Creative Strategy:

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Chapter 8

• Creative Strategy
• Planning and Development

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What is Creativity?

• "Every act of creation is first of all an act of
  destruction".Pablo Picasso
• "Imagination is more important than
  knowledge."Albert Einstein

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The Silhouettes campaign for the iPod is an
Example of Creative Advertising
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Absoluts Advertising Represents Synergy Between
Creative and Media
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Wrigley Takes a Creative Risk
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Young's Creative Process

• Immersion
• Getting raw material or data, immersing one's
  self in the problem to get background.
• Digestion
• Ruminating on the data acquired, turning it this
  way and that in the mind.
• Incubation
• Ceasing analysis and putting the problem out of
  conscious mind for a time.
• Illumination
• Often a sudden inspiration or intuitive
  revelation about a potential solution.
• Verification
• Studying the idea, evaluating it, and developing
  it for practical usefulness.

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Wallas's Creative Process

• Preparation
• Gathering information
• Incubation
• Setting problem aside
• Illumination
• Seeing the solution
• Verification
• Refining the idea

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Inputs to the Creative Process
Reading and analysis
Working with the client
CREATIVE PROCESS
Listening to others
Trying the product
Asking Questions
Product research
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• Westin.

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Bypassing the process

• Spot Runner
• A Los Angeles-based start-up launched a service
  Wednesday that allows companies to create
  television ad campaigns over the Internet for as
  little as 500 and as quickly as within one week.
  Spot Runner lets advertisers select a generic
  commercial from its library, personalize the ads
  and target customers by demographics, networks
  and neighborhoods.
• Advertisers can buy air time on major networks,
  including local broadcast and cable channels like
  CNN and ESPN.

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Successful Long-Run Campaigns

• Nike
• Just do it
• Allstate Insurance
• Youre in good hands with Allstate
• Hallmark cards
• When you care enough to send the very best
• De Beers
• A diamond is forever
• Intel
• Intel inside
• State Farm Insurance
• 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?

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Means of Finding MajorSelling Ideas
Create a Brand Image
Use a Unique Selling Position
Seeking the Major Idea
Find the Inherent Drama
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Unique Selling Proposition

• Each advertisement makes a proposition to the
  customer
• It must be one the competition cannot or does not
  offer
• It must be strong enough to pull over new
  customers to the brand

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The Unique Selling Proposition

• Benefit
• Buy this produce and you'll benefit this way or
  enjoy this reward.
• Unique
• Must be unique to this brand or claim something
  rivals can't or don't offer.
• Potent
• The promise must be strong enough or attractive
  enough to move people.

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Creating a brand image
Used when competing brands are so similar it is
difficult to find or create a unique attribute
The creativity sales strategy is based on a
strong, memorable brand identity through image
advertising
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Reebok Uses Image Advertising
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Creating a brand imagefirst ad in 1980
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Inherent Drama
Inherent Drama
Messages generally presented in a warm, emotional
way McDonalds, Maytag, Kellogg
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Positioning
Positioning
Establish a particular place in the customers
mind for the product or service
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IBM Positions Itself as a Provider of Business
and Consulting Services
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A PG Detergent for Every Need
Brand Tide Cheer Bold Gain Era Dash Oxydol Solo Dr
eft Ivory Ariel
Positioning Tough, powerful cleaner Tough cleaner
and color protection Detergent plus fabric
softener Sunshine scent and odor-removing Stain
pretreatment and removal Value brand Bleach-booste
d, whitening formula Detergent plus fabric
softener liquid For baby clothes, safe for tender
skin Fabric and skin safety, fine washables Tough
cleaner, aimed at Hispanics
Share 31.1 8.2 2.9 2.6 2.2 1.8 1.4 1.2 1.0
0.7 0.1
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Copy Platform Outline

• 1 Basic problem or issue the advertising must
  address.
• 2 Advertising and communications objectives.
• 3 Target audience.
• 4 Major selling idea or key benefits to
  communicate.
• 5 Creative strategy statement (campaign theme,
  appeal, execution technique).
• 6 Supporting information and requirements.