Creative Planning,

Strategy and
Development

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Lecture Plan
Be What
Be describable
What
describable inis
in a
is Creativity?
a simple word
word or
Creativity?
simple or phrase
phrase
What
What is
is advertising
advertising creativity?
creativity?
The
The creative
creative challenge
challenge

Be Creative
Be describable in
Creative
describable personnel
in aa simple word
word or
personnel
simple or phrase
phrase
Creative
Creative process
process
Account
Account planning
planning

Be Verification
Be describable
Verification
describable inand
in and revision
aa simple
revision
simple of
of ideas
word
word or
or phrase
ideas
phrase
Advertising
Advertising campaign
campaign
Building
Building aa copy
copy platform
platform

Be Major
Be describable
Major
describable in aselling
in simple
aselling
simple ideas
word
word or
ideas or phrase
phrase
Model
Model of
of marketing
marketing
© 2007
information
information
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
flow
flow
 What is Creativity?

Information
Information
regarding
regarding Marketing
Marketing Consumer
Consumer Communication
product
product
+
+ plans
plans
+
+ research
research
+
+ Communication
objectives
objectives
features
features

=
Creative
Creative Message
Message

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Lecture Plan
Be What
Be describable
What
describable inis
in a
is Creativity?
a simple word
word or
Creativity?
simple or phrase
phrase
What
What is
is advertising
advertising creativity?
creativity?
The
The creative
creative challenge
challenge

Be Creative
Be describable in
Creative
describable personnel
in aa simple word
word or
personnel
simple or phrase
phrase
Creative
Creative process
process
Account
Account planning
planning

Be Verification
Be describable
Verification
describable inand
in and revision
aa simple
revision
simple of
of ideas
word
word or
or phrase
ideas
phrase
Advertising
Advertising campaign
campaign
Building
Building aa copy
copy platform
platform

Be Major
Be describable
Major
describable in aselling
in simple
aselling
simple ideas
word
word or
ideas or phrase
phrase
Model
Model of
of marketing
marketing
© 2007
information
information
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
flow
flow
Advertising Creativity

Determining
Determining what
what the
the
Creative
Creative advertising
advertising message
message will
will say
say
Strategy
Strategy or
or communicate
communicate

Determining
Determining how
how the
the
Creative
Creative message
message strategy
strategy will
will be
be
Tactics
Tactics executed
executed

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Silhouettes campaign for the iPod is
an Example of Creative Advertising

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Two Perspectives on Advertising Creativity

The
The ability
ability to
to generate
generate fresh,
fresh, unique
unique and
and
appropriate
appropriate ideas
ideas that
that can
can be
be used
used as
as solutions
solutions
to
to communication
communication problems.
problems.

“Its not “Only artistic

creative value and
unless it originality
sells” Suits Artists count”

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Advertising Creativity

Creative ads require involvement of:

Agency
Client
Artist
Researcher

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Lecture Plan
Be What
Be describable
What
describable inis
in a
is Creativity?
a simple word
word or
Creativity?
simple or phrase
phrase
What
What is
is advertising
advertising creativity?
creativity?
The
The creative
creative challenge
challenge

Be Creative
Be describable in
Creative
describable personnel
in aa simple word
word or
personnel
simple or phrase
phrase
Creative
Creative process
process
Account
Account planning
planning

Be Verification
Be describable
Verification
describable inand
in and revision
aa simple
revision
simple of
of ideas
word
word or
or phrase
ideas
phrase
Advertising
Advertising campaign
campaign
Building
Building aa copy
copy platform
platform

Be Major
Be describable
Major
describable in aselling
in simple
aselling
simple ideas
word
word or
ideas or phrase
phrase
Model
Model of
of marketing
marketing
© 2007
information
information
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
flow
flow
The Creative Challenge

Putting
Putting many
many
Determining
Determining things
things
what
what the
the
For
For Ad
Ad advertising
advertising
together
together to message
message
to have
have aa will
will say
say
Agency
Agency or
or communicate
communicate
memorable
memorable ad ad

Taking
Taking risk
risk with
with minimum
minimum
For
For Client
Client
interference
interference

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Wrigley Takes a Creative Risk

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Wieden+Kennedy Has Developed Very
Creative Ads for Nike

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Lecture Plan
Be What
Be describable
What
describable inis
in a
is Creativity?
a simple word
word or
Creativity?
simple or phrase
phrase
What
What is
is advertising
advertising creativity?
creativity?
The
The creative
creative challenge
challenge

Be Creative
Be describable in
Creative
describable personnel
in aa simple word
word or
personnel
simple or phrase
phrase
Creative
Creative process
process
Account
Account planning
planning

