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Creative Execution. Class 5 Mkt 340/Principles of Advertising Professor Bill White. Creativity Defined. Taking information we all have and interpreting it in a different manner. Creativity and Human Nature Why People Buy. “Sell the Sizzle, Not the Steak.”

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creative execution

Creative Execution

Class 5

Mkt 340/Principles of Advertising

Professor Bill White

creativity defined
Creativity Defined

Taking information we all have

and interpreting it

in a different manner.

creativity and human nature why people buy
Creativity and Human NatureWhy People Buy
  • “Sell the Sizzle, Not the Steak.”
  • “WWER”-“WIDO” vs. “WIIFM” – “WIDFU”
  • People buy benefits, not products.
    • To make or save money, save time, avoid effort, gain comfort, satisfy appetite, escape pain, collect possessions, protect family, possessions, or reputation.
    • To be healthy, popular, safe, secure, in style, an individual, cleaner.
    • To have pleasure, satisfy curiosity, emulate others, build confidence or self-esteem.
creativity and human nature con t more hot buttons
Want to buy the future

Respond to good sentiment.

Like winners, prestige.

Like easy formulas

Resist change, difference.

Will read if interested.

Like “power words.”

Follow opinion leaders.

Avoid risk.

Respond to deadlines.

Are inattentive.

Glance instead of read.

Suspect perfection.

Like stories

Respond to friends.

Creativity and Human Nature (con’t)More Hot Buttons

People…

creativity and human nature con t even more hot buttons
Creativity and Human Nature (con’t)Even More Hot Buttons
  • Respond to the outrageous
  • Buy what they want, not what they need.
  • All are affluent when buying what they want.
  • Want to shop, not be sold
  • Respond to personalities
  • Motivated by their dark side:
    • fear
    • envy
    • greed (wealth, power, pleasure, etc.)
business booms for gurus teaching how to sell to seniors l a times 4 24 2006
Emphasize the “G’s.”

Gambling

Gardening

Golf

Grandchildren

Groups

Go or Greyhound Bus

Good Food

Gout

Gold

“Getting the fish to chase the boat.”

Headline: “Local Senior Sobs, Loses Half His Retirement Income In The Market – Free Report Explains How To Avoid The Same Mistakes.”

“Business Booms for Gurus Teaching How to Sell to Seniors” – L.A. Times 4/24/2006

Senior Citizens’ Hot Buttons

benefit ladder means end chain
Benefit Ladder (Means-End Chain)

Values

Needs

Higher Order

Benefits

Benefits

Features

creative execution8
Creative Execution

aida

  • Attention
  • Interest
  • Desire
  • Action
appeals and creative execution
Appeals and Creative Execution
  • Rational versus Emotional Appeals
  • Creative Execution of the Appeal
    • Humor
    • Fear
    • Agony
    • Comparison
    • Demonstration
    • Dramatization
    • Slice of life
    • Expert endorsement
    • Customer testimonial
the big idea
The Big Idea
  • Also called Design Continuity or Design Consistency.
  • It means adding one or more design elements to the creative execution that readily identifies the campaign,product and/or company.
  • Examples include slogans, jingles, characters, celebrities, shapes.
  • It should be usable across various media and over a period of time.
the layout
The Layout

Include benefit

promise

Headline

aida

Visual

-Relevance

-Resonance

Attention

Interest

Desire

Action

Sub-Headline

Consider adding

-Amplification

-Support

-Slogan/tagline

Copy copy copy copy copy

Copy copy copy copy copy

LOGO

the layout12
The Layout

VRRRRRROOM

Copy copy copy copy copy

Copy copy copy copy copy

Copy copy copy copy copy

Copy copy copy copy copy

You asked for it. TOYOTA

the layout13
The Layout

VRRRRRROOM

aida

Attention

Interest

Desire

Action

Performance of a Sports Car

Room of a Wagon

Copy copy copy

Copy copy copy

Copy copy copy

You asked for it. TOYOTA