The Creative Side & Message Strategy

Lecture 12Week 7

Creative Strategy

Effective Ads

Relevant Original Impact

• “Advertising: the science of arresting the human intelligence long enough to get money from it.”– Stephen Leacock (Canadian Humorist)

• “Creative without strategy is called art; creative with strategy is called advertising.”– Jeff I. Richards (Advertising Professor)

Big Idea in Advertising

• Big Idea– Taking the creative leap!– Creative concept that implements the advertising strategy so

that the message is both attention grabbing and memorable– It is expressed visually and verbally to express the complete

thought– Looks at things from a different, unobvious perspective

• Example: Got Milk Campaign– Big Idea: People drink milk with certain foods and if it is

unavailable, then they get frustrated– TVC example

Creative Advertising

• Creative Idea – A new combination of thoughts – A thought that comes from placing 2 previously unrelated

concepts together– No one else has thought of it before

• Copycat Advertising! – The original sin

• 80% Pakistani ads • 50% American ads (John Eimy, Advertising Expert)

• Challenge – Original + Interesting ideas (esp. for boring products)– Ex: Chimanlal Charlie

Starter’s Guide to Better Creativity

To Do

• Unexpected Twist• Unexpected

Association• Catchy Phrasing• Play on Words• Analogy / Metaphor• Familiar & Strange

Not To Do

• The Common• The Look-Alike• Cliches• The Tasteless

The Creative Side & Message Strategy

Lecture 13Week 7

Basic Approaches

• Selecting approach depends on:– Target audience– Marketing situation– Product– Product category – Involvement level

Awareness Strategy

• Objective Stop, pull & stick• Techniques

– Shockvertising– High Contrast – Storytelling– Jingles– Clever slogans– Colors, shapes, key visuals & brand

characters

Information Strategy

• Objective Understanding

• Techniques– Claims / Straightforward– PODs & features– Long copy ads / Infomercials

Persuasion Strategy

• Objective Attitudes; conviction & preference• Techniques

– Selling premises– Comparison– Demonstration– Problem-Solution/Problem Avoidance – Vivel ex?– Slice of life– Testimonials– Endorsements – ICI Dulux Example– Interview / audience involvement

Emotion Strategy

• Objective emotions, liking

• Techniques– Humor / Comedy / Satire (Ufone)– Sex & fear appeals (Motorazr)– Fantasy & surrealism– Song & dance

Brand Strategy

• Objective Associations, brand meaning

• Techniques– Brand characters– Image & lifestyle ads– Simple identity cues

Action Strategy

• Objective Trial, purchase, etc.

• Techniques– Call-to-action– Price ads– Reinforcement / Reminder ads

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