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