Week 11

what is creativity

the process that guides creative development

creativity can involve

• research, foundation, insights

  • coming up with a big idea

advertising creativity

ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems

manager’s perspective on advertising creativity

• advertising creative is good only if it sells product

• ads are promotional tools used to communicate favorable impressions to marketplace

• risk-averse and want more conservative ads

• consists of BIG LOGO, MORE COPY

creative ppl’s perspective on advertising creativity

• ad creativity in its artistic value and originality

• ads are communication vehicles for promoting aesthetic viewpoints to stand out among the competition

• maximize impact of message

• involves STORY FIRST, EMOTIONAL BOND

divergence

extent to which ad contains elements that are novel, diff, or unusual

divergence is achieved through

• originality

• flexibility

• elaboration

• synthesis

• artistic value

relevance

degree to which elements of ad are meaningful, useful, or valuable to consumer

relevance is achieved through

ad to consumer relevance AND brand to consumer relevanace

ad to consumer relevance

ad contains execution elements that are meaningful to consumers

brand to consumer relevance

advertised brand of product or service is of personal interest to consumers

young’s model of the creative process includes

• immersion

• digestion

• incubation

• illumination

• reality or verification

immersion

gathering raw material and data; immersing oneself in the problem

digestion

analyzing the info

incubation

letting subconscious do the work

illumination

birth of an idea

reality or verification

studying the idea and reshaping it for practical usefulness

in the creative process, you must start with

understanding the product and the audience

in the creative process, create a campaign that

is novel, relevant, and clear based on consumer insights

inputs to the creative process include

preparation, incubation, and illumination

the foundation of the creative process include

• gather and organize info on product, market, and competition

• analyze trends, developments, and happenings in marketplace

the advertising research foundation david ogilvy awards does what

honors the research and analytics insights behind the most successful advertising campaigns

during the creative strategy development, you need to

determine the central theme of the ad campaign AKA big idea

• the DISTINCTIVE element abt the product/service

• the most MEANINGFUL appeal to the target audience

• STRONG enough to remain the central issue for every comms in the campaign

the 3 pillars of creative impact include

breakthrough, resonance, clarity

breakthrough

stand out, unexpected, novel, distinct

resonance

relevant, meaningful, connect, emotional, story-based

clarity

simple, concrete, credible, tied to brand strategy

during the creative strategy, the SUCCESs models stands for what

• simplicity

• unexpected/novel

• credible

• concrete

• emotional

• storytelling

most brands benefit from having

a dominant creative concept; like a slogan. think nike’s just do it

4 additional approaches to developing the main selling idea

1. highlight a unique selling proposition

2. create a brand image

3. finding the inherent drama

4. based on competitive position

while developing the big idea you need to have a

unique selling proposition

a unique selling proposition includes

benefit, unique, and potent

benefit

buy product/service and you get this benefit

unique

proposition must be unique to brand or claim; rivals can’t or don’t offer it

potent

promise must be strong enough to move mass millions

image advertising

strategy used to develop strong, memorable identity for a brand

to be successful while creating image advertising/identity you have to

• associate brand w symbols or artifacts that have cultural meaning

• use visual appeals that convey psychosocial associations and feelings

inherent drama

characteristic of a product that makes consumers purchase it

advertising should

• be based on foundation of consumer benefits

• emphasize the dramatic element in expressing those benefits

competitive positioning

• establishes product or service in a particular place in consumer’s mind

• done on basis of distinctive attributes

• basis of firm’s creative strategy when it has multiple brands competing in same market

a positioning statement includes

target market, frame of reference, point of difference, reason to believe

while developing “big idea” ad campaigns do this/answer this

1. what is the benefit of the benefit

2. find a clever way to demonstrate the product

3. use an analogy or visual metaphor

4. exaggerate the benefit of the product

5. identify human truths about your product or your product’s category

the big idea can include starters like

• unique selling proposition

• brand image

• inherent drama

• competitive position

• the benefit of the benefit

• clever demonstration

• analogy or visual metaphor

• exaggerate the benefit

• identify human truths

before you create any advertising you must develop a

creative brief that provides the elements which direct the creation of your message

the association of national advertisers (ANA) provides guidelines for the two step process which involves

client creates assignment brief and then ad agency develops creative brief

the association of national advertisers (ANA) provides guidelines for the one collaboration brief which involves

client takes lead and develops brief with ad agency

key elements of a creative brief

1. basic problem or issue the communication must address or solve

2. communication objectives

3. target audience

4. insights to drive creative work

5. key benefits or major selling idea to communicate

6. reason to believe/supporting information

7. tone and manner/brand personality

8. deliverables (what is needed and when)

