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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Chapter 8 Creative Strategy:Planning
and Developme
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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Determinants of Creativity
Divergence
Originality
Flexibility
Elaboration
Synthesis
Artistic Value
Relevance
Ad-to-consumer
Brand-to-consumer
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
D’Arcy Masius Benton & Bowles’s Universal Advertising Standards
Does the advertising position the product simply, with unmistakable clarity?
Does the advertising bolt the brand to a clinching benefit?
Does the advertising contain a Power Idea?
Does the advertising design in brand personality?
Is the advertising unexpected?
Is the advertising single-minded?
Does the advertising reward the prospect?
Is the advertising visually arresting?
Does the advertising exhibit painstaking craftsmanship?
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Creative versus Hard-sell Advertising
Rationalists
• Advertising must sell the product or service
Poets
• Advertising must build an emotional bond between consumers and brands or companies
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Young’s Model of the Creative Process
• Gathering raw material and data, and immersing oneself in the problem
Immersion
• Analyzing the informationDigestion
• Letting the subconscious do the workIncubation
• Birth of an ideaIllumination
• Studying the idea and reshaping it for practical usefulnessReality or verification
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Wallas’ Model of the Creative Process
• Gathering background information needed to solve the problem through research and study
Preparation
• Letting ideas to develop
Incubation
• Finding the solution
Illumination
• Refining the idea and analyzing whether it is an appropriate solution
Verification
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General Preplanning Input
Gather and organize information on the product, market, and competition
Analyze the trends, developments, and happenings in the marketplace
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Product- or Service-Specific Preplanning Input
Gathering information through studies conducted by the client
Problem detection
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Branding research
Psychographic studies
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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
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Storyboards and Animatics
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An Advertising Campaign
Integrated
Interrelated Coordinated
In Different Media
Over a Time Period
Marketing Communication
Activities
Centered on a Theme or Idea
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“We Must Protect This House. I will.”
BMW
“Just Do It”
MillerLite
“Red Bull Gives You Wings”
Red BullUnder ArmourNike
Advertising Campaign Themes
The central message that will be communicated
in all of the various IMC activities
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Criteria for Effective Slogans
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Figure 8.3 - Creative Brief Outline
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Figure 8.4 - Model of Marketing Information Flow from the Marketing Manager to the Creative Staff
Source: John Sutherland, Lisa Duke, and Avery Abernethy, “A Model of Marketing Information Flow,” Journal of Advertising 33, no. 4 (Winter 2004), p. 42. Copyright © 2004 by American Academy of Advertising. Reprinted with permission of M. E. Sharpe, Inc. All rights reserved. Not for reproduction.
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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Developing the Major Selling Idea
Using a unique selling proposition
Creating a brand image
Finding the inherent drama Positioning
Approaches
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The Unique Selling Proposition (USP)
Must be unique to this brand or claim; rivals can't or don't offer it
Unique
Buy this product/service and you get this benefit
Benefit
Promise must be strong enough to move mass millions
Potent
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Positioning Establishes the product or service in a particular
place in the consumer’s mind Done on the basis of a distinctive attributes Basis of a firm’s creative strategy when it has
multiple brands competing in the same market
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