Creative Planning, Strategy and Development

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Creative Planning, Strategy and Development
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Message Strategy vs. Execution
Determining what the advertising message will say
Creative Strategy
Creative Execution
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What is the message? What is the execution?
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What is the message? What is the execution?
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A Big Idea. . .
Is describable in a simple word or phrase
Be describable in a simple word or phrase
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Two Perspectives on Advertising Creativity
The ability to generate fresh, unique and
appropriate ideas that can be used as solutions
to communication problems.
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Creative Risk Wieden Kennedy for Nike
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Young's (J. Walter Thompson) Creative Process
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Getting Creative Input
Use the product to become familiar with it.
Talk to users and non-users about the product.
Read anything related to the product or market.
Read the market research.
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Creativity Tactics Effective Brainstorming and
Ideation

• Best when done in small groups (5-10 people)
• All thoughts are fair game.
• Never, ever criticize anyones 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.

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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 Leggo my
Eggo. (Eggo Waffles) Play on Words/Double
Entendre Go Long (Kaiser Permanente) Strateg
ic Grammar Violations Think Different
(Apple) Where you at? Exaggeration or
Reverse Exaggeration Geico Gecko Analogy and
Metaphor Familiar Paired with Strange Broad
Meaning Just Do It
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Creativity Lingo

• Stopping Power Getting the consumers initial
  attention.
• Pulling Power Keeping the consumers 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 isnt
  remembered at all.
• How can this be prevented?

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Reasons Why / Proof / Convictions

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

• Reputation
• Demonstrations
• Testimonials
• Production Values
• Time (since 1904)

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Advertising Campaigns
Integrated
Interrelated
Coordinated
Marketing Communication Activities
Appears In Different Media
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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

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Advertising Campaign Themes
The central message communicated in all of the
various IMC activities
BMW
Philip Morris, Marlboro
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Marlboro Country Ad Campaign
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Successful Long-Running Campaigns
Company or Brand
Campaign Theme
Nike Just do it Allstate Insurance Youre in good
hands with Allstate Hallmark cards When you care
enough to send the very best Budweiser This
Buds for you Intel Intel inside State Farm
Insurance Like a good neighbor, State Farm is
there Chevy Trucks Like a rock Dial soap Arent
you glad you use Dial?
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The Unique Selling Proposition
Unique Selling Proposition
Unique
Benefit
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Creating Brand Image
Used when competing brands are so similar it is
difficult to find or create a unique attribute
Differentiates brands that might otherwise appear
too similar.
Builds brand identity through Image Advertising
or Transformational Advertising little to no
focus on product
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Transformational Ads
Images
Feelings
The ads create . . .
Beliefs
Meanings
The ads make the product experience . . .
Warmer
Richer
More Exciting
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Jeep Tranformational Imagery for the Wrangler
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Transformational Advertising for Skyy Vodka
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Skyys Transformational TV commercial
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Positioning as Unique Selling Proposition
Positioning
Establish a particular place in the customers
mind for the product or service
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Pennzoils Positioning is Based on Protection
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IBMs New Positioning Provider of Business and
Consulting Services
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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?
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Creative Executions - Informational Appeals

• Straightforward appeals (Trader Joes)
• Also called Straight-sell ads
• Technical appeals (electronics)
• News appeals (i.e. Microsoft)
• Demonstrations best suited for tv
• Testimonials
• Popularity appeals

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High Involvement Product Straight Sell Execution
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Apple Uses a Testimonial
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Mentadent Uses a Demonstration
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Popularity Appeal
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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. Mastercards Priceless campaign)

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MasterCard Creates an Emotional Bond
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Appealing to Personal States or Feelings
Sorrow
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Appealing to Social Feelings
Social Feelings
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TaylorMade Uses an Emotional Appeal to Connect
with Golfers
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Creative Executions More Appeals
Problem/Solution (Dandruff) Slice-of-Life
PG Swiffer Slice-of-Death Use our product
or else! (Fed Ex)
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Listerine Uses a Slice-of-Life Execution
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Teaser Ads Excite Curiosity
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Shockvertising - Does it work?
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Mascots Characters
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Evaluation Guidelines for Creative Output
Consistent with brands marketing objectives?
Consistent with brands marketing objectives?
Consistent with brands advertising objectives?
Consistent with brands advertising objectives?
Consistent with creative strategy, objectives?
Consistent with creative strategy objectives?
Does it communicate what its supposed to?
Does it communicate what its 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 and vehicles chosen?
Is the advertisement truthful and tasteful?
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Top 10 Advertising Slogans of the Century
Company or Brand
Campaign Theme
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 doesnt she? 9. Morton
Salt When it rains it pours 10. Wendys Wheres
the beef?