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THE CREATIVE SIDE OF ADVERTISING

AND MESSAGE STRATEGY


Science and art?
• Effective marketing communication is a product of both logic
and creativity.

• The advertisement translates the logic of planning decisions


into a creative idea that is original, attention getting, and
memorable.

• The message must connect with the target audience to the


brand in a relevant and unexpected way.

• Effective advertising is the product of both science


(persuasion) and art (creativity).

8-2
Who are the key players?

• Creativity is a product of teamwork between:

– Copywriters
– Art directors
– Creative directors
– Account planners
– Broadcast directors

• Team members work together to generate concept,


word, and picture ideas.

Copyright © 2012 Pearson Education, Inc. 8-3


What is the role of creativity?

• Creativity is a special form


of problem solving.

• In advertising, creativity is
both a job description and
a goal.

Copyright © 2012 Pearson Education, Inc. 8-4


What is the role of creativity?

How creative are you?


Leonardo DaVinci, Albert Einstein, and Georgia O’Keefe excelled in different
fields, but all three qualify as creative geniuses.

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ART AND SCIENCE OF CREATIVE
ADVERTISING

• An ad needs to contain a persuasive


message that convinces people to take
action
• An ad must make relevant connection with
its audience and present a selling idea in an
unexpected way
ROI OF EFFECTIVE ADVERTISING
• An effective ad is relevant ,original and has
impact
• An idea with impact breaks through the
clutter, gets attention and sticks in memory
• An ad with impact has stopping power that
comes from an intriguing idea
ROI OF EFFECTIVE ADVERTISING
The Big Idea

• Message is both getting attention and


memorable
• “True?” by Budweiser- big Idea is people
drinking beer keeps people together, and
they speak the same language
• Sometimes visuals come first, sometimes
words
Budweiser’s “True” advertising
featuring a bunch of normal everyday guys with a
connection
ROI OF EFFECTIVE ADVERTISING
Practical tips for creating Original Ideas
• An unexpected twist
• An unexpected association
• Catchy phrasing
• A play on words
• Analogy and metaphor
• Familiar and strange
ROI OF EFFECTIVE ADVERTISING
To prevent unoriginal ideas

• The common
• The look-alike
• Clichés
• The tasteless
ROI OF EFFECTIVE ADVERTISING
The Creative Leap

• A Big Idea that expresses an original


advertising thought involving mind-shift
• Looking at something a different way, from a
different angle
• All creative ideas comes with an element of
risk
CREATIVE THINKING

• A special form of problem solving

- Free Association
- Divergent Thinking
- Analogies and Metaphors
- Right-brain thinking
Organics outdoor advertisement
– Singapore
“The Extra For Healthy Teeth”
CREATIVE THINKING

• Creative Aerobics
- Facts
- New Names
- Similarities
- New Definitions
• Creative Roles
CREATIVE THINKING

• The Creative Person


Key Characteristics:
- Problem Solving
- Ability to Visualize
- Openness to New Experiences
- Conceptual Thinking
THE CREATIVE PROCESS
Steps and Stages
• Step 1 : Immersion
• Step 2 : Ideation
• Step 3 : Brainfog
• Step 4 : Incubation
• Step 5 : Illumination
• Step 6 : Evaluation
The Creative Process

20
CREATIVE STRATEGY
• How the message is said
• Message Objectives
- Perception
- Cognitive
- Affective
- Persuasion
- Association (Transformation)
- Behaviour
CREATIVE STRATEGY

• Head and Heart Strategies


- Hard and Soft-Sell Strategies
- Lectures and Dramas
FACETS OF CREATIVE
STRATEGY
1. Messages That Drive Perception
- Attention and Awareness
- Interest
- Memory
2. Messages That Drive Cognition
3. Messages That Touch Emotions
FACETS OF CREATIVE
STRATEGY
4. Messages That Persuade
- Appeals
- Selling Premises
o Benefit
o Promise
o Reason Why
o Unique Selling Proposition
- Conviction
Emirates Kargo
FACETS OF CREATIVE
STRATEGY
5. Messages That Transform Product into a
Brand
- Associations
6. Messages That Drive Action
7. Delivering on the Objectives and Strategies
Associations-“Absolut”
Message to Drive Action -“Tolnaftate”
FACETS OF CREATIVE STRATEGY
8. Message Approaches
- Straightforward
- Demonstration
- Comparison
- Problem Solution
- Humor
- Slice of Life
- Spokesperson
- Teasers
- Shockvertising
Shockvertising
More tips for creating Original Ideas

• Be observant
• Keep a notebook
• Have lots of ideas
• Test your ideas
The Creative Brief
• The creative strategy and the key execution
details are spelled out in a document called
a creative brief. The brief is the document
prepared by the account planner to
summarize the basic marketing and
advertising strategy. It gives direction to the
creative team as they search for a creative
concept. The formats of these briefs vary,
but most combine the basic advertising
strategy decisions
Getting Creative Input

Use the
product to
become Listen to what
Read anything
familiar with people are
related to the
it! talking about!
product or
market!

Ask everyone
Work in and
involved for
learn about
information!
the client’s
business!

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


AD STRATEGY DECESIONS
• The problem to be solved
• The objectives
• The target market
• The positioning strategy
• The type of creative strategy
• The selling premise(benefit,promise,reson
why,USP)
• Suggestions about the ad’s execution, such as tone
of voice
Message Execution
• An execution is the form in which the ad’s
message is presented. The execution details
are the specifics about how the message will
look, read, and sound in its finished form

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