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Chapter 8 - Creative strategy: Planning and development. After completing this unit, you should be able to: To discuss what is meant by advertising creativity and examine the role of creative strategy in advertising, to consider the process that guides the creation of advertising messages and the research inputs into the stages of the creative process, to examine creative strategy development and the roles of various client and agency personnel involved in it,...
Chapter 8 Creative Strategy: Planning and Development Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Determinants of Creativity Divergence Relevance Originality Ad-to-consumer Flexibility Brand-to-consumer Elaboration Synthesis Artistic Value Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education D’Arcy Masius Benton & Bowles’s Universal Advertising Standards Does the advertising position the product simply, with unmistakable clarity? Does the advertising bolt the brand to a clinching benefit? Does the advertising contain a Power Idea? Does the advertising design in brand personality? Is the advertising unexpected? Is the advertising single-minded? Does the advertising reward the prospect? Is the advertising visually arresting? Does the advertising exhibit painstaking craftsmanship? Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Creative versus Hardsell Advertising Rationalists Poets • Advertising must sell the product or service • Advertising must build an emotional bond between consumers and brands or companies Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Young’s Model of the Creative Process Immersion • Gathering raw material and data, and immersing oneself in the problem Digestion • Analyzing the information Incubation • Letting the subconscious the work Illumination • Birth of an idea Reality or verification • Studying the idea and reshaping it for practical usefulness Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Wallas’ Model of the Creative Process Preparation • Gathering background information needed to solve the problem through research and study Incubation • Letting ideas to develop Illumination • Finding the solution Verification • Refining the idea and analyzing whether it is an appropriate solution Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education General Preplanning Input Gather and organize information on the product, market, and competition Analyze the trends, developments, and happenings in the marketplace Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Product or ServiceSpecific Preplanning Input Gathering information through studies conducted by the client Problem detection Psychographic studies Branding research Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Input Verification and Revision Objective Objective Techniques Techniques ••Evaluate ideas Evaluate ideas ••Reject the inappropriate Reject the inappropriate ••Refine the remaining Refine the remaining ••Give ideas final expression Give ideas final expression ••Directed focus groups Directed focus groups ••Message communication studies Message communication studies ••Portfolio tests Portfolio tests ••Viewer reaction profiles Viewer reaction profiles Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Storyboards and Animatics Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education An Advertising Campaign Integrated Integrated Interrelated Interrelated In Different Media In Different Media Marketing Marketing Communication Communication Activities Activities Centered on a Theme Centered on a Theme or Idea or Idea Coordinated Coordinated Over a Time Over a Time Period Period Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Advertising Campaign Themes The central message that will be communicated The central message that will be communicated in all of the various IMC activities in all of the various IMC activities Miller Miller Nike Nike Lite Lite ““ Just Do It” Just Do It” Under Armour BMW Under Armour BMW ““ We Must We Must Protect This Protect This House. I will.” House. I will.” Red Bull Red Bull ““Red Bull Gives Red Bull Gives You Wings You Wings”” Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Criteria for Effective Slogans Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 8.3 Creative Brief Outline Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 14 McGraw-Hill Education Figure 8.4 Model of Marketing Information Flow from the Marketing Manager to the Creative Staff Source: John Sutherland, Lisa Duke, and Avery Abernethy, “A Model of Marketing Information Flow,” Journal of Advertising 33, no. 4 (Winter 2004), p. 42. Copyright © 2004 by American Academy of Advertising. Reprinted with permission of M. E. Sharpe, Inc. All rights reserved. Not for reproduction Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 15 McGraw-Hill Education Developing the Major Selling Idea Using a unique selling proposition Creating a brand image Approache s Finding the inherent drama Positioning Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 16 McGraw-Hill Education The Unique Selling Proposition (USP) Benefit Benefit Buy this Buy this product/servic product/servic e and you get e and you get this benefit this benefit Unique Unique Must be unique Must be unique to this brand or to this brand or claim; rivals claim; rivals can't or don't can't or don't offer it offer it Potent Potent Promise must Promise must be strong be strong enough to enough to move mass move mass millions millions Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Positioning Establishes the product or service in a particular place in the consumer’s mind Done on the basis of a distinctive attributes Basis of a firm’s creative strategy when it has multiple brands competing in the same market Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 18 McGraw-Hill Education ...Determinants of Creativity Divergence Relevance Originality Ad-to-consumer Flexibility Brand-to-consumer Elaboration Synthesis Artistic Value Copyright © 2015 McGraw-Hill Education All... bolt the brand to a clinching benefit? Does the advertising contain a Power Idea? Does the advertising design in brand personality? Is the advertising unexpected? Is the advertising single-minded?... McGraw-Hill Education Creative versus Hardsell Advertising Rationalists Poets • Advertising must sell the product or service • Advertising must build an emotional bond between consumers and brands