DEVELOPING A

PROGRAM
Module 4 as per course outline
 Fundamentals of an Ad
campaign
Creativ Ad 2
Ad 1
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Ad
Strateg campai

Big
gn
This
ymodule Ad 3 Ad 4

deals
with
Idea
creative Advertisin
strat4eg
y g Strategy
Advertising
Research
Creative Strategy
Consists of:
 Planning – The Creative Process

 Development – creating the ad campaign

 Implementation and Evaluation

 Appeals
 Creative tactics = how the message strategy
will be executed
 Source Factors
 Message Factors
 Channel Factors
WHAT IS CREATIVITY?
Importance of creativity
 Creative advertising is critical even if
companies make excellent products
 Can be central to determining the
success of a product or reversing the
fortunes of a struggling brand.
https://youtu.be/8dt1mz5IZCE
https://youtu.be/Vc0GkcHr5Bk
https://youtu.be/vBAqly7WGWs

https://youtu.be/2tNwhTvrrIw
https://www.youtube.com/watch?v=ts_4vO
UDImE
What is creativity
 It is the job of the people who develop
an ads to turn all the information
regarding product features and benefits,
marketing plans, consumer research and
communication objectives into a creative
concept that will bring the advertising
message to life.
Determinants of creativity
 Advertising creativity – ability to generate
fresh, unique, or relevant ideas that can be
used as solutions to communication
Creativity is viewed in terms of
 Divergence refers to the extent to which an

ad contains elements that are novel,

different or unusual
 Relevance – Degree to which the various

elements of the ad are meaningful, useful

and valuable to the consumer
Divergence can be achieved through

 Originality – elements that are rare, surprising,

or move away from the commonplace
 Flexibility – contain different ideas or switch
from one perspective to another
 Elaboration – ads that contain unexpected
details or finish and extend basic ideas so that
they become complicated or sophisticated
 Synthesis – Ads that combine, connect or
blend unrelated things together
 Artistic Value – Ads that have artistic verbal
impressions or attractive shapes and colours
Relevance
 Degree to which the various elements of
the ad are meaningful, useful or valuable
to the consumer.
 Ad to consumer relevance – situations where
ad contains execution elements that are
meaningful to consumers
 Ex: Share the load
 Brand to consumer relevance – situations
where the brand is of personal interest to
consumers
 Surf excel – daag achche hai
 Degree to which an advertisement
How does creativity help
 Advertising that is novel has been show to require
more consumer processing tme, resulting in longer
exposure and attention.
 Creative ads draw more attention to the advertised
brand, higher levels of recall, greater innovation and
more processing
 In addition to cognitive outcomes, studies show that
creative advertising positively impacts emotional
reaction
 Competing in a cluttered word
 Consumers might prefer novelty – marketers look at
relevance
PLANNING THE
CREATIVE STRATEGY
 The creative challenge
 Taking creative risks – Creative vs Hard
sell
 Creative Personnel
Planning creative strategy
 Creative Challenge
 Must take all the research, creative briefs, strategy
statements, communication objectives and other
inputs and put them into the advertising message
 Write copy design layouts and illustrations, create
commercials, rather than just state facts
 What all information to put on
 Taking creative risks – how much creativity is
too much?
https://youtu.be/hUc4iKIAPV8
 Creative Personnel – free wheeling executive
The benetton unhate
campaign
Creative vs Hard Sell
 War has been fought between those who
believe ads should move people and those
who just want to move products
 Rationalists believe the more things in the
product to sell the more the chance of
selling it
 If it doesn’t sell – it isn't creative
 Poets who believe that you need to build an
emotional bond between brands and
consumers
 64% people tried to avoid ads
 Both sects believe that ads should sell
CREATIVE PROCESS
Part of Creative Strategy Planning
Creative Process
The production of ideas is just as definite a
process as the production of Fords; the
production of ideas too runs an assembly line;
in this production the mind follows an operative
technique which can be learned and controlled;
and that its effective use is just as much
practise in the technique as in the effective use
of any tool

