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Week 6 Additional Info

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Advertising

Advertising

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  • Ask students to name a rational reason for buying something.
  • Ask students to name an emotion, then link it to a reason to buy something.
  • Transcript

    • 1. ADV100: PRINCIPLES OF ADVERTISING Lesson 6
    • 2. Creativity and Strategic Planning
    • 3. WHAT IS CREATIVITY? Creativity has been defined as: A quality possessed by persons that enables them to generate novel approaches in situations, generally reflected in new and improved solutions to problems Creativity is the act of merging or connecting ideas which have not been merged before New ideas are formed by connecting current ones in our minds
    • 4. OTHER WORDS “Merging or connecting ideas which have not been merged before” Combining Convergence Fusion Any others??
    • 5. WHAT IS ADVERTISING CREATIVITY? Advertising creativity refers to: The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communications problems Creative strategy involves determining what the advertising message will say or communicate Creative tactics deal with how the message strategy will be implemented or executed.
    • 6. IMPORTANCE OF CREATIVE STRATEGY • Creative strategy an integral part of the promotional process • Creative strategy is often crucial to the success or failure of the campaign • There are also many situations where companies struggle to find a creative formula that works effectively.
    • 7. PLANNING FOR CREATIVITY: Account Planning • Involves research & gathering all relevant information about a client’s product or service, brand, and consumers in the target audience • Plays an important role during creative strategy development by driving the process from the customers’ point of view • Planners work with the client as well as agency personnel, such as the creative team and media specialists • They express the Creative challenge and pass it to the “Creatives”.
    • 8. 2. CREATIVE PROCESS
    • 9. Ideas from the early ‘Mad Men’
    • 10. JAMES WEBB YOUNG (JWT Agency) (i) Immersion Getting raw material or data, immersing one's self in the problem to get background (ii) Digestion Ruminating on the data acquired, turning it this way and that in the mind (iii) Incubation Ceasing analysis. Putting the problem out of the conscious mind for a time.
    • 11. JAMES WEBB YOUNG (JWT) (iv) Illumination Often a sudden inspiration or intuitive revelation about a potential solution (v) Verification Studying the idea, evaluating it, and developing it for practical usefulness.
    • 12. INPUTS TO THE CREATIVE PROCESS Working with the client Trying the product Asking Questions Reading and analysis CREATIVE PROCESS Listening to others Product research
    • 13. “COPY PLATFORM” Plan or checklist that is useful in guiding the development of an advertising message or campaign 1. The problem or issue the advertising must address 2. Advertising and communications objectives 3. Target audience 4. Major selling idea or key benefits to communicate 5. Creative strategy statement (campaign theme, appeal, execution technique) 6. Supporting information and requirements.
    • 14. FINDING MAJOR SELLING IDEAS • • • • Use a unique selling proposition (USP) Create a brand image Find the inherent drama Positioning.
    • 15. UNIQUE SELLING PROPOSITION • Each advertisement makes a proposition to the customer • It must be one the competition can’t or doesn’t offer • It must be strong enough to pull over new customers to the brand.
    • 16. UNIQUE SELLING PROPOSITION Benefit Buy this product and you'll benefit this way or enjoy this reward. Unique Must be unique to this brand or claim; rivals can't/don't offer. Potent The promise.. strong enough or attractive enough to move people Position Establish or “position” the product or service in a particular place in the consumer’s mind
    • 17. CREATING A BRAND IMAGE (Ogilvy & Mather Agency) David Ogilvy’s Approach • Brand image or personality is particularly important when brands are similar • Every ad must contribute to the complex symbol that is the brand image.
    • 18. CREATING A BRAND IMAGE (Leo Burnett Agency) Leo Burnett’s Approach • Find the inherent drama or characteristic of the product that makes consumers buy it • “(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”
    • 19. INHERENT DRAMA… Advertising that emphasises the benefits of a product or service, such as the speed of a car or the nutritional value of cereals, etc.
    • 20. THESE DAYS IT’S ABOUT INSIGHTS The act or result of apprehending the inner nature of things or of seeing intuitively Synonyms: Discernment, judgment; perception; instinct The quality or ability to grasp and comprehend what is obscure.
    • 21. 3. MESSAGE APPEALS AND EXECUTION STYLES
    • 22. “APPEALS” • The approach used to attract the attention of consumers, and/or • To influence consumer feelings toward the product, service or cause.
    • 23. RATIONAL APEALS Feature appeals Focus on the dominant product features Competitive appeals Make comparisons to other brands Favorable price appeals Make price offer the dominant point News appeals News or announcement about the product Product/service popularity appeals Stress on the brand’s popularity.
    • 24. EMOTIONAL APPEALS – Personal States or Feelings • • • • • • • • • Achievement / Accomplishment Actualization Affection Ambition Arousal / stimulation Comfort Excitement Fear Happiness.
    • 25. EMOTIONAL APPEALS – Personal States or Feelings • • • • • • • • • Joy Love Nostalgia Pleasure Pride Safety / Security Self-esteem Sentiment Sorrow / grief.
    • 26. EMOTIONAL APPEALS – Social States or Feelings • • • • • • • • • Acceptance Affiliation/belonging Approval Embarrassment Involvement Recognition Rejection Respect Status.
    • 27. TRANSFORMATION ADS • The ads create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it • The feelings/images aren’t normally associated with the product • These transform the consumer’s interpretations of use of the product
    • 28. What is “EXECUTION” • The way a particular appeal is turned into an advertising message • The way the message is presented to the consumer
    • 29. KINDS OF COPY APPEALS – see links • Straight-sell or factual message • Science / technical evidence • Demonstration • Comparison • Slice of life • Others
    • 30. MORE EXAMPLES • Testimonial • Animation • Personality • Fantasy • Dramatization • Humor • Combination.
    • 31. 4. CLIENT EVALUATION
    • 32. EVALUATION GUIDELINES… • • • • • • • • • Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with creative strategy objectives? Does it communicate what it’s suppose to? Approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Is the advertisement truthful and tasteful?