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Articulating the Message
• There are many ways to convey an
advertising message.
• Common to all messages are:
– A creative strategy determining what
the message will say or communicate.
– Creative tactics explain how the
message strategy will be executed.
Creative Development Process
Creative BriefCreative Brief
Creative ObjectivesCreative Objectives
Creative StrategyCreative Strategy
Client EvaluationClient Evaluation
Creative ExecutionCreative Execution
Creative Brief
1. Problem (that advertising will resolve)
2. Market Background Information
3. Target Market Description
4. Brand Positioning Statement
5. Communications Objectives
• Advertising Objectives
• Creative Objectives
Creative Brief
6. Creative Guidelines• Key Benefit(s)
• Support Claims
• Mandatories
• Creative Strategy• rational, emotional, humor, fear, celebrity
•Execution style• straight sell, demonstration, imagery…
Pyramid Ale Web Creative Brief
• OBJECTIVES: – Support image of Pyramid as contemporary, urban, hip on top of it.
• COMPETITION– The only significant microbrewery in the western U.S. is Redhook.
• AUDIENCE– Men, 18-45. Guys with a few more bucks to spend, who appreciate
better beer.
• POSITIONING STATEMENT– You should drink Pyramid, because they're the beers that are poured
when smart, hip, discriminating people get together for a good time.
• SUPPORT CLAIMS – Incredible popularity of Seattle brewpub
– Presence at festivals like Bumbershoot, Summer Nights at the Pier…
• MANDATORIES/CAUTIONS – Don’t tread too close to the Bass Ale red triangle
• CREATIVE STRATEGY– Fun, social, slightly irreverent although serious about the beer,
– self-deprecating and accessible
Advertising Campaign Themes
“The Ultimate Driving Machine”
“The Ultimate Driving Machine”
BMWBMW
“At a place called Miller time”
“At a place called Miller time”
MillerLite
MillerLite
“Like a Rock”“Like a Rock”
ChevyTrucksChevyTrucksBMWBMWMiller
LiteMillerLite
The central message that will be communicated
in all of the various IMC activities
The central message that will be communicated
in all of the various IMC activities
The Search for a Creative Theme
Positioning the Brand
Positioning the Brand
Use a UniqueSelling PositionUse a Unique
Selling Position
Create the Brand Image
Create the Brand Image
Find the Inherent Drama
Find the Inherent Drama
Seeking the Major Idea
Seeking the Major Idea
The BIG IDEA
• A BIG IDEA can be used to provide a
basis for the campaign
• e.g. a “hook” that you can use for
multiple executions.
Approaches to the Major Selling Idea: USP
Buy this produce and you'll benefit this way or enjoy this reward
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
Must be unique to this brand or claim; something rivals can't or don't offer
UniqueUniqueBenefitBenefit UniqueUniqueBenefitBenefit
Unique Selling Proposition
Unique Selling Proposition
The promise must be strong or attractive enough to move people
The promise must be strong or attractive enough to move people
PotentPotent
Perspectives of Great Advertisers on the Major Selling Idea
Brand image or personality is particularly important when brands are similar
Brand image or personality is particularly important when brands are similar
“Every ad must contribute to the complex symbol that is the brand image.”
“Every ad must contribute to the complex symbol that is the brand image.”
David OgilvyDavid Ogilvy
Find the inherent drama or characteristic of the product that makes consumers buy it
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.”
“(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.”
Leo BurnettLeo Burnett
Unique Brand Image?
A Unique Brand Image?
© 2005 McGraw-Hill Ryerson Limited
Positioning?
Creative Consistency
• Consistency in promotional creativity is a key success factor so that target audience retains the brand position.
• Involves consistency across:– Time– Creative executions– Advertising media– Promotional tools– Products
Creative Consistency
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?
Company or BrandCompany or Brand Campaign ThemeCampaign Theme
© 2005 McGraw-Hill Ryerson Limited
Example
• Absolut Ads
– Print ads• “Series”
– Shape of bottle• Distinctive
– Hip• Special knowledge
– Collectors and websites!
© 2005 McGraw-Hill Ryerson Limited
““Equinox”Equinox”(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
““Equinox”Equinox”(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
StoresStores(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
StoresStores(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
StoresStores(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
ChefsChefs(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
ChefsChefs(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
ChefsChefs(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
ChefsChefs(1995)(1995)
© 2005 McGraw-Hill Ryerson Limited
BeachBeachChairsChairs(1997)(1997)
© 2005 McGraw-Hill Ryerson Limited
BeachBeachChairsChairs(1997)(1997)
© 2005 McGraw-Hill Ryerson Limited
Consistency Across Executions
6CitiesCities
© 2005 McGraw-Hill Ryerson Limited
ArtistsArtists
© 2005 McGraw-Hill Ryerson Limited
FlavorsFlavors
17-33
Foote, Cone & Belding Grid
1InformativeThe Thinker
3Habit
FormationThe Doer
Thinking Feeling
Low
In
volv
em
en
t2
AffectiveThe Feeler
4Self-
SatisfactionThe Reactor
Hig
h
Involv
em
en
t
17-34
Foote, Cone & Belding Grid
1InformativeThe ThinkerCar-house-furnishings-new productsModel: Learn-feel-do (economic?)
Possible implicationsTest: Recall diagnosticsMedia: Long copy format
Reflective vehiclesCreative: Specific information
Demonstration
Thinking
Hig
h
Involv
em
en
t
17-35
17-36
17-37
Foote, Cone & Belding Grid
2AffectiveThe FeelerJewelry-cosmetics-fashion goodsModel: Feel-learn-do (psychological?)
Possible implicationsTest: Attitude change
Emotional arousalMedia: Large space
Image specialsCreative: Executional
Impact
Feeling
Hig
h
Involv
em
en
t
17-38
17-39
17-40
Foote, Cone & Belding Grid
3Habit formationThe DoerFood-household itemsModel: Do-learn-feel (responsive?)
Possible implicationsTest: SalesMedia: Small space ads
10-second ID’sRadio; Point of Sale
Creative: Reminder
Thinking
Low
In
volv
em
en
t
17-41
1.1.CDsCDs
2.2. Stamp Stamp
collectingcollecting
Ads
17-42
Foote, Cone & Belding Grid
4Self-satisfactionThe ReactorCigarettes, liquor, candyModel: Do-feel-learn (social?)
Possible implicationsTest: SalesMedia: Billboards
NewspapersPoint of Sale
Creative: Attention
Feeling
Low
In
volv
em
en
t
17-43
17-44
Quote of the Day
If you have a good selling idea,
your secretary can write your ad
for you.
• Morris Hite
(DDB)