- Young (V P President of J Walter Thomson

Agency)
Creative process
 Advertising is best viewed as a process
and creative success is most likely when
some organized approach is used
 No infalliable blueprint is available and a
lot of advertising people reject attempts
to standardize creativity or develop rules
 However as denoted by Young in the
beginning there is a process
 Young’s model of creative
process
 Immersion – Gathering raw material and
information through background research and
immersing yourself in the problem
 Digestion – Taking the information, working it
over and wrestling with it in the mind
 Incubation – Putting the problem out of your
conscious mind and turning the information
over to the subconscious mind
 Illumination – the Birth of an Idea
 Reality or verification – Studying the idea to see
if it still looks good or solves the problem then
shaping it to see its practical usefulness
CREATIVE PROCESS
EXPLAINED IN DETAIL
 The creative process – Account Planning

Account Planning – pre campaign plans

 Input to the creative process:

preparation, incubation and Illumination

 Background research
Research
 Product/Service specific research methods to
be under
 Qualitative research input taken
 Input to the creative process: Verification
and revision
 Account Planning
 Agencies use “account planning” to gather
information and help creative specialists
 This process involves research and gathering all
information about a client’s product/service/brand and
consumers in the target market.
 Account planners job is to provide the key decision
makers with all the information they require to make
an intelligent decision
 Job involves carefully laying out a strategic foundation
with the client, handing over tidbits of information to
creative people when the information (as per their
judgment) will have the greatest impact, giving
feedback on ideas
Inputs to the creative process/:
Preparation, Incubation, Illumination

Background research
 Creative specialist needs to be

knowledgeable about general trends,

conditions and development in the
marketplace as well as research on
specific advertising techniques that work
 Informal fact finding like reading

anything related to the product, market,

asking people involved, listening to what
people have to say, using the product,
working in and learning the clients
Inputs to the creative process:
Preparation, Incubation, Illumination
 General pre planning
 Books, periodicals, scholarly journals,
clipping which gather and organize
magazine and newspaper articles on the
product
 Trends developments etc can be use from a
variety of resources like CRISIL publish
reports and newspaperts that give
information on trends, developments
 Brand equity, Economics times, brand line,
agencyfaqs.com
Inputs to the creative process:
Preparation, Incubation, Illumination
 Product Specific research
 Specific studies about the product, the
target market and a combination of the 2
 Qualitative and Quantitative consumer
research such as attitudes, market
structure, positioning products like
perpectual mind maps, focus group
products etc
 “Problem detection”- finding areas around
which creative strategies could be based.
 List
all your issues with using the product. Rate
them, evaluate various brands on that basis
 Psychographic research – that taps into the minds of
consumers
 Research on brands pillars – energized about
differentiation, relevance, Esteem, knowledge
 Qualitative research input – focus groups
 Listening to focus groups
 Presenting ideas to focus groups
 Ethnographic research – observing consumers in their
natural environment
 Focus groups might be swayed by strong
personalities in the group, ethnographic research is
costly and difficult to administer.
Inputs to the creative process:
Verification and Revision

 Verification and revision stage evaluates

ideas generated during the illumination
phase- reject inappropriate ones and
refine and polish those that remain
 Members of the target market may be
asked to evaluate the storyboard.
Storyboard is a series of drawings used
to present the visual plan or layout of a
proposed commercial.
CREATIVE STRATEGY
DEVELOPMENT
Creative strategy
development
 Creative brief
 Advertising campaign
 Searching for the major selling idea
 Developing the major selling ideas
Creative strategy development – creative
brief

 Specifies the basic elements of the creative

strategy – also called blue print, work plan or
creative content or in your case your
Submission due on 13th Feb
 Creative Brief Outline
 Basic problem or issue the advertising must
address
 Advertising and communications outline
 Target Audience
 Major selling idea
 Creative strategy statement
 Supporting information & requirements
 Creative Strategy Development
- Advertising campaign

