The Creative Side and Message StrategyPart 4: Effective Advertising MessagesChapter 12

Chapter OutlineChapter Key PointsThe Art and Science of Creative AdvertisingCreative StrategyFacets of Creative StrategyPlanning and Managing Creative Strategy

Key PointsDefine creative advertising and explain how it leads to a Big IdeaDescribe the characteristics of creative people and their creative processDiscuss key creative strategy approachesOutline the key parts of a creative brief

The Art and Science of Creative AdvertisingThe ROI of effective advertisingRelevant, original, and has impactThe Big IdeaImplements the advertising strategy so that the message is both attention getting and memorableThe Creative LeapJumping from the strategy statement to an original idea that conveys the strategy in an interesting way

Creative ThinkingFree associationCreates the juxtaposition of two seemingly unrelated thoughtsDivergent thinkingUses exploration to search for all possible alternativesAnalogies and metaphorsUsed to see new patterns or relationshipsRight-brain thinkingIntuitive, nonverbal, and emotion-based thinking

Creative ThinkingCreative RolesCopywriters and art directors develop the creative concept and draft the execution of the advertising ideaThe Creative PersonIn advertising, creativity is both a job description and a goalCreative CharacteristicsProblem solvingAbility to visualizeOpenness to new experiencesConceptual thinking

Steps and StagesImmersionIdeationBrainfogIncubationIlluminationEvaluation

Creative StrategyWhere the art and science of advertising come togetherA Big Idea must beCreativeStrategicCreative strategyWhat the advertisement saysAlso called message strategyCreative executionHow it is said

Message ObjectivesPerception: create attention, awareness, interest, recognition, and recallCognitive: deliver information and understandingAffective: touch emotions and create feelingsPersuasion: change attitudes, create conviction and preferenceTransformation: establish brand identity and associationsBehavior: stimulate some form of action

Head and Heart StrategiesTwo basic approaches to translating message objectives into strategyHard- and Soft-Sell strategiesHard Sell: touches the mind and creates a response based on logicSoft Sell: uses emotional appeals or images to create a response

Head and Heart StrategiesMost advertising messages use a combination of two basic literary techniques to reach the head or the heart of the consumerLectures and DramasLecture: a serious instruction given verballyDrama: relies on the viewer to make inferences

Facets of Creative StrategyDrive PerceptionAttention and awarenessInterestMemoryDrive CognitionThese messages get consumers to learn about products by focusing on a products features

Facets of Creative StrategyTouch EmotionsHighlight psychological attraction of the product to the target audience through emotional responsesPersuadeAppealSelling premisesConviction

Facets of Creative StrategyTransform ProductBrandingImage advertising is used to create a representation in the customers mindAssociationsDrive ActionA signature that serves to identify the company or brandAlso serves as a call to action if it gives direction to the consumer about how to respond

Message ApproachesStraightforward Demonstration ComparisonProblem solving/Problem avoidanceHumorSlice of Life Spokesperson TeasersShockvertising

Planning and Managing Creative StrategyCreative briefPrepared by the account planner, summarizes the marketing and advertising strategyVary in format, but must combine basic strategy decisionsStrategy DecisionsThe problemThe objectivesThe target marketPositioning strategyType of creative strategySelling premiseExecution suggestions

Planning and Managing Creative StrategyMessage executionThe form in which the ads message is presentedMessage toneReflects the emotion or attitude behind the adGlobal campaignsRequire ad work that addresses advertising objectives and reflects the positioning strategyUsually desirable to adapt the creative execution to the local market

The Go/No-Go DecisionAssess the effectiveness of the ads creative featuresStructural analysisCopy testing