7/29/2019 Creative Strategy and Campaign Management

1/30

Creative Planning,Strategy and

Development

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

7/29/2019 Creative Strategy and Campaign Management

2/30

Determining whattheadvertising message will sayor communicate

Determining whattheadvertising message will sayor communicate

Advertising Creativity

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

CreativeStrategy

Creative

Tactics

Determining howthe

message strategy will beexecuted

7/29/2019 Creative Strategy and Campaign Management

3/30

The Silhouettes campaign for the iPod isan Example of Creative Advertising

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

7/29/2019 Creative Strategy and Campaign Management

4/30

Absoluts Advertising Represents SynergyBetween Creative and Media

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

7/29/2019 Creative Strategy and Campaign Management

5/30

Advertising Creativity

Advertising creativity is the abilityto generate fresh, unique, and

appropriate ideas that can be usedas solutions to communicate theproblem

7/29/2019 Creative Strategy and Campaign Management

6/30

Let prospects vividly experience the goods

Allow you to brand the advertising

Revolve around the clinching benefit

Be likely to attract the prospects attention

Be describable in a simple word or phrase

Allow you to brand the advertising

Revolve around the clinching benefit

Be likely to attract the prospects attention

Be describable in a simple word or phrase

The Ideal Power Idea Should . . .

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

7/29/2019 Creative Strategy and Campaign Management

7/30

Two Perspectives on Advertising Creativity

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

The ability to generate fresh, unique andappropriate ideas that can be used as solutions

to communication problems.

Suits

Its notcreativeunless it

sells Artists

Only artisticvalue andoriginality

count

7/29/2019 Creative Strategy and Campaign Management

8/30

Wrigley Takes a Creative Risk

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

d d l d

7/29/2019 Creative Strategy and Campaign Management

9/30

Wieden+Kennedy Has Developed VeryCreative Ads for Nike

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

7/29/2019 Creative Strategy and Campaign Management

10/30

Getting raw material, data, immersing

one's self in the problem to get thebackground.Immersion

Ruminating on the data acquired,turning it this way and that in themind.

Digestion

Ceasing analysis and putting theproblem out of conscious mind fora time.

Incubation

A sudden inspiration or intuitiverevelation about a potential solution.Illumination

Studying the idea, evaluating it, anddeveloping it for practical usefulness.Verification

Getting raw material, data, immersing

one's self in the problem to get thebackground.Immersion

Ruminating on the data acquired,turning it this way and that in themind.

Digestion

Ceasing analysis and putting theproblem out of conscious mind fora time.

Incubation

A sudden inspiration or intuitiverevelation about a potential solution.Illumination

Young's Creative Process

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

7/29/2019 Creative Strategy and Campaign Management

11/30

Wallas View of the Creative Process

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

IncubationSettingProblemAside

PreparationGathering

Information

IlluminationSeeing theSolution

VerificationRefiningthe Idea

IncubationSettingProblemAside

PreparationGathering

Information

VerificationRefiningthe Idea

TheCreativeProcess

7/29/2019 Creative Strategy and Campaign Management

12/30

Account Planning

It is the process that involvesconducting research and gathering

all relevant information about aclients product or service, brandand consumers in the target

audience.

7/29/2019 Creative Strategy and Campaign Management

13/30

Read anythingrelated to the

product ormarket!

Listen to whatpeople are

talking about!

Use theproduct tobecome

familiar withit!

Ask everyone

involved forinformation!

Work in andlearn aboutthe clientsbusiness!

Ask everyone

involved forinformation!

Listen to whatpeople are

talking about!

Use theproduct tobecome

familiar withit!

Read anythingrelated to the

product ormarket!

