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Chapter 1: Creativity

Chapter 1: Creativity. Unexpected but relevant selling messages. Creative ads are :. Creativity is Unexpected Relevant to the consumer and brand (understand how your client’s brand fits into the lives of its target audience) Persuasive, pushes the selling idea. Let’s look at an example….

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Chapter 1: Creativity

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  1. Chapter 1: Creativity Unexpected but relevant selling messages

  2. Creative ads are: • Creativity is Unexpected • Relevant to the consumer and brand (understand how your client’s brand fits into the lives of its target audience) • Persuasive, pushes the selling idea

  3. Let’s look at an example…

  4. The Grant • Reasonably priced condo in Washington D.C. • Near restaurants, bars & mass transportation • The problem? The units are small.

  5. The Grant Primary target audience: • Young, first-time buyers • Earn $40,000 • Currently live with roommates Secondary target audience: Businesses providing housing for extended-stay visitors, long-distance commuters, etc

  6. The Grant’s creative solution • Remind target of problems associated with renting and roommates • Keep message simple, unexpected and relevant • Entice target to go to the Grant’s website for more information and to schedule a visit • Advertise in alternative newspapers, bar coasters and bus shelters

  7. The Grant Other headlines: • StopLabelingYourFood.com • DoYourLaundryNaked.com • IWantSomeTaxDeductions.com • IAmTooOldToBeRenting.com • GottaGetMyOwnPlace.com • IHate2Rent.com

  8. The Grant • Businesses were reached by an in newspapers and by direct mail. Visually, ads were the same, but attitude is different.

  9. Discussion What are some other negatives about roommates? Can you turn these negatives into a catchy URL address?

  10. Where to run the ads • This can be as creative as words and visuals • Adidas promoted its soccer gear by painting a soccer scene on the ceiling of a train station in Cologne, Germany for the 2006 Soccer World Cup • L’Oreal Paris promoted its Men’s Expert line of products by advertising on dry cleaner dress shirt hangers with coupons

  11. Inspiration from Customers • Invite them to create their own ads (Nationwide Insurance, MasterCard) • Caution: General Motors SUV

  12. Humor:Tips for effective use • Avoid jokes (punch lines wear out too fast) • Relate to human experience, identify with people • Make your product central to message, to remember • Understand audience’s sense of humor, don’t insult • Avoid humor at expense of others, elderly, race • Have fun with product (don’t make fun of it), Motel6 • Use smart humor, don’t expect a stupid audience

  13. Celebrities: The pros • Have stopping power, Got Milk? Tyra Banks 2 ads • Are idolized by fans, athletes • People are fascinated by their stories, Willie Nelson • Uniqueness help communicate selling idea, Yao Ming • Are experts in their fields, athletes and sports goods

  14. Celebrities: The cons • Expensive, millions of dollar • Often a quick fix, not a long-term strategy • May lack credibility, people think its for the money • May endorse too many products, Tiger Woods • May overshadow the product, Yao Ming and Visa • Bad press can hurt sponsor, Kobe Bryant

  15. Advertising trade characters • Communicate selling feature, AFLAC, Geico • Reinforce a brand name, Kellog’s • Make a company seem more approachable • Appeal to different generations, emotional • Advertiser has control over what they say & do unlike a celebrity

  16. Jumpstart your career Enter the award shows • Student ADDY Awards • Andy Student Awards • Athena Student Awards • Clio Student Awards • Others listed on page 16 of your book

  17. Some local Student ADDY winning entries….

  18. Gold winner Alexis Bass Columbia Ad Club Go cherry puckering Mother Nature wants her children to look their best and we respect what she has to say. Burt’s Bees lip products are full of moisturizing vitamin E and don’t include any chemicals or other metallic residues often found in lipsticks. And that peppermint tingle…it’s just how we say thank you.

  19. Silver winner Alex Grinton ColumbiaAd Club

  20. Ethical and Legal Issues • How far will you go to be creative? • Should profit or prudence prevail as surveys indicate women, Hispanic Americans and African Americans are prime targets for cigarettes and alcohol when most consumers are consuming less of both? • Should a commercial for a popular pain reliever reveal that the reason “more hospitals choose our brand” is that it supplied at a reduced price? • Should an automobile maker show a sports car outracing a jet plane in an age when speeding motorists are killed daily?

  21. Regulations • Difference between puffery & deception (Puffery is “an exaggeration or overstatement expressed in broad, vague, and commendatory language and is distinguished from false descriptions or false representations of specific characteristics of a product and, as such, is not actionable) • If you make claims, must substantiate it (FTC, FDA is watching you if you say your product is better than others)

  22. Regulations • Don’t copy creative ideas from others • Don’t copy other people’s likeness (To resemble celebrities) • Respect other companies’ trademarks (Tony the Tiger and Exxon tiger coexisted for more than 30 years until Exxon started using its tiger to sell food) • Watch what you ay in front of children (Children’s Advertising Review Unit)

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