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Creative Planning, Strategy and Development

Creative Planning, Strategy and Development. Determining what the advertising message will say or communicate Determining what the advertising message

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Creative Planning, Strategy and Development

Creative Planning, Strategy and Development

Determining what the advertising message will say or communicate

Determining what the advertising message will say or communicate

Determining what the advertising message will sayDetermining what the advertising message will say

Message Strategy vs. Execution

CreativeStrategyCreativeStrategy

CreativeExecutionCreative

ExecutionDetermining how the message will be saidDetermining how the message will be said

What is the message? What is the execution?

What is the message? What is the execution?

Let prospects vividly experience the productLet prospects vividly experience the product

Allow you to brand the advertisingAllow you to brand the advertising

Revolve around the clinching benefitRevolve around the clinching benefit

Be likely to attract the prospect’s attentionBe likely to attract the prospect’s attention

Be describable in a simple word or phraseBe describable in a simple word or phrase

Allows you to brand the advertisingAllows you to brand the advertising

Revolves around the clinching benefit(s)Revolves around the clinching benefit(s)

Attracts the prospect’s attentionAttracts the prospect’s attention

Is describable in a simple word or phraseIs describable in a simple word or phrase

A “Big Idea”. . .

Two Perspectives on Advertising Creativity

The ability to generate fresh, unique and appropriate ideas that can be used as solutions

to communication problems.

The ability to generate fresh, unique and appropriate ideas that can be used as solutions

to communication problems.

ManagersManagers

“Its not creative unless it sells.” ArtistsArtists

“Only artistic value and originality

count.”

Creative Risk: Wieden & Kennedy for Nike

Getting raw material, data, immersing one's self in the problem to get the background.

Getting raw material, data, immersing one's self in the problem to get the background.

ImmersionImmersion

Ruminating on the data acquired, turning it this way and that in the mind.

Ruminating on the data acquired, turning it this way and that in the mind.

DigestionDigestion

Ceasing analysis and putting the problem out of conscious mind for a time.

Ceasing analysis and putting the problem out of conscious mind for a time.

IncubationIncubation

A sudden inspiration or intuitive revelation about a potential solution.A sudden inspiration or intuitive revelation about a potential solution.IlluminationIllumination

Studying the revelation, evaluating it, and developing it for practical usefulness.

Studying the revelation, evaluating it, and developing it for practical usefulness.

VerificationVerification

Immersing one's self in the problem to get a background.Immersing one's self in the problem to get a background.ImmersionImmersion

Ruminating on the data acquired, turning it this way and that in the mind.

Ruminating on the data acquired, turning it this way and that in the mind.

DigestionDigestion

Ceasing analysis and putting the problem out of conscious mind for a time.

Ceasing analysis and putting the problem out of conscious mind for a time.

IncubationIncubation

A sudden inspiration or intuitive revelation about an idea or solution.A sudden inspiration or intuitive revelation about an idea or solution.IlluminationIllumination

Young's (J. Walter Thompson) Creative Process

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.

Read the market

research.

Talk to users and non-users

about the product.

Use the product to become

familiar with it.Read anything related to the

product or market.

Getting Creative Input

Creativity Tactics – Effective Brainstorming and Ideation

• Best when done in small groups (5-10 people)

• All thoughts are fair game.

• Never, ever criticize anyone’s idea at any point.

• Listen and build upon others’ ideas.

• Find the good in every idea.

• Hold the session in a novel location.

• Very often the “creative leap” will initially seem unnatural.

Creativity Tactics – Imagery & Copy

Unexpected Twists or Associations – Irony“Dermatologists have put something unusually strong in this cleanser – their trust.” (Dove Soap)

Catchy Phrasing/Rhymes: “L’eggo my Eggo.” (Eggo Waffles)

Play on Words/Double Entendre: “Go Long” (Kaiser Permanente)

Strategic Grammar Violations: “Think Different” (Apple)

“Where you at?”