 Determining the “unifying theme” around

which the campaign will be built is a critical
aspect and sets the tone of the individal ads
and communication
 Campaign theme should be a strong idea and
that central message will be communicated in all
the messages
 Theme is expressed through a slogan or a
tagline that reduces the key idea into a few words
 Slogan should serve as a summation line that
explains the brands positioning as well as the
message it is trying to deliver to the target market
 Advertising campaign plans are short
term in nature and like marketing and
IMC plans are done on an annual basis
 Many change their theme often – BMW
has been the “ultimate driving machine”
since 1974
 https://youtu.be/4T6UXwFSWTI
 https://youtu.be/9_ZWOpaq4T4
 https://youtu.be/nYk8YLVZeVY
 https://youtu.be/m5W_L6s7VSo
Searching for a major idea
 For advertising to be effective – a big
idea must attract the customer
attraction, get a reaction, set the
advertisers product or service apart from
competition.
Developing the major
selling idea
 Several ways to approach your major
selling idea. Dominant approaches
include
 Using a major selling proposition
 Creating a brand image
 Finding the inherent drama
 Positioning
Unique Selling proposition
 Each ad must make a proposition to the
consumer – not just words, now just product –
tell the customer – get this and this is the benefit
 Must be one which competition does not offer
 Must be strong enough to pull people over to
your brand
 Attribute claim or benefit must dominate the ad
and be emphasized through repetitive
advertising
 For example Colgate :
https://youtu.be/NpwxOZ7x--8
Creating a brand image
 In many product/services, competing
brnds are so similar that it is difficult to
create a unique attribte to use as unique
selling idea – hence these products are
sold on the basis of a strong memorable
identity through “image advertising”
 https://youtu.be/q3mlO2bzHV8
Finding the inherent drama
 Finding the inherent drama or characteristic of
the product that makes the customer buy it.
 Hard to find but once It is found – it the most
interesting and believable of all advertising
appeals
 Based on Consumer benefits with an
emphasis on drama
 Down home type of advertising that prevents
the message in a warm or realistic manner.
 https://youtu.be/ne43kNbbJbE
Positioning
 https://youtu.be/yf39vt0MKug
Cadbury’s repositioning
 https://youtu.be/ZwE6NdTe36A

 https://youtu.be/NjlGu5l1_IY

 https://youtu.be/2Dp9oA3zjzg

 https://youtu.be/vnfO5hV-89Y

 https://youtu.be/_u3xm2zG4_g

 https://youtu.be/UoJqQedywvI

 https://youtu.be/WAFpIN1-p-E
CREATIVE STRATEGY
Implementation and Evaluation
Creative Strategy: Implementation &
Evaluation

 Appeals
 Creative tactics
 Source Factors
 Message Factors
 Channel Factors
ADVERTISING
APPEALS
 Types of Appeals
 Rational/Informational
 Emotional – can be lump in throat of funny and vary
from fear, humour, sex, agony, personal appeal moral
appeals, transformation advertising or imagery model
 Mix of Rational and Informational
 Online Ads
 Reminder Ads
 Teaser Ads
 Persuasive Ads
 Trade Ads
 Surrogate Ads
 User generated Ads
Good indicator of what kind of ads work
Informational/Rational
 Focus on the consumers practical, functional and
utilarian need for the product/service and/or
emphasizes the features of the product/service
 Content emphasizes facts, learning and logic of
persuasion
 Tend to be informative and generally attempt to
convince consumers about their product
 Objective : persuade the target market to buy
the brand
 rational motives to buy a product is used as the
motive : range from comfort, durability, sensory
benefits, efficiency
Rational advertising appeals
 Feature appeals : Focus on dominant traits of the
product/sercice. These ads tend t be informative
and present the consumer with a number of product
attributes that will lead to favourable attitudes and
can be used as a basis for rational purchase
 Technical & high involvement product like
automobiles, use this type of advertising
 https://youtu.be/jDLswiYQJQE
 Also what a product has a feature that can result in
specific consumer benefits
 https://youtu.be/o3bIXrgdKAw
Rational advertising appeals
 When a brand has a competitive
advantage it wants to boast about when
compared to its competitors
 https://www.youtube.com/watch?v=LY2jN
P4nM3I
 https://youtu.be/y0IKkoIfR1g
 Favorable price appeal
 https://youtu.be/DqHG37GlBiM
 https://www.youtube.com/watch?v=u85Az
AVBq2I
 https://youtu.be/GDHEdX9MErQ
Rational Advertising
appeals
• New appeal – speak about the
new feature
 Product/service popularity appeal
 https://youtu.be/znqBGpBcHwo

