Creative Planning,

Strategy and
Development
Advertising Creativity

Determining
Determining what
what the
the
Creative
Creative advertising
advertising message
message will
will say
say
Strategy
Strategy or
or communicate
communicate

Determining
Determining how
how the
the
Creative
Creative message
message strategy
strategy will
will be
be
Tactics
Tactics executed
executed
The Silhouettes campaign for the iPod is
an Example of Creative Advertising
Absolut’s Advertising Represents Synergy
Between Creative and Media
The Ideal Power Idea Should . . .

Be
Be describable
describable in
in aa simple
simple word
word or
or phrase
phrase

Be
Be likely
likely to
to attract
attract the
the prospect’s
prospect’s attention
attention

Revolve
Revolve around
around the
the clinching
clinching benefit
benefit

Allow
Allow you
you to
to brand
brand the
the advertising
advertising

Let
Let prospects
prospects vividly
vividly experience
experience the
the goods
goods
 Two Perspectives on Advertising Creativity

The
The ability
ability to
to generate
generate fresh,
fresh, unique
unique and
and
appropriate
appropriate ideas
ideas that
that can
can be
be used
used as
as solutions
solutions
to
to communication
communication problems.
problems.

“Only artistic
“Its not value and
creative originality
unless it sells”
Suits Artists count”
Wrigley Takes a Creative Risk
Wieden+Kennedy Has Developed Very
Creative Ads for Nike
 Young's Creative Process

Getting
Getting raw
raw material,
material, data,
data, immersing
immersing
Immersion
Immersion one's
one's self
self in
in the
the problem
problem to
to get
get the
the
background.
background.
Ruminating
Ruminating on on the
the data
data acquired,
acquired,
Digestion
Digestion turning
turning itit this
this way
way and
and that
that in
in the
the
mind.
mind.
Ceasing
Ceasing analysis
analysis and
and putting
putting the
the
Incubation
Incubation problem
problem out
out of
of conscious
conscious mind
mind for
for
aa time.
time.

AA sudden
sudden inspiration
inspiration or
or intuitive
intuitive
Illumination
Illumination revelation
revelation about
about aa potential
potential solution.
solution.

Studying
Studying the
the idea,
idea, evaluating
evaluating it,
it, and
and
Verification
Verification developing
developing itit for
for practical
practical usefulness.
usefulness.
Wallas’ View of the Creative Process

Illumination Preparation
Seeing the Gathering
Solution Information

The
Creative
Process

Verification Incubation
Refining Setting
the Idea Problem
Aside
Top 10 Advertising Slogans of the Century

Company or Brand Campaign Theme

1. De Beers Diamonds are forever
2. Nike Just do it!
3. Coca Cola The pause that refreshes
4. Miller Lite Tastes great, less filling
5. Avis We try harder
6. Maxwell House Good to the last drop
7. Wheaties Breakfast of champions
8. Clairol Does she . . . or doesn’t she?
9. Morton Salt When it rains it pours
10. Wendy’s Where’s the beef?
 Advertising Campaign Themes

The
The central
central message
message that
that will
will be
be
communicated
communicated
in
in all
all of
of the
the various
various IMC
IMC activities
activities

Miller
Miller General
General Mills,
Mills,
Philip
Philip Morris
Morris BMW
BMW
Lite
Lite Wheaties
Wheaties

““Marlboro
Marlboro ““The
The ultimate
ultimate “The
“The breakfast
breakfast
country”
country” driving
driving of
of champions”
champions”
machine”
machine”
Building a Copy Platform Outline

6.
6. Supporting
Supporting information
information and
and requirements
requirements

5.
5. Creative
Creative strategy
strategy statement
statement

4.
4. Selling
Selling idea
idea or
or key
key benefits
benefits to
to communicate
communicate

3.
3. Specify
Specify target
target audience
audience

2.
2. Advertising
Advertising and
and communications
communications objectives
objectives

1.
1. Basic
Basic problem
problem advertising
advertising must
must address
address
 Model of Marketing Information Flow

Knowledge of vital
marketing
information

Client/agency Internal agency

communication communication

Client gatekeepers Agency gatekeepers Creative staff

(Brand manager) (Account manager)

