ADVERTISING MANAGEMENTSession 6

Creativity in AdvertisingDr. Ritu Srivastava

Creativity

• Giving birth to something new

• Application of past experiences or ideas in a novel way

• Being imaginative, innovative, original & different

Creativity

• Can anyone be creative?

• Potential to be creative = f (Creative traits + Motivation to create – “blocks” to creativity)

Some Common Mental Blocks

• The Right Answer• That’s Not My Area• That’s Not Logical• Avoid Ambiguity• Be Practical• Don’t Be Foolish• Follow The Rules• To Err Is Wrong• Play Is Frivolous• I’m Not Creative

• Fear of Failure• Allergy to Ambiguity• Touchiness• Conformity• Resource Myopia• Rigidity

Lateral thinking

• Lateral thinking is a term coined by Edward de Bono, a Maltese psychologist, physician, and writer

• de Bono defines Lateral Thinking as methods

of thinking concerned with changing concepts and perception.

We use six types of thinking hats in our day to day lives

White Hat Data, Facts, Information known or needed.

Red Hat Feelings. Emotions and Intuition.

Yellow Hat Values and Benefits- Why something may work. (Advantages)

Black Hat Difficulties, potential problems- why something may not work. (Disadvantages)

Green Hat Creativity- possibilities, alternatives, solutions, new ideas.

Blue Hat Manages the thinking process, focus, next steps, action plans.

The Process of creative thinking

Steps and Stages• Immersion – read, research and learn everything

about a problem• Ideation – all angles• Brainfog – hit a wall• Incubation – rest the conscious• Illumination – unexpected moment – idea strikes• Evaluation – does it work?

Fundamentals of an ad campaign

•‘Message’ that the advertiser gives to solve a communications-related problem

Advertising strategy

•Idea that advertisers select for communicating the strategic message in a creative way•Central theme for a series of ad campaignsBig idea•Physical form of an advertisement – story, script, copy, art, music, words and phrases, colour, production, etc.

Creative execution

•Short-term decisions about specific, tangible tasks related to the advertising method, media, etc.Tactics

Fundamentals of an ad campaignTactics

Creative execution

Big idea

Advertising strategy

Ad 1

Ad 2

Ad 3

Ad 4

Ad campaign

Dhara health sunflower oil

Strategy: Demonstrate that Dhara keeps

consumers’ hearts & health strong

Big idea: Kids are proud of fathers who are

healthy and strong (due to Dhara)

Fevicol

Strategy: reinforce fevicol’s leadership

position as the ultimate adhesive

Big idea: show the bonding power in a

metaphoric way

What can you brainstorm on?

Strategy

Dove

Target audienc

eLalitaji

Product names &

definitionsHimalaya

dental cream

MediaRexona

SituationReliance Insuranc

e

Current affairsPepsi

CompetitionJet

airways

Shortcomings

Pepsi

CorrelationsGarnier wrinkle cream

Personifications

Pillsbury atta

Popular culture

olx

ColoursEveryuth

cucumber green mask

ShapesWords & visuals

Competition as a springboard for ideasDay 1

Day 2

Day 3

Commonly practiced creative techniques

Analogy Free association

Lateral thinking

Right brain thinking

Creative execution of the Big Idea

• Effect of the message?• What is said?• How is it said?• Physical form of an advertisement – story,

script, copy, art, music, words and phrases, colour, production, etc.

• The ‘ROI’ of advertisement

Creative execution of the Big Idea

• The ROI of effective advertising– Relevant, original, and has impact

• Relevant – in line with advertising strategy and marketing objective

• Original – thought by one person• Impact – creating effective communication;

– Public appreciation and award– Increase in sales– Enhancement of brand equity– Advertiser’s goals

Creative Brief

• Document that spells the advertising strategy and key execution details

• Account planner in an ad agency– What are we trying to accomplish?– Who are we trying to influence?– What do they think now?– What do we want them to think?– Why should they think this way?– How would our brand’s character be best described?– What is the single most important thing we can say to

influence them

Creative Brief

– What type of materials is the creative team requested to produce?

• (Ex. Radio, television, print, outdoor, sales promotion materials, etc.)

• Timing– What is the due date for the creative work?

• Internal review• Client presentation

• Budget– How much can be spent to produce creative?

Creative execution elements

• Appeals• Formats• Tone• Structure• Production and design considerations

Advertising Writing Style

• Copy should be as simple as possible• Should have a clear focus and try to convey

only one selling point• Every word counts; space and time are

expensive

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Practical Tips• Be succinct• Be single-minded• Be specific• Get personal• Keep a single focus• Be controversial• Be original• Use variety• Use imaginative

description

Advertising Writing Style

• Tone of voice– To develop the right tone of voice, copywriters write to the

target audience as if they were in a conversation

• Grammar– Copywriters must know the rules of grammar, syntax, and

spelling, though they will play with a word or phrase to create an effect

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Copywriting for Print

• Display copy– Elements readers see in their initial scanning

• Body copy– Elements that are designed to be read and

absorbed

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The Headline• Key element in print

advertising• Conveys the main

message• Works with the visual

to get attention and communicate creative concept

How to Write Headlines

• A good headline will attract those who are prospects

• The headline must work in combination with the visual to stop and grab the reader’s attention

