Creative Strategy:Planning and Development

Advertising CreativityCreativeStrategyCreativeTactics

Taglines That Set Vegas PartWhat happens here, stays hereBe anyoneYour Vegas is Showing

Best Ads of all Time?NissanEnjoy the rideAlka-SeltzerMama Mia! Thats a spicy meatball!I cant believe I ate the whole thing

The Power Idea

Creativity and Synergy

The Only Rule in AdvertisingThere are no rules

The Perpetual DebateSuitsArtistsTry something new

Wrigley Takes a Creative Risk

Creative Personnel

Youngs Creative Process

Wallas Creative Process ModelTheCreativeProcess

Getting Creative Input

Some examples of Slogans 1. De Beers Diamonds are forever2. NikeJust do it!3. Coca ColaThe pause that refreshes4. Miller LiteTastes great, less filling5. AvisWe try harder6. Maxwell HouseGood to the last drop7. WheatiesBreakfast of champions8. ClairolDoes she . . . or doesnt she?9. Morton SaltWhen it rains it pours10. WendysWheres the beef?

Company or BrandCampaign Theme

An Advertising CampaignMarketing Communication Activities

Advertising Campaign ThemesThe central message that will be communicated in all IMC activities

Developing a Creative StrategyTarget audience identityCreative StrategyBasic problem, issue, opportunityMajor selling idea or key benefitAny supportive information

Copy Platform OutlineBasic problem or issue the advertising must addressAdvertising and communications objectivesTarget audienceMajor selling idea or key benefits to communicateCreative strategy statementSupporting information and requirements

Model of Marketing Information Flow

Successful, Long-Running CampaignsNikeJust do itAllstate InsuranceYoure in good hands with AllstateHallmark cardsWhen you care enough to send the very bestBudweiser This Buds for youIntelIntel insideState Farm InsuranceLike a good neighbor, State Farm is thereChevy TrucksLike a rockDial soapArent you glad you use Dial?Company or BrandCampaign Theme

Search for a Major Selling IdeaSeeking the Major Idea

The Unique Selling Proposition (USP)Unique Selling Proposition

Perspectives of Great Ad Men on the Big IdeaDavid OgilvyLeo Burnett

Image Advertising

Example of image advertising

Inherent DramaInherent Drama

PositioningPositioning

*Chapter OneAn Introduction to Integrated Marketing Communications 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin*Summary Overview There are a myriad of ways to convey an advertising message, but underlying them all are a creative strategy that determines what the message will say or communicate, and creative tactics for how the message strategy will be executed.In this chapter, the focus will be on creative strategy. We will explore what is meant by creativity, particularly as it relates to advertising, the creative strategy development process, and how one comes up with the big idea that will be the central theme of the advertising campaign.Use of this slide This slide can be used to introduce the two basic issues that are associated with the advertising creative process. *Summary Overview One of the most important components of an integrated marketing communications program is the advertising message. In addition to communicating information, ads and commercials appeal to, and often create or shape, consumers problems, desires, and goals. Creative specialists are finding it more and more difficult to come up with big ideas that will break through the clutter and still satisfy the concerns of risk-adverse clients. Yet, their clients continually challenge them to find the creative message that will strike a responsive chord with the target audience.Use of this slide This slide can be used during a discussion of the importance of advertising creativity and how difficult it is to come up with innovative ideas that will satisfy risk-adverse clients and yet set the product or service apart from the competition. *Summary Overview Finding a balance between creative advertising and effective advertising is difficult. For example, the ads shown on this slide all won awards for creativity, but failed to increase sales of either product. Many advertising and marketing people have become ambivalent toward, and even critical of, advertising awards. They argue that agency creative people are more concerned with creating ads that win awards than ones that sell their clients products.Use of this slide Use this slide to point out to that advertisers are looking for more than award-winning adsthey want ads that move product.*Summary Overview This slide shows characteristics of a Power Idea and is from the Universal Advertising Standards developed by the former DArcy, Masius Benton & Bowles agency. The agency developed these standards to guide its creative efforts and help achieve superior creative work. The perspective of these standards is that a creative advertising message is one that is built around a creative core or power idea, which transforms the strategy into a dynamic communications concept.Use of this slide This slide can be used to discuss the concept of a power idea around which a creative campaign can be developed. Power ideas often become the central theme of the advertising message and the basis around which the campaign is planned and executed.

