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Adv 435 ch 6 creative strategy
- 1. Developing a CreativeStrategyChapter 6
- 2. Developing a CreativeStrategyEssential ElementsTarget Audience
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- 4. StrategyDeveloping a CreativeStrategyTarget:Demographics Plus Subjective ElementWeight/health Conscious
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- 7. Father of theBrideDeveloping a Creative StrategyAdvertising Objective:“Establish, Maintain or Build Top of Mind Awareness in xx % of target by end of __ quarter or year.”
- 8. Developing a CreativeStrategyAdvertising Objective:If 10% of target has TOM, then Obj. is build to 20%.
- 9. If there isno TOM, then Obj. is establish at 10-15%Developing a Creative StrategyCreative Objective:“To get xx% of target to associate brand with product category ahead of the competition by end of ____.”Developing a Creative StrategyCreative Strategy: What do you want target to:
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- 11. FeelDeveloping a CreativeStrategyCreative Strategy:Strategic Focal Point
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- 13. Big ideaDevelopinga Creative StrategyStrategic Focal PointWhat problem or opportunity to addressDeveloping a Creative StrategyStrategic Focal PointResearch Based
- 14. Why they buycompetitor or not your brand
- 15. Why they DObuy yours
- 16. What needs arenot clearly addressedDeveloping a Creative StrategyStrategic Focal Point examplesDeveloping a Creative StrategyPositioningMotrin vs. Advil vs. Tylenol
- 17. Viagra vs. Cialisvs. Levitra
- 18. FedEx vs. UPSDevelopinga Creative StrategyBig Idea Ties together elements
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- 21. Unifies ads intoCampaignDeveloping a Creative StrategyBig IdeaAflac Duck
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- 23. Progressive “Flo”
- 24. E TradeBabiesDeveloping a Creative StrategyBig IdeaOther examples?
- 25. Developing a CreativeStrategyBig IdeaOptional Elements
- 26. Developing a CreativeStrategyBig IdeaPhysical ContinuityCharacters extended
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- 28. Verizon Wireless copy/actorDevelopinga Creative StrategyBig IdeaSoundsIntel
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- 31. Energizer BunnyDeveloping aCreative StrategyBig IdeaPsychological ContinuityConsistent:Theme
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- 34. AttitudeDeveloping a CreativeStrategyBig IdeaPsychological ContinuityTheme = Overall idea underlying ad Slogan/tagline
- 35. Jingle Developinga Creative StrategyBig IdeaPsychological ContinuityTone: trucks - treats
- 36. beer - insurance
- 37. cereal - hair productsDevelopinga Creative StrategyBig IdeaPsychological ContinuityImage:Marlboro from ladies brand to macho
- 38. Miller from“Champagne of bottled beer” to “Miller Time”Developing a Creative StrategyBig IdeaPsychological ContinuityImage:Other examples
- 39. Developing a CreativeStrategyBig IdeaPsychological ContinuityAttitude: Does Consumer agree with attitude of Character or Brand?
- 40. Developing a CreativeStrategyBig IdeaPsychological ContinuityAttitudeCats are finicky eaters, hence Morris the Cat.
- 41. Worked with dogs?Developinga Creative StrategyBig IdeaPsychological ContinuityAttitude“ideal” kids may solve problems but not relate to “Slice of Life” situationsDeveloping a Creative StrategyBig IdeaPsychological ContinuityAttitudeFord F150 spots work with Denis Leary V/O.
- 42. How about TomHanks?Appraising Creative opportunityFocusing Creative MessageFCB Grid
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- 45. Predicts responses consumersmake to ads
- 46. Should creative nudgebrand within grid?
- 47. Appraising Creative opportunityCreativeApproachesGeneric – Campbell’s “Soup is good food”
- 48. Preemptive –Coke “ It’s the Real Thing”
- 49. USP –M&M’s “Melts in Your mouth, not in your hands”Appraising Creative opportunityCreative ApproachesBrand Image – UPS “What can Brown do for you”
- 50. Positioning –Pepsi “Generation”
- 51. Resonance –Smuckers with Tim (evocative) and RichardAppraising Creative opportunityCreative ApproachesAffective – FUBU, designers(provocative) Overlaps = Brand Image + Resonance
- 52. “Dude, It’s aDell”
- 53. “I’m Loving It!”AppraisingCreative opportunityCreative ApproachesKey Takeaway:What is there aboutthe Brand that satisfies want or need of target?
- 54. Appraising Creative opportunityBeingCreative Cut thru Clutter
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- 56. Slide inunder the radarAppraising Creative opportunityBeing Creative Attract attention but also engage interest
- 57. Throw ‘ema curve
- 58. Make sureit’s appropriateImplementing Creative StrategyCreative BriefSource of inspiration
- 59. Measure yourexecutions Implementing Creative StrategyTraditional ApproachesAttributes: What product has
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- 61. Benefits: What itpromises and why should we care?Some are more important than others..See Research!
- 62. Implementing Creative StrategyTenRules for Communicating today!Don’t say it…demonstrate it (Dyson Cleaners, new products)
- 63. Implementing Creative StrategyTenRules for Communicating today!2. Don’t look or sound too much like an ad. Don’t let strategy show Be Fresh and Cliché Free
- 64. Implementing Creative StrategyTenRules for Communicating today!3. Build the ad around the logo (Target, ING)
- 65. Implementing Creative StrategyTenRules for Communicating today!4. Treat Brands Like People
- 66. Implementing Creative StrategyTenRules for Communicating today!5. Be HonestModels
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- 69. Endorsers/testimonialsImplementing Creative StrategyTenRules for Communicating today!6. Involve the customer7. Use humor to create camaraderie A smile is endearing Implementing Creative StrategyTen Rules for Communicating today!8. Sex sells but be carefulBe relevant to product9. Avoid Chest Beating
- 70. Implementing Creative StrategyTenRules for Communicating today!10. Break some rules… Judiciously