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• The headline must identify the product and brand, and start the sale

• The headline should lead readers into the body copy – Direct-action headlines– Indirect-action

headlines

How to Write Other Display Copy

• Captions– Have the second-highest readership and serve an

information function• Subheads

– Sectional headlines used to break up a large block of copy

• Taglines– Short, catchy, memorable phrases used at the end

of an ad to complete the creative idea

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How to Write Other Display Copy

• Slogans– Repeated from ad to ad as part of a campaign or

long-term brand identity effort– Can also be used as taglines

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Slogan Techniques• Direct address• A startling or

unexpected phrase• Rhyme, rhythm,

alliteration• Parallel construction• Cue for the product• Music

How to Write Body Copy

• Body copy– The text of the ad– Primary role is to maintain the interest of the reader

• Lead paragraph– The first paragraph of the body copy– Where people test the message and see if they want to

read it• Closing paragraph

– Refers back to the creative concept and wraps up the Big Idea

– Call to action

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Print Media Requirements

• All media in the print category all use the same copy elements

• The way these elements are used varies with the objective for using the medium

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Newspapers• Copy does not have

to work as hard to catch audience’s attention

• Straightforward and informative

• Writing is brief

Print Media Requirements

Magazines• Better quality ad production• Ads can be more informative and carry longer

copy

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Directories• Use a headline that

focuses on the service or store’s personality

• Little space for explanations

Print Media Requirements

Posters and Outdoor• Primarily visual• Words try to catch the consumer’s attention

and lock in ideas• An effective poster marries words with visuals

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Product Literature• Also called collateral• Used in support of

an ad campaign• Typically a heavy

copy format

How to Write Radio Copy

• Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station

• Ability of the listener to remember facts is difficult

• Theater of the mind– The story is visualized in the listener’s imagination

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How to Write Radio Copy

• Voice• Music• Sound effects

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Radio Guidelines• Keep it personal• Speak to listener’s

interests• Wake up the

inattentive• Make it memorable• Include call to action• Create image

transfer

How to Write Television Copy

• Moving action makes television so much more engaging than print

• The challenge is to fuse the images with the words to present a creative concept and a story

• Storytelling is one way copywriters can present action in a television commercial more powerfully than in other media

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Tools of Television Copywriting

• Video• Audio• Voice-over• Off camera• Other TV Tools• The copywriter must describe all of these in

the TV script

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Talent• Announcers• Spokespersons• Character types• Celebrities

Planning the TV Commercial

• What’s the Big Idea• What’s the benefit• How can you turn that benefit into a visual

element• Gain the viewer’s interest• Focus on a key visual• Be single minded• Observe rules of good editing• Try to show the product

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Planning the TV Commercial

• Copywriters must plan– Length of the commercial– Shots in each scene– Key visual– Where and how to shoot the commercial

• Scenes– Segments of action that occur in a single location

• Key frames– The visual that sticks in one’s mind

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Scripts and Storyboards

• Script– The written version of the commercial’s plan– Prepared by the copywriter

• Storyboard– The visual plan or layout of the commercial– Prepared by the art director

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Writing for the Web

• More interactive than any other mass medium• Copywriter challenged to attract people to the

site and manage a dialogue-based communication experience

• Banners– Most common form of online advertising

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Writing for the Web

• Web ads– Create awareness and interest in a product and

build a brand image– Focus on maintaining interest

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Copywriting in a Global Environment

• Language affects the creation of the advertising

• Standardizing copy content by translating the appeal into the language of the foreign market is dangerous

• Use bilingual copywriters who can capture the essence of the message in the second language– Back translation

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Basic Media Concepts

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• Media mix– The way various types of media are strategically

combined in an advertising plan• Media vehicle

– A specific TV program, newspaper, magazine, or radio station or program

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Basic Media Concepts

• Planning and Buying

• Reach and Frequency

• Impressions• Media Key

Players

• Media planning– The way advertisers

identify and select media options

• Media buying– Identifying specific

vehicles, negotiating the costs to advertise in them, and handling billing and payment

Basic Media Concepts

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• Planning and Buying

• Reach and Frequency

• Impressions• Media Key

Players

• Reach– The percentage of

the media audience exposed to the advertiser’s message during a specific time frame

• Frequency– The number of times

a person is exposed to the advertisement

Basic Media Concepts

• Planning and Buying• Reach and Frequency• Impressions• Media Key Players

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• The opportunity for one person to be exposed one time to an ad

• In print, impressions estimate the actual readership

• In broadcast, impression estimates viewers for TV and listeners for radio

Basic Media Concepts

• Planning and Buying• Reach and Frequency• Impressions• Media Key Players

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• Media salespeople work for a medium

• Media reps are people or companies that sell space or time for a variety of media

Print Media

• Print advertising includes printed advertisements in newspapers, magazines, brochures, posters, and outdoor boards

• Print provides more detailed information, rich imagery, and a longer message life

