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”.
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.
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
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?
Editor's Notes
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.