Hertz response to Avis to

reiterate its number 1 position
Emotional appeal
 Refers to the customers social or psychological
needs for purchasing a product/service
 Many consumers motives for their purchase
decisions are emotional and their feelings about
a brand can be more important than the
knowledge of any feature or attribute
 Many consumers believe that appeals to
consumers emotions work better at selling
brands that do not differ markedly from
competing brands since rational differentiation
between them is different.
 Many feelings or needs can serve as the
basis for advertising appeals to influence
consumers or on an emotional level

Personal Status or Feelings Social Based

feelings
Safety Stimulation/Aro Recognition
usal
Security Sorrow grief Status
Fear Achievement Respect
Love Pride Involvement
Affection Self – Esteem Embarrasment
Happiness Actualization Rejection/ACce
ptance
 Advertise use humour, sex,
entertainment, and put consumers in a
good frame of mind
 https://youtu.be/gN8Ol4w9u6s
 You can use lump in the throat kind of
advertising
 https://youtu.be/lmI-jd0X04Y
 https://youtu.be/P76E6b7SQs8
Other types of emotional
ads
 Transformation ad : associated with the experience of using the
advertised brand with a unique set pf psychological
characteristics which may not usually be associated with the
brand experience
 Must make the experience of using the product richer warmer, more
exciting
 Must connect the experience of the advertisement so tightly that

consumers remember the brand without recalling the experience

generated by the brand
https://youtu.be/TpUOHd6ZlCk

 Image advertising – designed to give a company or brand a

unique association or personality and is often transformational
in naure.Creates a certain feeling or mood.
 https://youtu.be/3F9GA64ll4Y
Types of emotional appeals
 Fear Appeal
 Humour appeal

 Sex Appeal
 https://youtu.be/JfB2mo5juOk

 Agony Appeal
 https://youtu.be/O-ASCWqDftc

 Personal Appeal
 Moral Appeal
 https://youtu.be/5J1Na3yfxFE
 https://youtu.be/MoHeBnuVg5I
 https://youtu.be/bkxmMeDIJlE
Combining Rational & Emotional appeals

 In both cases – the decision is to

combine both approaches
 Consumer purchase decisions are both
both rational and emotional and hence
attention must be given to both
elements
 Ex: Choosing an airline
 Combining emotional and rational aspects

https://www.youtube.com/watch?v=2kSpqloRFcs
 Emotional appeals have more recall than
rational advertising
 Purely Emotional advertising has more
recall than a mix of rational and
emotional advertising
 E
Emotional Bonding with a brand /Levels of
m
relationships with brands

