creative strategy and campaign management
TRANSCRIPT
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Creative Planning,Strategy and
Development
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Determining whattheadvertising message will sayor communicate
Determining whattheadvertising message will sayor communicate
Advertising Creativity
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CreativeStrategy
Creative
Tactics
Determining howthe
message strategy will beexecuted
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The Silhouettes campaign for the iPod isan Example of Creative Advertising
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Absoluts Advertising Represents SynergyBetween Creative and Media
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Advertising Creativity
Advertising creativity is the abilityto generate fresh, unique, and
appropriate ideas that can be usedas solutions to communicate theproblem
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Let prospects vividly experience the goods
Allow you to brand the advertising
Revolve around the clinching benefit
Be likely to attract the prospects attention
Be describable in a simple word or phrase
Allow you to brand the advertising
Revolve around the clinching benefit
Be likely to attract the prospects attention
Be describable in a simple word or phrase
The Ideal Power Idea Should . . .
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Two Perspectives on Advertising Creativity
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The ability to generate fresh, unique andappropriate ideas that can be used as solutions
to communication problems.
Suits
Its notcreativeunless it
sells Artists
Only artisticvalue andoriginality
count
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Wrigley Takes a Creative Risk
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d d l d
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Wieden+Kennedy Has Developed VeryCreative Ads for Nike
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Getting raw material, data, immersing
one's self in the problem to get thebackground.Immersion
Ruminating on the data acquired,turning it this way and that in themind.
Digestion
Ceasing analysis and putting theproblem out of conscious mind fora time.
Incubation
A sudden inspiration or intuitiverevelation about a potential solution.Illumination
Studying the idea, evaluating it, anddeveloping it for practical usefulness.Verification
Getting raw material, data, immersing
one's self in the problem to get thebackground.Immersion
Ruminating on the data acquired,turning it this way and that in themind.
Digestion
Ceasing analysis and putting theproblem out of conscious mind fora time.
Incubation
A sudden inspiration or intuitiverevelation about a potential solution.Illumination
Young's Creative Process
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Wallas View of the Creative Process
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
IncubationSettingProblemAside
PreparationGathering
Information
IlluminationSeeing theSolution
VerificationRefiningthe Idea
IncubationSettingProblemAside
PreparationGathering
Information
VerificationRefiningthe Idea
TheCreativeProcess
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Account Planning
It is the process that involvesconducting research and gathering
all relevant information about aclients product or service, brandand consumers in the target
audience.
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Read anythingrelated to the
product ormarket!
Listen to whatpeople are
talking about!
Use theproduct tobecome
familiar withit!
Ask everyone
involved forinformation!
Work in andlearn aboutthe clientsbusiness!
Ask everyone
involved forinformation!
Listen to whatpeople are
talking about!
Use theproduct tobecome
familiar withit!
Read anythingrelated to the
product ormarket!
Getting Creative Input
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Evaluate ideas generated
Reject inappropriate ideas
Refine remaining ideas
Give them final expression
Directed focus groups
Message communication studies
Portfolio tests
Viewer reaction profiles
Portfolio tests
Message communication studies
Directed focus groups
Give them final expression
Refine remaining ideas
Reject inappropriate ideas
Evaluate ideas generated
Verification and Revision of Ideas
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Objective
Techniques
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Advertising Slogans of the Century
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
1. De Beers Diamonds are forever2. Nike Just do it!
3. Coca Cola The pause that refreshes
4. Miller Lite Tastes great, less filling
5. Avis We try harder
6. Maxwell House Good to the last drop
Company or Brand Campaign Theme
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Integrated
Interrelated Coordinated
In DifferentMedia
Over a TimePeriod
Integrated
Interrelated Coordinated
In DifferentMedia
An Advertising Campaign
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketing
CommunicationActivities
Centered on aTheme or Idea
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The ultimate
drivingmachine
BMW
Marlboro
country
MillerLite
The breakfast
of champions
General Mills,Wheaties
BMWPhilip Morris
Advertising Campaign Themes
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The central message that will becommunicated
in all of the various IMC activities
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6. Supporting information and requirements
5. Creative strategy statement
4. Selling idea or key benefits to communicate
3. Specify target audience
2. Advertising and communications objectives
1. Basic problem advertising must address
5. Creative strategy statement
4. Selling idea or key benefits to communicate
3. Specify target audience
2. Advertising and communications objectives
1. Basic problem advertising must address
Building a Copy Platform Outline
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Model of Marketing Information Flow
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Knowledge of vitalmarketinginformation
Client gatekeepers(Brand manager)
Internal clientdecision
on sharinginformation
with the agency
Agency gatekeepers(Account manager)
Agency gatekeeperdecision on sharingclient info with staff
Creative staff
Art is created
Client/agency
communication
Internal agency
communication
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Advertising Campaigns
It is a set of interrelated andcoordinated marketing
communication that center on asingle theme or idea that appearsin different media across a
specified time period Determining the unifying theme is
critical to building the campaign
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Successful Long-Running Campaigns
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Nike Just do it
Hallmark cards When you care enough to sendthe very best
Budweiser This Buds for you
Intel Intel inside
Company or Brand Campaign Theme
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Buy this product
or service and
you will benefitthis way or
enjoy this
reward
Must be unique
to this brand or
claim; somethingrivals can't or
don't offer
UniqueBenefit UniqueBenefit
Approaches to the Major Selling Idea: USP
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Unique SellingProposition
The promise
must be strong
enough orattractive
enough to move
people
Potent
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Positioning theBrand
Use a UniqueSelling Position
Create the BrandImage
PositioningFind the Inherent
Drama
Create a BrandImage
Use a UniqueSelling Position
Major Selling Ideas
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Seeking theMajor Idea
P ti f G t Ad M th
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Brand image or personalityis particularly important
when brands are similar
Every ad must contribute
to the complex symbol
that is the brand image.
Brand image or personalityis particularly important
when brands are similar
Perspectives of Great Ad Men on theMajor Selling Idea
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
David Ogilvy
Find the inherent drama orcharacteristic of theproduct that makesconsumers buy it
(Inherent drama) is often
hard to find but it is always
there, and once found it is
the most interesting and
believable of all
advertising appeals.
Leo Burnett
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Often used for products such as softdrinks, perfume, liquor, clothing, airlines
The creativity sales strategy is based on astrong, memorable brand identity throughimage advertising
Used when competing brands are sosimilar it is difficult to find or create aunique attribute
The creativity sales strategy is based on astrong, memorable brand identity throughimage advertising
Used when competing brands are sosimilar it is difficult to find or create aunique attribute
Creating a Brand Image
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Reebok Uses Image Advertising
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Approaches to the Major Selling Idea:
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Approaches to the Major Selling Idea:Inherent Drama
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
InherentDrama
Messages generally presentedin a warm, emotional wayHallmark, Maytag, Kellogg
Focus on consumer benefits
with an emphasis on thedramatic element in expressingthem
Messages generally presentedin a warm, emotional wayMcDonald, Kellogg
Approaches to the Major Selling Idea:
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Establish a particular place inthe customers mind for theproduct or service
Establish a particular place inthe customers mind for theproduct or service
Approaches to the Major Selling Idea:Positioning
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Positioning
Based on product attributes/
benefits, price/quality, use orapplication, type of user,problem solved
IBM Positions Itself as a Provider of Business
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IBM Positions Itself as a Provider of Businessand Consulting Services
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative Campaigns Now Extend to the
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Creative Campaigns Now Extend to theInternet