Ch11 Creative Side

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Chapter 11

The Creative Side of Advertising


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Lotus Brand Campaign (1999)

$100 M account by Ogilvy and Mather

Advertising campaign:

Objective: To boost awareness of the Lotus brandas a whole (rather than simple product-focusedads)

Creative strategy: Lotus brand like R5 has all thequalities 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 Approaches

Is the creative approach consistent with the brandsmarketing and advertising objectives?

Is the creative approach consistent with thecreative strategy and does it communicate what itis supposed to?

Is the creative approach appropriate for the targetaudience?

Does the creative strategy communicate a clearand convincing message to the customer?

Does the creative execution overwhelm themessage?

Is the creative approach appropriate for the mediaenvironment 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 graphicimage of the ad.

Makes decisionsabout using art orphotography in

print. Use of color is

another importantdesign decision.

Copywriter Person who

shapes and

sculpts the wordsin an ad.

Copy should beas simple aspossible and

should haveimpact.

Avoid Adese,which is formula

ad copy.


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What is Creative Advertising?Advertising tries to deliver the right message to theright 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 youhave never thought about before.

This creativity leads to a Big Idea, whichexpresses an original advertising thought, and

involves a mind shift.


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Creative Processes Compared

1. Explorer 1. Preparation 1.Orientation2. Preparation

1. Problemdefinition

2. Perception2. Artist 2. Incubation

3. Illumination3. Analysis4. Ideation5. Incubation6. Synthesis

3. confrontationwith problem

4. IncubationandIllumination

3. Judge

4. Warrior 4. Verification 7. Evaluation 6. Execution7. Run ad or

campaign8. Outcome

Roger VonOech model1986

Graham Wallas

model 1926

Alex Osborn

model 1963James Young

model 1983


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The Creative Concept

Relevance

Originality

Impact

Strategy

Creative

Concept

Message that

is Attention-

Getting and

Memorable &

Serves as anUmbrella for a

Series of Ads

in a Campaign

Creativity


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Effective Creativity

Recognition Recall

Comprehension Persuasion

Likeability

Advertising

EvaluationCopy Testing

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. Interest1. Awareness

5. Action

4. Desire

3. Credibility

2. Interest

1. Awareness


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Practical Tips # 1

Creating Original IdeasTo create an original and unexpected idea, use thefollowing 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.

Clichs and tasteless ideas.


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The Foote, Cone & Belding Grid

Thinking Feeling

HighInvolve-ment

1.Informative (thinker)Car-house-furnishings-newproducts

Model: Learn-feel-do(Economic?)

Possible ImplicationsTest: Recall, Diagnostics

Media: Long copy formatReflective Vehicles

Creative:Specific information

Demonstration

2. Affective (feeler)Jewelry-cosmetics-fashionapparel-motorcyclesModel: Fell-learn-do

(Psychological?)Possible implicationsTest: Attitude Change

Emotional ArousalMedia: Large space

Image specialsCreative:Executional, impact

Low

Involve-ment

3. Habit formation (Doer)

Food-household itemsModel: Do-learn-feel(Responsive)?

Possible ImplicationsTest: SalesMedia: Small space Ads

10 second I.D.sCreative:Reminder

4. Self-satisfaction (reactor)

Cigarettes-liquor-candyModel: Do-feel-learn(social?)

Possible implicationsTest: SalesMedia: Billboards

Newspapers, PosCreative:Attention


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Creative Strategy andExecution

Creative strategy (what to communicate) andexecution (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/StrategiesUSP (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 (contd)

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 evidenceDemonstration

Comparison

Testimonial

Slice of Life


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Advertising Execution (cont.)

Animation

Personality symbolFantasy

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) 40Real 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) 44Monadic demonstrations (hard sell) 41

Celebrity commercials 41Real 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 33

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 CartoonCharacters Among Six-to-11-Year-Olds

TIMON AND PUMBAA

(from The Lion King)... 66

RUGRATS 63

BUGS 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: LinkingCelebrities and Brands

Bob Hope Disney, Hallmark

Maxwell House

Bill Cosby Corning Ware, Diet Pepsi

Fisher-PriceWalter Cronkite Bayer, Cream of Wheat

George Bush Bell, Disney, Exxon

Pope John Paul hallmark, Hershey, Pepsi

Michael Jordan Cadillac, Minute Maid,

NBA basketball

Meryl Streep Kodak, Lenox, Volvo

Jack Micholson CNN, Levis, Nike

Luciano Pavarotti Cuisinart, Wall Street Journal

Atlanta Journal, Oct 29, 1991


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K-Mart Celebrity CommercialJaclyn Smith vs.

Non-celebrity Commercial

Communication

Processing

CENTR

AL

Product/Brand

Related

Commercial

ExecutionRelated

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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Attention

Instant Communication

Memory

Demonstration

Brand Reminder

Distinction

Words and PicturesThe Two Most Important Creative Tools in the Creative Persons

Tool Kit are Art and Copy.

To Use Visuals

Effectively,Advertisers MustFocus on Six Key

Points:


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Words and Pictures

Advertisers 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 andexplanation.

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 CampaignsNike Just do it.

Allstate Insurance Youre in good hand withAllstate.

Hallmark Cards When you care enough to sendthe 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

Arent you glad you use Dial?Dont you wish everyone did?


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Practical Tips # 2

Writing Effective CopyBe succinct.

Be specific.

Get personal.

Keep a single focus.

Be conversational.

Be original.

Use variety in print and TV ads.


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IndependentGood Sense of

Humor

Uses Intuition As

Much as Logic

Alert, Watchful,

& Observant

Internally Driven

Ego

Risk Takers

Self-Assertive

Self-Sufficient

Persistent

High Tolerance

For Ambiguity

Self-Disciplined

.

PersonalCharacteristics

of a

Creative

Person


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The MECCAS

Model

Driving ForceThe value orientation of theAd. The end goal or valuestate implied in the ad, but

seldom stated explicitly.

Leverage pointThe hook that connects the

tangible attributes andconsequences to the Intangiblepersonal values and goals oftthe driving forces.The key toactivating the driving force.

Consumer benefitsThe key benefits

consequences communicatedin the adverbally or visually.

Message elementsThe product or brand attributes

communicated in the ad

verbally or visually

ExecutionalFramework

How the adCommunicates theadvertising 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 of

Creative strategy

Elements of

Advertising strategy

Relevant levels of a

Means-end chain

Terminal orInstrumentalvalue

Psychosocialconsequences

Functional

consequences

Concrete orabstract

attributes


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The Psychological Impact of ColorREDSymbol forBlood and fire. Highaction and masculineappeal. Can use withsome foods

BrownSymbol for

earth, woods,age,warmth, and comfort.Can use with mostproducts.

BlueExudesdecisiveness. Can usewith foods. Emotescoolness (of temperatureand attitude).

YellowAssociatedwith exuberance. Eyecatching. Can usewith some foods,particularly fruit

GreenSymbol for healthand freshness. Can usewith some foods,

particularly mint.

OrangeMost

edible color, goodwith most foods.Evokes autumn andwarmth.

BlackConveys

sophistication (fashion,technology). Seldomused with foods. Eye-catching contrast.


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Dimensions of Source

Credibility Expertise, Trustworthiness

==> Internalization

Attractiveness Similarity, Familiarity, Liking

==> Identification

Dynamism (Power)Authority, Control, Scrutiny

==> Compliance

Documents

Ch11 Creative Side