8

Creative Strategy:
Planning and Development

McGraw-Hill/Irwin

Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Advertising Creativity

Creative
Creative
Strategy
Strategy

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

Creative
Creative
Tactics
Tactics

Determining
Determining how
how the
the
message
message strategy
strategy will
will be
be
executed
executed

Taglines That Set Vegas Part

What happens here, stays here

Be anyone
Your Vegas is Showing

Best Ads of all Time?

Nissan
Enjoy the ride

Alka-Seltzer
Mama Mia! Thats a spicy meatball!
I cant believe I ate the whole thing

Hard- vs. Soft-Sell Advertising

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

The Power Idea

Describable
Describable
in
in aa simple
simple
word
word or
or
phrase
phrase

Likely
Likely to
to
attract
attract the
the
prospects
prospects
attention
attention

Lets
Lets
prospects
prospects
vividly
vividly
experience
experience
the
the goods
goods

Revolves
Revolves
around
around the
the
clinching
clinching
benefit
benefit

Allows
Allows you
you to
to
brand
brand the
the
advertising
advertising

Creativity and Synergy

Agency

Client

Account
executives

Marketing
managers

Media
planners

Brand
managers

Researchers

Upper
management

Attorneys

An Absolut World

The Only Rule in Advertising

There are no rules

The Perpetual Debate

It isnt creative if it
doesnt sell

Only artistic
value and
originality count

Stick with
what
works

Try
something
new

Suits

Artists

Wrigley Takes a Creative Risk

Creative Personnel

Unconventional
Abstract
Less
structured
Less
organized
Intuitive

Youngs Creative Process

Immersion
Immersion

Digestion
Digestion

Get
Get raw
raw material
material and
and data,
data, and
and
immerse
immerse yourself
yourself in
in the
the problem
problem
Take
Take the
the information,
information, work
work itit over,
over,
wrestle
wrestle with
with itit in
in your
your mind
mind

Incubation
Incubation

Turn
Turn the
the information
information over
over to
to the
the
subconscious
subconscious to
to do
do the
the work
work

Illumination
Illumination

Eureka!
Eureka! II have
have it!
it! phenomenon
phenomenon

Verification
Verification

Study
Study the
the idea,
idea, evaluate
evaluate it,
it,
reshape
reshape itit for
for practical
practical usefulness
usefulness

Wallas Creative Process Model

Verification
Refining
the idea

Preparation
Gathering
Information

The
Creative
Process
Illumination
Seeing the
Solution

Incubation
Setting
Problem
Aside

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 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

Getting Creative Input

Read anything
related to the
product or
market!

Conduct
studies of
product,
service,
audience!

Use the
product to
become
familiar
with it!

Work in and
learn about the
clients
business!

Listen to what
people are
talking about!

Ask everyone
involved for
information!

Branding Research

Got Milk?

Input Verification and Revision

Evaluate
Evaluate ideas
ideas
Reject
Reject the
the inappropriate
inappropriate
Objective
Objective

Refine
Refine the
the remaining
remaining
Give
Give ideas
ideas final
final expression
expression

Directed
Directed focus
focus groups
groups
Message
Message communication
communication studies
studies
Portfolio
Portfolio tests
tests
Viewer
Viewer reaction
reaction profiles
profiles

Techniques
Techniques

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?

An Advertising Campaign
Integrated
Integrated
Interrelated
Interrelated

Marketing
Marketing
Communication
Communication
Activities
Activities

Coordinated
Coordinated

In
In Different
Different
Media
Media

Centered
Centered on
on aa
Theme
Theme or
or Idea
Idea

Over
Over aa Time
Time
Period
Period

Test Your Knowledge

Advertising campaign themes:
A) Are always tactical in nature and design
B) Set the tone or direction for all of the
individual ads that make up the
campaign
C) Are typically designed by the client and
implemented by the agency
D) Are usually used for ads that run in only
one type of media vehicle
E) Are described by all of the above

Advertising Campaign Themes

The
The central
central message
message that
that will
will be
be
communicated
communicated in
in all
all IMC
IMC activities
activities
Miller
Miller
Lite
Lite
Tastes
Tastes
great
great less
less
filling
filling

BMW
BMW

The
The ultimate
ultimate
driving
driving
machine
machine

General
General Mills,
Mills,
Wheaties
Wheaties
The
The
breakfast
breakfast of
of
champions
champions

Developing a Creative Strategy

Creative
Creative Strategy
Strategy

Target
Target
audience
audience
identity
identity

Basic
Basic
problem,
problem,
issue,
issue,
opportunity
opportunity

Major
Major
selling
selling
idea
idea or
or
key
key
benefit
benefit

Any
Any
supportive
supportive
information
information

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

Model of Marketing Information Flow

Knowledge
of vital
marketing
information
Client/agency
communication

Internal agency
communication

Client gatekeepers
(Brand manager)

Agency gatekeeper
(Account manager)

Creative staff

Internal client
decision
to share
information
with agency

Agency gatekeeper
decision on sharing
client info with staff

Art is created

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?

Search for a Major Selling Idea

Positioning
Positioning the
the
Brand
Brand

Use
Use aa Unique
Unique
Selling
Selling Position
Position

Seeking
Seeking the
the
Major
Major Idea
Idea

Positioning
Positioning

Create
Create the
the Brand
Brand
Image
Image

The Unique Selling Proposition (USP)

Unique
Unique Selling
Selling
Proposition
Proposition
Benefit
Benefit

Unique
Unique

Buy
Buy this
this
product/service
product/service
and
and you
you get
get
this
this benefit
benefit or
or
reward
reward

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

Potent
Potent
Promise
Promise must
must
be
be strong
strong
enough
enough or
or
attractive
attractive
enough
enough to
to
move
move people
people

Perspectives of Great Ad Men on the Big Idea

David
David Ogilvy
Ogilvy

Leo
Leo Burnett
Burnett

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

Find
Find the
the inherent
inherent drama
drama or
or
characteristic
characteristic of
of the
the
product
product that
that makes
makes
consumers
consumers buy
buy itit

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

(Inherent
(Inherent drama)
drama) isis often
often
hard
hard to
to find
find but
but itit isis always
always
there,
there, and
and once
once found
found itit isis the
the
most
most interesting
interesting and
and
believable
believable of
of all
all advertising
advertising
appeals.
appeals.

Image Advertising

Test Your Knowledge

Which of the following is most often the basis of a
marketer's creative strategy when the company has
multiple brands competing in the same market?
A) Unique selling propositions
B) Brand image
C) Inherent drama
D) Transformational advertising
E) Positioning

Inherent Drama

Inherent
Inherent
Drama
Drama

Messages
Messages generally
generally
presented
presented in
in aa warm,
warm,
emotional
emotional way
way

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

Positioning

Positioning
Positioning

Establish
Establish aa particular
particular place
place in
in
the
the customers
customers mind
mind for
for the
the
product
product or
or service
service

Based
Based on
on product
product attributes/
attributes/
benefits,
benefits, price/quality,
price/quality, use
use or
or
application,
application, type
type of
of user,
user,
problem
problem solved
solved

IBM as a Provider of Business Consulting Services

Contemporary Approaches to the Big Idea