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Good Ads & Bad Ads & Creativity. Good Ads & Bad Ads: Creativity. Advertising is not an art form. It’s an expensive, business tool. Current squeeze on profits High media costs Increasing clutter Increasing complexity of today’s changing consumer. Good Ads & Bad Ads: Creativity.

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good ads bad ads creativity2
Good Ads & Bad Ads: Creativity
  • Advertising is not an art form. It’s an expensive, business tool.
  • Current squeeze on profits
  • High media costs
  • Increasing clutter
  • Increasing complexity of today’s changing consumer.
good ads bad ads creativity3
Good Ads & Bad Ads: Creativity
  • Vitally important to stretch advertising dollars.
  • Create ads that make people say “Wow, I love that ad.” The real news is “Wow, I love that product.
  • Creative advertising is really advertising that creates sales.
good ads bad ads creativity4
Good Ads & Bad Ads: Creativity
  • Strategy and creativity are everything.
  • Creative director likened creative development to a dance.
  • Sometimes strategy leads. Sometimes creative leads. But remain close and in harmony for a great time.
  • Knowledge is power:

Research. Information. Creative.

good ads bad ads creativity5
Good Ads & Bad Ads: Creativity
  • Advertising motivates by appealing to problems, desires and goals and by offering a means to solve their problems.
  • An appeal is the motive to which an ad is directed.
  • Appeal is designed to steer a person toward a goal the advertiser has planned.
good ads bad ads creativity6
Good Ads & Bad Ads: Creativity
  • Consumer processes information. Huge volume we see and hear daily.
  • Allow it to pass right by us.
  • The audience’s ability to turn off promotional messages.
  • The faster ideas get across the more powerful they become.
  • Simple?
  • Does it deliver intended message?
good ads bad ads creativity7
Good Ads & Bad Ads: Creativity
  • Inside every fat ad is a thinner and better one getting out.
  • Simplicity is everything.
  • Simple logic.
  • Simple arguments.
  • Simple visual images.
  • Strong ideas are simple ideas.
good ads bad ads creativity8
Good Ads & Bad Ads: Creativity
  • Advertising needs to catch the eye quickly, and deliver its intended message quickly.
  • Think about how you read the newspaper or magazine.
  • Focusing on everything and every page??
good ads bad ads creativity9
Good Ads & Bad Ads: Creativity
  • Great advertising is using fewer words and visuals to be more compelling. More powerful.
  • Unique Selling Proposition (U.S.P.) to an Emotional Selling Proposition (E.S.P.)
  • Rational vs. emotional. Both.
  • Capture the essence of the strategy and give it creative vision/power.
good ads bad ads creativity10
Good Ads & Bad Ads: Creativity
  • Take the simple, most salient feature of product and communicate that in a simple or entertaining way.
  • Good copy speaks to you.
  • Should be smart, entertaining, conversational.
  • And deliver the intended message.
  • Is the copy arresting?
  • Clear?
  • Simple?
  • Gives information to the readers?
  • Are the facts supported?
  • Does it sell?
  • Is it believable?
  • Is it too general?
  • Does it deliver intended message?
good ads bad ads creativity12
Good Ads & Bad Ads: Creativity
  • Every ad contains two things:
  • What you want to say
  • How you want to say it.
      • Art direction brings emotion.
  • Is the layout simple?
  • Does it look overcrowded?
  • Does it sell?
  • Is it an eye catcher?
  • Is it distinctive?
  • Does it have a dominant visual?
  • Does the white space work?
  • Does the artwork match the purpose?
  • Can the type be read?
it s not creative unless it sells
“It’s Not Creative Unless It Sells.”
  • If it doesn’t motivate the consumer to do something or stimulate some part of the brain, then it doesn’t work.
  • Our minds do work in mysterious ways.
  • Concepts (or idea)

+ Words (copy)

+ Pictures (layout)

+ Medium or Vehicle (media)

