Creative Planning,

Strategy and
Development

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Creativity
What is Creativity from an IMC point of view? How
creative should you be?

Determining what the

How important is creativity
frommessage
a Bangladeshi
advertising
will say
Market perspective? or communicate
Who are the key players in Creative Advertisement
Campaigns?
Soft Sell VS Hard Sell Ads: Which one do you
prefer?

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Creativity

Determining what the

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

Determining how the message strategy will be

executed

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IKEA Ads

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Silhouettes campaign for the iPod is

an Example of Creative Advertising

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Absoluts Advertising Represents Synergy

Between Creative and Media

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Absoluts Advertising Represents Synergy

Between Creative and Media

2007 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

Suits

Artists

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Only artistic
value and
originality
count

Benneton Takes a Creative Risk

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Wrigley Takes a Creative Risk

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Un-Hate Campaign by Benetton

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

This ad generated debate over the use

of hard versus soft-sell advertising

*Click outside of the video screen to advance to the next slide

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Young's Creative Process

Immersion

Getting raw material, data, immersing

one's self in the problem to get the
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

A sudden inspiration or intuitive

revelation about a potential solution.

Verification

Studying the idea, evaluating it, and

developing it for practical usefulness.
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Test Your Knowledge

A client manufactures maternity clothes for
businesswomen, and it wants a new advertising
campaign. Visits to obstetrician's offices to observe
the clothes being worn and to maternity shops at the
mall to see how they were selected could be a part of
the _____ stage of the creative process.
A)
preparation
B)
verification
C)
revision
D)
reality check
E)
incubation

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Inputs to creative process: Preparation,

Incubation, Illumination

Read anything
related to the
product or
market!

Use the
product to
become
familiar with
it!

Work in and
learn about
the clients
business!

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Listen to what
people are
talking about!

Ask everyone
involved for
information!

Inputs to creative process: Verification & Revision

Evaluate ideas generated
Reject inappropriate ideas
Objective

Refine remaining ideas

Give them final expression

Techniques

Directed focus groups

Viewer reaction profiles

2007 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

Techniques

Viewer reaction profiles

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Problem Detection

Problem
Detection

Focus Group to find out

problems consumers
encounter and brands used
to solve the problem. Used
by creative to decide which
features to focus on

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Problem Detection

Storyboards
Visual Plan or layout of the
proposed commercial

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Problem Detection

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

An Advertising Campaign
Integrated
Interrelated

Coordinated
Marketing
Communication
Activities

Centered on a
Theme or Idea
In Different
Media

Over a Time
Period
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Campaign Themes

The central message that will be
communicated
in all of the various IMC activities
Miller
Intel
Lite
Intel
Inside

BMW
LG

KFC

Lifes Good

Finger
lickin good

2007 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
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Successful Long-Running Campaigns

Company or Brand

Campaign Theme

Nike

Just do it

Allstate Insurance

Youre in good hands with Allstate

Hallmark cards

When you care enough to send

the very best

Budweiser

This Buds for you

Intel

Intel inside

State Farm Insurance

Like a good neighbor,

State Farm is there

Chevy Trucks

Like a rock

Dial soap

Arent you glad you use Dial?

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Major Selling Ideas

Positioning
Use a Unique
the
SellingBrand
Proposition

Create
Use a Unique
a Brand
Selling
Image
Position

Seeking the
Major Idea

Positioning

Find
Create
thethe
Inherent
Brand
Drama
Image

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Approaches to the Major Selling Idea: USP

Unique Selling
Proposition
Benefit

Unique

Potent

Buy this product

or service and
you will 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

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Approaches to the Major Selling Idea: USP

Unique Selling
Proposition
Apple
Benefit
iPhone

Biometric
Security
Features, Retina
Display, SIRI

Sony
Unique
Xperia

Waterproof
Cellphones

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Samsung
Galaxy
Super
AMOLED
Screen, Air
Gesture

Perspectives of Great Ad Men on the

Major Selling Idea
David Ogilvy

Leo Burnett

Brand image or personality

is particularly important
when brands are similar

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.

2007 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

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Reebok Uses Image Advertising

2007 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,
McDonalds,
Maytag,
Kellogg
Kellogg

Focus on consumer benefits

with an emphasis on the
dramatic element in expressing
them

2007 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

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IBM Positions Itself as a Provider of Business

and Consulting Services

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Creative Campaigns Now Extend to the

Internet

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin