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ASP - Chap 8

ASP

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73 views

ASP - Chap 8

ASP

Uploaded by

Yash Bhargava
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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8

Creative Strategy: Planning and


Development

McGraw-Hill/Irwin

2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Advertising Creativity
CREATIVE STRATEGY:
Determining what the advertising
message will say or communicate

CREATIVE TACTICS:

Determining how the message strategy will


be executed

ADVERTISING CREATIVITY
Advertising Creativity: the ability to

generate fresh, unique and appropriate ideas


that can be used as solutions to
communication problems.

Two perspectives on advertising creativity


Suits
Its not creative
unless it sells

Poets
Artistic/aesthetic
value and originality

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.

Wallas's Creative Process

Preparation

Gathering information

Incubation

Setting problem aside

Illumination

Seeing the solution

Verification

Refining the idea

Inputs To The Creative Process

Preparation/Incubation/Illumination
General Preplanning Input:
Books, periodicals, trade publications,
clipping services, journals, magazines, etc.
Trends, developments in marketplace

Product Specific Preplanning Input


Qualitative and quantitative studies
Problem detection studies
Focus groups
Ethnographic studies

Inputs to the Creative Process


Working with
the client

Trying the
product

Asking
Questions

Reading and
analysis

CREATIVE
PROCESS

Listening
to others

Product
research

Verification and Revision of Ideas


Objectives:

Evaluate ideas generated


Reject inappropriate ideas
Refine remaining ideas
Give them final expression

Techniques used:

Directed focus groups


Message communication studies
Portfolio tests
Viewer reaction profiles

Use of Storyboards and Animatics

Advertising Campaigns
Advertising Campaign
A set of interrelated and coordinated integrated
marketing communication activities that center on a
particular theme or idea that appears in different media
across a specified time period.

Campaign Theme
The central message that will be communicated in all of
the various IMC activities
Miller Lite At a place called Miller time
BMW The Ultimate Driving Machine
Chevy Trucks Like a Rock

Top Ten Advertising Slogans of the


Century
Company or Brand
1. DeBeers
2. Nike
3. Coca-Cola
4. Miller Lite
5. Avis
6. Maxwell House
7. Wheaties
8. Clairol
9. Morton Salt
10.Wendys

Campaign Theme
Diamonds are forever
Just do it
The pause that refreshes
Taste great, less filling
We try harder
Good to the last drop
Breakfast of Champions
Does she or doesnt she
When it rains it pours
Wheres the beef?

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.

Means of Finding Major Selling Ideas


The major selling idea should emerge as the strongest
singular thing you say about your product or service. This
should be the claim with the broadest and most meaningful
appeal to your target audience

Using a unique selling position


Creating a brand image
Finding the inherent drama
Positioning

Unique Selling Proposition


Three characteristics of a 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

Creating a Brand Image

Used when competing brands are so


similar it is difficult to find or create a
unique attribute
The creativity strategy used to sell these
products is based on a strong, memorable
identity for the brand through image
advertising
Frequently used for products such as soft
drinks, perfume, liquor, clothing, airlines.

Creating a Brand Image


David Ogilvys Approach
Brand image or personality is particularly
important when brands are similar
Every ad must contribute to the complex symbol
that is the brand image

Leo Burnetts Approach


Find the inherent drama or characteristic of
the product that makes consumers buy it
(Inherent drama) is often hard to find but it is
always there, and once found it is the most
interesting and believable of all advertising
appeals.

Approaches to the Major Selling Idea:


Inherent Drama and Positioning
Inherent Drama:
Focus on consumer benefits with an emphasis
on the dramatic element in expressing them
Messages generally presented in a warm,
emotional way
Hallmark, Maytag, Kellogg

Positioning:
Establish a particular place in the customers
mind for the product or service
Based on product attributes/benefits,
price/quality, use or application, type of user,
problem solved

Burger King searches for the right ad campaign


76

Have it your way.

86-87 This is a Burger King town.

77-78 America loves burgers


and were Americas
Burger King.

87

78-80 Whos got the best darn


burger?

89-91 Sometimes you gotta


break the rules.

80-82 Make it special. Make it


Burger King.

91-92 Your way. Right away.

82

Arent you hungry for


Burger King now?

82-83 Battle of the burgers.


83

Arent you hungry?

83-85 The big switch.


85-86 Search for Herb.
86-87 This is a Burger King
town

The best food for fast


times.

87-89 We do it like youd do it.

92-94 BK Tee Vee: I love this


place!
94

Back to basics

94-96 Get your burgers worth.


96-98 It just tastes better.
99

Go the distance

2000 Got the Urge


01-02 The Whopper Says
02-03 At Burger King You Got It

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