Chapter 5

THE CREATIVE SIDE OF ADVERTISING

1. The Big Idea
 a creative concept that implements

the advertising strategy so that the message is attention-getting and memorable.

4 Characteristics of a Creative Concept
1. Focus – “single-minded” and “main idea” 2. Uniqueness – an approach that “no one has seen before” 3. Generativeness – “has legs” – can extend beyond the initial execution into related ideas to permit the development and

evolution of a campaign. 4. Truth/Honesty – finds “some truth about the product”, an authenticity and relevance to the product and the audience.

2. The Creative Leap
also known as the creative risk  means moving from the safety of a predictable strategy statement to an unusual idea that has not been tried before.  a creative idea looks at something in a different way, from a different angle.

3. Strategy and Creativity
 to be creative an idea must be:

 Original – different, novel, unexpected  Strategic – right for the product and target The risks that advertisers take in coming up with a new idea: - the ad might not make sense to others - the ad might not relate to the product - people might be turn off to the product

Strategy and Creativity

 creative thinking  creative aerobics

Creative thinking
 is the technique that creative thinkers use to stimulate new

ideas.

Creative Thinking
1. Free association – thinking of a word

and describing everything that comes into ones mind. 2. Divergent thinking – is the heart of creative thinking which uses exploration (playfulness) to search for all possible alternatives.

3. Analogies and metaphors – are used to see new patterns or relationships. 4. Right – brain thinking – intuitive, non-verbal, and emotion-based thinking - ideas are understood as a whole rather as pieces.

Vocabs
 implement – to make something that has

  

been officially decided start to happen or be used strategy – the process of planning something or putting a plan into operation in a skilful way theme – the subject or main idea generative – that can produce something execution – the act of putting a plan into action

 evolution – the gradual development of (the ad campaign)
 authenticity – the quality of being genuine or    

true leap - to move obvious – easy to see or understand; clear predictable - happening in a way that you would expect novel – different from anything known before; new, interesting and often seeming slightly strange:

 clever – showing intelligence or skill, for example in the design of an object, in an idea or somebody’s actions  association – a mental connection between ideas  divergent – different  analogy - the process of comparing one thing with another thing that has similar features in order to explain it  metaphor - a word or phrase used to describe somebody or something else, in a way that is different from its normal use, in order to show that the two things have the same qualities and to make the description more powerful

 intuitive – (of ideas) obtained by using your feelings rather than by considering the facts
 contrast – the fact of comparing two or more

things in order to show the differences between them  dominant – more important, powerful or noticeable than other things

 immersion - to become or make sb completely involved in
  

 

sth ideation - to form ideas ; to think brainfog – subconscious - connected with feelings that influence your behaviour even though you are not aware of them; the part of your mind that contains feelings that you are not aware of brain fog - a state of mental confusion, detachment, and forgetfulness brainstorming – a way of making a group of people all think about something at the same time, often in order to solve a problem or to create good ideas

Creative aerobics
 a thought-starter process that works well in advertising as it uses

both the rational (head) and emotional (heart) appeal.

The 4 Step Idea-generating process
1. Facts – left brain – coming up with a list of facts about a product
2. New names – creating new names for the

product 3. Similarities – looking for similarities between dissimilar objects 4. New definitions – creating new definitions for product-related nouns.

Creative Roles
 copywriters and art directors develop

teamwork skills and generate concept, word, and picture ideas.

Characteristics of a creative person
 the ability to visualize

art directors – are able to visualize and can be quite verbal copywriters – paints pictures with words by describing how something looks like, sound like, smell like, and tastes like  openness to new experiences  conceptual thinking – developing innovative ads and commercials

The Creative Process
1. Steps and stages * immersion – read, research, learn * ideation – looking at every angle of the problem; generating alternatives * brain fog – hitting a blank wall but not giving up * incubation – putting the conscious mind to rest so the subconscious takes over * illumination – idea comes in an unexpected moments

2. Brainstorming
 a group of people working together to come up with ideas

Creative Strategy and Executions
 creating an ad – involves deciding on the message strategy, translating it into a creative concept and use that idea as the

foundation for one or more executions.

