Creative Planning, Strategy and Development. Determining what the advertising message will say or communicate Determining what the advertising message

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  • Creative Planning, Strategy and Development
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  • Determining what the advertising message will say or communicate Determining what the advertising message will say Message Strategy vs. Execution Creative Strategy Creative Strategy Creative Execution Creative Execution Determining how the message will be said
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  • What is the message? What is the execution?
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  • Let prospects vividly experience the product Allow you to brand the advertising Revolve around the clinching benefit Be likely to attract the prospects attention Be describable in a simple word or phrase Allows you to brand the advertising Revolves around the clinching benefit(s) Attracts the prospects attention Is describable in a simple word or phrase A Big Idea...
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  • Two Perspectives on Advertising Creativity The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Managers Its not creative unless it sells. Artists Only artistic value and originality count.
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  • Creative Risk: Wieden & Kennedy for Nike
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  • Getting raw material, data, immersing one's self in the problem to get the background. Immersion Ruminating on the data acquired, turning it this way and that in the mind. Digestion Ceasing analysis and putting the problem out of conscious mind for a time. Incubation A sudden inspiration or intuitive revelation about a potential solution. Illumination Studying the revelation, evaluating it, and developing it for practical usefulness. Verification Immersing one's self in the problem to get a background. Immersion Ruminating on the data acquired, turning it this way and that in the mind. Digestion Ceasing analysis and putting the problem out of conscious mind for a time. Incubation A sudden inspiration or intuitive revelation about an idea or solution. Illumination Young's (J. Walter Thompson) Creative Process
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  • Read anything related to the product or market! Listen to what people are talking about! Use the product to become familiar with it! Ask everyone involved for information! Work in and learn about the clients business. Read the market research. Talk to users and non-users about the product. Use the product to become familiar with it. Read anything related to the product or market. Getting Creative Input
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  • Creativity Tactics Effective Brainstorming and Ideation Best when done in small groups (5-10 people) All thoughts are fair game. Never, ever criticize anyones idea at any point. Listen and build upon others ideas. Find the good in every idea. Hold the session in a novel location. Very often the creative leap will initially seem unnatural.
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  • Creativity Tactics Imagery & Copy Unexpected Twists or Associations Irony Dermatologists have put something unusually strong in this cleanser their trust. (Dove Soap) Catchy Phrasing/Rhymes: Leggo my Eggo. (Eggo Waffles) Play on Words/Double Entendre: Go Long (Kaiser Permanente) Strategic Grammar Violations: Think Different (Apple) Where you at? Exaggeration or Reverse Exaggeration Geico Gecko Analogy and Metaphor Familiar Paired with Strange Broad Meaning: Just Do It
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  • Creativity Lingo Stopping Power: Getting the consumers initial attention. Pulling Power: Keeping the consumers attention. Stickiness: The tendency of an ad to stay in memory The best ads Stop, Pull, and Stick Reason/Permission to Believe (Conviction) The value of Broad Meanings and Disconnectedness Tone (of Voice): Funny, sad, serious, threatening the emotional appeal of your ad Vampire Creativity: When the ad is remembered for its creativity, but the product isnt remembered at all. How can this be prevented?
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  • Reasons Why / Proof / Convictions Seals of approval Research Studies Guarantees Trial offers and samples Warranties Reputation Demonstrations Testimonials Production Values Time (since 1904)
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  • Integrated Interrelated Coordinated In Different Media Over a Time Period Integrated Interrelated Coordinated Appears In Different Media Advertising Campaigns Marketing Communication Activities Centered on a Theme or Idea
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  • Ad Campaign versus Ads Brand advertising relies on a series of related ads which run over time Average campaign length is about 17 months Some campaigns last years Creating new campaigns may be risky and many are simply tweaks on old ideas
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  • The ultimate driving machine BMW Marlboro country Miller Lite Miller Lite The breakfast of champions General Mills, Wheaties BMW Philip Morris, Marlboro Advertising Campaign Themes The central message communicated in all of the various IMC activities
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  • Marlboro Country Ad Campaign
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  • Successful Long-Running Campaigns 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? Company or Brand Campaign Theme
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  • 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 Unique Benefit Unique Benefit The Unique Selling Proposition Unique Selling Proposition The promise must be strong enough or attractive enough to move people Potent
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  • Can be used for boring products, but is often used for sexy higher-arousal products such as soft drinks, perfume, liquor, clothing, and air travel. image advertising The creativity sales strategy is based on a strong, memorable brand identity through image advertising Used when competing brands are so similar it is difficult to find or create a unique attribute Image Advertising or Transformational Advertising Builds brand identity through Image Advertising or Transformational Advertising little to no focus on product Differentiates brands that might otherwise appear too similar. Creating Brand Image
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  • Richer More Exciting More Exciting Warmer Feelings Meanings Images Beliefs More Exciting More Exciting Warmer Richer Beliefs Images Meanings Feelings Transformational Ads More Enjoyable More Enjoyable The ads make the product experience... The ads create...
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  • Jeep: Tranformational Imagery for the Wrangler
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  • Transformational Advertising for Skyy Vodka
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  • Skyys Transformational TV commercial *Click outside of the video screen to advance to the next slide
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  • Establish a particular place in the customers mind for the product or service Positioning as Unique Selling Proposition Positioning Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved
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  • Pennzoils Positioning is Based on Protection *Click outside of the video screen to advance to the next slide
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  • IBMs New Positioning: Provider of Business and Consulting Services
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  • Psychological Reactance an emotional reaction in direct contradiction to rules or regulations that threaten or eliminate specific behavioral freedoms. It can occur when someone is heavily pressured to accept a certain view or attitude. Reactance can cause the person to adopt or strengthen a view or attitude that is contrary to what was intended and also increases resistance to persuasion.emotional attitudepersuasion (Source: Wikipedia) What are the implications for Advertising?
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  • Creative Executions - Informational Appeals Straightforward appeals (Trader Joes) Also called Straight-sell ads Technical appeals (electronics) News appeals (i.e. Microsoft) Demonstrations best suited for tv Testimonials Popularity appeals
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  • High Involvement Product Straight Sell Execution
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  • Apple Uses a Testimonial
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  • Mentadent Uses a Demonstration
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  • Popularity Appeal
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  • Creative Executions Emotional Appeals Appeal to positive, negative or neutral emotional states or create positive or negative emotional states. The ultimate goal: Emotional Bonding (i.e. Mastercards Priceless campaign)
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  • MasterCard Creates an Emotional Bond
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  • AchievementAccomplishment ActualizationAffection AmbitionArousal StimulationComfort ExcitementFear GriefHappiness JoyLove NostalgiaPleasure PrideSafety SecuritySelf-esteem SentimentSorrow AchievementAccomplishment ActualizationAffection AmbitionArousal StimulationComfort ExcitementFear GriefHappiness JoyLove NostalgiaPleasure PrideSafety SecuritySelf-esteem Appealing to Personal States or Feelings
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  • Status Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Invol