Be Verification
Be describable
Verification
describable inand
in and revision
aa simple
revision
simple of
of ideas
word
word or
or phrase
ideas
phrase
Advertising
Advertising campaign
campaign
Building
Building aa copy
copy platform
platform

Be Major
Be describable
Major
describable in aselling
in simple
aselling
simple ideas
word
word or
ideas or phrase
phrase
Model
Model of
of marketing
marketing
© 2007
information
information
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
flow
flow
Creative Personnel

Less
Immersion
Less structured
Immersion
structured

Relying
Relying on
on intuitions
intuitions more
more than
than logic
logic

Does
Does not
not work
work on
on schedule
schedule

Dress
Dress differently
differently

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Lecture Plan
Be What
Be describable
What
describable inis
in a
is Creativity?
a simple word
word or
Creativity?
simple or phrase
phrase
What
What is
is advertising
advertising creativity?
creativity?
The
The creative
creative challenge
challenge

Be Creative
Be describable in
Creative
describable personnel
in aa simple word
word or
personnel
simple or phrase
phrase
Creative
Creative process
process
Account
Account planning
planning

Be Verification
Be describable
Verification
describable inand
in and revision
aa simple
revision
simple of
of ideas
word
word or
or phrase
ideas
phrase
Advertising
Advertising campaign
campaign
Building
Building aa copy
copy platform
platform

Be Major
Be describable
Major
describable in aselling
in simple
aselling
simple ideas
word
word or
ideas or phrase
phrase
Model
Model of
of marketing
marketing
© 2007
information
information
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
flow
flow
 Creative Process (by James Young)

Getting
Getting raw
raw material,
material, data,
data, immersing
immersing
Immersion
Immersion one's
one's self
self in
in the
the problem
problem to
to get
get the
the
background.
background.
Ruminating
Ruminating on on the
the data
data acquired,
acquired,
Digestion
Digestion turning
turning itit this
this way
way and
and that
that in
in the
the
mind.
mind.
Ceasing
Ceasing analysis
analysis and
and putting
putting the
the
Incubation
Incubation problem
problem out
out of
of conscious
conscious mind
mind for
for
aa time.
time.

AA sudden
sudden inspiration
inspiration or
or intuitive
intuitive
Illumination
Illumination revelation
revelation about
about aa potential
potential solution.
solution.

Studying
Studying the
the idea,
idea, evaluating
evaluating it,
it, and
and
Verification
Verification developing
developing itit for
for practical
practical usefulness.
usefulness.

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Wallas’ View of the Creative Process

Illumination Preparation
Seeing the Gathering
Solution Information

The
Creative
Process

Verification Incubation
Refining Setting
the Idea Problem
Aside

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Lecture Plan
Be What
Be describable
What
describable inis
in a
is Creativity?
a simple word
word or
Creativity?
simple or phrase
phrase
What
What is
is advertising
advertising creativity?
creativity?
The
The creative
creative challenge
challenge

Be Creative
Be describable in
Creative
describable personnel
in aa simple word
word or
personnel
simple or phrase
phrase
Creative
Creative process
process
Account
Account planning
planning

Be Verification
Be describable
Verification
describable inand
in and revision
aa simple
revision
simple of
of ideas
word
word or
or phrase
ideas
phrase
Advertising
Advertising campaign
campaign
Building
Building aa copy
copy platform
platform

Be Major
Be describable
Major
describable in aselling
in simple
aselling
simple ideas
word
word or
ideas or phrase
phrase
Model
Model of
of marketing
marketing
© 2007
information
information
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
flow
flow
 Account Planning (Getting Creative Input)

Use the
product to
become Listen to what
Read anything
familiar with people are
related to the
it! talking about!
product or
market!

Ask everyone
Work in and
involved for
learn about
information!
the client’s
business!

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Lecture Plan
Be What
Be describable
What
describable inis
in a
is Creativity?
a simple word
word or
Creativity?
simple or phrase
phrase
What
What is
is advertising
advertising creativity?
creativity?
The
The creative
creative challenge
challenge

Be Creative
Be describable in
Creative
describable personnel
in aa simple word
word or
personnel
simple or phrase
phrase
Creative
Creative process
process
Account
Account planning
planning

Be Verification
Be describable
Verification
describable inand
in and revision
aa simple
revision
simple of
of ideas
word
word or
or phrase
ideas
phrase
Advertising
Advertising campaign
campaign
Building
Building aa copy
copy platform
platform

