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Creative Strategy: 
Planning and Development 
8 
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All...
Advertising Creativity 
Determining what the 
advertising message will say 
or communicate 
Determining what the 
advertis...
Taglines That Set Vegas Part 
What happens here, stays here 
Be anyone 
Your Vegas is Showing
Best Ads of all Time? 
• Nissan 
– Enjoy the ride 
• Alka-Seltzer 
–Mama Mia! That’s a spicy meatball! 
– I can’t believe ...
Hard- vs. Soft-Sell Advertising 
*Click outside of the video screen to advance to the next slide
The Power Idea 
Describable 
in a simple 
word or 
Describable 
in a simple 
word or 
phrase 
phrase 
Likely to 
attract t...
Creativity and Synergy 
Agency 
•Account 
executives 
•Media 
planners 
•Researchers 
•Attorneys 
Client 
•Marketing 
mana...
An Absolut World
The Only Rule in Advertising 
There are no rules
The Perpetual Debate 
Only artistic 
value and 
originality count 
It isn’t creative if it 
Suits Artists 
doesn’t sell 
S...
Wrigley Takes a Creative Risk
Creative Personnel 
Unconventional 
Abstract 
Less 
structured 
Less 
organized 
Intuitive
Young’s Creative Process 
Get raw material and data, and 
immerse IImmmmeerrssiioonn yourself in the problem 
Get raw mate...
Wallas’ Creative Process Model 
Preparation 
Gathering 
Information 
Incubation 
Setting 
Problem 
Aside 
Verification 
Re...
Test Your Knowledge 
A client manufactures maternity clothes for 
businesswomen, and it wants a new advertising 
campaign....
Getting Creative Input 
Read anything 
related to the 
product or 
market! 
Listen to what 
people are 
talking about! 
Us...
Branding Research
Got Milk?
Input Verification and Revision 
EEvvaalluuaattee iiddeeaass 
RReejjeecctt tthhee iinnaapppprroopprriiaattee 
RReeffiinnee...
Top 10 Slogans of the Century 
Company or Brand Campaign Theme 
1. De Beers Diamonds are forever 
2. Nike Just do it! 
3. ...
An Advertising Campaign 
IInntteeggrraatteedd 
IInntteerrrreellaatteedd CCoooorrddiinnaatteedd 
In Different 
In Different...
Test Your Knowledge 
Advertising campaign themes: 
A) Are always tactical in nature and design 
B) Set the tone or directi...
Advertising Campaign Themes 
The central message that will be 
communicated in all IMC activities 
The central message tha...
Developing a Creative Strategy 
Target 
audience 
identity 
Target 
audience 
identity 
CCrreeaattiivvee SSttrraatteeggyy ...
Copy Platform Outline 
• Basic problem or issue the advertising 
must address 
• Advertising and communications 
objective...
Model of Marketing Information Flow 
Knowledge 
of vital 
marketing 
information 
Client gatekeepers 
(Brand manager) 
Int...
Successful, Long-Running Campaigns 
Company or Brand Campaign Theme 
Nike Just do it 
Allstate Insurance You’re in good ha...
Search for a Major Selling Idea 
Positioning the 
Positioning the 
Brand 
Brand 
Use a Unique 
Selling Position 
Use a Uni...
The Unique Selling Proposition (USP) 
Unique Selling 
Proposition 
Unique Selling 
Proposition 
BBeenneeffiitt UUnniiqquue...
Perspectives of Great Ad Men on the “Big Idea” 
DDaavviidd OOggiillvvyy 
Brand image or personality 
is particularly impor...
Image Advertising
Test Your Knowledge 
Which of the following is most often the basis of a 
marketer's creative strategy when the company ha...
Inherent Drama 
Inherent 
Drama 
Inherent 
Drama 
Messages generally 
presented in a warm, 
emotional way 
Messages genera...
Positioning 
PPoossiittiioonniinngg 
Establish a particular place in 
the customer’s mind for the 
product or service 
Est...
IBM as a Provider of Business Consulting Services
Contemporary Approaches to the Big Idea
Chapter08
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Creative Strategy: Planning and Development

