Creative Advertising Strategy

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Creative Advertising Strategy

• 9

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What Makes Effective Advertising?
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Targeted Effective Campaign
Spalding Top Flight 4/4
Hill Holliday
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Being Creative

• Characteristics of a
• creative campaign
• Differentiates itself
• Out-of-the-ordinary

• Examples?

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Being Creative

• Characteristics of a
• creative campaign
• Differentiates itself
• Out-of-the-ordinary

• Little Caesars

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Little Caesars

• The toga-clad Pizza,
• Pizza man captures
• and holds the viewers
• attention and provides
• Little Caesars with a
• unique image vis-a-vis
• its more laid-back
• competitors

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Being Creative
Little Caesars
Brauer Productions
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Being Creative

• Characteristics of a
• creative campaign
• Differentiates itself
• Out-of-the-ordinary

• Little Caesars
• Hush Puppies

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Being Creative
Hush Puppies
Bozell
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Advertising Plans and Strategy

• Advertising strategy
• What advertiser says about brand.
• Formulation of an advertising message that
  communicates the brands primary benefit or how
  it can solve a consumers problem.

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Advertising Strategy

• Develop a coherent strategy
• Dont focus primarily on collecting info
• Make educated assumptions youll never know
  everything
• Collect primary data (especially on consumer
  perceptions)
• Move forward

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Advertising Strategy

• DO focus on building solid ad strategy
• Carry it through all implementation phases
• Keep asking On strategy?

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Advertising Strategy

• Remember This is the fun part.

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Advertising Plans and Strategy
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Advertising Plans and Strategy

• Key Fact
• A single-minded statement from the
• customers points of view that identifies
• why consumers are or are not
• purchasing the brand

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Advertising Plans and Strategy

• States the problem from
• the marketers point of view

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Advertising Plans and Strategy

• What effect the advertising is intended
• to have on the target market and how it
• should persuade consumers

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Advertising Plans and Strategy

• Define the target market
• Identify the primary competition
• Choose the positioning statement
• Offer reasons why

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Advertising Plans and Strategy

• Relatively technical and uncreative
• It reminds the advertiser to include the
  corporate slogan or logo, any regulatory
  requirements and so on