Chapter 11

The Creative Side of Advertising

Lotus Brand Campaign (1999)

$100 M account by Ogilvy and Mather Advertising campaign:

Objective: To boost awareness of the Lotus brand as a whole (rather than simple product-focused ads) Creative strategy: Lotus brand like R5 has all the qualities of the Man of Steel such as security and substance Creative execution: Symbol of Superman, minority representation, etc.
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Criteria for Evaluating Creative Approaches

Is the creative approach consistent with the brands marketing and advertising objectives? Is the creative approach consistent with the creative strategy and does it communicate what it is supposed to? Is the creative approach appropriate for the target audience? Does the creative strategy communicate a clear and convincing message to the customer? Does the creative execution overwhelm the message? Is the creative approach appropriate for the media environment in which it is likely to be seen? 3 Is the advertisement truthful and tasteful?

Creative Roles
Art Director

Copywriter

Person most responsible for the graphic image of the ad. Makes decisions about using art or photography in print. Use of color is another important design decision.

Person who shapes and sculpts the words in an ad. Copy should be as simple as possible and should have impact. Avoid Adese, which is formula ad copy.
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What is Creative Advertising?

Advertising tries to deliver the right message to the right person at the right time and must have:

Relevance ideas have to mean something important to the audience. Originality one of a kind ideas that only one person thinks of. Impact a commercial with impact has the stopping power that comes from an intriguing idea, something you have never thought about before.

This creativity leads to a Big Idea, which expresses an original advertising thought, and involves a mind shift.

Creative Processes Compared

Roger Von Oech model 1986 1. Explorer Graham Wallas model 1926 1. Preparation Alex Osborn model 1963 1.Orientation 2. Preparation 3. Analysis 4. Ideation 5. Incubation 6. Synthesis James Young model 1983 1. Problem definition 2. Perception 3. confrontation with problem 4. Incubation and Illumination 6. Execution 7. Run ad or campaign 8. Outcome
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2. Artist

2. Incubation 3. Illumination

3. Judge 4. Warrior 4. Verification 7. Evaluation

The Creative Concept

Creative Concept
Message that is AttentionGetting and Memorable & Serves as an Umbrella for a Series of Ads in a Campaign Relevance

Strategy

Originality

Creativity

Impact

Effective Creativity
Advertising Evaluation
Copy Testing

Recognition Comprehension

Recall Persuasion

Likeability

The Most Important Principle of Effective Creativity is Unity, Where the Ad Must Integrate the Words and Pictures, as Well 8 as the Strategy and Execution.

Creative Pyramid

5. 5. Action Action
4.Desire Desire 4. 3. Credibility Credibility 3.
Interest 2.2. Interest

1. Awareness
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1. Awareness

Practical Tips # 1 Creating Original Ideas

To create an original and unexpected idea, use the following techniques:

An unexpected twist. An unexpected association. Catchy phrasing. A play on words. Analogy and metaphor. Familiar and strange. The common. The look-alike. Clichs and tasteless ideas.

To prevent unoriginal ideas, avoid the following:

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The Foote, Cone & Belding Grid Thinking 1.Informative (thinker) High Car-house-furnishings-new products InvolveModel: Learn-feel-do ment (Economic?)
Possible Implications Test: Recall, Diagnostics Media: Long copy format Reflective Vehicles Creative:Specific information Demonstration 3. Habit formation (Doer) Low Food-household items Model: Do-learn-feel Involve(Responsive)? ment Possible Implications Test: Sales Media: Small space Ads 10 second I.D.s Creative:Reminder

Feeling
2. Affective (feeler) Jewelry-cosmetics-fashion apparel-motorcycles Model: Fell-learn-do (Psychological?) Possible implications Test: Attitude Change Emotional Arousal Media: Large space Image specials Creative:Executional, impact 4. Self-satisfaction (reactor) Cigarettes-liquor-candy Model: Do-feel-learn (social?) Possible implications Test: Sales Media: Billboards Newspapers, Pos 11 Creative:Attention

Creative Strategy and Execution

Creative strategy (what to communicate) and execution (how to communicate) Copy Platform (Creative Brief, Copy Strategy)
- (1) Problem or issue that adv must address - (2) Advertising and communication objective - (3) Target audience - (4) Major selling idea or key benefits to communicate - (5) Creative strategy (theme, appeal, execution) - (6) Supportive information
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EXH 13-12

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EXH13-13

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Adv. Philosophies or Creative Styles/Strategies

USP (Unique Selling Proposition) (Rosser Reeves) Brand personality/image (David Ogilvy) Inherent drama (Leo Burnett) Positioning (Trout and Ries) Creative execution (Bill Bernbach) Scientific advertising (Claude Hopkins)
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Adv. Philosophies (contd)

Entertainment and emotion (Philip Dusenbury)

Irreverence (Lee Clow)

Small-town warmth (Hal Riney) Generic Preemptive Resonance
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Advertising Execution
Straight sell or factual message Scientific/technical evidence

Demonstration
Comparison Testimonial Slice of Life
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Advertising Execution (cont.)

