The Creative Side & Message Strategy

1. The Creative Side & Message Strategy

2. Advertising… Science and Art • Effective Advertising is a combination of Science and Art • Creative Dimension Art • Strategic Dimension Science • Ideally an ad • Needs to contain a persuasive message that convinces people to take action • Must make a relevant connection with its audience and present a selling idea in an unexpected way

3. Effective Ads Relevant Original Impact Creative Strategy • “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)

4. Big Idea in Advertising • Big Idea • Idea is a new combination of thoughts • New combinations comes by seeing new relationships • Metaphors and analogies are great way to create relations • 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

5. 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)

6. 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 Starter’s Guide to Better Creativity

7. The Creative Leap • A process of jumping from the strategy statement to an original idea that conveys the strategy in an interesting way • Moving from the safety of a predictable strategy statement to an unusual idea that hasn’t been tried before • Also called Creative Risk • Copy Testing is done to control the risk

8. Creative Thinking • Common technique is to use unusual association • Strategic idea Tire durable and dependable • Creative leap takes to family protection • Creative Idea Baby sitting in a tire • See the problem in a novel and unexpected way Techniques • Free Association • Divergent Thinking • Analogies and Metaphors • Right Brain Thinking

9. Creative Thinking Continues • Creative Aerobics • It’s a thought starter/idea generating process • Head (Rational) and Heart (Emotional) appeals • 4 Steps • Facts Left brain • New names Create names for the products • Similarities look for similarities between dissimilar objects • New Definitions Thanda boley to

10. Creative Roles • Creative people are high risk takers, original thinkers and creative problem solvers • Independent, Assertive, Self Sufficient, persistent, Powerful egos, don’t care about opinions, have inborn skepticism and strong curiosity • Creative Director and Team • Creative Leap- Idea • Art Director • Creative Leap-Execution Characteristics • Problem Solving • The Ability to Visualize • Openness to new experiences • Concept thinking

11. The Creative Process • How to get an Idea • It’s a difficult process as requires lot of reading, study, analysis, testing, debates, discussions, traveling, meeting different people, watching movies, TV shows etc by creative people • Steps: • Immersion Dig out everything about problem • Ideation Think of all the possible ways and develop as many ideas as possible • Brainfog may give up • Incubation relax and let subconscious think • Illumination Light bulb on and idea comes • Evaluation will it work as per strategy • Brain storming

12. Creative Strategy • Creative Art • Strategy Science So a big idea must be • creative (Original. Different, Novel and Unexpected) • Strategic (right for the product & target, meets the advertising objectives) • Advertising Creativity is about solving the communication problem

13. Message Strategy • Creative Strategy or Message Strategy is what the advertisement says • Message Objectives • What you want the message to accomplish • Facet Model for message/advertisement effectiveness • Perception Create Attention, Awareness, Interest, Recognition and recall • Cognitive Deliver information and understanding • Affective Touch Emotions and create feelings • Persuasion change attitudes, create conviction and preferences • Association establish brand identity and associations • Behavior Stimulate trail, purchase, re-purchase, • Head and Heart Strategies • Hard and Soft Sell Strategies • Lectures and Drama

14. Messages that drive Perception (Awareness Strategy) • Objective • Attention & Awareness Stop • Interest Pull • Memory Stick • Not only advertising have to stop (get attention) and pull (create interest), it also has to stick (in memory) • Techniques • Shockvertising • High Contrast • Storytelling • Jingles • Clever slogans • Colors, shapes, key visuals & brand characters

15. Messages that drive Cognition(Information Strategy) • Objective  Understanding • Techniques • Claims / Straightforward • PODs & features • Long copy ads / Infomercials

16. Messages that Persuade(Persuasion Strategy) • Objective  Attitudes; conviction & preference • Techniques • Selling premises • Comparison • Demonstration • Problem-Solution/Problem Avoidance • Slice of life • Testimonials • Endorsements • Interview / audience involvement

17. Messages that touch Emotions(Emotion Strategy) • Objective  emotions, liking • Techniques • Humor / Comedy / Satire (Ufone) • Sex & fear appeals (Motorazr) • Fantasy & surrealism • Song & dance

18. Messages That Transform a Product into a Brand (Brand Strategy) • Objective  Associations, brand meaning • Techniques • Brand characters • Image & lifestyle ads • Simple identity cues

19. Messages that drive Action(Action Strategy) • Objective  Trial, purchase, etc. • Techniques • Call-to-action • Price ads • Reinforcement / Reminder ads