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ADVERTISING: Creative Tactics and Execution

ADVERTISING: Creative Tactics and Execution. Another Approach. A BIG IDEA can be used to provide a basis for the campaign e.g. a “hook” that you can use for multiple executions. THE BIG IDEA ( D’Archy, Masius Bento & Bowles’) . Does the ad position the product simply?

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ADVERTISING: Creative Tactics and Execution

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  1. ADVERTISING:Creative Tactics and Execution

  2. Another Approach • A BIG IDEA can be used to provide a basis for the campaign • e.g. a “hook” that you can use for multiple executions.

  3. THE BIG IDEA (D’Archy, Masius Bento & Bowles’) • Does the ad position the product simply? • …and with unmistakable clarity? • Does this ad bolt the brand to a benefit? • Does this ad contain a power idea? • Does this ad have brand personality?

  4. Timex watches “It takes a licking and keeps on ticking.” Allstate Insurance “You’re in good hands with Allstate.” Nike Just do it.” Hallmark cards “When you care enough to send the very best.” DeBeers “ A diamond is forever.” BMW “The ultimate driving machine.” State Farm Like a good neighbor, State Farm is there.” Dial soap “Aren’t you glad you use Dial?” Examples of Long-running BIG IDEAS

  5. Strategies for BIG IDEAS • The unique selling proposition • Creating a brand image • Finding inherent drama • Positioning

  6. Example • Absolut Ads • Print ads • “Series” • Shape of bottle • Distinctive • Hip • Special knowledge • Collectors and websites!

  7. “Equinox” (1995)

  8. “Equinox” (1995)

  9. Stores (1995)

  10. Stores (1995)

  11. Stores (1995)

  12. Chefs (1995)

  13. Chefs (1995)

  14. Chefs (1995)

  15. Chefs (1995)

  16. Chefs (1996)

  17. Chefs (1996)

  18. Chefs (1996)

  19. Heritage (1996)

  20. Heritage (1996)

  21. Heritage (1996)

  22. Beach Chairs (1997)

  23. Beach Chairs (1997)

  24. Cities

  25. Artists

  26. Flavors

  27. Flavors

  28. Volkswagen [DDB]

  29. Volkswagen [DDB]

  30. Creative Exercise • You are advertising PEPSI • The theme is PEPSI is more FUN • e.g. Pepsi and Coke switched at old folks’ home and fraternity • Develop an idea that plays into that theme • Report back “The Basic Concept” for your ad.

  31. Quote of the Day • If you have a good selling idea, your secretary can write your ad for you. • Morris Hite • (DDB)

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