Integrated Marketing Communication Chapter 6

Creative StrategyPlanning and DevelopmentChapter - 6

One need only watch an evening of commercials or peruse a few magazines to realize there are a myriad of ways to convey an advertising message. Underlying all of these messages, however, are a creative tactics for how the message strategy will be executed.

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Integrated Marketing Communication

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Advertising creativity is the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communications problems. To be appropriate and effective, a creative idea must be relevant to the target audience.



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The job of the creative team is challenging because every marketing situation is different and each campaign or advertisement may require a different creative approach. Numerous guidelines have been developed for creating effective advertising.



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Universal Advertising Standards



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The target audience for the advertised product or service must be able to see and sense in a flash what the product is for, whom it is for, and why they should be interested in it.Creating this clear vision of how the product or service fits into their lives is the first job of advertising. Without a simple, clear, focused positioning, no creative work can begin.



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Our advertising should be built on the most compelling and persuasive consumer benefit—not some unique-but in significant peripheral feature.Before you worry about how to say it, you must be sure you are saying the right thing. If you don’t know what the most compelling benefit is, you’ve got to find out before you do anything else.



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The Power Idea is the vehicle that transforms the strategy into a dynamic, creative communications concept. It is the core creative idea that sets the stage for brilliant executions to come. The ideal Power Idea should:Be describable in a simple word, phrase, or sentence without reference to any final execution.Be likely to attract the prospect’s attention.Revolve around the clinching benefit.Allow you to brand the advertising.Make it easy for the prospect to vividly experience our client’s product or service.



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The great brands tend to have something in common: the extra edge of having a Brand Personality. This is something beyond merely identifying what the brand does for the consumer; all brands do something, but the great brands also are something.A brand can be whatever its designers want it to be—and it can be so from day one.



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Why should our clients pay good money to wind up with advertising that looks and sounds like everybody else’s in the category? They shouldn’t.We must dare to be different, because sameness is suicide. We can’t be outstanding unless we first stand out.The thing is not to emulate the competition but to annihilate them.



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If you have determined the right thing to say and have created a way to say it uncommonly well, why waste time saying anything else?If we want people to remember one big thing from a given piece of advertising, let’s not make it more difficult than it already is in an over communicated world.The advertising should be all about that one big thing.



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Let’s give our audience something that makes it easy—even pleasurable—for our message to penetrate: a tear, a smile, a laugh. An emotional stimulus is that special something that makes them want to see the advertising again and again.



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Great advertising you remember—and can play back in your mind—is unusual to look at: compelling, riveting, a nourishing feast for the eyes. If you need a reason to strive for arresting work, go no further than Webster: “Catching or holding the attention, thought, or feelings. Gripping. Striking. Interesting.”



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You want writing that is really written. Visuals that are designed. Music that is composed.Lighting, casting, wardrobe, direction—all the components of the art of advertising are every bit as important as the science of it. It is a sin to nickel-and-dime a great advertising idea to death.Why settle for good, when there’s great? We should go for the absolute best in concept, design, and execution.



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1. Immersion 2. Digestion 3. Incubation 4. Illumination 5. Reality or verification6. Preparation 7. Incubation 8. Illumination 9. Verification



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An important part of creative strategy is determining the central theme that will become the major selling idea of the ad campaign.



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Some of the best-known approaches follow:Using a unique selling proposition.Creating a brand image.Finding the inherent drama.Positioning



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Reeves noted three characteristics of unique selling propositions:Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: “Buy this product and you will get this benefit.”The proposition must be one that the competition either cannot or does not offer. It must be unique either in the brand or in the claim.The proposition must be strong enough to move the mass millions, that is, pull over new customers to your brand.



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In many product and service categories, competing brands are so similar that it is very difficult to find or create a unique attribute or benefit to use as the major selling idea. The creative strategy used to sell these products is based on the development of a strong, memorable identity for the brand through image advertising.



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Another approach to determining the major selling idea is finding the inherent drama or characteristic of the product that makes the consumer purchase it.



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The basic idea is that advertising is used to establish or “position” the product or service in a particular place in the consumer’s mind. Positioning is done for companies as well as for brands. Many of the top brands in various product and service categories have retained their market leadership because they have established and maintained a strong position or identity in the minds of consumers.



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Is the creative approach consistent with the brand’s marketing and advertising objectives?

Is the creative approach consistent with the creative strategy and objectives?

Is the creative approach appropriate for the target audience?

Does the creative approach communicate a clear and convincing message to the customer?



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Does the creative execution keep from overwhelming the message?

Is the creative approach appropriate for the media environment in which it is likely to be seen?

Is the ad truthful and tasteful?



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Integrated Marketing Communication Chapter 6

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