The Whirling, Swirling World of Advertising
Creative Strategy: Planning and Development
Dr. Laimona Sliburyte Kaunas University of Technology, Department of Marketing
4-10th May, 2009, Bologna, Italia
McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Advertising Creativity
Creative Strategy
Determining what the advertising message will say or communicate
Creative Tactics
Determining how the message strategy will be executed
The Silhouettes campaign for the iPod is an Example of Creative Advertising
Absoluts Advertising Represents Synergy Between Creative and Media
Creative Decisions in Advertising
Advertising Campaign
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
The Power Idea
Describable in a simple word or phrase
Likely to attract the prospects attention
Lets prospects vividly experience the goods
Revolves around the clinching benefit Allows you to brand the advertising
Advertising and the Consumer
Average EU citizen is exposed to hundreds of
ads each day
Advertising may change a consumers attitude
toward a product
Advertising can affect
consumer ranking of brand attributes
The advertisements that are memorable.
1
What makes them stand out?
The Effects of Advertising
Top Ten Leaders by U.S. Advertising Spending
Creativity and Synergy
Agency
Account executives Media planners Researchers Attorneys
Client
Marketing managers Brand managers Upper management
An Absolut World
The Only Rule in Advertising
There are no rules ! Given the same problem, a dozen creative talents would solve it a dozen different ways. If there were a sure-fire formula for successful advertising, everyone would use it. Then thered be no need for creative people.
The Perpetual Debate
It isnt creative if it doesnt sell
Only artistic value and originality count
Suits
Artists
Wrigley Takes a Creative Risk
Creative vs. conservative advertising. Not all companies or agencies agree that advertising has to be risky to be effective. The bottom line is: Does it sell?
Creative Personnel
Unconventional
Abstract Less structured Less organized Intuitive
James Webb Youngs Creative Process
Get raw material and data, and immerse yourself in the problem Take the information, work it over, wrestle with it in your mind Turn the information over to the subconscious to do the work
Immersion
Digestion
Incubation
Illumination
Eureka! I have it! phenomenon
Verification
Study the idea, evaluate it, reshape it for practical usefulness
Graham Wallas Creative Process Model
Illumination Seeing the Solution
Preparation Gathering Information
The Creative Process
Verification Refining the Idea Incubation Setting Problem Aside
Getting Creative Input
Read anything related to the product or market!
Use the product to become familiar with it!
Listen to what people are talking about!
Conduct studies of product, service, audience!
Work in and learn about the clients business!
Ask everyone involved for information!
Top Slogans of the Century
Company or Brand
De Beers Nike Coca Cola Avis Wheaties Clairol
Campaign Theme
Diamonds are forever Just do it! The pause that refreshes We try harder Breakfast of champions Does she . . . or doesnt she?
Slogans
[Link] Connecting People Live in your world, play in ours
Zoom-Zoom Because you're worth it
Drivers wanted Buy it. Sell it. Love it.
The Pursuit Of Perfection Make The Most Of Now Happy To Help The Power of Dreams
[ www [Link] ]
An Advertising Campaign
Integrated
Interrelated
Marketing Communication Activities
Coordinated
In Different Media
Centered on a Theme or Idea
Over a Time Period
Creative Decisions in Advertising
Advertising Campaign
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
Advertising Campaign Themes
The central message that will be communicated in all IMC activities
Miller Lite Marlboro country
BMW
General Mills, Wheaties The breakfast of champions
The ultimate driving machine
Advertising
Major Advertising Decisions (5 Ms)
Mission Communication objectives Sales objectives
Money Affordable approach Percent of sales Competitive parity Objective and task Message Message strategy Message execution Media Reach, frequency Major media types Specific media vehicles Media timing
Measurement Communication impact Sales impact
Developing a Creative Strategy
Creative Strategy
Target audience identity
Basic problem, issue, opportunity
Major selling idea or key benefit
Any supportive information
Copy Platform Outline
Basic problem or issue the advertising must address Advertising and communications objectives Target audience Major selling idea or key benefits to communicate Creative strategy statement Supporting information and requirements
Successful, Long-Running Campaigns
Company or Brand
Nike Allstate Insurance Hallmark cards Budweiser Intel State Farm Insurance Chevy Trucks Dial soap
Campaign Theme
Just do it Youre in good hands with Allstate When you care enough to send the very best This Buds for you Intel inside Like a good neighbor, State Farm is there Like a rock Arent you glad you use Dial?