Exaggeration or Reverse ExaggerationGeico Gecko

Analogy and Metaphor

Familiar Paired with Strange

Broad Meaning: “Just Do It”

Creativity Lingo

Stopping Power: Getting the consumer’s initial attention.Pulling Power: Keeping the consumer’s attention.Stickiness: The tendency of an ad to stay in memory

The best ads “Stop, Pull, and Stick…”

Reason/Permission to Believe (Conviction)

The value of Broad Meanings and Disconnectedness

Tone (of Voice): Funny, sad, serious, threatening – the emotional appeal of your ad

“Vampire Creativity”: When the ad is remembered for its creativity, but the product isn’t remembered at all. How can this be prevented?

Reasons Why / Proof / Convictions

• Seals of approval• Research Studies• Guarantees• Trial offers and

samples• Warranties

• Reputation• Demonstrations• Testimonials• Production Values• Time (…since

1904…)

IntegratedIntegrated

InterrelatedInterrelated CoordinatedCoordinated

In Different MediaIn Different Media Over a Time Period

Over a Time Period

IntegratedIntegrated

InterrelatedInterrelated CoordinatedCoordinated

Appears In Different Media

Appears In Different Media

Advertising Campaigns

Marketing Communication

Activities

Marketing Communication

Activities

Centered on a Theme or IdeaCentered on a Theme or Idea

Ad Campaign versus Ads

• Brand advertising relies on a series of related ads which run over time

• Average campaign length is about 17 months

• Some campaigns last years

• Creating new campaigns may be risky and many are simply tweaks on old ideas

“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, WheatiesBMWBMWPhilip Morris,

MarlboroPhilip Morris,

Marlboro

Advertising Campaign Themes

The central message communicated in all of the various IMC activities

The central message communicated in all of the various IMC activities

Marlboro Country Ad Campaign

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 BrandCompany or Brand Campaign ThemeCampaign Theme

Buy this product or service and you will benefit this way or enjoy this reward

Buy this product or service and you will 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

The Unique Selling Proposition

Unique Selling Proposition

Unique Selling Proposition

The promise must be strong enough or attractive enough to move people

The promise must be strong enough or attractive enough to move people

PotentPotent

Can be used for “boring” products, but is often used for “sexy” higher-arousal products such as soft drinks, perfume, liquor, clothing, and air travel.

Can be used for “boring” products, but is often used for “sexy” higher-arousal products such as soft drinks, perfume, liquor, clothing, and air travel.

The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising

The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising

Used when competing brands are so similar it is difficult to find or create a unique attribute

Used when competing brands are so similar it is difficult to find or create a unique attribute

Builds brand identity through “Image Image Advertising” or “Transformational Advertising” or “Transformational Advertising” – Advertising” – little to no focus on product

Builds brand identity through “Image Image Advertising” or “Transformational Advertising” or “Transformational Advertising” – Advertising” – little to no focus on product

Differentiates brands that might otherwise appear too similar.Differentiates brands that might otherwise appear too similar.

Creating “Brand Image”

RicherRicher

MoreExcitingMore

Exciting

WarmerWarmer

FeelingsFeelings

MeaningsMeanings

ImagesImages

BeliefsBeliefs

MoreExcitingMore

Exciting

WarmerWarmerRicherRicher

BeliefsBeliefs

ImagesImages

MeaningsMeanings

FeelingsFeelings

Transformational Ads

MoreEnjoyable

MoreEnjoyable

The ads make the product

experience . . .

The ads make the product

experience . . .

The ads create . . .The ads

create . . .

Jeep: Tranformational Imagery for the Wrangler

Transformational Advertising for Skyy Vodka

Skyy’s Transformational TV commercial

*Click outside of the video screen to advance to the next slide

Establish a particular place in the customer’s mind for the product or service

Establish a particular place in the customer’s mind for the product or service

Establish a particular place in the customer’s mind for the product or service

Establish a particular place in the customer’s mind for the product or service

“Positioning” as Unique Selling Proposition

PositioningPositioning

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

Pennzoil’s Positioning is Based on Protection

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IBM’s New Positioning: Provider of Business and Consulting Services

Psychological Reactance

an emotional reaction in direct contradiction to rules or regulations that threaten or

eliminate specific behavioral freedoms. It can occur when someone is heavily

pressured to accept a certain view or attitude. Reactance can cause the person to adopt or strengthen a view or attitude that is

contrary to what was intended and also increases resistance to persuasion.

