The%20Creative%20Side%20and%20Message%20Strategy

1
The Creative Side and Message Strategy

• Part 4 Effective Advertising Messages
• Chapter 12

2
The Art and Science of Creative Advertising

• The ROI of effective advertising
• Relevant, original, and has impact
• The Big Idea
• Implements the advertising strategy so that the
  message is both attention getting and memorable
• The Creative Leap
• Jumping from the strategy statement to an
  original idea that conveys the strategy in an
  interesting way

3
Creative Thinking

• Free association
• Creates the juxtaposition of two seemingly
  unrelated thoughts
• Divergent thinking
• Uses exploration to search for all possible
  alternatives
• Analogies and metaphors
• Used to see new patterns or relationships
• Right-brain thinking
• Intuitive, nonverbal, and emotion-based thinking

4
Creativity Test

• IQ tests usually measure your verbal and
  mathematical skills. What we want to do here is
  measure your associative flexibility. There may
  be other possible answers than the ones given,
  but at least you can use this as a gauge to see
  how fluid your thinking skills are.
• This test will give you some idea of your mental
  plasticity and, therefore, creativity.
• INSTRUCTIONS Each question below contains the
  initials of the words that will make it a correct
  phrase. Find the missing words.
• FOR EXAMPLE 7 D in a W.
• ANSWER 7 Days in a Week.

5
Creative Thinking

• Creative Roles
• Copywriters and art directors develop the
  creative concept and draft the execution of the
  advertising idea
• The Creative Person
• In advertising, creativity is both a job
  description and a goal

• Creative Characteristics
• Problem solving
• Ability to visualize
• Openness to new experiences
• Conceptual thinking

6
Steps and Stages

• Immersion
• Ideation
• Brainfog
• Incubation
• Illumination
• Evaluation

7
Creative Strategy

• Where the art and science of advertising come
  together
• A Big Idea must be
• Creative
• Strategic

• Creative strategy
• What the advertisement says
• Also called message strategy
• Creative execution
• How it is said

8
Communication Objectives

1. Perception create attention, awareness,
   interest, recognition, and recall
2. Cognitive deliver information and understanding
3. Affective touch emotions and create feelings
4. Persuasion change attitudes, create conviction
   and preference
5. Transformation establish brand identity and
   associations
6. Behavior stimulate some form of action

9
Message Approaches

• Straightforward
• Demonstration
• Comparison
• Problem solving/Problem avoidance

• Humor
• Slice of Life
• Spokesperson
• Teasers
• Shockvertising

10
Humor

• What types of products would be most suited to
  the use of humor in advertising?
• Why was this particular campaign successful?

11
Homework

• Select two magazines that have very different
  target audiences
• Select one ad from each magazine
• Identify the message approach for each
• Were the approaches different? Why or why not?