Advertising and Promotion Chapter 11 Notes

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Advertising and PromotionChapter 11 Notes

• Melodie Philhours
• from
• Arens, 8th ed.

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Creative Team

• Authors and Encoders
• Copywriter
• Verbal message
• Art Director
• Nonverbal message
• Creative Director
• Supervises the team
• Collectively, all are creatives.

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Resonance

• Resonance
• Ads with resonance echos, reverberates,
  vibrates, boom, ring, chime with the audience.
  They touch the audience and elicit some type of
  feeling or emotion. They strike a key.
• Informational ads resonate with messages that
  speak to negatively originated motives.
• Transformational ads resonate with messages that
  speak to positively originated motives.
• Execution is key to resonance.

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Relevance

• Strategic relevance is the relationship of the
  note that resonates to the strategy of the ad.
• That note must be related to strategy for the ad
  to be successful.
• If people like the ad, but dont buy the product,
  its not really successful.
• Great advertising must have both resonance and
  relevance to be successful.

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Advertising Strategy and the Creative Brief

• Advertising Strategy
• Target Audience
• Product Concept
• Communications Media
• Advertising Message
• Creative Brief
• Guiding document for creatives
• Also called creative strategy document, copy
  platform, work plan, copy strategy document.

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Creative Brief

• WHO is the implied consumer of the ad?
• WHY should they buy or do?
• Rational/Emotional Appeals
• See Supplemental Slides of objectives and methods
• WHAT are the products differential advantages
  that support the why?
• WHERE and WHEN will the message be communicated?
• STYLE of the ads?

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Message Strategy

• From the creative brief, message strategy is
  derived as the overall creative approach.
• Verbal
• Nonverbal
• Technical
• Mandatories
• Think Jimmy Doyle Hunts Jimco Lamp and Fan
  Factory Outlet three times in a thirty second
  radio spot.

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Creativity

• Creativity means to conceive a thing or idea
  that did not exist before.
• Creativity more often means combining two or more
  previously unconnected ideas or objects into
  something new.
• Creativity helps advertising to reach objectives
• Inform
• Persuade
• Remind

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Styles of Thinking

• Fact-based
• Linear thinkers
• Want facts, numbers, statistics
• Prefer one best solution
• Value-based
• Intuitive thinkers
• Tolerate ambiguity
• Imaginative
• Remember the Elvis writing in class?

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The Creative Process

• Von Oechs Four Step Creative Model
• Explorer
• Searches for inspiration, information, trends
• Artist
• Uses explorers information to develop new ideas
• Judge
• Evaluates results
• Warrior
• Brings creative concept to realization (sales)
• Roles can be assumed by any number of people or
  all played by one person.

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Specific Creativity Tools

• Von Oechs Techniques of Manipulating Ideas
• Adapt
• Imagine
• Reverse
• Connect
• Compare
• Eliminate
• Parody

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Creative Development

• Puzzles, games, thinking can enhance creativity
• Any activity that causes one to think
  differently, or about things that are not
  familiar, can enhance creative and thinking
  skills.
• Crossword puzzles, brain teasers, lateral
  thinking puzzles, thinking games can enhance
  creativity.
• Using any search engine, creativity training
  will yield numerous ideas such as those discussed
  in class.

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The Creative Pyramid

• Attention
• Critical because without attention, there is
  nothing
• Interest
• Must maintain interest throughout the ad
• Credibility
• Through relevant facts or credible personas
• Desire
• Visualize outcome
• Action
• Urges consumer to do something

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Selling Creative Ideas

• Strategic Precision
• Present strategy before creative
• Savvy Psychology
• Receiver-driven
• Slick Presentation
• Make client enjoy
• Structural Persuasion
• Demonstrate organized thinking
• Solve the problem
• With style!