The Advertising Creative Process “Creating the Boom Factor”
What is Creativity? • It is actually a step-by-step process that can be learned and used to generate original ideas.
Creativity Helps Advertising Inform! • Good creative work makes advertising more vivid, which in turn attracts attention, maintains interest, and stimulates consumers’ thinking. • Therefore messages must be: • Better planned • Imaginative • Entertaining • Rewarding
So Where Does It All Begin? • Companies identify their “target market” and an objective for their campaign. • Then…in comes the message strategy statement, which tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress. • From there, the advertiser must develop a compelling creative concept- or “BIG Idea”- one that will bring the message strategy to life in a memorable way.
So How is it All Done? Message Strategy: BIG IDEA: “The Uncola” “The Ultimate Driving Machine” “We’re number two, so we try harder.” • 7-Up is not a cola. • A BMW is a well-engineered car. • We (Avis) don’t rent as many cars, so we have to do more for our customers.
Let’s Discuss… What image are these companies trying to create??? • Be all you can be • You'll love the way we fly • You're in good hands • Obey your thirst • Quality is Job 1 • It's everywhere you want to be • I love what you do for me • Just slightly ahead of our time • US Army • Delta Airlines • Allstate Insurance • Sprite • Ford • VISA • Toyota • Panasonic
Top Ideas of the Century!!! Top 10 Slogans Top 10 Advertising Icons
The 1st Published Advertisements… The Advertising Age Timeline
Brand Advertising: intended to make you remember a brand rather than a specific product. Informative Advertising: teaches you about the product’s benefits. Comparative Advertising: comparing the benefits or qualities of two or more similar products; advertised product always wins. Defensive Advertising: the losing product in a comparison ad may respond with an ad. Persuasive Advertising: don’t provide information, emphasize product features, or make comparisons; show happy people using the product. The 5 Advertising Strategies…
Message Execution... • Any message can be presented in different execution styles such as: • Slice of life- shows “typical” people using product in a normal setting. • Lifestyle- shows how a product fits in with a particular lifestyle. • Fantasy- creates fantasy around the product; dream themes. • Mood or image- builds a mood or image around product, such as love or serenity. • Musical- shows 1 or more people singing a song about a product. • Personality symbol- creates a character that represents product; can be animated.
cont. • Technical expertise- shows the company’s expertise in making the product. • Scientific evidence- presents scientific evidence that the brand is better liked than other brands. • Testimonial evidence- features a highly believable or likable source endorsing the product.