Search for a Major Selling Idea
Positioning the Brand
Use a Unique Selling Position
Seeking the Major Idea
Positioning
Create the Brand Image
Identify Product Benefits
Sell the Sizzle, not the Steak Sell products benefits, not its attributes A benefit should answer Whats in it for me? Ask So? to determine if it is a benefit
Identify Product Benefits
Attribute
Powerades new line has been reformulated to combine the scientific benefits of sports drinks with B vitamins and to speed up energy metabolism.
- So?
So, youll satisfy your thirst with a great-tasting drink that will power you throughout the day.
Benefit
Common Advertising Appeals
(the list)
Profit Health Love or romance Fear Admiration Convenience Fun and pleasure
Product saves, makes, or protects money Appeals to body-conscious or health seekers Used in selling cosmetics and perfumes Social embarrassment, old age, losing health Reason for use of celebrity spokespeople Used for fast foods and microwave foods Key to advertising vacations, beer, parks
Vanity and egotism Used for expensive or conspicuous items Environmental Centers around environmental protection Consciousness
Perspectives of Great Ad Men on the Big Idea
David Ogilvy
Leo Burnett
Find the inherent drama or characteristic of the product that makes consumers buy it
Brand image or personality is particularly important when brands are similar
Every ad must contribute to the complex symbol that is the brand image.
(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.
Media Decisions in Advertising
Monitored Media Newspapers Magazines Yellow Pages Internet Radio Television Outdoor Media Unmonitored Media Direct Mail Trade Exhibits Cooperative Advertising Brochures Coupons Catalogs Special Events
Cooperative Advertising
Cooperative Advertising
An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturers brand.
Videogame Advertising
Microsoft plans to acquire Massive inc., a start-up that places ads in video games. Ads are inserted into the game environment. Video games could become a large new medium for advertising.
SOURCE: Robert A. Guth and Nick Wingfield, Microsofts Massive Move into Game Ads, Wall Street Journal, April 26,2006, B1.
Qualitative Factors in Media Selection Attention to the commercial and the program Program liking Lack of distractions Other audience behaviors
Media Mix Decisions
Cost per Contact Reach
The cost of reaching one member of the target market. The number of target consumers exposed to a commercial at least once during a time period. The number of times an individual is exposed to a message during a time period. The ability of an advertising medium to reach a precisely defined market.
Frequency Audience Selectivity
Comparing Magazines: Which is the better buy?
Time Magazine Per page cost Circulation Calculation of CPM CPM $156,000 4 million
(156,000/ 4,000,000)x1000
Newsweek Magazine $144,000 3.1 million
(144,000/ 3,100,000)x1000
$39.00
$46.45
CPM=Cost of ad per circulation x 1000
Media: Selecting Advertising Media
Reach A measure of the percentage of people in the target market exposed to the ad campaign in a given period Frequency A measure of how many times the average person in the target market is exposed to the message Gross rating points (GRP) = R F Cost per thousand The cost to deliver a message to 1000 people
Measurement: Advertising Evaluation
Communication effects Unaided recall Aided recall Attitudinal measures Sales effects difficult to evaluate due to many extraneous factors
MEASURING ADVERTISING EFFECTIVENESS Media researchassesses how well particular medium delivers message, where and when to place the message, and the size of the audience. Message researchtests consumer reactions to an advertisements creative message. Pretestingassessing an advertisements likely effectiveness before it is completed. Posttestingassessing advertisements effectiveness after it has appeared
Media Terms to Know
Media planning series of decisions involved in delivering the message to the target audience. Media plan the written document Media objectives objectives sought by the plan Medium general category of media channels [broadcast, print] Media vehicle specific carrier in the media category [television, magazine & specifics]
Media Terms to Know
THANK YOU
Dr. Laimona Sliburyte Kaunas University of Technology, Department of Marketing Email: [Link]@[Link]