  • Do you get the message?
it s not creative unless it sells15
“It’s Not Creative Unless It Sells.”
  • Creative means dramatically showing how a product fulfills a consumer need.
  • It can be as simple as casting the right actor or character for a brand.
  • A unique demonstration of product superiority is creative.
  • A memorable jingle.
it s not creative unless it sells16
“It’s Not Creative Unless It Sells.”
  • Be careful the execution does not subtract from the selling idea.
  • Bad advertising can overwhelm the selling message.
  • Movie stars and athletes continue to serve as substitutes for selling ideas.
  • Great advertising: When the headline, visual and logo communicate the idea immediately.
it s not creative unless it sells17
“It’s Not Creative Unless It Sells.”
  • Advertising which drives customers to demand the product or service. A few words about advertising and creative “award” shows.
  • For every potential customer who reacts to “sophisticated” advertising, there are others who may not get it.
  • Examine alternative ideas and creative.
stronger advertising
Stronger Advertising
  • Break the Pattern--Advertising that excites the eyes and ears, with a look and sound of its own. It separates from competing products.
stronger advertising19
Stronger Advertising
  • Creates an Identity. Use distinctive artwork, layouts, copy to enjoy higher readership.
  • Break Through the Clutter. Break away. There’s a lot of competition. Don’t look like the competition.
stronger advertising20
Stronger Advertising
  • Position the Product Competitively and Clearly.
  • Advertising must bring new meaning and importance to old and nonexclusive values.
structure of advertising
Structure of Advertising
  • Promise of Benefit (the Headline) Arouses and peaks interest. Keeps you reading.
  • Spelling out of Promise (Subhead) Optional
  • Amplification of Story. (Body Copy) Support. Present Your Info.
  • Proof and Substantiation (Seals, guarantees, samples, trials, offers, testimonials) (as needed)
  • Action to Take.
  • Logo
basic design principles
Basic Design Principles
  • Unity of design elements. Unified design.
  • Harmony of all elements.
  • Orderly sequence. Orderly manner.
  • Emphasis on --visual, headline or both.
  • Contrast in size, shapes and tone.
  • Balance of elements.
  • Color
  • White space
stronger advertising23
Stronger Advertising
  • Go With the Flow.
  • The positioning of the creative elements.
  • Ads with good flow send the reader’s eye around the page to take in all of the elements.
  • Orderly.
better advertising
Better Advertising
  • Reflect the Character of your Product.
  • Different products require different types of advertising.
better advertising25
Better Advertising
  • Effective advertising recognizes the essential nature of the product and projects its most important qualities into the product’s advertising.
better advertising26
Better Advertising
  • Appeals to the Head and the Heart. Rational and emotional buying appeals.
  • Speak with One Voice. “Umbrella”, “Campaign”
better advertising27
Better Advertising
  • Everything in an ad and in a campaign must support the positioning

---copy, graphics, artwork,


bold advertising
Bold Advertising
  • Answer:

“What is in it for the reader/viewer?”

  • Headlines must appeal to the customer’s needs, while at the same time play up the product.
  • Tell a story.
bold advertising29
Bold Advertising
  • Request action--Visit websites, the store or the showroom.
  • Encourage trial, coupon, send or call for information, look in the Yellow Pages, pick up phone.
what has been learned
What has been learned?
  • Ad noting increases with size of ad.
  • Don’t be too clever. Headlines and copy generally are far more effective when they are straight forward than too tricky.
  • Make your ads recognizable.
what has been learned31
What has been learned?
  • Studies show that ads which are distinctive in their use of art, copy and layout, and typefaces enjoy a higher readership level.
  • Blind headlines that require reading the body copy don’t always work. At least 5x more people only read the headline.
what has been learned con t
What has been learned? -con’t
  • Repetition is important. Stick with winning ideas.
  • Although more ad readers are better than fewer ad readers, what really counts is the total number of sales.
  • No matter how original an idea is, it must be related to reality or solve a problem to be considered creative.
what has been learned con t33
What has been learned? -con’t
  • The tougher the times, the more important creativity in advertising becomes.
  • It is the fastest, most economical way to cut through to the hearts and minds of consumers.
what has been learned con t34
What has been learned? -con’t
  • If what you say isn’t that different, say it differently.
  • If the whole world hasn’t been waiting for your message.
  • Make them awfully glad they heard it anyway.
what has been learned con t35
What has been learned? -con’t
  • A great ad is memorable.
  • Competing for attention against other advertising, news, sports and entertainment.
  • Life.
what has been learned con t36
What has been learned? -con’t
  • After you have produced the best product, packaged it brilliantly, priced it right, distributed it magnificently and positioned it competitively.
  • You will have wasted all these great skills if the consumer doesn’t see or hear what you’re trying to sell.”
what has been learned con t37
What has been learned? -con’t
  • Jeff Goodby: Great advertising scrabbles logic a little bit, it jumps beyond that by being likable and watchable and captivating.
  • It surprises you.
  • Great advertising is great ideas simply executed.
what has been learned con t38
What has been learned? -con’t
  • There can be no doubt that advertising today must be:
  • More intrusive
  • More imaginative
  • More innovative

than it has ever been before.