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Creative Advertising
Rationalists vs Artists
Strategic Creativity
Strategy
• driven by specific objectives
• target audience • message offers a
relevant benefit (selling proposition)
Creativity
the big idea (unifying)
original link to
strategy!!!
Execution
craftsmanship the right
execution effective media
Creative Strategy Development
• Central theme that will become the major selling idea– USP: Product attributes, unique, strong– Creating a brand image– Finding inherent drama
“Every ad must contribute to the complex symbol that is the brand image.”
“Every ad must contribute to the complex symbol that is the brand image.”
Brand image or personality is particularly important when brands are similar
Brand image or personality is particularly important when brands are similar
STRATEGY:David OgilvySTRATEGY:
David Ogilvy
Find the inherent drama or characteristic of the product that makes consumers buy it
Find the inherent drama or characteristic of the product that makes consumers buy it
“(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.”
“(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.”
CREATIVITY:Leo BurnettCREATIVITY:Leo Burnett
Positioning the Brand
Positioning the Brand
Use a UniqueSelling PositionUse a Unique
Selling Position
Create the Brand Image
Create the Brand ImagePositioningPositioning Find the Inherent Drama
Find the Inherent Drama
Create a Brand Image
Create a Brand Image
Use a UniqueSelling PositionUse a Unique
Selling Position
Twin Masters Strategy & Creativity
Seeking the Major Idea
Seeking the Major Idea
Buy this product and you'll benefit this way or enjoy this reward
Buy this product and you'll benefit this way or enjoy this reward
Must be unique to this brand or claim; something rivals can't or don't offer
Must be unique to this brand or claim; something rivals can't or don't offer
UniqueUniqueBenefitBenefit
Unique Selling Proposition
Unique Selling Proposition
The promise must be strong enough or attractive enough to move people
The promise must be strong enough or attractive enough to move people
PotentPotent
A Big Idea Resulting From The Creative Leap
Establish a particular place in the customer’s mind for the product or service
Establish a particular place in the customer’s mind for the product or service
Establish a particular place in the customer’s mind for the product or service
Establish a particular place in the customer’s mind for the product or service
PositioningPositioning
Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved
Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved
This Ad Positions 3M as Highly Innovative
Creating a brand image
Often used for products such as soft drinks, perfume, liquor, clothing, airlinesOften used for products such as soft drinks, perfume, liquor, clothing, airlines
The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising
The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising
The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising
The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising
Used when competing brands are so similar it is difficult to find or create a unique attribute
Used when competing brands are so similar it is difficult to find or create a unique attribute
BMW’s Slogan Has Helped Build Its Brand Image
LB Inherent Drama• “Creativity call for an intuitive ability to identify the inherent
drama that resided within a product. Characteristic of the product that makes consumers buy it.
Inherent Drama
Inherent Drama
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog
Focus on consumer benefits with an emphasis on the dramatic element in expressing them
Focus on consumer benefits with an emphasis on the dramatic element in expressing them
Messages generally presented in a warm, emotional way, for example, Hallmark
Messages generally presented in a warm, emotional way, for example, Hallmark
A Big Idea Resulting From The Creative Leap
Unique Selling Proposition vs. Inherent drama
USPUSP Strategic perspectiveStrategic perspective The promise must The promise must
be strong to move be strong to move peoplepeople
IDID Creative Creative
perspectiveperspective Characteristic of Characteristic of
the product that the product that makes consumers makes consumers buy itbuy it
WHY?• Creative ads can breakthrough competitive clutter, grab the consumers’
attention and have some impact• To make an impression, an ad needs to be unique and entertaining• Creativity is an aid to memorability; it can plant associations so deeply
that people simply can’t forget them
The Challenge
• Imposing too many sales and marketing oriented communications objectives on the creative team can results in mediocre advertising, which is ineffective in today’s competitive, cluttered media environment
• But ads that are creative only for the sake of being creative often fail to communicate relevant or meaningful message
• Importance of balancing the “it’s not creative unless it sells”
• Creativity is an aid to memorability; it can plant associations so deeply that people simply can’t forget them
• Ads that are well designed, executed and generate emotional responses can create positive feelings that are transferred to the product/service being advertised
“The greater the similarity between brands, the less part reason plays in brand selection. There isn’t any significant difference between the various brands of whiskey, or cigarettes, or beer. They are all about the same. And so are the cake mixes and the detergents and the margarines. The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit. By the same token, the manufacturers who will find themselves up the creek are those shortsighted opportunists who siphon off their advertising funds for promotions”. David Ogilvy
Creative Copy Writing
Creative Visuals
Creative Execution
Creative Medium
Creative Campaign: Live Young
The new Evian advert - Baby & Me 2013.mp4
“Rules lead to dull stereotyped advertising, and they stifle creativity, inspiration, initiative, and progress. The only hard and fast rule that I know of in advertising is that there are No rules. No formulas. No right way. Given the same problem, a dozen creative talents would solve in a dozen different ways. If there were a sure-fire formula for successful advertising, everyone would use it. Then there’d be no need for creative people. We would simply program robots to create our ads and commercials and they’d sell loads of product – to other robots”. Hank Sneiden