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Chapter 12

• Jewler Drewniany say an ad
• Needs a persuasive message to take action
• Must make a relevant connection with its audience
• Should present a selling idea in an unexpected
  way
• DDB Needham
• An effective ad is relevant, original, and has
  impact

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The Art and Science of Creative Advertising

• John Eighmy
• 50 percent of advertising is copycat advertising
• The Big Idea
• A creative concept that implements the ad
  strategy so that the ad is attention-getting and
  memorable
• Serves as a theme for advertising campaigns
• Should have focus, uniqueness, flexibility, truth
• Creative ideas must be strategic (right for the
  product and target)

3
Creative Thinking

• Some creative thinking techniques
• An unexpected twist
• An unexpected association
• Catchy phrasing
• A play on words
• Analogy and metaphor
• Divergent thinking
• To prevent unoriginal ideas, avoid
• The common (obvious or predictable)
• The look-alike (copycat)
• Clichés
• The tasteless

4
Creative Thinking

• Creative Roles
• Copywriters and art directors develop the
  creative concept and draft the execution of the
  advertising idea
• The Creative Person
• In advertising, creativity is both a job
  description and a goal

• Creative Characteristics
• Problem solving
• Ability to visualize
• Openness to new experiences
• Conceptual thinking

5
Creative Steps / Stages

• Immersion
• Ideation (Brainstorming)
• Brainfog
• Incubation
• Illumination
• Evaluation

6
Creative Strategy

• Where the art and science of advertising come
  together
• A Big Idea must be
• Creative
• Strategic

• Creative strategy
• What the advertisement says
• Also called message strategy
• Creative execution
• How it is said
• Writing, design, production

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Head and Heart Strategies

• Two basic approaches to translating message
  objectives into strategy
• Hard- and Soft-Sell strategies
• Hard Sell touches the mind and creates a
  response based on logiccustomer wants info and
  makes a rational decision based on features and
  benefits
• Soft Sell uses emotional appeals or images to
  create a responselittle interest in info and
  will respond to emotional connections and brand
  image

8
Lectures and Drama

• Most advertising messages use a combination of
  two basic literary techniques to reach the head
  or the heart of the consumer
• Lecture a serious instruction given verbally
• Speaker presents evidence in form of arguments
• Efficient, inexpensive, several explicit points
• Drama relies on the viewer to make inferences
• Stories with characters speaking to one another
• Customers become involved learn from dramas
• Draw conclusions and apply them to decisions

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Creative Strategy

• Messages that Drive Perception
• Attention and awareness (stopping power)
• Interest (pulling power to keep attention)
• Memory (stays with you)
• Messages that Drive Cognition (thought)
• These messages get consumers to learn about
  products by focusing on a products features
• May illustrate points of differentiation
• Messages that Touch Emotions
• Highlight psychological attraction of the product
  to the target audience through emotional responses

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Creative Strategy

• Messages that Persuade
• Selling premiseslogic behind a sales offer
• Benefitwhat it can do for you
• Promisea benefit that predicts the future
• Reason Whyprovides evidence for a benefit
  (because)
• Messages that Transform Products
• Image advertising is used to create a picture in
  the customers mind (may use associations)
• Messages that Drive Action
• A call to action gives direction to the consumer
  about how to respond

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Message Approaches

• Straightforward
• Demonstration
• Comparison
• Problem solution/Problem avoidance
• Humor
• Slice of Life
• Spokesperson
• Teasers

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Planning and Managing Creative Strategy

• The Creative brief
• Prepared by the account planner, summarizes the
  marketing and advertising strategy
• Vary in format, but must combine basic strategy
  decisions

• Strategy Decisions
• The problem
• The target market/audience
• Brand strategy
• The objectives
• Proposition support
• Execution suggestions
• Media strategy