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THE CREATIVE SIDE OF ADVERTISING AND MESSAGE STRATEGY

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 ADVERTISING AND MESSAGE STRATEGY

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  1. THE CREATIVE SIDE OF ADVERTISINGAND MESSAGE STRATEGY MCD 1073 PRINCIPLES OF ADVERTISING

  2. 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

  3. 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

  4. 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

  5. Budweiser’s “True” advertising featuring a bunch of normal everyday guys with a connection

  6. 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

  7. ROI OF EFFECTIVE ADVERTISING To prevent unoriginal ideas • The common • The look-alike • Clichés • The tasteless

  8. 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

  9. CREATIVE THINKING • A special form of problem solving • Free Association • Divergent Thinking • Analogies and Metaphors • Right-brain thinking

  10. Organics outdoor advertisement – Singapore

  11. “The Extra For Healthy Teeth”

  12. CREATIVE THINKING • Creative Aerobics • Facts • New Names • Similarities • New Definitions • Creative Roles

  13. CREATIVE THINKING • The Creative Person Key Characteristics: • Problem Solving • Ability to Visualize • Openness to New Experiences • Conceptual Thinking

  14. THE CREATIVE PROCESS Steps and Stages • Step 1 : Immersion Step 2 : Ideation • Step 3 : Brainfog • Step 4 : Incubation • Step 5 : Illumination • Step 6 : Evaluation

  15. 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

  16. CREATIVE STRATEGY • How the message is said • Message Objectives • Perception • Cognitive • Affective • Persuasion • Transformation • Behaviour

  17. CREATIVE STRATEGY • Head and Heart Strategies • Hard and Soft-Sell Strategies • Lectures and Dramas

  18. Hardsell -“VW Jetta”

  19. Softsell -“Honda”

  20. FACETS OF CREATIVE STRATEGY 1. Messages That Drive Perception • Attention and Awareness • Interest • Memory 2. Messages That Drive Cognition 3. Messages That Touch Emotions

  21. Emotions-”Animal Care & Control of New York”

  22. FACETS OF CREATIVE STRATEGY 4. Messages That Persuade • Appeals • Selling Premises • Benefit • Promise • Reason Why • Unique Selling Proposition • Conviction

  23. Emirates Kargo

  24. 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

  25. Associations-“Absolut”

  26. Message to Drive Action -“Tolnaftate”

  27. FACETS OF CREATIVE STRATEGY 8. Message Approaches • Straightforward • Demonstration • Comparison • Problem Solution • Humor • Slice of Life • Spokesperson • Teasers • Shockvertising

  28. Shockvertising

  29. More tips for creating Original Ideas • Be observant • Keep a notebook • Have lots of ideas • Test your ideas

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