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Newspapers

• Used by advertisers trying to reach a local market

• Primary function is to carry news• Market selectivity allows newspapers to target

specific consumer groups

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Structure of the Industry

• Frequency of publication

• Format and size• Circulation

Newspapers

Types of Advertising• Classified – local businesses and individuals• Display – dominant, placed anywhere except

editorial, ROP rate or preferred position rate• Supplements

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Newspaper Readership

• Tends to be highest among older people and people with a higher educational level

• Measuring the newspaper audience

Newspaper Advertising

Advantages• Range of market coverage• Comparison shopping• Positive consumer attitudes• Flexibility• Interaction of national and local

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Disadvantages• Short life span• Clutter• Limited coverage of

certain groups• Poor reproduction

Using Print Advertising

Use Newspapers If…• You are a local business• Desire extensive market coverage• Product is consumed in a predictable manner• No need to demonstrate the product• Moderate to large budget

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Use Magazines If…• Well-defined target

audience• Want to reinforce or remind

audience• Product must be shown

accurately and beautifully• Need to relate moderate to

extensive information• Moderate to large budget

Using Print Advertising

Use Out-of-Home If…• Local business that wants to sell locally• Regional or national business that wants to

remind or reinforce• Product requires little information and little

demonstration• Small to moderate budget

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Use Directories If…• Local business or can

serve local customers• Want to create action• Want to allow

comparisons or provide basic inquiry and purchase information

• Small to moderate budget

Broad cast Media

• Transmit sounds or images electronically• Include radio and television• Broadcast engages more senses than reading

and adds audio as well as motion for television

Radio Advertising

• Relies on the listener’s mind to fill in the visual element

• Delivers a high level of frequency• Happens in the background, attention?

Measuring the Radio Audience

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• Dayparts– Typical radio programming day is divided into five

segments called dayparts• Coverage

– The number of homes in a geographic area that are able to pick up the station clearly

• Ratings– The percentage of homes actually tuned in to a

particular station

Television

• Television advertising is embedded in television programming

• Most of the attention in media buying, and in measuring effectiveness, focuses on the performance of various shows and how they engage their audiences

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Television Advertising

• Sponsorships• Participations• Spot announcements

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• Advertiser assumes total financial responsibility for producing the program and providing the commercials

• Advertiser can control the content and quality of the program and the placement and length of commercials

Television Advertising

• Sponsorships• Participations• Spot announcements

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• Where advertisers pay for 10, 15, 20, 30, or 60 seconds of commercial time during a program

• Provides more flexibility in market coverage, target audiences, scheduling, and budgeting

Television Advertising

• Sponsorships• Participations• Spot announcements

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• Commercials that appear in the breaks between programs

• Local affiliates sell these to advertisers who want to show their ads locally

Measuring the Television Audience

• Rating points– The percentage of all the households with

television tuned into a particular program• Share of audience

– The percentage of viewers based on the number of sets turned on

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• Gross Rating Points– The sum of the total

exposure expressed as a percentage of the audience population

• People meters– Record what television

shows are being watched, the number of households watching, and which family members are viewing

Television

Advantages• Pervasiveness• Reach• Impact

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Disadvantages• Production costs• Clutter• Wasted reach• Inflexibility• Intrusiveness

Media planning and buying

The Aperture Concept• The goal of the media planner is to expose the

target audience to the message at the critical point when the consumer is receptive to the brand message

• Aperture – opening of a camera lens• Focus tightly on the target audience – reach

them no more no less

Media Plan

• A written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages

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Media Objectives

• Exposure and GRPs

• The Reach Objective

• The Frequency Objective

• Effective Frequency

• Gross impressions– The sum of the

audiences of all the media vehicles used during a certain time span

• Gross Ratings Points– Media planners convert

impressions to gross ratings points in order to compare the efficiency of media schedules

The Reach Objective

• How many different members of the audience can be exposed to an advertisement in a particular time frame;

• Measure of campaign’s reach• The percentage of the target audience that is

exposed at least once to the advertiser’s message during a specific time frame

• Research based

The frequency objective

• The number of time the exposure happens, rate

• Average frequency = GRP/Reach(%)• 12/40 = 0.3• Impressions have to be increased• Media schedule readjusted

• Effective Frequency• Combines the reach and frequency elements

into one factor

Media mix selection

• Cost per thousand = (cost of the message unit/gross impressions)*1000

• Cost to expose to 1000 audience• Cost efficiency• Compare the choice available• Target audience• Cost per point – instead of impressions ratings

are used and not for 1000

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Media Strategies

• Media planners determine the most cost-effective media mix that will reach the target audience and satisfy the media objectives

• Strategies are designed to deliver on the media objectives, to deliver the right level of exposure in terms of reach and frequency

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Media Strategies

Target audience strategies

• Media use• Geography• Consumption patterns

Media mix selection

• Using a variety of media to get your message out to customers

• Media selection is based on message needs

Media Strategies

Scheduling Strategies• Timing strategies

– Duration: How long– Continuity: How often

• The media budget– An initial assessment of the amount of money

available determines media used

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