o
ti
How consumers
perceive brands
and build

o
emotiional bonds
with brands
Personali
n
ty
Products
benefits
Additional types of appeals
 Reminder Advertising :
 Building brand awareness and keeping the
brand name in front of consumers
 Reinforces previous promotional
information
 It is used to keep the public interested in a
well established product – one probably at
the end of the life cycle
 Ex: Cadbury ads – kuch meetha ho jaye –
ads around important days
 Coke Ad- share happiness
Additional types of appeals
 Online ads serve as a reminder too – many of the
banner ads have very low click rates but still can be
effective and serve a valuable function by fostering
familarity : ex: Grammarly ads
 This is called the exposure effect – whereby repeated
exposure to a stimulus creates feelings about a brand
 Teaser advertising – designed to build curiosity and or
excitement about a brand
 https://youtu.be/HbwJaltHqa4
 https://youtu.be/W2StnHWeeO4
 User generated content
 http://www.socialsamosa.com/2019/05/some-of-the-best-u
gc-campaigns/
Additional types of appeals
 Persuasive Advertising
 Used to increase the demand for an existing good.
The idea is to persuade a target audience to
change a brand buy their product and develop
customer loyalty
 Highly competitive when there are similar brands in
the market and each competiting for their share of
market.
 Different from informative marketing (which
focuses on facts) , persuasive marketeing tries to
evoke an emotion from them
 https://youtu.be/hBh7VzLVh1U
 Surrogate Advertising
 Used to promote banned products like cigarettes and
alchohol in the guise of another product
 Can be done using a fairly close category like Soda, water or
completely different like music Cds, playing cards, to sports
teams
 The banned product (alcohol or cigarettes) may not be
projected directly to consumers but rather masked under
another product under the same brand name, so that
whenever there is mention of that brand, people start
associating it with its main product (the alcohol or
cigarette). In India there is a large number of companies
doing surrogate advertising
 https://youtu.be/2d3aYiIiWZY
 Trade Advertising
 Adveritisng intended not for the customer
but for various entities who influence
consumer availability such as wholesellers,
retailers. This is called B2B Advertising too
 Self selected audience views your ad and
content can be tailored so more cost
effective
ADVERTISING
EXECUTION
How appeals can be implemented
Advertising execution
 Once the specific advertising appeal that
will be used as the basis for the
advertising message has been
determined, the creative specialist or the
team begins its execution.
 Creative execution s the way an
advertising appeal is presented
 Important for an ad to have a
meaningful appeal or message to
communicate to the customer
Advertising execution can be presented

