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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