Internal client
decision Agency gatekeeper Art is created
on sharing decision on sharing
information client info with staff
with the agency
 Successful Long-Running Campaigns

Company or Brand Campaign Theme

Nike Just do it
Allstate Insurance You’re in good hands with Allstate
Hallmark cards When you care enough to send
the very best
Budweiser This Bud’s for you
Intel Intel inside
State Farm Insurance Like a good neighbor,
State Farm is there
Chevy Trucks Like a rock
Dial soap Aren’t you glad you use Dial?
 Approaches to the Major Selling Idea: USP

Unique
Unique Selling
Selling
Proposition
Proposition

Benefit
Benefit Unique
Unique Potent
Potent

Buy
Buy this
this product
product Must
Must be be unique
unique The
The promise
promise
or
or service
service and
and to
to this
this brand
brand oror must
must be
be strong
strong
you
you will
will benefit
benefit claim;
claim; something
something enough
enough oror
this
this way
way oror rivals
rivals can't
can't or
or attractive
attractive
enjoy
enjoy this
this don't
don't offer
offer enough
enough toto move
move
reward
reward people
people
Major Selling Ideas

Positioning
Use
Positioning the
Use aa Unique
the
Unique Create
Use
Use aa Unique
Create aUnique
a Brand
Brand
Brand
Selling Position
Brand
Selling Position Selling
Image
Selling Position
Image
Position

Seeking
Seeking the
the
Major
Major Idea
Idea

Find
Create
Find the
Create
thethe
Inherent
the Brand
Inherent
Brand
Positioning
Positioning Drama
Image
Drama
Image
 Perspectives of Great Ad Men on the
Major Selling Idea

David
David Ogilvy
Ogilvy Leo
Leo Burnett
Burnett

Find
Find the
the inherent
inherent drama
drama oror
Brand
Brand image
image oror personality
personality characteristic
characteristic of
of the
the
is
is particularly
particularly important
important product
product that
that makes
makes
when
when brands
brands are
are similar
similar consumers
consumers buybuy itit

“Every
“Every ad ad must
must contribute
contribute “(Inherent
“(Inherent drama)
drama) is is often
often
to
to the
the complex
complex symbol
symbol hard
hard to
to find
find but
but itit is
is always
always
that
that is
is the
the brand
brand image.”
image.” there,
there, and
and once
once found
found itit is
is
the
the most
most interesting
interesting and and
believable
believable ofof all
all
advertising
advertising appeals.”
appeals.”
 Creating a Brand Image

Used
Used when
when competing
competing brands
brands are
are so
so
similar
similar itit is
is difficult
difficult to
to find
find or
or create
create aa
unique
unique attribute
attribute

The
The creativity
creativity sales
sales strategy
strategy is
is based
based on
on aa
strong,
strong, memorable
memorable brand
brand identity
identity through
through
image
image advertising
advertising

Often
Often used
used for
for products
products such
such as
as soft
soft
drinks,
drinks, perfume,
perfume, liquor,
liquor, clothing,
clothing, airlines
airlines
Reebok Uses Image Advertising
Approaches to the Major Selling Idea:
Inherent Drama

Messages
Messages generally
generally presented
presented
Inherent
Inherent in
in aa warm,
warm, emotional
emotional way
way
Drama
Drama Hallmark,
McDonald’s,
Hallmark, Maytag,
McDonald’s, Maytag,
Maytag, Kellogg
Maytag, Kellogg
Kellogg
Kellogg

Focus
Focus on
on consumer
consumer benefits
benefits
with
with an
an emphasis
emphasis on
on the
the
dramatic
dramatic element
element in
in expressing
expressing
them
them
Approaches to the Major Selling Idea:
Positioning

Establish
Establish aa particular
particular place
place in
in
Positioning
Positioning the
the customer’s
customer’s mind
mind for
for the
the
product
product or
or service
service

Based
Based on
on product
product attributes/
attributes/
benefits,
benefits, price/quality,
price/quality, use
use or
or
application,
application, type
type of
of user,
user,
problem
problem solved
solved