Articulate the Message

• There are many ways to convey an

advertising message.

• Common to all messages are:

– A creative strategy determining what

the message will say or communicate.

– Creative tactics for how the message

strategy will be executed.

The Creative Team

Copywriter Art Director

This team develops the creative concept -- the central theme for the campaign.

Creative Director(VP Creative)

Stages of the Creative Process

“EMERGENT”

• Preparation

• Incubation

• Illumination

• Verification

AskingQuestions

Inputs to the Creative Process

Reading andanalysis

Productresearch

Listeningto others

Trying theproduct

Working with

the client

CREATIVEPROCESS

Creative Development Process

Creative BriefCreative Brief

Creative ObjectivesCreative Objectives

Creative StrategyCreative Strategy

Client EvaluationClient Evaluation

Creative ExecutionCreative Execution

Creative Brief

1. Problem (that advertising will resolve)

2. Market Background Information

3. Target Market Description

4. Positioning Statement

[Here’s where we are]

Creative Brief

5. Communications Objectives• Advertising Objectives

• Creative Objectives

6. Creative Guidelines• Key Benefit(s)

• Support Claims

• Mandatories

• Creative Strategy

Pyramid Ale Web Creative Brief

• OBJECTIVES: – Support image of Pyramid as contemporary, urban, hip and on top of it.

• • COMPETITION

– The only significant microbrewery in the western U.S. with a web site is Redhook.

• AUDIENCE– Men, 18-45. Guys with a few more bucks to spend, who appreciate new

wrinkles done with the web.

• POSITIONING STATEMENT– You should drink Pyramid, because they're the beers that are poured

whenever smart, hip, discriminating people get together for a good time.

• SUPPORT CLAIMS – +Incredible popularity of Seattle brewpub– +Presence of our brands at Bumbershoot, Summer Nights at the Pier, etc.

• MANDATORIES/CAUTIONS – Be careful not to tread too close to the Bass Ale red triangle

• CREATIVE STRATEGY– Fun, social, slightly irreverent although serious about the beer, – self-deprecating, accessible

Did it work?

• Pyramid Web site

Advertising Campaign Themes

“The Ultimate Driving Machine”

“The Ultimate Driving Machine”

BMWBMW

“At a place called Miller time”

“At a place called Miller time”

MillerLite

MillerLite

“Like a Rock”“Like a Rock”

ChevyTrucksChevyTrucksBMWBMWMiller

LiteMillerLite

The central message that will be communicated

in all of the various IMC activities

The central message that will be communicated

in all of the various IMC activities

The Search for a Creative Theme

Positioning the Brand

Positioning the Brand

Use a UniqueSelling PositionUse a Unique

Selling Position

Create the Brand Image

Create the Brand Image

Find the Inherent Drama

Find the Inherent Drama

Seeking the Major Idea

Seeking the Major Idea

The BIG IDEA

• A BIG IDEA can be used to provide a

basis for the campaign

• e.g. a “hook” that you can use for

multiple executions.

04/18/23 13

THE BIG IDEA (DMBB)

1. Does the ad position the product simply?

2. …and with unmistakable clarity?

3. Does this ad bolt the brand to a benefit?

4. Does this ad contain a power idea?

5. Does this ad have brand personality?

Approaches to the Major Selling Idea: USP

Buy this produce and you'll benefit this way or enjoy this reward

Buy this produce and you'll benefit this way or enjoy this reward

Must be unique to this brand or claim; something rivals can't or don't offer

Must be unique to this brand or claim; something rivals can't or don't offer

UniqueUniqueBenefitBenefit UniqueUniqueBenefitBenefit

Unique Selling Proposition

Unique Selling Proposition

The promise must be strong or attractive enough to move people

The promise must be strong or attractive enough to move people

PotentPotent

Creating a Brand Image

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

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

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

Used when competing brands are so similar it is difficult to find or create a unique attribute

Used when competing brands are so similar it is difficult to find or create a unique attribute

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

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

Used when competing brands are so similar it is difficult to find or create a unique attribute

Used when competing brands are so similar it is difficult to find or create a unique attribute

Perspectives of Great Advertisers on the Major Selling Idea

Brand image or personality is particularly important when brands are similar

Brand image or personality is particularly important when brands are similar

“Every ad must contribute to the complex symbol that is the brand image.”

“Every ad must contribute to the complex symbol that is the brand image.”

David OgilvyDavid Ogilvy

Find the inherent drama or characteristic of the product that makes consumers buy it

Find the inherent drama or characteristic of the product that makes consumers buy it

“(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”

“(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”

Leo BurnettLeo Burnett

Unique Brand Image?

A Unique Brand Image?

© 2005 McGraw-Hill Ryerson Limited

Positioning?

Creative Consistency

• Consistency in promotional creativity is a key success factor so that target audience retains the brand position.

• Involves consistency across:– Time– Creative executions– Advertising media– Promotional tools– Products

Creative Consistency

Nike Just do it

Allstate Insurance You’re in good hands with Allstate

Hallmark cards When you care enough to send the very best

Budweiser This Bud’s for you

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?

Company or BrandCompany or Brand Campaign ThemeCampaign Theme

© 2005 McGraw-Hill Ryerson Limited

Creative Exercise

• You are advertising PEPSI

– The theme is PEPSI is more FUN

• e.g. Pepsi and Coke switched at old

folks’ home and fraternity

© 2005 McGraw-Hill Ryerson Limited

Creative Exercise

• You are advertising PEPSI

– Develop an idea that plays into that

theme

• Report back “The Basic Concept” for

your ad.

• http://www.youtube.com/watch?v=9P_FvqzQj_8&feature=related

© 2005 McGraw-Hill Ryerson Limited

Quote of the Day

If you have a good selling idea,

your secretary can write your ad

for you.

• Morris Hite

(DDB)