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The “Creative Revolution”

The “Creative Revolution”. Clutter Clutter killing more so than bad strategy Agency priority becomes breaking clutter. Starting Point Message Strategies & Executions. Strategy 1: Generic Message. Generic Simple Statement Demonstration Testimonial Problem-Solution.

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The “Creative Revolution”

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  1. The “Creative Revolution” • Clutter • Clutter killing more so than bad strategy • Agency priority becomes breaking clutter

  2. Starting PointMessage Strategies & Executions

  3. Strategy 1: Generic Message • Generic • Simple Statement • Demonstration • Testimonial • Problem-Solution • Most basic advertising form • Non-competitive • Marketing Contexts: • Tell something new, of value, why to believe • H.I.-Source credibility L.I.-Repeat assertion

  4. Execution 1: Simple Statement • Basic info on product, price, place • Product launch awareness • “Lecture” format • One-sided persuasive argument

  5. Execution 2: Demonstration Focus on product • Statement and proof (e.g., TV infomercials) • Claim • Demonstration (proof) • Early use of power of TV • Before and after pictures for print

  6. Execution 3: Testimonial Focus on consumers/user • Product statement • Reason why (statement or more often demo) • Conversion (believer, e.g., IBM)

  7. Execution 4: Problem-Solution • Demo replaced by exhibit actual “real-world” use • Start with display of problem • Product provides solution • Reason to believe solution • Conversations between friends • Still see heavily daytime & senior ads

  8. Strategy 2: Preemptive • Generic claim & assertion of superiority • Make claim and defend, defend, defend over years • Market entry strategy (i.e. follower brand) • Selective demand emphasis • Preemptive • Unique Selling Proposition • Expert Spokesperson • Competitive

  9. Execution 1: USP • Specific benefit, unique to product • Point: Work with what is unique and beneficial • Works well with genuine inventions • Works well with hard-to-imitate benefits • Difficult in undifferentiated modern world

  10. Execution 2: Expert Spokesperson • Simple product benefit communicated by user testimonial • Complex product superiority by expert • Sometimes both in same ad • Expert… • Two sided arguments often employed

  11. Execution 3: Comparative • Competitive demonstration (Pepsi challenge) • Legalized 1970s • Problem: Head-to-head battle very difficult • Problem: Sponsor confusion in L.I. • Often don’t name other brand--just implicit

  12. Strategy 3: Brand Building • Build brand through positive meaningful associations • Brand Building • Brand personality • Celebrity endorser

  13. Execution 1: Brand Personality • Originally associated with “person” • Associated with character • Associate with any positive symbol • Limitations

  14. Execution 2: Celebrity Endorser • Celebrity functions as symbol--lends meaning • Increased attention • Celebrity can overshadow product • Celebrity credibility • Credibility = Trust x Expertise (NOT attractiveness) • H.I. • L.I.

  15. Strategy 4: Emotion • Emotion • Drama • Humor • Fear • Sex • “Advertising that works is advertising that makes somebody feel something.” - Hal Riney • Attention & Memory • Emotion leads to: • L.I.: Increase in active processing • H.I.: Easier attitude changes

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