 Straight Sell or factual

 Scientific/Technical Evidence
 Demonstration
 Comparison
 Slice of life
 Animation
 Personality Symbol
 Imagery
 Dramatization
 Humor
 Combination
Straight Sell or factual
 Most basic creative execution is straight sell or factual
message
 Relies on straightforward presentation of information
concentration on the product or service
 Execution is often used with informational/rational appeals
where the focus of the message is the product or service
 Commonly used in print ads
 Picture of the product and factual information
 Also on tv – when announcer delivers the sales message
while the product/service is shown on screen
 High involvement products as well as B2B advertising
generally uses this format
Scientific/technical
Evidence
 Advertisers often cite technical
information, results of scientific or labs
students
 Colgate dentist ads
Demonstration advertising
 Designed to illustrate the key advantages of the
product/service by showing it in actual use or in
some staged situation
 Demonstration executions can be very effective
in convincing consumers of the products utility
or quality or the benefits of using the brand
 TV is particularly well suited for this type of
advertising
 For example : Harpic Ads
 https://youtu.be/5eD36J9qtFs
Comparison
 Brand comparisons can also be the basis
for advertising execution
 The comparison execution approach is
increasingly popular among advertisers
since it is a direct way of communication
the advantage the brand has over others
 Avis Vs Hertz
Testimonial Ads
 Prefer to have their messages presented by way of
a testimonial where a person praises a product or
service basis their personal experience with it
 Can have ordinary satisified customers discuss their
own experiences with the rband and the benefit of
using it
 Very effective when the person delivering the
testmonial is someone whom the target audience
can identify with or has an interesting story to tell
 Related adveritsing is called an “endorsement”
where a well known or a respected individual speaks
on behalf of the product/service
Slice of life advertising
 Widely used advertising format – particularly for
packaged goods- generally based on a
problem/solution approach
 This type of advertising portrays a problem/conflict
that consumers face in their daily life and shows how
the product/service can help resolve the same
 Often criticised for being unrealistic and irritation
ebcause they remind customers of issues they may
have – such as dandruff, bad breath, body odor etc
 However advertisers prefer thir route as they believe
it is effective as most consumers can relate to the ad
and register it as a solution
 Not limited to consumers, can be directed to
businesses too
 Some business use a variation of the
problem/solution execution that is referred to as
“Slice of death” advertising. This execution
styule is used in conjunction with the fear appeal
as the focus is the negative consequences of not
choosing the product/service
 Execution is critical in these ads as these ads
need to be relable – situation and people
 https://youtu.be/udxIwbVxpgw
Animation
 Animation execution approach can
become popular in recent year
 Popular for targetting children
 Use of animation is increasing with
technology which supports it
 Commercials use rotoscoping – shoot
digital videos of actors and then use a
software to paint over them to look
animated.
 https://youtu.be/tClxF27xloQ
Personality symbols
 Involves developing a central character or a
a personality symbol that can deliver the
advertising message which the prodict or
service can be identified.
 Personality images can be built around
animated characters, animals or people
 Vodafone Zoo Zoos, Hutch Dog, Kelloggs
frosted flakes
 https://youtu.be/moSBmKUm0pk
 https://youtu.be/2MHM9ktpp20
Imagery
 Some ads contain little or information about the
brand or company and are totally visual. Use of
imagery executions where by the ad consists of
visual elements sucj as pictures, illustrations,
symbols rather than information
 Goal is used to envourage consumers to
associate the brand with the symbols,
characters shown in the ad
 Imagery ads are often the basis for emotional
appeals that are used to advertise
products/service for differentiation
Dramatization
 Well suited to TV where the focus is telling a short
story with the product/service as star
 Somewhat akin to slice of live that if relies on
problem/solution approach but it uses more
excitement and suspense in telling the story
 Using drama is to draw the viewer into the action it
potrays
 Which everyday situtations can you develop aroumd
the product to show its advantages in the best ligt
 Should the product be a star, lifesaver or a helper
 Challenge lies in telling the story in 30 secs
 Humour
 Combinations
CREATIVE TACTICS
Creation of the Actual Advertisement
Creative Tactics
 Once the various appeal and execution
style has been done, we focus on
creation of the actual adverisement.
 The design and production of advertising
messages involve a number of activities
among them writing copy, developing
illustrations and other visual elements of
the ad and bringing all the pieces
together.
Creative tactics for Print
Ads
 Basic components of a print ad are
 Headline Responsibility of the
copywriters, artists
 Body copy working under an art
director
 Visual
 Layout
 Headline
Headline
 Headline is the
words in the leading
position in the aid –
the words that will
be read first apart
from the body copy
or the text portion
to give them
prominence.
 Most important part
of the ad
 So in addition to attracting attention, the
headline must give the reader incentive
to read the copy portion of the ad.
 Headlines also perform a segmentation
function by engaging the interest of
consumers who are more likely to buy a
product or service – choose where to
advertise
 Types of headlines
 Direct headlines : Straight forward and
straight about what they are
communicating
 Indirect headline : not straight forward
but about grabbing attention. Rely on
their ability to generate curiosity
 Subheads: Subheads are usually smaller
than the headline but larger than body
copy
 Direct
Headline

 Subhead
s

Body Copy

Illustratio
Body Copy
 While body copy is the main text portion
of the ad.
 Usually at the heart of avertising but
getting the target market to read is often
quite difficult.
 Body copy must be long enough to
communicate yet short enough to hold
attention
Visual Elements/Illustration
 The illustration is often a dominant part
of a print ad
 Visual must attract attention,
communicate an image, and convey a
strong message
 Decisions around the illustration are
identification of what should be included,
brand name, trademarks, logos,
handdrawn, illustrated?
Layout
 Layout is how all the various elements
are blended together into a finished
advertisement
 Is the physical arrangement of the ad –
the headline, subheads, copy, illustration
etc
Creative tactics for
television
 TV is a unique and powerful advertising
medium because it contains the
elements of sight, spumd and motion
 Unlike print, the viewer doesn’t not
control the rate at which the message Is
presented
Tactics around
Video
 Visual portion dominated the commercial so

it must attract viewers attention

 A number of visuals need to be put into a

proper sequence to make sense to the

consumer
 Decisions around lighting, the presenter,

etc
Audio
 Includes voices, music and sound effects

Types of audio include

 Voiceover – message delivered by a

presenter who does not appear in the

commercial
 Music – can be made more central like a

jingle or a background music

 Silence