Be Major
Be describable
Major
describable in aselling
in simple
aselling
simple ideas
word
word or
ideas or phrase
phrase
Model
Model of
of marketing
marketing
© 2007
information
information
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
flow
flow
 Verification and Revision of Ideas
Evaluate
Evaluate ideas
ideas generated
generated
Reject
Reject inappropriate
inappropriate ideas
ideas
Objective
Objective
Refine
Refine remaining
remaining ideas
ideas
Give
Give them
them final
final expression
expression

Directed
Directed focus
focus groups
groups

Message
Message communication
communication studies
studies
Techniques
Techniques
Viewer
Viewer reaction
reaction profiles
profiles

Portfolio
Portfolio tests
tests
(Lab
(Lab test.
test. Comparing
Comparing audience
audience recall
recall
for
for aa portfolio
portfolio of
of ads
ads Including
Including control
control and
and test
test ads)
ads)

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Lecture Plan
Be What
Be describable
What
describable inis
in a
is Creativity?
a simple word
word or
Creativity?
simple or phrase
phrase
What
What is
is advertising
advertising creativity?
creativity?
The
The creative
creative challenge
challenge

Be Creative
Be describable in
Creative
describable personnel
in aa simple word
word or
personnel
simple or phrase
phrase
Creative
Creative process
process
Account
Account planning
planning

Be Verification
Be describable
Verification
describable inand
in and revision
aa simple
revision
simple of
of ideas
word
word or
or phrase
ideas
phrase
Advertising
Advertising campaign
campaign
Building
Building aa copy
copy platform
platform

Be Major
Be describable
Major
describable in aselling
in simple
aselling
simple ideas
word
word or
ideas or phrase
phrase
Model
Model of
of marketing
marketing
© 2007
information
information
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
flow
flow
 An Advertising Campaign

Integrated
Integrated

Interrelated
Interrelated Coordinated
Coordinated
Marketing
Marketing
Communication
Communication
Activities
Activities

Centered
Centered on
on aa
Theme
Theme or
or Idea
Idea
In
In Different
Different Over
Over aa Time
Time
Media
Media Period
Period
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Advertising Campaign Themes

The
The central
central message
message that
that will
will be
be communicated
communicated in
in
all
all of
of the
the various
various IMC
IMC activities
activities

Miller
Miller General
General Mills,
Mills,
Philip
Philip Morris
Morris BMW
BMW
Lite
Lite Wheaties
Wheaties

““Marlboro
Marlboro ““The
The ultimate
ultimate “The
“The breakfast
breakfast
country”
country” driving
driving of
of champions”
champions”
machine”
machine”

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Some good slogans/themes

Company or Brand Campaign Theme

1. Obama Yes we can
2. Nike Just do it!
3. Coca Cola The pause that refreshes
4. Miller Lite Tastes great, less filling
5. Avis We try harder
6. Maxwell House Good to the last drop
7. Wheaties Breakfast of champions
8. Clairol Does she . . . or doesn’t she?
9. Morton Salt When it rains it pours
10. Wendy’s Where’s the beef?

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Successful Long-Running Campaigns

Company or Brand Campaign Theme

Nike Just do it
Allstate Insurance You’re in good hands with Allstate
Hallmark cards When you care enough to send
the very best
Intel Intel inside
State Farm Insurance Like a good neighbor,
State Farm is there
Chevy Trucks Like a rock
Dial soap Aren’t you glad you use Dial?

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Lecture Plan
Be What
Be describable
What
describable inis
in a
is Creativity?
a simple word
word or
Creativity?
simple or phrase
phrase
What
What is
is advertising
advertising creativity?
creativity?
The
The creative
creative challenge
challenge

Be Creative
Be describable in
Creative
describable personnel
in aa simple word
word or
personnel
simple or phrase
phrase
Creative
Creative process
process
Account
Account planning
planning

Be Verification
Be describable
Verification
describable inand
in and revision
aa simple
revision
simple of
of ideas
word
word or
or phrase
ideas
phrase
Advertising
Advertising campaign
campaign
Building
Building aa copy
copy platform
platform

Be Major
Be describable
Major
describable in aselling
in simple
aselling
simple ideas
word
word or
ideas or phrase
phrase
Model
Model of
of marketing
marketing
© 2007
information
information
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
flow
flow
Building a Copy Platform Outline

6.
6. Supporting
Supporting information
information and
and requirements
requirements

5.
5. Creative
Creative strategy
strategy statement
statement

4.
4. Selling
Selling idea
idea or
or key
key benefits
benefits to
to communicate
communicate

3.
3. Specify
Specify target
target audience
audience

2.
2. Advertising
Advertising and
and communications
communications objectives
objectives