(Source: Wikipedia)

What are the implications for Advertising?

Creative Executions - Informational Appeals

Straightforward appeals (Trader Joe’s)Also called “Straight-sell” ads

Technical appeals (electronics)

News appeals (i.e. Microsoft)

Demonstrations – best suited for tv

Testimonials

Popularity appeals

High Involvement Product – Straight Sell Execution

Apple Uses a Testimonial

Mentadent Uses a Demonstration

“Popularity” Appeal

Creative Executions – Emotional Appeals

Appeal to positive, negative or neutral emotional states or create

positive or negative emotional states.

The ultimate goal: Emotional Bonding

(i.e. Mastercard’s “Priceless” campaign)

MasterCard Creates an Emotional Bond

Achievement Accomplishment

Actualization Affection

Ambition Arousal

Stimulation Comfort

Excitement Fear

Grief Happiness

Joy Love

Nostalgia Pleasure

Pride Safety

Security Self-esteem

Sentiment Sorrow

Achievement Accomplishment

Actualization Affection

Ambition Arousal

Stimulation Comfort

Excitement Fear

Grief Happiness

Joy Love

Nostalgia Pleasure

Pride Safety

Security Self-esteem

Appealing to Personal States or Feelings

StatusStatus

AcceptanceAcceptance

RespectRespect

ApprovalApproval AffiliationAffiliation

BelongingBelonging

RejectionRejection RecognitionRecognition

Embarrass-ment

Embarrass-ment

InvolvementInvolvement

AcceptanceAcceptance

RespectRespect

ApprovalApproval AffiliationAffiliation

BelongingBelonging

RejectionRejection RecognitionRecognition

Embarrass-ment

Embarrass-ment

InvolvementInvolvement

Appealing to Social Feelings

SocialFeelingsSocial

Feelings

TaylorMade Uses an Emotional Appeal to Connect with Golfers

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Creative Executions – More Appeals

Problem/Solution (Dandruff)

Slice-of-Life – P&G Swiffer

Slice-of-Death – “Use our product or else!” (Fed Ex)

Listerine Uses a Slice-of-Life Execution

Teaser Ads Excite Curiosity

*Click outside of the video screen to advance to the next slide

“Shockvertising” - Does it work?

Mascots & Characters

Consistent with brand’s marketing objectives?Consistent with brand’s marketing objectives?

Consistent with brand’s advertising objectives?Consistent with brand’s advertising objectives?

Consistent with creative strategy, objectives?Consistent with creative strategy, objectives?

Does it communicate what it’s supposed to?Does it communicate what it’s supposed to?

Approach appropriate to target audience?Approach appropriate to target audience?

Communicate clear, convincing message?Communicate clear, convincing message?

Does execution overwhelm the message?Does execution overwhelm the message?

Appropriate to the media environment?Appropriate to the media environment?

Consistent with brand’s marketing objectives?Consistent with brand’s marketing objectives?

Consistent with brand’s advertising objectives?Consistent with brand’s advertising objectives?

Consistent with creative strategy objectives?Consistent with creative strategy objectives?

Does it communicate what it’s supposed to?Does it communicate what it’s supposed to?

Approach appropriate to target audience?Approach appropriate to target audience?

Communicate clear, convincing message?Communicate clear, convincing message?

Does execution overwhelm the message?Does execution overwhelm the message?

Appropriate to the media and vehicles chosen?Appropriate to the media and vehicles chosen?

Evaluation Guidelines for Creative Output

Is the advertisement truthful and tasteful?Is the advertisement truthful and tasteful?

Top 10 Advertising Slogans of the Century

1. De Beers Diamonds are forever

2. Nike Just do it!

3. Coca Cola The pause that refreshes

4. Miller Lite Tastes great, less filling

5. Avis We try harder

6. Maxwell House Good to the last drop

7. Wheaties Breakfast of champions

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

9. Morton Salt When it rains it pours

10. Wendy’s Where’s the beef?

Company or BrandCompany or Brand Campaign ThemeCampaign Theme