The document discusses various aspects of developing creative strategies and big ideas for advertising campaigns. It covers: 1) Determining the advertising message and how it will be executed are parts of the creative strategy and tactics. 2) Developing a unique selling proposition or major selling idea that positions the brand and attracts attention to the key benefits. 3) Researching the target audience and problem/opportunity to inform the creative strategy and major selling idea. 3) The creative strategy statement forms the basis of the advertising campaign theme that is then implemented across different media over time.

1. Creative Strategy:
Planning and Development
8
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

3. Taglines That Set Vegas Part
What happens here, stays here
Be anyone
Your Vegas is Showing

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. Hard- vs. Soft-Sell Advertising
*Click outside of the video screen to advance to the next slide

6. The Power Idea
Describable
in a simple
word or
phrase
Likely to
attract the
prospect’s
attention
Lets
prospects
vividly
experience
the goods
Revolves
around the
clinching
benefit
Allows you to
brand the
advertising

7. Creativity and Synergy
Agency
• Account
executives
• Media
planners
• Researchers
• Attorneys
Client
• Marketing
managers
• Brand
managers
• Upper
management

8. An Absolut World

9. The Only Rule in Advertising
There are no rules

10. The Perpetual Debate
Suits Artists
Only artistic
value and
originality count
It isn’t creative if it
doesn’t sell

11. Wrigley Takes a Creative Risk

12. Creative Personnel
Abstract
Less
structured
Less
organized
Unconventional
Intuitive

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

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

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. 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. Branding Research

18. Got Milk?

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

21. Top 10 Slogans of the Century
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?
Company or Brand Campaign Theme

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

23. 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

24. Advertising Campaign Themes
“ The ultimate
driving
machine”
BMW
“ Tastes
great less
filling”
Miller
Lite
“The
breakfast of
champions”
General Mills,
Wheaties
The central message that will be
communicated in all IMC activities

25. Developing a Creative Strategy
Target
audience
identity
Creative Strategy
Basic
problem,
issue,
opportunity
Major
selling
idea or
key
benefit
Any
supportive
information

26. 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

27. 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

28. Successful, Long-Running Campaigns
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?
Company or Brand Campaign Theme

29. Search for a Major Selling Idea
Positioning the
Brand
Use a Unique
Selling Position
Create the Brand
Image
Positioning
Seeking the
Major Idea

30. The Unique Selling Proposition (USP)
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
Unique
Benefit
Unique Selling
Proposition
Promise must
be strong
enough or
attractive
enough to
move people
Potent

31. Perspectives of Great Ad Men on the “Big Idea”
Brand image or personality
is particularly important
when brands are similar
“Every ad must contribute to
the complex symbol that is
the brand image.”
David Ogilvy
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.”
Leo Burnett

32. Image Advertising

33. 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

34. Inherent Drama
Inherent
Drama
Messages generally
presented in a warm,
emotional way
Focus on consumer benefits
with an emphasis on the
dramatic element in
expressing them

35. Positioning
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,
problem solved

36. IBM as a Provider of Business Consulting Services

37. Contemporary Approaches to the Big Idea