Adv 435 ch 6 creative strategy
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Transcript of Adv 435 ch 6 creative strategy
![Page 1: Adv 435 ch 6 creative strategy](https://reader033.fdocuments.us/reader033/viewer/2022052323/55956a5f1a28ab3a2c8b471c/html5/thumbnails/1.jpg)
Developing a Creative Strategy
Chapter 6
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Developing a Creative Strategy
Essential Elements
•Target Audience
•Objectives
•Strategy
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Developing a Creative Strategy
Target:
Demographics Plus
Subjective Element
• Weight/health Conscious
• Active
• Soccer Mom
• Father of the Bride
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Developing a Creative Strategy
Advertising Objective:
“Establish, Maintain or Build Top of
Mind Awareness in xx % of target by
end of __ quarter or year.”
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Developing a Creative Strategy
Advertising Objective:
•If 10% of target has TOM, then Obj. is
build to 20%.
•If there is no TOM, then Obj. is
establish at 10-15%
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Developing a Creative Strategy
Creative Objective:
•“To get xx% of target to associate
brand with product category ahead of
the competition by end of ____.”
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Developing a Creative Strategy
Creative Strategy:
• What do you want target to:
•Think
•Feel
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Developing a Creative Strategy
Creative Strategy:
•Strategic Focal Point
• Positioning Statement
• Big idea
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Developing a Creative Strategy
Strategic Focal Point
•What problem or
opportunity to
address
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Developing a Creative Strategy
Strategic Focal Point
•Research Based
• Why they buy competitor or not your
brand
• Why they DO buy yours
• What needs are not clearly
addressed
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Developing a Creative Strategy
Strategic Focal Point
• examples
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Developing a Creative Strategy
Positioning
•Motrin vs. Advil vs. Tylenol
•Viagra vs. Cialis vs. Levitra
•FedEx vs. UPS
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Developing a Creative Strategy
Big Idea
• Ties together elements
• Message
• Media
• Unifies ads into Campaign
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Developing a Creative Strategy
Big Idea
•Aflac Duck
• Geico Gecko
• Progressive “Flo”
• E Trade Babies
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Developing a Creative Strategy
Big Idea
Other examples?
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Developing a Creative Strategy
Big Idea
Optional Elements
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Developing a Creative Strategy
Big Idea
Physical Continuity
•Characters extended
• Cavemen
• Verizon Wireless copy/actor
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Developing a Creative Strategy
Big Idea
Sounds
•Intel
•NBC
•Avon
•Energizer Bunny
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Developing a Creative Strategy
Big Idea
Psychological Continuity
Consistent:
• Theme
• Tone
• Image
• Attitude
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Developing a Creative Strategy
Big Idea
Psychological Continuity
Theme = Overall idea underlying ad
• Slogan/tagline
• Jingle
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Developing a Creative Strategy
Big Idea
Psychological Continuity
Tone:
• trucks - treats
• beer - insurance
•cereal - hair products
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Developing a Creative Strategy
Big Idea
Psychological Continuity
Image:
•Marlboro from ladies brand to macho
• Miller from “Champagne of bottled beer” to “Miller
Time”
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Developing a Creative Strategy
Big Idea
Psychological Continuity
Image:
Other examples
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Developing a Creative Strategy
Big Idea
Psychological Continuity
Attitude: Does Consumer agree with
attitude of Character or Brand?
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Developing a Creative Strategy
Big Idea
Psychological Continuity
Attitude
•Cats are finicky eaters, hence Morris the
Cat.
•Worked with dogs?
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Developing a Creative Strategy
Big Idea
Psychological Continuity
Attitude
•“ideal” kids may solve problems but not
relate to “Slice of Life” situations
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Developing a Creative Strategy
Big Idea
Psychological Continuity
Attitude
•Ford F150 spots work with Denis Leary
V/O.
•How about Tom Hanks?
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Appraising Creative opportunity
Focusing Creative Message
• FCB Grid
• Think vs. Feel
• Involvement: High vs. Low
• Predicts responses consumers make to
ads
• Should creative nudge brand
within grid?
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Appraising Creative opportunity
Creative Approaches
•Generic – Campbell‟s “Soup is
good food”
• Preemptive – Coke “ It‟s the Real
Thing”
• USP – M&M‟s “Melts in Your mouth,
not in your hands”
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Appraising Creative opportunity
Creative Approaches
•Brand Image – UPS “What can
Brown do for you”
• Positioning – Pepsi “Generation”
• Resonance – Smuckers with Tim
(evocative) and Richard
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Appraising Creative opportunity
Creative Approaches
•Affective – FUBU, designers
(provocative)
• Overlaps = Brand Image +
Resonance
• “Dude, It‟s a Dell”
• “I‟m Loving It!”
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Appraising Creative opportunity
Creative Approaches
Key Takeaway:
What is there about
the Brand that satisfies want or
need of target?
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Appraising Creative opportunity
Being Creative
• Cut thru Clutter
• Disrupt expectations
• Slide in under the radar
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Appraising Creative opportunity
Being Creative
• Attract attention but also
engage interest
• Throw „em a curve
• Make sure it‟s appropriate
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Implementing Creative Strategy
Creative Brief
•Source of inspiration
• Measure your executions
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Implementing Creative Strategy
Traditional Approaches
•Attributes: What product has
•Features: What it does
•Benefits: What it promises and why should
we care?
Some are more important than others..
See Research!
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Implementing Creative Strategy
Ten Rules for Communicating
today!
1. Don‟t say it…demonstrate it (Dyson
Cleaners, new products)
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Implementing Creative Strategy
Ten Rules for Communicating
today!
2. Don‟t look or sound too much like an
ad.
Don‟t let strategy show
Be Fresh and Cliché Free
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Implementing Creative Strategy
Ten Rules for Communicating
today!
3. Build the ad around the
logo
(Target, ING)
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Implementing Creative Strategy
Ten Rules for Communicating
today!
4. Treat Brands Like People
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Implementing Creative Strategy
Ten Rules for Communicating
today!
5. Be Honest
• Models
• Actors
• Spokespeople
• Endorsers/testimonials
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Implementing Creative Strategy
Ten Rules for Communicating
today!
6. Involve the customer
7. Use humor to create
camaraderie
• A smile is endearing
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Implementing Creative Strategy
Ten Rules for Communicating
today!
8. Sex sells but be careful
− Be relevant to product
9. Avoid Chest Beating
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Implementing Creative Strategy
Ten Rules for Communicating
today!
10. Break some rules…
Judiciously