Getting Creative Input

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

7/29/2019 Creative Strategy and Campaign Management

14/30

Evaluate ideas generated

Reject inappropriate ideas

Refine remaining ideas

Give them final expression

Directed focus groups

Message communication studies

Portfolio tests

Viewer reaction profiles

Portfolio tests

Message communication studies

Directed focus groups

Give them final expression

Refine remaining ideas

Reject inappropriate ideas

Evaluate ideas generated

Verification and Revision of Ideas

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

Objective

Techniques

7/29/2019 Creative Strategy and Campaign Management

15/30

Advertising Slogans of the Century

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

1. De Beers Diamonds are forever2. 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

Company or Brand Campaign Theme

7/29/2019 Creative Strategy and Campaign Management

16/30

Integrated

Interrelated Coordinated

In DifferentMedia

Over a TimePeriod

Integrated

Interrelated Coordinated

In DifferentMedia

An Advertising Campaign

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

Marketing

CommunicationActivities

Centered on aTheme or Idea

7/29/2019 Creative Strategy and Campaign Management

17/30

The ultimate

drivingmachine

BMW

Marlboro

country

MillerLite

The breakfast

of champions

General Mills,Wheaties

BMWPhilip Morris

Advertising Campaign Themes

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

The central message that will becommunicated

in all of the various IMC activities

7/29/2019 Creative Strategy and Campaign Management

18/30

6. Supporting information and requirements

5. Creative strategy statement

4. Selling idea or key benefits to communicate

3. Specify target audience

2. Advertising and communications objectives

1. Basic problem advertising must address

5. Creative strategy statement

4. Selling idea or key benefits to communicate

3. Specify target audience

2. Advertising and communications objectives

1. Basic problem advertising must address

Building a Copy Platform Outline

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

7/29/2019 Creative Strategy and Campaign Management

19/30

Model of Marketing Information Flow

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

Knowledge of vitalmarketinginformation

Client gatekeepers(Brand manager)

Internal clientdecision

on sharinginformation

with the agency

Agency gatekeepers(Account manager)

Agency gatekeeperdecision on sharingclient info with staff

Creative staff

Art is created

Client/agency

communication

Internal agency

communication

7/29/2019 Creative Strategy and Campaign Management

20/30

Advertising Campaigns

It is a set of interrelated andcoordinated marketing

communication that center on asingle theme or idea that appearsin different media across a

specified time period Determining the unifying theme is

critical to building the campaign

7/29/2019 Creative Strategy and Campaign Management

21/30

Successful Long-Running Campaigns

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

Nike Just do it

Hallmark cards When you care enough to sendthe very best

Budweiser This Buds for you

Intel Intel inside

Company or Brand Campaign Theme

7/29/2019 Creative Strategy and Campaign Management

22/30

Buy this product

or service and

you will benefitthis way or

enjoy this

reward

Must be unique

to this brand or

claim; somethingrivals can't or

don't offer

UniqueBenefit UniqueBenefit

Approaches to the Major Selling Idea: USP

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

Unique SellingProposition

The promise

must be strong

enough orattractive

enough to move

people

Potent

7/29/2019 Creative Strategy and Campaign Management

23/30

Positioning theBrand

Use a UniqueSelling Position

Create the BrandImage

PositioningFind the Inherent

Drama

Create a BrandImage

Use a UniqueSelling Position

Major Selling Ideas

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

Seeking theMajor Idea

P ti f G t Ad M th

7/29/2019 Creative Strategy and Campaign Management

24/30

Brand image or personalityis particularly important

when brands are similar

Every ad must contribute

to the complex symbol

that is the brand image.

Brand image or personalityis particularly important

when brands are similar

Perspectives of Great Ad Men on theMajor Selling Idea

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

David Ogilvy

Find the inherent drama orcharacteristic of theproduct that makesconsumers 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.

Leo Burnett

7/29/2019 Creative Strategy and Campaign Management

25/30

Often used for products such as softdrinks, perfume, liquor, clothing, airlines

The creativity sales strategy is based on astrong, memorable brand identity throughimage advertising

Used when competing brands are sosimilar it is difficult to find or create aunique attribute

The creativity sales strategy is based on astrong, memorable brand identity throughimage advertising

Used when competing brands are sosimilar it is difficult to find or create aunique attribute

Creating a Brand Image

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

7/29/2019 Creative Strategy and Campaign Management

26/30

Reebok Uses Image Advertising

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

Approaches to the Major Selling Idea:

7/29/2019 Creative Strategy and Campaign Management

27/30

Approaches to the Major Selling Idea:Inherent Drama

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

InherentDrama

Messages generally presentedin a warm, emotional wayHallmark, Maytag, Kellogg

Focus on consumer benefits

with an emphasis on thedramatic element in expressingthem

Messages generally presentedin a warm, emotional wayMcDonald, Kellogg

Approaches to the Major Selling Idea:

7/29/2019 Creative Strategy and Campaign Management

28/30

Establish a particular place inthe customers mind for theproduct or service

Establish a particular place inthe customers mind for theproduct or service

Approaches to the Major Selling Idea:Positioning

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

Positioning

Based on product attributes/

benefits, price/quality, use orapplication, type of user,problem solved

IBM Positions Itself as a Provider of Business

7/29/2019 Creative Strategy and Campaign Management

29/30

IBM Positions Itself as a Provider of Businessand Consulting Services

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

Creative Campaigns Now Extend to the

7/29/2019 Creative Strategy and Campaign Management

30/30

Creative Campaigns Now Extend to theInternet