THE CREATIVE SIDE OF ADVERTISING AND MESSAGE STRATEGY

1
THE CREATIVE SIDE OF ADVERTISINGAND MESSAGE
STRATEGY

• MCD 1073 PRINCIPLES OF ADVERTISING

2
ART AND SCIENCE OF CREATIVE ADVERTISING

• An ad needs to contain a persuasive message that
  convinces people to take action
• An ad must make relevant connection with its
  audience and present a selling idea in an
  unexpected way

3
ROI OF EFFECTIVE ADVERTISING

• An effective ad is relevant original and has
  impact
• An idea with impact breaks through the clutter,
  gets attention and sticks in memory
• An ad with impact has stopping power that comes
  from an intriguing idea

4
ROI OF EFFECTIVE ADVERTISING

• The Big Idea
• Message is both getting and memorable
• True? by Budweiser- big Idea is people drinking
  beer keeps people together, and they speak the
  same language
• Sometimes visuals come first, sometimes words

5
Budweisers True advertising featuring a bunch
of normal everyday guys with a connection
6
ROI OF EFFECTIVE ADVERTISING

• Practical tips for creating Original Ideas
• An unexpected twist
• An unexpected association
• Catchy phrasing
• A play on words
• Analogy and metaphor
• Familiar and strange

7
ROI OF EFFECTIVE ADVERTISING

• To prevent unoriginal ideas
• The common
• The look-alike
• Clichés
• The tasteless

8
ROI OF EFFECTIVE ADVERTISING

• The Creative Leap
• A Big Idea that expresses an original advertising
  thought involving mind-shift
• Looking at something a different way, from a
  different angle
• All creative ideas comes with an element of risk

9
CREATIVE THINKING

• A special form of problem solving
• Free Association
• Divergent Thinking
• Analogies and Metaphors
• Right-brain thinking

10
Organics outdoor advertisement Singapore
11
The Extra For Healthy Teeth
12
CREATIVE THINKING

• Creative Aerobics
• Facts
• New Names
• Similarities
• New Definitions
• Creative Roles

13
CREATIVE THINKING

• The Creative Person
• Key Characteristics
• Problem Solving
• Ability to Visualize
• Openness to New Experiences
• Conceptual Thinking

14
THE CREATIVE PROCESS

• Steps and Stages
• Step 1 Immersion Step 2 Ideation
• Step 3 Brainfog
• Step 4 Incubation
• Step 5 Illumination
• Step 6 Evaluation

15
THE CREATIVE PROCESS

• Brainstorming
• A thinking technique were 6-10 people work
  together to come up with ideas
• One persons idea stimulates someone elses
• Remain positive and defer judgment

16
CREATIVE STRATEGY

• How the message is said
• Message Objectives
• Perception
• Cognitive
• Affective
• Persuasion
• Transformation
• Behaviour

17
CREATIVE STRATEGY

• Head and Heart Strategies
• Hard and Soft-Sell Strategies
• Lectures and Dramas

18
Hardsell -VW Jetta
19
Softsell -Honda
20
FACETS OF CREATIVE STRATEGY

• 1. Messages That Drive Perception
• Attention and Awareness
• Interest
• Memory
• 2. Messages That Drive Cognition
• 3. Messages That Touch Emotions

21
Emotions-Animal Care Control of New York
22
FACETS OF CREATIVE STRATEGY

• 4. Messages That Persuade
• Appeals
• Selling Premises
• Benefit
• Promise
• Reason Why
• Unique Selling Proposition
• Conviction

23
Emirates Kargo
24
(No Transcript)
25
FACETS OF CREATIVE STRATEGY

• 5. Messages That Transform Product into a Brand
• - Associations
• 6. Messages That Drive Action
• 7. Delivering on the Objectives and Strategies

26
Associations-Absolut
27
Message to Drive Action -Tolnaftate
28
FACETS OF CREATIVE STRATEGY

• 8. Message Approaches
• Straightforward
• Demonstration
• Comparison
• Problem Solution
• Humor
• Slice of Life
• Spokesperson
• Teasers
• Shockvertising

29
Shockvertising
30

• More tips for creating Original Ideas
• Be observant
• Keep a notebook
• Have lots of ideas
• Test your ideas