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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
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.”
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
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 . . .
Skyy’s Transformational TV commercial
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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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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
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)
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)
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