Module IV. Prof.

Anamika Sonawane

Advertising Creativity

Creative Strategy

Determining what the advertising message will say or communicate

Creative Tactics

Determining how the message strategy will be executed

The Power Idea

Describable in a simple word or phrase Likely to attract the prospects attention

Lets prospects vividly experience the goods

Allows you to brand the advertising

Revolves around the clinching benefit

The Only Rule in Advertising

There are no rules

Getting Creative Input

Use the product to become familiar with it!

Read anything related to the product or market!

Listen to what people are talking about!

Conduct studies of product, service, audience!

Work in and learn about the clients business!

Ask everyone involved for information!

Input Verification and Revision

Evaluate ideas

Reject the inappropriate

Objective Refine the remaining Give ideas final expression Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Techniques

An Advertising Campaign
Integrated Interrelated

Marketing Communication Activities

Coordinated

In Different Media

Centered on a Theme or Idea

Over a Time Period

Advertising Campaign Themes

The central message that will be communicated in all IMC activities

Miller Lite Tastes great less filling

BMW

General Mills, Wheaties The breakfast of champions

The ultimate driving machine

Developing a Creative Strategy

Creative Strategy

Target audience identity

Basic problem, issue, opportunity

Major selling idea or key benefit

Any supportive information

Copy Platform Outline

Basic problem or issue the advertising must address Advertising and communications objectives Target audience Major selling idea or key benefits to communicate Creative strategy statement Supporting information and requirements

Successful, Long-Running Campaigns

Company or Brand
Nike Allstate Insurance Hallmark cards Budweiser Intel State Farm Insurance Dial soap

Campaign Theme
Just do it Youre in good hands with Allstate When you care enough to send the very best This Buds for you Intel inside Like a good neighbor, State Farm is there Arent you glad you use Dial?

Search for a Major Selling Idea

Positioning the Brand

Use a Unique Selling Position

Seeking the Major Idea

Positioning

Create the Brand Image

The Unique Selling Proposition (USP)

Unique Selling Proposition Benefit Unique Potent

Buy this product/service and you get this benefit or reward

Must be unique to this brand or claim; something rivals can't or don't offer

Promise must be strong enough or attractive enough to move people

Perspectives of Great Ad Men on the Big Idea

David Ogilvy
Brand image or personality is particularly important when brands are similar

Leo Burnett
Find the inherent drama or characteristic of the product that makes consumers buy it

Every ad must contribute to the complex symbol that is the brand image.

(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.

Image Advertising

Test Your Knowledge

Which of the following is most often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? A) Unique selling propositions B) Brand image C) Inherent drama D) Transformational advertising E) Positioning

Inherent Drama

Inherent Drama

Messages generally presented in a warm, emotional way

Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Positioning

Positioning

Establish a particular place in the customers mind for the product or service

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

IBM as a Provider of Business Consulting Services

Contemporary Approaches to the Big Idea