Animation Personality symbol

Fantasy
Dramatization Humor Combinations
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Recall Performance (ability to get attention): Humor Versus Other Execution Types)
Percentage of Commercials Scoring Above Norm 42 41 40 36 31 29 25

Humorous commercials Celebrity commercials Mood/image commercials (soft sell) Real People commercials (hard sell) Comparative demonstrations (hard sell) Presenter commercials (hard sell) Monadic demonstrations (hard sell)

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Persuasion Performance: Humor Versus Other Execution Types

Percentage of Commercials Scoring Above Norm 44 41 41 36 32 31 31

Comparative demonstrations (hard sell) Monadic demonstrations (hard sell) Celebrity commercials Real People commercials (hard sell) Presenter commercials (hard sell) Mood/image commercials (soft sell) Humorous commercials

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Success Ratio for Humorous Commercials: Established Versus New Products

Established Product New Products (%) (%) Humorous commercial was successful (acceptable performance on both measure). Humorous commercial was a failure (unacceptable performance on both measures). 59 41 33 67

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The Product Continuum (at the extremes)

Commodity (me too) Execution often is concept/strategy (how said). Style rules. Involvement is low. Model is feel/do (transformational). Stimulus is sensory or psychological. Repetition can work (buildup effect) Unique (preemptive) Product dominates strategy/copy (what said) Substance rules. Involvement is high Model is think/do (informational). Stimulus is intellectual. Believability, conviction are essential.

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The 10 Most Popular Cartoon

Characters Among Six-to-11-Year-Olds
TIMON AND PUMBAA (from The Lion King)... 66 RUGRATS 63 BUGS BUNNY. 60 MICKEY MOUSE.59 (tied) MILO (form The Mask).. 55 (tied) ROAD RUNNER 55 TASMANIAN DEVIL 54 (tied) CASPER. 53 (tied) GARFIELD. 53 (tied) SNOOPY. 53

Time, Nov4, 1996

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The Match Game: Linking Celebrities and Brands

Bob Hope
Bill Cosby Walter Cronkite George Bush Pope John Paul Michael Jordan Meryl Streep Jack Micholson Luciano Pavarotti

Disney, Hallmark Maxwell House Corning Ware, Diet Pepsi Fisher-Price Bayer, Cream of Wheat Bell, Disney, Exxon hallmark, Hershey, Pepsi Cadillac, Minute Maid, NBA basketball Kodak, Lenox, Volvo CNN, Levis, Nike Cuisinart, Wall Street Journal

Atlanta Journal, Oct 29, 1991

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K-Mart Celebrity CommercialJaclyn Smith vs. Non-celebrity Commercial

Communication Processing
C E N Product/Brand T Related R A L P E Commercial R Execution I Related P H E R Source/Model A Related L

.350

Brand Attitude

.540 .631
.311 Intention To Buy

.441

.317
.478 .466 Commercial Attitude/Liking .217

Red number = Celebrity Commercial Green number = Non-celebrity Commercial Number along arrows = Standard Coefficients

= Direction of Causation

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Words and Pictures

The Two Most Important Creative Tools in the Creative Persons Tool Kit are Art and Copy.
Attention Instant Communication Memory Demonstration

To Use Visuals Effectively, Advertisers Must Focus on Six Key Points:

Brand Reminder Distinction

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Words and Pictures

Advertisers often use words in five situations:
If the message is complicated. If the ad is for a high-involvement product. If the information needs definition and explanation. If a message tries to convey abstract qualities (such as justice and quality). Slogans and jingles help lock in key phrases that cue a brand image or remind of a brand feature.

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Examples of Successful LongRunning Ad Campaigns

Nike Allstate Insurance
Hallmark Cards DeBeers BMW State Farm Timex Watches Dial soap
Just do it.
Youre in good hand with Allstate. When you care enough to send the very best. A diamond is forever. The ultimate driving machine. Like a good neighbor, State Farm is there. It takes a licking and keeps on ticking. Arent you glad you use Dial?28 Dont you wish everyone did?

Practical Tips # 2 Writing Effective Copy

Be succinct. Be specific. Get personal. Keep a single focus. Be conversational. Be original. Use variety in print and TV ads.
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.
Good Sense of Humor Uses Intuition As Much as Logic Alert, Watchful, & Observant Internally Driven Ego Risk Takers Independent Self-Assertive

Personal Characteristics of a Creative Person

High Tolerance For Ambiguity

Self-Sufficient

Persistent

Self-Disciplined

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Aspects of Creative strategy

Elements of Advertising strategy

The value orientation of the Ad. The end goal or value state implied in the ad, but seldom stated explicitly.

Relevant levels of a Means-end chain Terminal or Instrumental value Psychosocial consequences

Driving Force

Executional Framework
How the ad Communicates the advertising strategy. All details of the finished Ad, including models, setting, clothing, other props, the script or plot, the overall theme, and the style of the ad

The hook that connects the tangible attributes and consequences to the Intangible personal values and goals oft the driving forces.The key to activating the driving force.

Leverage point

Consumer benefits
The key benefits consequences communicated in the adverbally or visually.

Functional consequences

The MECCAS Model

Message elements
The product or brand attributes communicated in the ad verbally or visually

Concrete or abstract attributes 31

The Psychological Impact of Color

REDSymbol for Blood and fire. High action and masculine appeal. Can use with some foods BrownSymbol for earth, woods,age, warmth, and comfort. Can use with most products. YellowAssociated with exuberance. Eye catching. Can use with some foods, particularly fruit GreenSymbol for health and freshness. Can use with some foods, particularly mint. BlueExudes decisiveness. Can use with foods. Emotes coolness (of temperature and attitude). OrangeMost edible color, good with most foods. Evokes autumn and warmth. BlackConveys sophistication (fashion, technology). Seldom used with foods. Eyecatching contrast.

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Dimensions of Source
Credibility
Expertise, Trustworthiness ==> Internalization

Attractiveness
Similarity, Familiarity, Liking ==> Identification

Dynamism (Power)
Authority, Control, Scrutiny ==> Compliance

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