310 likes | 522 Views
Creativity. How it can assist in the development of advertising strategies!. What is Creativity?. presentation of an advertisement or promotional idea that is in a unique format or appeal style yielding attention grabbing capability Examples: Energizer Bunny
E N D
Creativity How it can assist in the development of advertising strategies!
What is Creativity? • presentation of an advertisement or promotional idea that is in a unique format or appeal style yielding attention grabbing capability • Examples: • Energizer Bunny • Budweiser Clydesdales, frogs, Spuds Mackenzie
Creativity • Can yield parity for brands • not sufficient alone • vampire creativity • Successful when combined with relevance, surprise and emotion
Creative Strategy Alternatives • Generic Strategies • Preemptive Strategies • Unique Selling Proposition • Brand Image • Positioning • Resonance • Emotional
Creative Strategy Discussion • Generic • straight benefit claim • no superiority claims • monopolistic competition or MS dominance • Q-tips • Preemptive • generic with superiority assertion
Unique Selling Position claims based on competitive advantages may force competitive reactions/copying useful when point of difference cannot be matched Brand Image psychological differences highlighted image positioning physical differences difficult to ascertain prestige approach does not increase conflict w/competitors Creative Strategy Discussions
Creative Strategy Discussions • Positioning • build a mental niche in relation to competitive products • try to differentiate from the market leader • long-term strategy • BAD EXAMPLE: SEARS, Burger King • Direct comparisons can hurt position and reputation
Resonance ties to personal experiences to increase relevance high visibility consumption products hedonic consumption Emotional increase involvement through humor, ambiguity no strong selling approaches utilized discretionary products utilize Creative Strategies Discussions
Content Approaches • Informational • messages built on logic or fact • Emotional • built on psychological appeals such as fear or love • Image Appeals • linking image or products to lifestyle
Message Appeals • Product Oriented (rational) • slice of life • product comparisons • problem solution • demonstration • news • unknown spokesperson, expert
Message Appeals • Consumer Oriented (emotional) • sex • celebrity spokespersons • humor • animation • music
Use of Celebrities • Expensive • meaningful connection between the endorser and the product needed • Q ratings helpful • familiarity, popularity • Relationship to the TM • Attractiveness
Celebrity Selection Process • Q-Ratings • Have you heard of this person (familiarity) • If so, do you rate him poor, good, very good, or one of your favorites (popularity) • Rating ratio of rated as one of favorites to # heard of the celebrity • Ratings differ by segments of consumers • Credibility • TM match up with Celebrity
Celebrity Selection Process • Celebrity Product Match up • Celebrity Attractiveness • Miscellaneous Factors • Cost • Potential for problems with Celebrity • Difficulty to work with? • # products currently endorsing
Endorser Attributes • Attractiveness - similarity, familiarity and liking • identification - willing to adopt attitudes of spokesperson as yours! • best when product/celebrity well matched • Credibility - expertise and trustworthiness • internalization
Fear and Its Consequences • social disapproval - deodorant • physical harm or danger - Volvo • Intensity - too much causes avoidance behaviors! • Should be of moderate levels
Use of Humor • Gains Attention! • Enhances liking of ad and brand - increasing A(AD) and A(B) • May not interfere with comprehension • Can hurt Credibility • If too good - vampire creativity can result
Use of Music • Attracts attention • Enhances memorability • Improves mood • Can play a role in conditioning • unconditioned stimulus feelings transferred to the conditioned stimulus
Sex Appeals • Nudity vs. Suggestiveness • effectiveness? • Stopping Power! • Attention Lure • Enhancement of Recall • Offense? • Inappropriate match?
Comparative Advertisements • Direct or Indirect • Factors to Consider • Situational Factors • Preexisting favorable opinion about competition? • More suitable for LI products • Good for New brands with distinct advantages • Increase credibility with experts or seals • Increase sales of established products with flat growth • Print better
The Art of Design and Copywriting How Do I Design the Perfect Print Advertisement?
Key Elements to Print Ads • Copy • headlines, underlines, overlines, subheads, body copy, the captions, slogans, taglines
Key Elements to Print Advertisements • Art • visual elements • illustrations, photography, logotypes, signatures, layout itself
Layout Design • Orderly arrangement of all the copy elements plus all the art work on a sheet of paper • Comparable effort for a TV ad is the storyboard • Multiple Stages lead to finished product
Illustrations • along with the headline - most likely to stop the reader • pictures are worth a thousand words • gradual shift away from copy only ads • shift represents power of visual
Tasks of the Illustration • Grab Attention! • Convey Main Ideas or Benefits • example - with liquor - show the good time to be had! • Attract attention to relevant benefits - yet generate the right emotion and feel • Tell the Story!
Guidelines to Achieve This Task! • Photography seems to work better than other art forms. • Exceptions - newspapers (line drawings) • Color works better than black and white • may not be cost effective • Action illustrations enhance readership - product in use • Size and arrangement important - series of smaller can work
Options for the Art Director • The product or package alone • Product in use • Benefits of Using or not using the product • Dramatization of Product’s features • Developing a mood • Cartoon characters
Design Principles • Balance • optical center • formal balance - symmetry • informal balance • Movement • z-pattern • Guttenberg diagonal
Design Principles • Proportion • space according to importance • avoid monotony and consistency • Contrast • reverse the ad and print • borders • Focal Points • main product benefit, draw in the reader, can be copy or visual
Design Principles • Unity • singular impression • use borders to hold together • overlap • use of white space • Continuity • same tone. design format, consistent slogans