*Summary Overview Advertising creativity is not the exclusive domain of those on the creative side of advertising; creative thinking is required from everyone involved in the promotional planning process. On the agency side, this includes account executives, media planners, researchers, and attorneys. On the client side, there are marketing managers, brand managers, and upper management.The greater the synergy between these groups, the more likely an advertising campaign is to be successful.Use of this slide Use this slide to point out that creativity is not the exclusive domain of advertising agencies.*Summary Overview Numerous guidelines have been developed for creating effective advertising, but there are no rules, no formulas, no right way. Given the same problem, a dozen creative talents would solve it a dozen different ways. If there were a sure-fire formula for successful advertising, everyone would use it. Then thered be no need for creative people.Use of this slide Use this slide to point out that creativity is limited only by guidelines; there are no hard and fast rules or formulas.*Summary Overview This slide shows two competing perspectives on advertising creativity. The perspective taken by suits, those who work on the business side, such as brand managers or account executives, is that the role of advertising is to give consumers a reason to buy the product or service. They often try to commandeer creative work, and steer it toward something safe and that has worked in the past. The artists who are involved in the creative process feel that advertising should be judged more on its artistic merit and ability to get the attention and interest of the consumer. They want to take risks, which they feel is necessary to produce breakthrough advertising that gets noticed.Use of this slide This slide can be used to discuss the perpetual debate over creative (artsy) and cutting edge versus traditional, hard-sell advertising.

*Summary Overview This slide shows a clever ad used to introduce the new Cool Green Apple flavor of Wrigleys extra, which is the leading brand of sugar free gum. In recent years, Wrigley has taken a more dynamic approach to its marketing by introducing new products and using an edgier, creative approach to its ads. Use of this slide This slide can be used as a lead-in for a discussion on the debate over creative vs. conservative advertising. Not all companies or agencies agree that advertising has to be risky to be effective. The bottom line is: Does it sell?

**Summary Overview One of the most popular approaches to creativity in advertising was developed by James Webb Young, a former creative vice president at the J. Walter Thompson agency. This slide shows and describes the various steps in Youngs model of the creative process.Use of this slide This slide can be used to discuss how the development of creative ideas is a process that involves a series of steps. Models of the creative process are valuable to those who work in advertising as they offer an organized way to approach advertising problems and develop solutions to them. Wallas model is shown on the next slide.

*Summary Overview This slide shows another approach to the creative process, which was developed by English sociologist Graham Wallas. Use of this slide Like the previous slide, this one can be used to discuss how the development of creative ideas is really a process, which involves a series of steps. *Summary Overview This slide shows various forms of background information that can be provided as input to creative specialists during the preparation, incubation, and illumination stages of the creative process. Asking everyone involved for informationUse of this slide This slide can be used during a discussion of the creative process to illustrate the type of information that is often provided to creative specialists to help them learn more about the clients product/service or brand. This information comes in the form of general preplanning input or product/service specific preplanning input.

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*Summary Overview This slide shows the various components of an advertising campaign, which is a series of interrelated, integrated, and coordinated marketing communication activities that center on a central theme or idea in different media across a specified time period.Use of this slide This slide can be used to discuss the concept of advertising campaigns. Most ads are part of a series of messages that make up an IMC or advertising campaign. Determining the unifying theme or idea around which the campaign will be built is a critical part of the creative process, as it sets the tone for the individual ads and other IMC tools that will be used.

*Summary Overview Determining the unifying theme or idea around which the campaign will be built is a critical part of the creative process as it sets the tone for the individual ads and other IMC tools that will be used.This slide shows that a campaign theme is the central message that will be communicated in all advertising and IMC activities. Examples of campaign themes used for various brands are shown, including Philip Morris cigarettes, BMW automobiles, and General Mills cereal. Use of this slide This slide can be used along with the previous one to discuss the concept of advertising campaigns. Most ads are part of a series of messages that make up an IMC or advertising campaign.

