Creative Planning, Strategy and Development

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Creativity

Creative Strategy

Determining what the advertising message will say or communicate

Creative Tactics

Determining how the message strategy will be executed

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Burger King searches for the right ad campaign

Ad Campaign Timeline
1976 2003

87-89 91-92 92-94 1994 86-87 94-96 1987 89-91 1976 77-78 78-80 80-82 1982 82-83 1983 83-85 85-86 96-98 01-02 02-03

BK Tee Your We Vee: do I it love Right like Back this youd away. to place! basics do it. This isway. a Burger King town Get your burgers worth. The Sometimes best food you for gotta Have America Whos it Make your Arent Battle loves got it Arent way. special. The the you burgers of Search At best It the hungry you big Burger just Make burgers. The darn switch. hungry? for and tastes for Herb. it King Whopper burger? were Burger better. You King. Got Says It fast break times. the rules. Americas Burger Burger King King. now? Go the distance Got the Urge

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Ideal Power Idea Should . . .

Be Describable in a Simple Word or Phrase

Be Likely to Attract the Prospects Attention

Revolve Around the Clinching Benefit

Allow You to Brand the Advertising

Let Prospects Vividly Experience the Goods

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Two Perspectives on Advertising Creativity

The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.
Its not creative unless it sells Only artistic value and originality count

Suits

Artists

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

This ad generated debate over the use of hard versus soft-sell advertising

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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Another Campaign That Generated Debate Over Creativity

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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

An Artsy Commercial for Norwegian

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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Norwegian Changed Its Creative Approach

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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Absoluts Advertising Represents Synergy Between Creative and Media

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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Young's Creative Process

Immersion Digestion
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background. Ruminating on the Data Acquired, Turning It This Way and That in the Mind. Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time. A Sudden Inspiration or Intuitive Revelation About a Potential Solution. Studying the Idea, Evaluating It, and Developing It for Practical Usefulness.
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Incubation
Illumination Verification

Wallas View of the Creative Process

Illumination Seeing the Solution

Preparation Gathering Information

The Creative Process

Verification Refining the Idea Incubation Setting Problem Aside

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Getting Creative Input

Use the product to become familiar with it!

Read anything related to the product or market!

Listen to what people are talking about!

Work in and learn about the clients business!

Ask everyone involved for information!

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Verification and Revision of Ideas

Evaluate Ideas Generated Reject Inappropriate Ideas Objective Refine Remaining Ideas Give Them Final Expression Directed Focus Groups Message Communication Studies Portfolio Tests Viewer Reaction Profiles
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Techniques

This ad campaign was based on psychographic research

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The 10 greatest ad slogans of all time

Company or Brand
1. De Beers 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 Tastes 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?

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

BMWs Slogan Has Helped Build Its Brand Image

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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

An Advertising Campaign
Integrated Interrelated Marketing Communication Activities Coordinated

Centered on a Theme or Idea

In Different Media
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Over a Time Period

Advertising Campaign Themes

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

BMW

The Ultimate Driving Machine

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Successful Long-Running Campaigns

Company or Brand
Nike Allstate Insurance Hallmark cards Budweiser Intel State Farm Insurance Chevy Trucks Dial soap

Campaign Theme
Just do it Youre in good hands with Allstate When you care enough to send the very best This Buds for you Intel inside Like a good neighbor, State Farm is there Like a rock Arent you glad you use Dial?

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

This ad is part of a new advertising campaign theme for Miller Lite beer

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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Building a Copy Platform Outline

6. Supporting Information and Requirements 5. Creative Strategy Statement 4. Selling Idea or Key Benefits to Communicate 3. Specify Target Audience 2. Advertising and Communications Objectives 1. Basic Problem Advertising Must Address
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Major Selling Ideas

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

Seeking the Major Idea

Positioning

Find Create the the Inherent Brand Drama Image

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Approaches to the Major Selling Idea: USP

Unique Selling Proposition Benefit Unique Potent

Buy this produce and you'll benefit this way or enjoy this reward

Must be unique to this brand or claim; something rivals can't or don't offer

The promise must be strong enough or attractive enough to move people

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Perspectives of Great Ad Men on the Major Selling Idea

David Ogilvy
Brand image or personality is particularly important when brands are similar

Leo Burnett
Find the inherent drama or characteristic of the product that makes consumers buy it

Every ad must contribute to the complex symbol that is the brand image.

(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.

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Creating a Brand Image

Used when competing brands are so similar it is difficult to find or create a unique attribute

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

Often used for products such as soft drinks, perfume, liquor, clothing, airlines

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

No Fear Ads Creates a Unique Brand Image

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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Ads Can Promote a Unique Image

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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Approaches to the Major Selling Idea: Inherent Drama

Inherent Drama

Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog

Focus on consumer benefits with an emphasis on the dramatic element in expressing them

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Approaches to the Major Selling Idea: Positioning

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

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Pennzoils Positioning is Based on Protection

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Quaker States Positioning is Based on Performance

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This Ad Positions 3M as Highly Innovative

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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin