The Importance of Creativity in Advertising Cannes Festival The Olympic Games of Advertising Major Categories - Film ( Television ) - Press and Poster ( print and outdoor ads ) - Cyber advertising ( online marketing and adds for websites ) - Titanium Lion (Innovative work across integrated media) - Radio Lion
Planning Creative StrategyDifferent Perspective on Advertising Creativity Production side : ads as promotional tools to communicate to the marketplace. (such as product manager, brand manager, account executives) Creativity side : ads as a communication vehicle for promoting their own aesthetic viewpoints and personal career objective . (such as art director, copywriter, commercial director and producer ) To Breakthrough the clutter and make an impression on the target audience & an ad often must be unique and entertaining
Planning Creative Strategy Taking Creative Risk Clients takes some risks if they want breakthrough advertising that get noticed. The agency can develop great advertising partly because clients willing to take risks. Not all companies or agencies agree that advertising has to be risky to be effective Goal Sell The Product
Planning Creative Strategy The Perpetual Debate Creative Hard sell Advertising Advertising Advertising should move should sell the people and product and product service Poet Suit Really creative in Advertising means solving problems and building interesting brands that customer want to buy
Planning Creative Strategy Creative Personnel Less Structured Organized Conventional the problem Intuition more than Logic
The Creative Process Young’s Model of Graham Wallas’s the creative process Model 1. Immersion 1. Preparation 3. Digestion 3. Incubation 5. Incubation 5. Illumination 7. Illumination 9. Reality/verification 7. Verification
The Creative Process Account Planning A process that involves conducting research and gathering all relevant information about client’s conducting research and gathering all relevant information about a client’s product or service , brand , and consumers in the target audience
The Creative Process Inputs to the Creative Process: Preparation, Incubation, Illumination Background Read anything Research related to the Work in and product or learn about market! the client’s business! Ask everyone involved for Getting Creative information! Input Use the product to become familiar with it! Listen to what people are talking about!
The Creative Process Product/Service-Specific Qualitative Research Research Input Product/Service-Specific Focus groups Preplanning Input Problem detection Ethnographic research
The Creative Process Inputs to the Creative Process: Verification, Revision Evaluate Ideas Generated Evaluate Ideas Generated Reject Inappropriate Ideas Reject Inappropriate Ideas Objective Refine Remaining Ideas Refine Remaining Ideas Give Them Final Expression Give Them Final Expression Directed FocusGroups Directed Focus Groups Message Communication Studies Message Communication Studies Techniques Portfolio Tests Portfolio Tests Viewer Reaction Profiles
Top 10 Advertising Slogans of the Century Company or Brand Campaign or Theme 1. DeBeers 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?
Creative Strategy Development Copy Platform Specifies the basic elements of the creative strategy. Maybe called; creative platform, work plan, creative brief, creative blueprint, or creative contract. Copy Platform Outline 1. Basic problem or issue the advertising must address 2. Advertising and communication objectives 3. Target audience 4. Major selling idea or key benefits to communicate 5. Creative strategy statement (campaign them, appeal, and execution technique to be used) 6. Supporting information and requirements
Creative Strategy DevelopmentMajor Selling IdeaShould emerge as the strongest singular thing you can say aboutproduct or service. This should be the claim with the broadest andmost meaningful appeal to target audience. Be certain you can livewith it; it stands strong enough.
Creative Strategy DevelopmentBest- Known Major Major Selling Idea Approaches
Creative Strategy Development Unique Selling Proposition (USP) 1. Each advertisement must make a proposition to the consumer. Each ad must say “Buy this product and you will get this benefit.” 2. The proposition must be unique one that the competition either cannot easily copy or does not offer. 3. The proposition must be strong enough to move the mass millions, pull over new customers to your brand. 4. Sustainable competitive advantage. "You get younger-looking skin" "You get stimulation of body and mind"
Creative Strategy DevelopmentMany Creative Campaigns Now Involve the Internet Traditional = Advertising for mass media channels such as TV, radio, print Modern = Online advertising Traditional media advertising + online elements Why must be online element The web is where the people are spending more time More opportunities available through online advertising - Commercials are not limited by time, film - Very few rules or restrictions - No censor Consumer opportunity to interact with or even create the message
Creative Strategy Development Creating a Brand Image Development of a strong, memorable identity for the brand through image advertising. Particularly important when brands are similar. Soft drinks, Liquor, Cigarettes, Cars, Airlines, Financial services, Perfume/Colognes, Clothing
Creative Strategy Development Finding the 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 ” Focus on consumer benefits with an emphasis on the dramatic element in expressing them Messages generally presented in a warm, emotional way
Creative Strategy Development Positioning Advertising is used to establish or “ position” the product or service in a particular place in the consumer’s mind Market leaders have established and maintained a strong position or identity in the minds of customers Based on product attributes /benefits, price/quality, use or application, type of user, problem solved