The Creative Strategy
 is the logic behind the message
 driven by all the marketing and advertising

objectives and strategies decision.  designed to build a distinctive brand personality.

Head and Heart Creative Strategy
The 3 Types of Effects:
• Learn • Feel • Action decision

Categories of consumer decision makers
Head: Information (hard sell) Heart: Emotion/Feelings (soft sell)

Decision Paths and Message Strategies
The “Thinkers” Path: Learn – Feel – Do Products: insurance, cameras, contact lenses, tv Message Strategy: use info, emotion, reasons, news announcements, facts and details, demonstrations The “Doers” Path: Do – Learn – Feel Products: insect repellant, shampoo, razors Message Strategy: use incentives, such as price deals and coupons, sampling, exhibits, trade shows The “Feelers” Path: Feel – Learn – Do Products: sports cars, eye glasses, perfume, wallpaper & paint Message Strategy: use appeals, entertainment, imagery The “Reactors” Path: Do – Feel – Learn Products: fast food, fruit, beverages, women’s magazines, snacks Message Strategy: use reminder ads

2 basic strategies
 hard sell – an informational message that is designed to touch the mind and create a response base on logic.  soft sell – uses emotional appeals or images to create a response based on attitudes, moods, dramas and feelings.

hard sell

– an informational message that is designed to touch the mind and create a response base on logic.

soft sell

– uses emotional appeals or images to create a response based on attitudes, moods, dramas and feelings. • Lectures and Dramas • Transmission and Ritual

Lectures and Dramas
 Lecture – a serious, structured instruction given verbally where the speaker presents evidence and uses a technique such as an

argument to persuade the audience. * can deliver a lot of selling points * get right to the point * make the point explicitly  Drama – relies on the viewer to make inferences where advertisers tell stories about their products

The Six-Segment Strategy Wheel
Transmission and Ritual
Transmission view (head) Rational Objectives: problem removal and avoidance Strategies: comparative, USP, positioning Products: auto, computers, appliances Acute Need Objectives: reminders, repurchase Strategies: brand familiarity, impulse Products: replacement parts, supplies Routine Objectives: reminder, repurchase Strategies: hyperbole, brand personality, performance Products: groceries, personal care Ritual view (heart) Ego Objectives: intellectual stimulation Strategies: user image Products: clothing, jewelry, art, books, sports cars Social Objectives: social approval Strategies: lifestyle resonance, user occasion Products: clothing, shoes Sensory Objectives: sensory gratification Strategies: pleasure experiences Products: CDs, fragrances, cosmetics

Selling Premises
- States the logic behind the sales offer which

could either be the product-centered (features or attributes) or prospect-centered. A claim – is a statement about how the product will perform. Comparisons are used to prove the truth of a claim. Prospect-centered – stress the needs and wants of consumers and translate the product’s feature into benefits - focuses on the user of the product.

The rational selling premises
 Benefit strategy – what the product can do to customers
 Promise – looks to the future and predicts

that something good will happen  Reason why – why the customer should buy the product  Unique selling proportion (USP) – a promise that consumers will get the unique benefit by using this product only.

Emotional Appeals
 highlight the psychological attraction of the product to the target audience through fear, love, pride, status, safety, and convenience.

Common Formats
 straightforward – a factual or informational

message conveys without any gimmicks, emotions, or special effects.  demonstration – focuses on how to use the product or what it can do for you.  comparison – contrasts 2 or more products and finds that the advertiser’s brand is superior.  problem solution/problem avoidance – the message begins with a problem and the product is the solution (e.g. insurance, personal care products)

 slice of life – a complicated version of a

problem solution staged in the form of a drama in which “typical people” talk about a common problem and resolve it.  spokespeople/endorsers – the ad uses celebrities we admire, created characters, experts we respect, or someone “just like us” whose advice we might seek out to speak on behalf of the product to build credibility.  teasers – are mystery ads that do not identify the product or do not deliver enough information to make sense often to launch a new product. This creates curiosity and appeal.

Message Execution

is the form in which the ad’s message is presented.

Effective Creativity
 “on strategy”
 evaluating the ad by testing it against its

objectives.

End

of Chapter 5