9. measures of success (should be tired back to objectives)

when evaluating a Creative it needs to align with

• mktg and advertising objectives

• consistent w creative strategy (big idea)

• clear and convincing message

• doesn’t overwhelm the message

• truthful and tasteful

• target audinece

• media/channel (is it appropriate)

advertising appeal

attract consumers’ attention and/or influence their feelings towards a product or brand

creative execution style

how the appeal is presented in an advertisement

rational appeal

• focus on practical, functional, or utilitarian need

• emphasize features or reasons to own

• might promote product is best available, or does better job than others

• informational

rational appeals include

• features

• competitive advantage

• favorable price

• news/announcements

• popularity

features

focus on dominant trait of product

competitive advantage

either direct or indirect comparison to another brand; claims superiority

favorable price

price is the dominant point of the message

news/announcements

news or announcement abt the product is the focus

popularity

highlights number of consumers who use or experts who recommend, or some leadership position in the market

emotional integration appeal

characters in ad experience emotional benefit or outcome from using product or service

advantages of emotional-only campaign

• more efficient than campaigns using emotional/rational content

• reduce price sensitivity and strengthen ability of brands to charge a price premium

• work well during economic downturns

emotional appeals relate to

consumers social and psychological needs for purchasing product or service

• induces positive feelings that ads evoke transfer to brand

transformational ad appeals

Associates experience of using or consuming the advertised

brand with a unique set of psychological characteristics

• Create feelings, images, meanings, and beliefs

• Transformational ad must make the experience more

exciting (vs a description of the brand)

• Connect the experience of the ad with experience of use

• think of the brand when recalling the experience

consumer purchase decisions are often made on basis of both

emotional and rational motives

reminder appeals

keeps name in front of consumers; uses mere exposure effect

teaser appeals

builds curiosity, interest, excitement; generates publicity

ugc

created by consumers, contests, social media

this is how the advertising appeal if presented in an ad

1. straight sell, factual

2. scientific/technical evidence

3. demonstration

4. comparison

5. testimonial

6. slice of life

7. animation

8. personality symbol

9. imagery

10. dramatization

11. humor

12. combinations

demonstration

• Illustrates key advantages of the product by showing its actual use.

• Effective in convincing consumers of product’s utility, quality, and benefits.

slice of life

• Portrays a problem or conflict consumers might face in daily lives.

• Based on a problem–solution approach

slice of death

focuses on negative consequences that result when wrong decisions are made

scientific/technical evidence

advertisers cite technical/scientific info to support advertising claims

animation

uses animated scenes or characters in ads

comparison

• Shows brand’s particular advantage over its competitors.

• Helps position new or lesser-known brands with industry leaders.

imagery

• Consists of visual elements rather than information.

• Encourages buyers to associate brand with symbols, characters, or situation.

personality symbol

• Central character that delivers the advertising message.

• Helps consumers identify a company/brand.

testimonial

Messages presented by person who elaborates on personal experience with product.

endorsement

A well-known or respected individual speaks on behalf of company or brand.

dramatization

• Focuses on telling a short story with the product or service as the star.

• Problem–solution approach but uses more excitement and suspense.

the 5 steps of dramatization

1. exposition

2. conflict

3. increase in action, conflict, and suspense

4. climax

5. resolution

straight sell or factual message

• Relies on straightforward presentation of information concerning the product or service.

• Used with informational/rational appeals.

• Often used in print ads

humor

• Used to present various advertising appeals.

• Effectiveness depends on the concept and the execution.

the 4 components of a print ad is

1. headline

2. body copy

3. visual

4. layout

creative themes for digital ads include

1. concept: awareness, interest

2. content: informational, details

3. commerce: sales ads

tv ads: video

the visual elements

• location, lighting, sequences

tv: audio

voices, music, and sound effects

• voiceover

tv: music

helps get attention, break through, add feelings

• original, licensed, jingles

tv: script and storyboards

usually developed by team: ad and cw

tv: budget

production, residuals, licensing

• business affairs department