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THE CREATIVE SIDE OF ADVERTISING AND MESSAGE STRATEGY. MCD 1073 PRINCIPLES OF ADVERTISING. ART AND SCIENCE OF CREATIVE ADVERTISING. An ad needs to contain a persuasive message that convinces people to take action
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THE CREATIVE SIDE OF ADVERTISINGAND MESSAGE STRATEGY MCD 1073 PRINCIPLES OF ADVERTISING
ART AND SCIENCE OF CREATIVE ADVERTISING • An ad needs to contain a persuasive message that convinces people to take action • An ad must make relevant connection with its audience and present a selling idea in an unexpected way
ROI OF EFFECTIVE ADVERTISING • An effective ad is relevant original and has impact • An idea with impact breaks through the clutter, gets attention and sticks in memory • An ad with impact has stopping power that comes from an intriguing idea
ROI OF EFFECTIVE ADVERTISING The Big Idea • Message is both getting and memorable • “True?” by Budweiser- big Idea is people drinking beer keeps people together, and they speak the same language • Sometimes visuals come first, sometimes words
Budweiser’s “True” advertising featuring a bunch of normal everyday guys with a connection
ROI OF EFFECTIVE ADVERTISING Practical tips for creating Original Ideas • An unexpected twist • An unexpected association • Catchy phrasing • A play on words • Analogy and metaphor • Familiar and strange
ROI OF EFFECTIVE ADVERTISING To prevent unoriginal ideas • The common • The look-alike • Clichés • The tasteless
ROI OF EFFECTIVE ADVERTISING The Creative Leap • A Big Idea that expresses an original advertising thought involving mind-shift • Looking at something a different way, from a different angle • All creative ideas comes with an element of risk
CREATIVE THINKING • A special form of problem solving • Free Association • Divergent Thinking • Analogies and Metaphors • Right-brain thinking
CREATIVE THINKING • Creative Aerobics • Facts • New Names • Similarities • New Definitions • Creative Roles
CREATIVE THINKING • The Creative Person Key Characteristics: • Problem Solving • Ability to Visualize • Openness to New Experiences • Conceptual Thinking
THE CREATIVE PROCESS Steps and Stages • Step 1 : Immersion Step 2 : Ideation • Step 3 : Brainfog • Step 4 : Incubation • Step 5 : Illumination • Step 6 : Evaluation
THE CREATIVE PROCESS Brainstorming • A thinking technique were 6-10 people work together to come up with ideas • One person’s idea stimulates someone else’s • Remain positive and defer judgment
CREATIVE STRATEGY • How the message is said • Message Objectives • Perception • Cognitive • Affective • Persuasion • Transformation • Behaviour
CREATIVE STRATEGY • Head and Heart Strategies • Hard and Soft-Sell Strategies • Lectures and Dramas
FACETS OF CREATIVE STRATEGY 1. Messages That Drive Perception • Attention and Awareness • Interest • Memory 2. Messages That Drive Cognition 3. Messages That Touch Emotions
FACETS OF CREATIVE STRATEGY 4. Messages That Persuade • Appeals • Selling Premises • Benefit • Promise • Reason Why • Unique Selling Proposition • Conviction
FACETS OF CREATIVE STRATEGY 5. Messages That Transform Product into a Brand - Associations 6. Messages That Drive Action 7. Delivering on the Objectives and Strategies
FACETS OF CREATIVE STRATEGY 8. Message Approaches • Straightforward • Demonstration • Comparison • Problem Solution • Humor • Slice of Life • Spokesperson • Teasers • Shockvertising
More tips for creating Original Ideas • Be observant • Keep a notebook • Have lots of ideas • Test your ideas