THE CREATIVE SIDE

CHAPTER 8

 The goal of any advertiser is to send the right message across!! Revlon We manufacture cosmetics but we sell hope

Even with different mediums, the message transmitted should be the same Single Voice Communiciation

Overview
To be creative, the message must connect the target audience to the brand in a relevant and unexpected way

Great advertising starts with a problem from the client and ends with a solution for the consumers

Advertising is both a science and an art ~ should be persuasive and be presented in an original and unexpected manner

Key players?
Creative Director~ manages the creative process, strategy of the ads, meet the targets
Copywriters generate the concept, word and picture ideas Both creative director and copywriters work together in creating the concept and crafting the execution of the advertising idea

3Ps of Innovation
PLACE- environment of the creative department which has an impact on the creative ideas that emerge

PERSON- how creative people think, the personality and motivation of the people to come up with innovative ideas

PROCESS- actual campaign or product -

Creative Brief
The goal of a marketing communication strategy is to solve the communication problem in a creative way
Creative strategy (what) and Creative execution (how) are important elements in the creative brief

Elements of a creative brief

PROBLEM
TARGET AUDIENCE BRAND POSITION COMMUNICATION OBJECTIVES PROPOSITION MEDIA CONSIDERATIONS CREATIVE DIRECTION

Message Objectives
See/Hear Create attention, awareness, interest and recognition

Feel/ Touch touch emotions and create feelings

Think / Understand aid understanding, deliver information

Connect- brand identidy, brand personality, associations

Believe change attitudes, conviction and preferance

Act / do Stimulate Trial, purchase or repurchase

Factors that need to be considered before making an ad

Successful advertisement should have something unique so that the target audience can remember it Ads that are funny, sad, inspiring or educational are remembered by people for a long time Channel/ source of communicating the message Content of the ad ( functional benefit, celebrity endorser, analogy)

 Brand and product category experience matters for the consumer

In case where the product is new, advertisements should be relevant in order to influence the consumers
In case where the product is existing but the brand is new, positioning is very important In case where the consumer has experienced both the brand and the product category, the element of surprise and uniqueness is important to influence

4Ps of communication
Attention Awareness Attitude Action

MESSAGE PLANNING

Targeting
Target decisions are very important to message strategy. Target audience for a limo service?

Consumer insight
Tended to worry about driving home drunk and this worry took the edge off an otherwise delightful evening.

MESSAGE PLANNING

Branding

Brand positions and brand images are built through message strategies and brought to life through advertising executions. Advertising creates brand salience.
The brand is visible, has a presence in the marketplace, consumers are aware of it, and the brand is important to its target market.

Brand icons reinforce lend personality, emotion, and stories to their brands.

Creative Strategy Approaches

Head and Heart
Head: uses more rational, cognitive (thinking) objectives. Heart: uses more emotional, affective (feeling) objectives.

MESSAGE STRATEGIES

Hard Sell and Soft Sell

Hard sell: uses an informational message that touches the mind and creates a response. Soft sell: uses emotional appeals or images to create a response based on attitudes, moods, and feelings.

 Puppy dog sell approach the soft sell approach Money Back Guarantee

Usage Trial Period and Refund

Strategic Formats
Lectures- making a straight point to the audience, hitting the head Dramas relies on the viewer to make inferences about the brand

Psychological Appeals could be based on price, value proposition or any other aspect of the brand
Comparisons

 Problem solution message

Problem avoidance Humor Slice of life message Spokesperson/ brand icon/endorser

Teaser

Matching messages to objectives

Messages that Get attention Messages that create interest

Messages that resonate

Messages that create believability Messages that are remembered

 Messages that touch emotions Messages that inform Messages that teach Messages that persuade

Messages that create brand associations

Messages that drive action

ROI of Creativity
Relevance Impact Originality

How does the Big Idea come into place?

Immersion Ideation Brainfag Incubation Illumination Evaluation