules for Communicating
today!
6. Involve the customer
7. Use humor to create
camaraderie
• A smile is endearing
Implementing Creative Strategy
Ten Rules for Communicating
today!
8. Sex sells but be careful
− Be relevant to product
9. Avoid Chest Beating
Implementing Creative Strategy
Ten Rules for Communicating
today!
10. Break some rules…
Judiciously