Creative Strategy: Planning and Development

1. 8 Creative Strategy:Planning and Development

2. Advertising Creativity Determining what the advertising message will say or communicate Creative Strategy Determining how the message strategy will be executed Creative Tactics

3. Creative Advertising for Old Spice Body Wash • Smell like a man, man • The man your man could smell like

4. The Importance of Creativity Best ads of all time? Alka-Seltzer…Mama Mia! That’s a spicy meatball! Nissan …Enjoy the ride. Altoids… Curiously strong.

5. Different Perspectives on Creativity? Only artistic value and originality count It isn’t creativeif it doesn’t sell Stick with what works Try something new Managers Creatives

6. Determinants of Creativity Divergence Relevance Originality Ad-to-consumer Flexibility Brand-to-consumer Elaboration Synthesis Artistic Value

7. Creative Advertising for Absolut

8. The Creative Challenge There are no rules

9. Residence Inn Takes a Creative Risk

10. Creative vs. Hard-Sell Advertising “Suits” are rationalist salesmen “Poets” are proponents of creativity

11. Creative Personnel Unconventional Abstract Less structured Less organized Intuitive

12. Young’s Creative Process Immersion Get raw material and data, and immerse yourself in the problem Digestion Take the information, work it over, wrestle with it in your mind Incubation Turn the information over to the subconscious to do the work Illumination “Eureka! I have it!” phenomenon Verification Study the idea, evaluate it, reshape it for practical usefulness

13. Wallas’ Creative Process Model Illumination Seeing the Solution Preparation Gathering Information Verification Refining the Idea Incubation Setting Problem Aside The Creative Process

14. Test Your Knowledge A client manufactures maternity clothes for businesswomen, and it wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops to see how they were selected could be a part of the _____ stage of the creative process. A) Preparation B) Verification C) Revision D) Reality check E) Incubation

15. Getting Creative Input Use the product to become familiar with it Listen to what people are talking about Read anything related to the product or market Ask everyone involved for information Work in and learn about the client’s business Conduct studies of product, service, audience

16. Branding Research

17. Qualitative Research Input Interviews and Focus Groups

18. Input Verification and Revision Objective • Evaluate ideas • Reject the inappropriate • Refine the remaining • Give ideas final expression Techniques • Directed focus groups • Message communication studies • Portfolio tests • Viewer reaction profiles

19. Storyboards and Animatics

20. An Advertising Campaign Integrated Interrelated Coordinated Over a Time Period Centered on a Theme or Idea In Different Media Marketing Communication Activities

21. Campaign Themes Campaign Theme Company or Brand Marlboro Marlboro Country Wheaties Breakfast of Champions BMW The ultimate driving machine Nike Just do it McDonald’s I’m lovin’ it Key Jewelers Every kiss begins with Kay Allstate You’re in good hands with Allstate

22. Test Your Knowledge Advertising campaign themes: A) Are always tactical in nature and design B) Set the tone or direction for all of the individual ads that make up the campaign C) Are typically designed by the client and implemented by the agency D) Are usually used for ads that run in only one type of media vehicle E) Are described by all of the above

23. The Creative Brief • Basic problem or issue the advertising must address • Advertising and communications objectives • Target audience • Major selling idea or key benefits to communicate • Creative strategy statement • Supporting information and requirements

24. Marketing Information Flow Knowledge of vital marketing information Internal agency communication Client/agency communication Client gatekeepers (Brand manager) Agency gatekeeper (Account manager) Creative staff Internal client decision to share information with agency Agency gatekeeper decision on sharing client info with staff Art is created

25. Search for a Major Selling Idea Finding the inherent drama Use a Unique Selling Position Positioning Create a Brand Image Seeking the Major Idea

26. The Unique Selling Proposition (USP) Unique Benefit Potent Buy this product/service and you get this benefit Must be unique to this brand or claim; rivals can't or don't offer it Promise must be strong enough to move mass millions

27. Colgate’s Unique Selling Proposition

28. Image Advertising

29. Test Your Knowledge Which of the following is most often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? A) Unique selling propositions B) Brand image C) Inherent drama D) Transformational advertising E) Positioning

30. Inherent Drama Messages generally presented in a warm, emotional way Focuses on consumer benefits with an emphasis on the dramatic element

31. Positioning Establish a particular place in the customer’s mind for the product or service Based on product attributes/benefits, price/quality, use or application, type of user, or problem solved

32. Contemporary Approaches to the Big Idea