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Creative Strategy:
Planning and Development

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

 Advertising Creativity

Determining what the

Creative
advertising message will say
Strategy
or communicate

Determining how the

Creative
message strategy will be
Tactics executed

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Creative Advertising for Old Spice Body Wash

Smell like a man, man

The man your man could smell like

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The Importance of Creativity

Best ads of all time?

• Alka-Seltzer…
Mama Mia! That’s a
spicy meatball!

• Nissan …
Enjoy the ride.

• Altoids…
Curiously strong.

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Different Perspectives on Creativity?

It isn’t creative Only artistic

if it doesn’t sell value and
originality count

Stick with Try

what something
works new

Managers Creatives

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 Determinants of Creativity

Divergence Relevance

Originality Ad-to-consumer
Flexibility Brand-to-consumer
Elaboration
Synthesis
Artistic Value

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Creative Advertising for Absolut

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The Creative Challenge

There are no rules

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Residence Inn Takes a Creative Risk

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 Creative vs. Hard-Sell Advertising

“Suits” are “Poets” are

rationalist proponents
salesmen of creativity

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Creative Personnel

Unconventional

Abstract

Less structured

Less organized

Intuitive

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 Young’s Creative Process

Get raw material and data, and

Immersion
immerse yourself in the problem

Take the information, work it over,

Digestion
wrestle with it in your mind

Turn the information over to the

Incubation
subconscious to do the work

Illumination “Eureka! I have it!” phenomenon

Study the idea, evaluate it,

Verification
reshape it for practical usefulness

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Wallas’ Creative Process Model

Illumination Preparation
Seeing the Gathering
Solution Information

The
Creative
Process

Verification Incubation
Refining Setting
the Idea Problem
Aside

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 Test Your Knowledge
A client manufactures maternity clothes for
businesswomen, and it wants a new advertising
campaign. Visits to obstetrician's offices to observe
the clothes being worn and to maternity shops to see
how they were selected could be a part of the _____
stage of the creative process.
A) Preparation
B) Verification
C) Revision
D) Reality check
E) Incubation

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 Getting Creative Input

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

Conduct
studies of Ask everyone
Work in and
product, involved for
learn about the
service, information
client’s
audience
business

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Branding Research

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Qualitative Research Input

Interviews and Focus Groups

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 Input Verification and Revision

•Evaluate ideas
•Reject the inappropriate
Objective
•Refine the remaining
•Give ideas final expression

•Directed focus groups

•Message communication studies
Techniques
•Portfolio tests
•Viewer reaction profiles

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Storyboards and Animatics

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 An Advertising Campaign

Integrated

Interrelated Marketing Coordinated

Communication
Activities

In Different Centered on a Over a Time

Media Theme or Idea Period

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 Campaign Themes

Company or Brand Campaign Theme

Marlboro Marlboro Country
Wheaties Breakfast of Champions
BMW The ultimate driving machine
Nike Just do it
McDonald’s I’m lovin’ it
Key Jewelers Every kiss begins with Kay
Allstate You’re in good hands
with Allstate

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 Test Your Knowledge
Advertising campaign themes:
A) Are always tactical in nature and design
B) Set the tone or direction for all of the
individual ads that make up the
campaign
C) Are typically designed by the client and
implemented by the agency
D) Are usually used for ads that run in only
one type of media vehicle
E) Are described by all of the above

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 The Creative Brief

• Basic problem or issue the advertising

must address
• Advertising and communications
objectives
• Target audience
• Major selling idea or key benefits
to communicate
• Creative strategy statement
• Supporting information and
requirements

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 Marketing Information Flow

Knowledge
of vital
marketing
information

Client/agency Internal agency

communication communication

Client gatekeepers Agency gatekeeper Creative staff

(Brand manager) (Account manager)

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

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Search for a Major Selling Idea

Finding the Use a Unique

inherent drama Selling Position

Seeking the
Major Idea

Positioning Create a Brand

Image

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The Unique Selling Proposition (USP)

Benefit Unique Potent

Buy this Must be Promise

product/serv unique to must be
ice and you this brand or strong
get this claim; rivals enough to
benefit can't or don't move mass
offer it millions

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Colgate’s Unique Selling Proposition

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Image Advertising

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 Test Your Knowledge
Which of the following is most often the basis of a
marketer's creative strategy when the company has
multiple brands competing in the same market?
A) Unique selling propositions
B) Brand image
C) Inherent drama
D) Transformational advertising
E) Positioning

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Inherent Drama

Messages generally
presented in a warm,
emotional way

Focuses on consumer
benefits with an emphasis
on the dramatic element

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Positioning

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

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

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Contemporary Approaches to the Big Idea

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