*Summary Overview A creative strategy is based on multiple factors, as shown in this slide. Once the factors have been determined, a creative strategy statement should describe the message appeal and execution style that will be used. Many ad agencies outline these elements in a document known as the copy or creative platform.Use of this slide Use this slide when discussing the factors upon which a creative strategy is based. It is a lead-in to the next slide, which discusses the copy or creative platform.*Summary Overview This slide shows the components of a copy platform, which is a document that specifies the basic elements of the creative strategy. This document is sometimes called a creative platform, work plan, creative brief, creative blueprint, or creative contract. The copy platform is usually developed by an account representative or an account planner.Use of this slide This slide can be used to discuss the copy platform and how it is used in the creative process. The creative strategy is usually based on the information contained in the copy platform document.*Relation to text This slide relates to material on pp. 253-254 and Figure 8-4 of the text.Summary Overview This slide shows the major communication interfaces and decision points where gatekeepers on both the agency and client side can impede the flow of information to agency creatives.Use of this slide This slide can be used to discuss the importance of obtaining information to be used in developing the copy platform. While it is important that this information be provided to agency creatives, this may not always occur due to breakdowns in communication on the client side, the agency side, or between the two. *Summary Overview An important part of creative strategy is determining the central theme that will become the major selling idea of the ad campaign. Many products and services offer virtually nothing unique, and it can be difficult to find something interesting to say about them.According to the late David Ogilvy, considered one of the most creative advertising copywriters ever to work in the business, I doubt if more than one campaign in a hundred contains a big idea. I am supposed to be one of the more fertile inventors of big ideas, but in my long career as a copywriter I have not had more than 20, if that. This slide shows examples of some successful, long-running campaigns based on big ideas. Use of this slide This slide can be used to discuss the concept of advertising campaigns. You might analyze several of these campaign themes and discuss why they have been so successful.

*Summary Overview This slide shows various approaches that can be used to develop the major selling idea of an advertising campaign. This big idea should attract the consumers attention, get a reaction, and set the advertisers product or service apart from the competition. Approaches to developing the major selling idea include:Using a unique selling propositionCreating a brand imageFinding the inherent dramaPositioningUse of this slide This slide can be used to discuss the concept of the major selling idea and various approaches that advertisers can use to guide the creative teams search for the big idea.

*Summary Overview The concept of the unique selling proposition was developed by Rosser Reeves, who noted the three characteristics of unique selling propositions:Each advertisement must make a proposition to the consumer Buy this product and you will get this benefit.The proposition must one that the competition either cannot or does not offer. It must be unique either in the brand or in the claim.The proposition must be strong enough to move the mass millions. That is, it must pull consumers to your brand.Use of this slide This slide can be used to discuss the use of the USP approach to developing the major selling idea. This approach can be very effective when a particular brand possesses a unique attribute that is important to consumers. However, the advertiser must make sure that they can substantiate the uniqueness claim or they may face legal challenges.

*Summary Overview This slide shows approaches to developing the major selling idea that are associated with legendary ad men David Ogilvy and Leo Burnett. According to Ogilvy, every advertisement should contribute to the complex symbol that is brand image. Leo Burnett was an advocate of the inherent drama approach to the major selling idea, which is based on a foundation of consumer benefits with an emphasis on the dramatic when expressing those benefits. He advocated a down-home type of advertising that presents the message in a warm and realistic way.Use of this slide This slide can be used to discuss various approaches to developing the major selling idea. David Ogilvy and Leo Burnett are two of the most influential individuals to ever work in advertising and their creative styles have been the basis of many successful advertising campaigns.

*Summary Overview This slide shows an ad from Reeboks I am what I am campaign, which uses image advertising to promote the number-two athletic shoe company as the brand for young consumers. The campaign is designed to create an image for Reebok as a brand that is about being yourself, rather than trying to become something you are not.Use of this slide This slide can be used to discuss the creative strategies used to sell products based on the development of a strong, memorable identity for the brand through image advertising.

*Summary Overview This slide shows the basis of using inherent drama as an approach to the development of the major selling idea. The thinking behind this approach is that advertising is based on a foundation of consumer benefits, with an emphasis on the dramatic element in expressing those benefits. Messages based on inherent drama are generally expressed in a warm, emotional way.Use of this slide This slide can be used to discuss the use of inherent drama as an approach to developing the major selling idea for an advertising campaign. The inherent drama approach is used often used in advertising for companies/brands such as McDonalds, Maytag appliances, and Kellogg cereal brands.

*Summary Overview This slide shows the basis of positioning as an approach to the development of the major selling idea. With this approach, advertising is used to establish a particular place in the customers mind for the product or service. This can be done on the basis of product/service attributes or benefits, price/quality, use or application, type of user or the ability to solve a problem. Use of this slide This slide can be used to discuss the use of positioning as an approach to developing the major selling idea for an advertising campaign. Many of the top brands in various product and service categories have retained their market leadership because they have established and maintained a strong position or identity in the minds of consumers.