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Creative Brief
1. Problem (that advertising will resolve)
2. Target Audience and Behavioral Objectives
3. Communications Objectives
4. Positioning Statement
5. Creative Guidelines
6. Support
The BIG IDEA
• A BIG IDEA can be used to provide a
basis for the campaign
• e.g. a “hook” that you can use for
multiple executions.
Approaches to the Major Selling Idea: USP
Buy this produce and you'll benefit this way or enjoy this reward
Buy this produce and you'll benefit this way or enjoy this reward
Must be unique to this brand or claim; something rivals can't or don't offer
Must be unique to this brand or claim; something rivals can't or don't offer
UniqueUniqueBenefitBenefit UniqueUniqueBenefitBenefit
Unique Selling Proposition
Unique Selling Proposition
The promise must be strong or attractive enough to move people
The promise must be strong or attractive enough to move people
PotentPotent
Perspectives of Great Advertisers
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
ADVERTISING:
Creative Tactics
Creative Strategy
HOW the message will be communicated.
1. Reason for buying (motivation)
2. Appeal techniques
3. Tone and Style
4. Theme
Tone and Style
• Positive
• Negative
• Factual
• Comparative
• Humorous
• Emotional
• Sexual
• Lifestyle
© 2005 McGraw-Hill Ryerson Limited
Example
• Absolut Ads
– Print ads• “Series”
– Shape of bottle• Distinctive
– Hip• Special knowledge
– Collectors and websites!
© 2005 McGraw-Hill Ryerson Limited
““Equinox”Equinox”(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
““Equinox”Equinox”(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
StoresStores(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
StoresStores(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
StoresStores(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
ChefsChefs(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
ChefsChefs(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
ChefsChefs(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
ChefsChefs(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
BeachBeachChairsChairs(1997)(1997)
© 2005 McGraw-Hill Ryerson Limited
BeachBeachChairsChairs(1997)(1997)
© 2005 McGraw-Hill Ryerson Limited
Consistency Across Executions
8CitiesCities
© 2005 McGraw-Hill Ryerson Limited
ArtistsArtists
© 2005 McGraw-Hill Ryerson Limited
FlavorsFlavors
© 2005 McGraw-Hill Ryerson Limited
FlavorsFlavors
Where to start?
• “There is nothing so useful as a good
theory”
– Bandura’s Social Learning Theory
– FCB Grid
Bandura’s Social Learning Theory
• THESIS:
– People can learn from watching
(others on television)
• IMPLICATIONS:
– It’s important to demonstrate
POSITIVE CONSEQUENCES from
buying or using the product
17-29
Foote, Cone & Belding Grid
1InformativeThe Thinker
3Habit
FormationThe Doer
Thinking Feeling
Low
In
volv
em
en
t2
AffectiveThe Feeler
4Self-
SatisfactionThe Reactor
Hig
h
Involv
em
en
t
17-30
Foote, Cone & Belding Grid
1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)
Possible implicationsTest: Recall diagnosticsMedia: Long copy format
Reflective vehiclesCreative: Specific information
Demonstration
Thinking
Hig
h
Involv
em
en
t
17-31
17-32
17-33
Foote, Cone & Belding Grid
2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)
Possible implicationsTest: Attitude change
Emotional arousalMedia: Large space
Image specialsCreative: Executional
Impact
Feeling
Hig
h
Involv
em
en
t
17-34
17-35
17-36
Foote, Cone & Belding Grid
3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)
Possible implicationsTest: SalesMedia: Small space ads
10-second ID’sRadio; Point of Sale
Creative: Reminder
Thinking
Low
In
volv
em
en
t
17-37
1.1.CDsCDs
2.2. Stamp Stamp
collectingcollecting
Ads
17-38
Foote, Cone & Belding Grid
4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)
Possible implicationsTest: SalesMedia: Billboards
NewspapersPoint of Sale
Creative: Attention
Feeling
Low
In
volv
em
en
t
17-39
17-40
Quote of the Day
I don’t care about awards.
I want to sell product.
• James Harralson
(CEO Royal Crown Cola)
