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Chapter 8 Creative Strategy:Planning

and Developme

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Determinants of Creativity

Divergence

Originality

Flexibility

Elaboration

Synthesis

Artistic Value

Relevance

Ad-to-consumer

Brand-to-consumer

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D’Arcy Masius Benton & Bowles’s Universal Advertising Standards

Does the advertising position the product simply, with unmistakable clarity?

Does the advertising bolt the brand to a clinching benefit?

Does the advertising contain a Power Idea?

Does the advertising design in brand personality?

Is the advertising unexpected?

Is the advertising single-minded?

Does the advertising reward the prospect?

Is the advertising visually arresting?

Does the advertising exhibit painstaking craftsmanship?

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Creative versus Hard-sell Advertising

Rationalists

• Advertising must sell the product or service

Poets

• Advertising must build an emotional bond between consumers and brands or companies

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Young’s Model of the Creative Process

• Gathering raw material and data, and immersing oneself in the problem

Immersion

• Analyzing the informationDigestion

• Letting the subconscious do the workIncubation

• Birth of an ideaIllumination

• Studying the idea and reshaping it for practical usefulnessReality or verification

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Wallas’ Model of the Creative Process

• Gathering background information needed to solve the problem through research and study

Preparation

• Letting ideas to develop

Incubation

• Finding the solution

Illumination

• Refining the idea and analyzing whether it is an appropriate solution

Verification

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General Preplanning Input

Gather and organize information on the product, market, and competition

Analyze the trends, developments, and happenings in the marketplace

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Product- or Service-Specific Preplanning Input

Gathering information through studies conducted by the client

Problem detection

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Branding research

Psychographic studies

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Input Verification and Revision

•Evaluate ideas •Reject the inappropriate•Refine the remaining•Give ideas final expression

Objective

•Directed focus groups•Message communication studies•Portfolio tests•Viewer reaction profiles

Techniques

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Storyboards and Animatics

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An Advertising Campaign

Integrated

Interrelated Coordinated

In Different Media

Over a Time Period

Marketing Communication

Activities

Centered on a Theme or Idea

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“We Must Protect This House. I will.”

BMW

“Just Do It”

MillerLite

“Red Bull Gives You Wings”

Red BullUnder ArmourNike

Advertising Campaign Themes

The central message that will be communicated

in all of the various IMC activities

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Criteria for Effective Slogans

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Figure 8.3 - Creative Brief Outline

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Figure 8.4 - Model of Marketing Information Flow from the Marketing Manager to the Creative Staff

Source: John Sutherland, Lisa Duke, and Avery Abernethy, “A Model of Marketing Information Flow,” Journal of Advertising 33, no. 4 (Winter 2004), p. 42. Copyright © 2004 by American Academy of Advertising. Reprinted with permission of M. E. Sharpe, Inc. All rights reserved. Not for reproduction.

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Developing the Major Selling Idea

Using a unique selling proposition

Creating a brand image

Finding the inherent drama Positioning

Approaches

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The Unique Selling Proposition (USP)

Must be unique to this brand or claim; rivals can't or don't offer it

Unique

Buy this product/service and you get this benefit

Benefit

Promise must be strong enough to move mass millions

Potent

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Positioning Establishes the product or service in a particular

place in the consumer’s mind Done on the basis of a distinctive attributes Basis of a firm’s creative strategy when it has

multiple brands competing in the same market

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