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Creative Strategy:
Planning and Development

McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc. All rights1

reserved.
 Advertising Creativity

Determining what the

Creative
advertising message will say
Strategy
or communicate

Determining how the

Creative
message strategy will be
Tactics executed

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Taglines That Set Vegas Part

What happens here, stays here

Be anyone
Your Vegas is Showing

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 The Power Idea

Describable Likely to
in a simple attract the
word or prospects
phrase attention

Lets
prospects Revolves
vividly around the
experience clinching
the goods benefit
Allows you to
brand the
advertising

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 Creativity and Synergy

Agency Client

Account Marketing
executives managers
Media Brand
planners managers
Researchers Upper
management
Attorneys

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The Only Rule in Advertising

There are no rules

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 The Perpetual Debate

Only artistic
It isnt creative if it
value and
doesnt sell
originality count

Suits Artists

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Wrigley Takes a Creative Risk

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 Youngs Creative Process

Get raw material and data, and

Immersion
immerse yourself in the problem

Take the information, work it over,

Digestion
wrestle with it in your mind

Turn the information over to the

Incubation
subconscious to do the work

Illumination Eureka! I have it! phenomenon

Study the idea, evaluate it,

Verification
reshape it for practical usefulness

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Wallas Creative Process Model

Illumination Preparation
Seeing the Gathering
Solution Information

The
Creative
Process

Verification Incubation
Refining Setting
the Idea Problem
Aside

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 Getting Creative Input

Use the
product to
Read anything become Listen to what
related to the familiar people are
product or with it! talking about!
market!

Conduct
studies of Ask everyone
Work in and
product, involved for
learn about the
service, information!
clients
audience! business!

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 Input Verification and Revision

Evaluate ideas

Reject the inappropriate

Objective
Refine the remaining

Give ideas final expression

Directed focus groups

Message communication studies

Techniques
Portfolio tests

Viewer reaction profiles

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 Top 10 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 doesnt she?
9. Morton Salt When it rains it pours
10. Wendys Wheres the beef?

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 An Advertising Campaign

Integrated

Interrelated Marketing Coordinated

Communication
Activities

In Different Centered on a Over a Time

Media Theme or Idea Period

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 Advertising Campaign Themes

The central message that will be

communicated in all IMC activities

Miller General Mills,

BMW
Lite Wheaties

Marlboro The ultimate The

country driving breakfast of
machine champions

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 Developing a Creative Strategy

Creative Strategy

Major
Basic
Target selling Any
problem,
audience idea or supportive
issue,
identity key information
opportunity
benefit

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 Copy Platform Outline

Basic problem or issue the advertising

must address
Advertising and communications
objectives
Target audience
Major selling idea or key benefits
to communicate
Creative strategy statement
Supporting information and
requirements

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 Model of Marketing Information Flow

Knowledge
of vital
marketing
information

Client/agency Internal agency

communication communication

Client gatekeepers Agency gatekeeper Creative staff

(Brand manager) (Account manager)

Internal client
decision Agency gatekeeper Art is created
to share decision on sharing
information client info with staff
with agency

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 Search for a Major Selling Idea

Positioning the Use a Unique

Brand Selling Position

Seeking the
Major Idea

Positioning Create the Brand

Image

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 The Unique Selling Proposition (USP)

Unique Selling
Proposition

Benefit Unique Potent

Buy this Must be unique Promise must

product/service to this brand or be strong
and you get claim; enough or
this benefit or something rivals attractive
reward can't or don't enough to
offer move people

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Perspectives of Great Ad Men on the Big Idea
David Ogilvy
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 Burnett
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.
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Image Advertising

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 Inherent Drama

Inherent Messages generally

Drama presented in a warm,
emotional way

Focus on consumer benefits

with an emphasis on the
dramatic element in
expressing them

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 Positioning

Establish a particular place in

Positioning the customers mind for the
product or service

Based on product attributes/

benefits, price/quality, use or
application, type of user,
problem solved

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IBM as a Provider of Business Consulting Services

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Contemporary Approaches to the Big Idea

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