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Chapter08

  1. 1. Creative Strategy: Planning and Development 8 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. Advertising Creativity Determining what the advertising message will say or communicate Determining what the advertising message will say or communicate Creative Strategy Creative Strategy Creative Tactics Creative Tactics Determining how the message strategy will be executed Determining how the message strategy will be executed
  3. 3. Taglines That Set Vegas Part What happens here, stays here Be anyone Your Vegas is Showing
  4. 4. Best Ads of all Time? • Nissan – Enjoy the ride • Alka-Seltzer –Mama Mia! That’s a spicy meatball! – I can’t believe I ate the whole thing
  5. 5. Hard- vs. Soft-Sell Advertising *Click outside of the video screen to advance to the next slide
  6. 6. The Power Idea Describable in a simple word or Describable in a simple word or phrase phrase Likely to attract the prospect’s attention Likely to attract the prospect’s attention Lets Lets prospects vividly experience the goods prospects vividly experience the goods Revolves around the clinching benefit Revolves around the clinching benefit Allows you to brand the advertising Allows you to brand the advertising
  7. 7. Creativity and Synergy Agency •Account executives •Media planners •Researchers •Attorneys Client •Marketing managers • Brand managers •Upper management
  8. 8. An Absolut World
  9. 9. The Only Rule in Advertising There are no rules
  10. 10. The Perpetual Debate Only artistic value and originality count It isn’t creative if it Suits Artists doesn’t sell Stick with what works Try something new
  11. 11. Wrigley Takes a Creative Risk
  12. 12. Creative Personnel Unconventional Abstract Less structured Less organized Intuitive
  13. 13. Young’s Creative Process Get raw material and data, and immerse IImmmmeerrssiioonn yourself in the problem Get raw material and data, and immerse yourself in the problem Take the information, work it over, Take the information, work it over, wrestle with it in your mind DDiiggeessttiioonn wrestle with it in your mind Turn the information over to the Turn the information over to the subconscious to do the work IInnccuubbaattiioonn subconscious to do the work IIlllluummiinnaattiioonn ““EEuurreekkaa!! II hhaavvee iitt!!”” pphheennoommeennoonn Study the idea, evaluate it, Study the idea, evaluate it, reshape it for practical usefulness VVeerriiffiiccaattiioonn reshape it for practical usefulness
  14. 14. Wallas’ Creative Process Model Preparation Gathering Information Incubation Setting Problem Aside Verification Refining the idea Illumination Seeing the Solution The Creative Process
  15. 15. 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
  16. 16. Getting Creative Input Read anything related to the product or market! Listen to what people are talking about! Use the product to become familiar with it! Ask everyone involved for information! Work in and learn about the client’s business! Conduct studies of product, service, audience!
  17. 17. Branding Research
  18. 18. Got Milk?
  19. 19. Input Verification and Revision EEvvaalluuaattee iiddeeaass RReejjeecctt tthhee iinnaapppprroopprriiaattee RReeffiinnee tthhee rreemmaaiinniinngg GGiivvee iiddeeaass ffiinnaall eexxpprreessssiioonn OObbjjeeccttiivvee DDiirreecctteedd ffooccuuss ggrroouuppss MMeessssaaggee ccoommmmuunniiccaattiioonn ssttuuddiieess PPoorrttffoolliioo tteessttss VViieewweerr rreeaaccttiioonn pprrooffiilleess TTeecchhnniiqquueess
  20. 20. Top 10 Slogans of the Century Company or Brand Campaign Theme 1. De Beers Diamonds are forever 2. Nike Just do it! 3. Coca Cola The pause that refreshes 4. Miller Lite Tastes great, less filling 5. Avis We try harder 6. Maxwell House Good to the last drop 7. Wheaties Breakfast of champions 8. Clairol Does she . . . or doesn’t she? 9. Morton Salt When it rains it pours 10. Wendy’s Where’s the beef?
  21. 21. An Advertising Campaign IInntteeggrraatteedd IInntteerrrreellaatteedd CCoooorrddiinnaatteedd In Different In Different Media Media Over a Time Over a Time Period Period Marketing Marketing Communication Communication Activities Activities Centered on a Theme or Idea Centered on a Theme or Idea
  22. 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. 23. Advertising Campaign Themes The central message that will be communicated in all IMC activities The central message that will be communicated in all IMC activities BBMMWW “ The ultimate driving machine” “ The ultimate driving machine” Miller Lite Miller Lite “ Tastes great less filling” “ Tastes great less filling” General Mills, Wheaties General Mills, Wheaties “The breakfast of champions” “The breakfast of champions”
  24. 24. Developing a Creative Strategy Target audience identity Target audience identity CCrreeaattiivvee SSttrraatteeggyy Basic problem, issue, opportunity Basic problem, issue, opportunity Major selling idea or key benefit Major selling idea or key benefit Any Any supportive information supportive information
  25. 25. Copy Platform Outline • 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
  26. 26. Model of Marketing Information Flow Knowledge of vital marketing information Client gatekeepers (Brand manager) Internal client decision to share information with agency Agency gatekeeper (Account manager) Agency gatekeeper decision on sharing client info with staff Creative staff Art is created Client/agency communication Internal agency communication
  27. 27. Successful, Long-Running Campaigns Company or Brand Campaign Theme Nike Just do it Allstate Insurance You’re in good hands with Allstate Hallmark cards When you care enough to send the very best Budweiser This Bud’s for you Intel Intel inside State Farm Insurance Like a good neighbor, State Farm is there Chevy Trucks Like a rock Dial soap Aren’t you glad you use Dial?
  28. 28. Search for a Major Selling Idea Positioning the Positioning the Brand Brand Use a Unique Selling Position Use a Unique Selling Position Seeking the Major Idea Create the Brand Create the Brand Positioning Image Positioning Image Seeking the Major Idea
  29. 29. The Unique Selling Proposition (USP) Unique Selling Proposition Unique Selling Proposition BBeenneeffiitt UUnniiqquuee Buy this product/service and you get this benefit or reward Buy this product/service and you get this benefit or reward Must be unique to this brand or claim; something rivals can't or don't offer Must be unique to this brand or claim; something rivals can't or don't offer PPootteenntt Promise must be strong enough or attractive enough to move people Promise must be strong enough or attractive enough to move people
  30. 30. Perspectives of Great Ad Men on the “Big Idea” DDaavviidd OOggiillvvyy Brand image or personality is particularly important when brands are similar Brand image or personality is particularly important when brands are similar “Every ad must contribute to the complex symbol that is the brand image.” “Every ad must contribute to the complex symbol that is the brand image.” LLeeoo BBuurrnneetttt Find the inherent drama or Find the inherent drama or characteristic of the product that makes consumers buy it 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.” “(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.”
  31. 31. Image Advertising
  32. 32. 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
  33. 33. Inherent Drama Inherent Drama Inherent Drama Messages generally presented in a warm, emotional way Messages generally presented in a warm, emotional way Focus on consumer benefits with an emphasis on the dramatic element in expressing them Focus on consumer benefits with an emphasis on the dramatic element in expressing them
  34. 34. Positioning PPoossiittiioonniinngg Establish a particular place in the customer’s mind for the product or service 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, problem solved Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved
  35. 35. IBM as a Provider of Business Consulting Services
  36. 36. Contemporary Approaches to the Big Idea

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