• Microsoft PowerPoint - CREATIVE STRATEGY

Creative Challenge
• Develop an effective way of
CREATIVE STRATEGY communicating the message to customers
• Consider the research you have and
communication objectives
• Find a fresh and unique approach to solve
communication problems
Models of the Creative Process Creative Strategy
• Copy Platform – guides development of ad
Young Model Wallas Model message
Immersion Preparation – States major selling idea or key benefits to
communicate
Digestion – Central theme, idea, position, or image for
Incubation Incubation ads in the campaign
Illumination Illumination – Based on advertising and communication
objectives
Verification Verification
Big Idea or Major Selling Idea Unique Selling Proposition
• Unique Selling Proposition • The Promise you will make that the
competition can not or does not offer
• Creating a Brand Image
• Must be important to the target audience
• Finding the Inherent Drama and reflect the key benefit of the product
• Establishing a Position for the Product in
the Consumers’ Mind
 Two Kinds of Advertising Appeals Transformational Advertising
• Informational/Rational Appeals • Transforms the consumer’s experience of
– Competitive advantage using the product
– Feature appeals
– Favorable price • Creates feelings, images, meanings, and
– News appeal beliefs about the product
• Emotional Appeals
– Transformational Advertising
 Common Advertising Execution
Slogans
Techniques
• Straight sell/factual • You’re in good hands with _______
• Scientific evidence • Don’t Leave Home without it.
• Demonstration • Reach Out and Touch Someone
• Competitive comparisons • Real Food for Real People
• Testimonials
• The Ultimate Driving Machine
• Slice of Life
• Like a Rock
• Animation
• Character or personality delivers message • Diamonds are Forever
• Dramatization • You’ll Love the Way we Fly
• Humor • Have you Driven a _______ lately?
• What a Luxury Car Should Be
Universal Advertising Standards
• Get a Piece of the Rock • Position the product simply and clearly
• A Different Kind of Company. A Different • Present a clinching benefit for the brand
Kind of Car. • Power Idea
• We Make Money the Old Fashioned Way. • Create brand personality
We Earn it. • Do the unexpected
• Single-minded focus
• It’s Everywhere You Want to Be. • Reward the audience
• Visually gripping
• Best design and execution
Six Ways to Make Ads Pull Better
1. Name a specific benefit.
2. Emphasize the product in the illustration and
the headline.
3. Make it easy for consumers to visualize the
Which AD Pulled BEST?
benefit. Keep the ad simple.
4. Use larger ads in emphasizing the benefit.
5. Don’t obscure the benefit. Cute, catchy, and
tricky may not work.
6. Get personal about the benefit – show why
the product should be of interest to the reader.
 Answer: A
• Product name in headline increases ID of
product vs “say nothing” headline
• Emphasis on “New”
• Recipe attracts attention
• One main illustration superior
Answer: B
• Headline has clear benefit
• Simple illustration focusing on product
• Strong product ID
Answer: B
• Connection between headline, illustration,
and copy
• Headline has specific consumer benefit
• Product ID is prominent
 Answer: B
• Dominant element in layout
• Avoid overly busy ads
• Numbers and prices in headline increases
interest
Answer: B
• Headlines are best placed just above copy
• Sizeable illustration of the product
Answer: A
• In food ads, the illustration should have
strong appetite appeal
• Recipes increase readership
 Answer: B
• Illustration is cleaner and the product is
the focus
• Brand name is clear and prominent
Answer: B
• Strong product ID promotes recall
• “New” is powerful
• Avoid sad expressions in illustrations
Answer: A
• Headlines are important in emphasizing
what is being sold and why
• Avoid distracting elements
• Competitive comparison