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Chapter 1: Creativity

Chapter 1: Creativity. Unexpected but relevant selling messages. Creative ads are :. Creativity is Unexpected Relevant to the consumer and brand (understand how your client’s brand fits into the lives of its target audience) Persuasive, pushes the selling idea. Let’s look at an example….

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Chapter 1: Creativity

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  1. Chapter 1: Creativity Unexpected but relevant selling messages

  2. Creative ads are: • Creativity is Unexpected • Relevant to the consumer and brand (understand how your client’s brand fits into the lives of its target audience) • Persuasive, pushes the selling idea

  3. Let’s look at an example…

  4. The Grant • Reasonably priced condo in Washington D.C. • Well-made (granite, hardwood, appliances) • Near restaurants, bars & mass transportation • The problem? The units are small, condo sales have declined recently. Price is the lure.

  5. The Grant: Two audiences/approach Primary target audience: • Young, first-time buyers • Earn $40,000+ • Currently live with roommates Secondary target audience: Businesses providing housing for extended-stay visitors, long-distance commuters, etc

  6. The Grant’s creative solution • Remind target of problems associated with renting and roommates • Message: simple, unexpected and relevant • Entice target to go to the Grant’s website for more information and to schedule a visit. • All urls pointed to same bridge page • Advertise in alternative and gay newspapers, bar coasters and bus shelters • Beer coasters in local bars

  7. The Grant Other headlines: • StopLabelingYourFood.com • DoYourLaundryNaked.com • IWantSomeTaxDeductions.com • IAmTooOldToBeRenting.com • GottaGetMyOwnPlace.com • IHate2Rent.com

  8. The Grant • Businesses were reached by an ad in newspapers and by direct mail. Visually, ads were same, but attitude is different • Washington Business Journal • www.AHotelIsNotAHome.com • Bridge page is sophisticated. Focus on them being disconnected from home

  9. Creativity defined • Creative ads make a relevant connection between a brand and its target audience (we understand your problem; we can help) • Creative ads present a selling idea (Rational, emotional or combine both) • Creative ads are unexpected (words, visuals, media, or all three)

  10. Where to run the ads • Adidas promoted its soccer gear by painting a soccer scene on the ceiling of a train station in Cologne, Germany for the 2006 Soccer World Cup • L’Oreal Paris promoted its Men’s Expert line of products by advertising on dry cleaner dress shirt hangers with coupons (Your shirt doesn’t have wrinkles, why should your face?) • Just because you can run a message nearly everywhere, doesn’t mean you should. (pg 7-9)

  11. Inspiration from Customers • Invite them to create their own ads (Nationwide Insurance – life comes at you fast; MasterCard - Priceless) • Caution: General Motors SUV. 2007 Chevrolet Tahoe. Gas-guzzler, global warming, warmonger. • Don’t give detractors free ad space. Rules. • Win these challenges, jumpstart career

  12. Humor:Tips for effective use • Avoid jokes (punch lines wear out too fast). Humor has nuances that make you want to see/hear again • Relate to human experience, identify with people • Make product central to message, to remember it • Understand audience’s sense of humor, don’t insult • Avoid humor at expense of others, elderly, race • Have fun with product (don’t make fun of it), Motel6 • Use smart humor, don’t expect a stupid audience

  13. Celebrities: The pros • Have stopping power. Cuts through clutter. Got Milk? • Tyra Banks 2 ads: Seventeen and Sports Illustrated • Are idolized by fans. Hopes to transfer to brand. P. 20 • People are fascinated by their lives: Willie Nelson • Uniqueness communicates selling idea: Yao Ming • Experts in their fields: Connect to brand advertised

  14. Celebrities: The cons • Expensive, millions of dollars. Only for big companies • Often a quick fix, not a long-term strategy • May lack credibility, people think its for the money • May endorse too many products, Tiger Woods • May overshadow the product, Yao Ming and Visa • Bad press can hurt sponsor, Kobe Bryant

  15. Advertising trade characters; Pros • Communicate selling feature, AFLAC, Geico • Reinforce a brand name, Kellog’s • Make a company seem more approachable • Don’t age, so appeal to different generations • Emotional, part of the fabric of company • Advertiser has control over what they say & do

  16. Advertising trade characters: Cons • Can seem gimmicky and old-fashioned • Trick is to make characters relevant to customers • M&M characters’ makeover. Colors get personality • They may love character, but not love the brand. • Must be relevant to brand/consumer. Singing sock puppet from pets.com now collectible on e-bay

  17. Jumpstart your career Enter the award shows • Student ADDY Awards • Andy Student Awards • Athena Student Awards • Clio Student Awards • Others listed on page 16 of your book

  18. Some local Student ADDY winning entries….

  19. Gold winner Alexis Bass Columbia Ad Club Go cherry puckering Mother Nature wants her children to look their best and we respect what she has to say. Burt’s Bees lip products are full of moisturizing vitamin E and don’t include any chemicals or other metallic residues often found in lipsticks. And that peppermint tingle…it’s just how we say thank you.

  20. Silver winner Alex Grinton ColumbiaAd Club

  21. Ethical and Legal Issues • How far will you go to be creative? • Should profit or prudence prevail as surveys indicate women, Hispanic Americans and African Americans are prime targets for cigarettes and alcohol when most consumers are consuming less of both? • Should a commercial for a popular pain reliever reveal that the reason “more hospitals choose our brand” is that it supplied at a reduced price? • Should consumers who have no medical background be told to ask physicians about specific brands of prescription drugs?

  22. Ethical and Legal Issues • How far will you go to be creative? • Should an automobile maker show a sports car outracing a jet plane in an age when speeding motorists are killed daily? • Should advertisers cast TV commercials using such imperatives as “she should be blond – or if brunette, not too brunette – and pretty, but not too pretty” • Is even a mock representation of violence and domination appropriate in commercial speech? • What about sexual innuendo? If sex sells, should there be limits?

  23. Regulations • Difference between puffery & deception (Puffery is “an exaggeration or overstatement expressed in broad, vague, and commendatory language and is distinguished from false descriptions or false representations of specific characteristics of a product and, as such, is not actionable) • If you make claims, must substantiate it (FTC, FDA is watching you if you say your product is better than others)

  24. Regulations • Don’t copy creative ideas from others • Don’t copy other people’s likeness (To resemble celebrities) • Respect other companies’ trademarks (Tony the Tiger and Exxon tiger coexisted for more than 30 years until Exxon started using its tiger to sell food) • Watch what you ay in front of children (Children’s Advertising Review Unit)

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