1.
1. Basic
Basic problem
problem advertising
advertising must
must address
address

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Lecture Plan
Be What
Be describable
What
describable inis
in a
is Creativity?
a simple word
word or
Creativity?
simple or phrase
phrase
What
What is
is advertising
advertising creativity?
creativity?
The
The creative
creative challenge
challenge

Be Creative
Be describable in
Creative
describable personnel
in aa simple word
word or
personnel
simple or phrase
phrase
Creative
Creative process
process
Account
Account planning
planning

Be Verification
Be describable
Verification
describable inand
in and revision
aa simple
revision
simple of
of ideas
word
word or
or phrase
ideas
phrase
Advertising
Advertising campaign
campaign
Building
Building aa copy
copy platform
platform

Be Major
Be describable
Major
describable in aselling
in simple
aselling
simple ideas
word
word or
ideas or phrase
phrase
Model
Model of
of marketing
marketing
© 2007
information
information
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
flow
flow
Major Selling Ideas

Positioning
Use
Positioning the
Use aa Unique
the
Unique Create
Use
Use aa Unique
Create aUnique
a Brand
Brand
SellingBrand
Selling Proposition
Brand
Proposition Selling
Image
Selling Position
Image
Position

Seeking
Seeking the
the
Major
Major Idea
Idea

Find
Create
Find the
Create
thethe
Inherent
the Brand
Inherent
Brand
Positioning
Positioning Drama
Image
Drama
Image

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Approaches to the Major Selling Idea: USP

Unique
Unique Selling
Selling
Proposition
Proposition

Benefit
Benefit Unique
Unique Potent
Potent

Buy
Buy this
this product
product Must
Must be be unique
unique The
The promise
promise
or
or service
service and
and to
to this
this brand
brand oror must
must be
be strong
strong
you
you will
will benefit
benefit claim;
claim; something
something enough
enough oror
this
this way
way oror rivals
rivals can't
can't or
or attractive
attractive
enjoy
enjoy this
this don't
don't offer
offer enough
enough toto move
move
reward
reward people
people

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Creating a Brand Image

Used
Used when
when competing
competing brands
brands are
are so
so
similar
similar itit is
is difficult
difficult to
to find
find or
or create
create aa
unique
unique attribute
attribute

The
The creativity
creativity sales
sales strategy
strategy is
is based
based on
on aa
strong,
strong, memorable
memorable brand
brand identity
identity through
through
image
image advertising
advertising

Often
Often used
used for
for products
products such
such as as soft
soft
drinks,
drinks, perfume,
perfume, clothing,
clothing, airlines
airlines

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Reebok Uses Image Advertising

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Approaches to the Major Selling Idea:
Inherent Drama

Messages
Messages generally
generally presented
presented
Inherent
Inherent Messages
Messages generally
generally presented
presented
in
in aa warm,
warm, emotional
emotional way
way
Drama
Drama in a warm, emotional
in a warm,Maytag,
Hallmark,
way
emotional way
Hallmark, Maytag, Kellogg
Kellogg

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

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Approaches to the Major Selling Idea:
Positioning

Establish
Establish aa particular
particular place
place in
in
Positioning
Positioning the
the customer’s
customer’s mind
mind for
for the
the
product
product or
or service
service

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

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IBM Positions Itself as a Provider of Business
and Consulting Services

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Lecture Plan
Be What
Be describable
What
describable inis
in a
is Creativity?
a simple word
word or
Creativity?
simple or phrase
phrase
What
What is
is advertising
advertising creativity?
creativity?
The
The creative
creative challenge
challenge

Be Creative
Be describable in
Creative
describable personnel
in aa simple word
word or
personnel
simple or phrase
phrase
Creative
Creative process
process
Account
Account planning
planning

Be Verification
Be describable
Verification
describable inand
in and revision
aa simple
revision
simple of
of ideas
word
word or
or phrase
ideas
phrase
Advertising
Advertising campaign
campaign
Building
Building aa copy
copy platform
platform

Be Major
Be describable
Major
describable in aselling
in simple
aselling
simple ideas
word
word or
ideas or phrase
phrase
Model
Model of
of marketing
marketing
© 2007
information
information
McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
flow
flow
 Model of Marketing Information Flow

Knowledge of vital
marketing
information

Client/agency Internal agency

communication communication

Client gatekeepers Agency gatekeepers Creative staff

(Brand manager) (Account manager)

Internal client
decision Agency gatekeeper Art is created
on sharing decision on sharing
information client info with staff
with the agency

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin