Creative Strategy: Planning and Development Chapter 8 Creative Strategy: Planning and Development

Young's Creative Process Getting raw material, data, immersing one's self in the problem to get the background. Immersion Getting raw material, data, immersing one's self in the problem to get the background. Immersion Ruminating on the data acquired, turning it this way and that in the mind. Digestion Ruminating on the data acquired, turning it this way and that in the mind. Digestion Relation to text This slide relates to material on pp. 245-246 of the text. Summary Overview One of the most popular approaches to creativity in advertising was developed by James Webb Young, a former creative vice president at the J. Walter Thompson agency. This slide shows and describes the various steps in Young’s model of the creative process which include: Immersion Digestion Illumination Incubation Verification Use of this slide This slide can be used to discuss how the development of creative ideas is really a process which involves a series of steps. Models of the creative process are valuable to those who work in advertising as they offer an organized way to approach advertising problems and develop solutions to them. Ceasing analysis and putting the problem out of conscious mind for a time. Incubation Ceasing analysis and putting the problem out of conscious mind for a time. Incubation A sudden inspiration or intuitive revelation about a potential solution. Illumination A sudden inspiration or intuitive revelation about a potential solution. Illumination Studying the idea, evaluating it, and developing it for practical usefulness. Verification © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Wallas’ View of the Creative Process Preparation Gathering Information Preparation Gathering Information Verification Refining the Idea The Creative Process Relation to text This slide relates to material on pp. 245-246 of the text. Summary Overview This slide shows another approach to the creative process which was developed by English sociologist Graham Wallas. The four-step approach developed by Wallas includes: Preparation Incubation Illumination Verification Use of this slide Like the previous slide, this one can be used to discuss how the development of creative ideas is really a process which involves a series of steps. Models of the creative process are valuable to those who work in advertising as they offer an organized way to approach advertising problems and develop solutions to them. Attention should be given to what is involved at each step of the creative process. Incubation Setting Problem Aside Verification Refining the Idea Incubation Setting Problem Aside Illumination Seeing the Solution © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Sources of Idea Employees Top management 3M 15% rule Goal: 30% of each year’s sales from products introduced within the previous 4 years. Golden Step Awards: $2 million in U.S. sales or $4 million in worldwide sales within 3 years of introduction. Top management Akio Morita (Sony) – Walkman; Soichiro Honda (Honda) – coin trays in cars.

Sources of Idea Customers Competitors Heinz’s EZ Squirt, 599印相工坊. Competitors Samsung & LG study Sharp’s pioneer LCD, 逆向工程(reverse engineering). Sales representatives and intermediaries

Creativity Techniques Forced relationship E.g.珍珠奶茶, 海尼根綠茶, Dr. Bronner’s Magic Soaps. Morphological analysis E.g. iPhone. Attribute listing E.g. Nokia’s VERTU, 薇閣.

Case: VERTU 42~72萬台幣 以手工方式拼裝零件。 機身上鑲嵌了高級珠寶，屏幕採用硬度僅次於鑽石的藍寶石水晶，鍵盤用紅寶石為基材，包裹手機邊緣的皮革則來自勞斯萊斯汽車的皮椅廠。 『全天秘書』的服務

Creativity Techniques Reverse assumption analysis E.g. 無菜單餐廳, Wii, Sony’s Aibo. New contexts E.g. Softbank, Optoma微型投影機 Mind-mapping

創意思考的方法 節錄自曾光華「行銷企劃」p. 119

Joint Strike Fighter (JSF)

團隊腦力激盪的原則 鼓勵海闊天空的發想，忌諱漫無目的的聊天 盡可能召集背景多元的成員 禁止人身攻擊 可以對他人的意見提出改善的建議，或追加可能性 去蕪存菁 做好記錄 節錄自曾光華「行銷企劃」p. 124

The Importance of Consumer Research Phil Dusenberry：洞察不會憑空而降。它們在你開始出聲說明資訊時出現，於公於私皆是如此。 Steve Lance曾經在某廣告公司的辦公室牆上看到一句格言：「直覺比研究還便宜。」第一次看到時他不僅大笑而且很贊成。但過了十年後，外加歷經五家代理商的磨練，他認為那是在業界裡他所見過最笨的格言。 關於研究最大的謬誤在於：需要花費大把鈔票才能取得，e.g. 英國針對年輕女孩推出的反煙廣告（有害健康、不酷、成本 or 被拒絕親吻？）。 英國針對年輕女孩推出的反煙廣告 (p. 70-73)

Types of Research Secondary research vs. Primary research Qualitative research vs. Quantitative research

Secondary Research Background research that uses available published information about a topic Secondary information sources Government organization Trade association Secondary research suppliers Secondary information on the Internet

Primary Research Information that is collected for the first time from original sources Primary research suppliers, e.g. A. C. Nielsen, SMRB, MRI, and 東方線上.

Qualitative Research Qualitative research provides insight into the underlying reasons for how consumers behave and why. It is used early in the process of developing an advertising plan or message strategy for generating insights, as well as questions and hypotheses for additional research. Pros: (1) confirming hunches; (2) ruling out bad approaches and questionable or confusing ideas; (3) giving direction to the message strategy. Cons: not able to draw conclusion

Quantitative Research Quantitative research delivers numerical data such as number of users and purchases, their attitudes and knowledge, their exposure to ads, and other market-related information. Two characteristics: (1) large sample sizes; (2) random sampling. It is usually designed to either accurately count something, such as sales levels, or to predict something, such as attitudes.

The Uses of Research Market information Consumer insight research Media research Message development Evaluation research

Market Information Market research is used to gather information about a particular market – consumers, as well as competitive brands. Market information includes everything a planner can uncover about consumer perceptions of the brand, product category, and competitors’ brands. Brand information includes an assessment of the brand’s role and performance in the marketplace. This research also investigates how people perceived brand personalities and images.

Consumer Insight Know about the people they are trying to reach as much, deep and detailed as possible Demographic and psychographic information is used to describe the target audience. Objective: puzzle out a key consumer insight that will help move the target audience to respond to the message. Identifying the consumer insight is the responsibility of the account planner. Phil Dusenberry：消費者抱怨時的感覺最誠實與正確。如果你想要從消費者嘴巴裡得到事實，就讓他們暢談對商品的不滿，e.g. 康寶料多濃湯。 Examples: 多力多滋的超濃起司口味.

Media Research Gather information about all the possible media and marketing communication tools that might be used in a campaign to deliver a message. Media researchers then match that information to what is known about the target audience.

The Use of Research in Message Development The three stages in message development Preparation research (background research) Consumer research Development research

Background Research Background research is used to familiarize advertising planners with the market situation. Secondary & primary research Types of background research The brand experience Competitive analysis An advertising audit Content analysis Semiotic analysis

The Brand Experience Learn about the brand – going through all the experiences that a typical consumers has buying and using the product. It is the first thing the agency team has to do. It’s also a form of commitment. David Ogilvy 宣稱，他從來不接自己不會使用的產品或服務的公司案子。 孫大偉製作捷安特廣告

An Advertising Audit Collect every possible piece of advertising and other forms of marketing communication by the brand, as well as its competitors’, and other relevant categories that may have lessons for the brand. It includes a historical collection, as well.

Content Analysis More formal and systematic tabulation of competitors’ approaches and strategies It provides clues to how competitors are thinking, and suggests ways to develop new and more effective campaigns. It helps planners to determine what mental territories or positions are claimed by competitors.

Semiotic Analysis Semiotic analysis is a way to take apart the signs and symbols in a message to uncover layers and types of meanings. The objective is to find deeper meanings in the symbolism and meanings, particularly as they relate to different groups of consumers. Its focus is on determining the meanings, even if they are not obvious or highly symbolic, that might relate to consumer motivations. Example: GM’ OnStar GPS used a Batman theme, e.g. Alfred, Leap, and Vicky Vale.

What is the symbolic meaning of this Levi ad? The Model The Clothes The Setting The Statement The Tag Line The model… a pre-med student at New York University The clothes… Levi’s cargo pants, her own T-shirt, zip-up sweatshirt, combat boots, and accessories The setting… the streets of the East Village section of New York city The statement… Music is my female soul The Tag Line… What’s true

Consumer Research Ways of contact Survey research In-depth interviews Focus group Observation research Ethnographic research Diaries Other qualitative methods

Ways of Contact Mail: not biased or distorted by interviewers, simple and clearly worded question, low response rate. Telephone: quick, interactive, higher response rate than mail. Personal interview: most versatile, expensive and require more administrative planning and supervision. Online interview: convenient.

Survey Research Learn about people’s knowledge, beliefs, preferences, and satisfaction, and to measure these magnitudes in the general population. Best suited for descriptive research Major advantage – flexibility, e.g. Bissell’s Steam’n Clean. Limitations – subject’s language, privacy, incapability, boasting, or cooperation.

In-Depth Interviews An in-depth interview is a qualitative method conducted one-on-one using open-ended questions that require the respondents to generate their own answers. The primary difference between an interview and a survey is the interview’s use of an unstructured questionnaire.

Focus Group Research A focus group is a gathering of 6 to 10 people who are invited to spend a few hours with a skilled moderator to discuss a product, service, organization, or other marketing entity. Useful exploratory step Avoid generalizing the reported feelings of the focus-group participants to the whole market.

Focus group research in progress

Outline of Focus Group Interview

Friendship Focus Group Friendship focus group is used in a comfortable setting, usually people’s homes, where the participants have been recruited by the host. This approach is designed to break down barriers and save time in getting to more in-depth responses. A self-constructed friendship group was easier to assemble and yielded more honest and candid response.

Observation Research Observation research takes researchers into natural settings where they note the behavior of consumers using video, audio, and disposable cameras to record consumers’ behavior at home (with consumer consent), in stores, or wherever people buy and use their products. A market will often use observation in the aisles of grocery, drug, and discount stores to watch people making their product selection.

Examples of Observation Research Shoppers often zip through the snack aisle, spending only 42.7 seconds there, whereas they spend more than twice that in the coffee aisle. Only 34% of shoppers who don’t have baskets actually purchase something, while 75% of shoppers with baskets buy some items. A woman who shops with another woman spends twice as much time in the store than if she shops with a man. Basha’s Market’s greeting cards – 18% → 62% and sales↑40%.

Observational Research Fisher-Price set up an observation lab in which it could observe the reactions of little tots to new toys.

Ethnographic Research Ethnographic research involves the researcher in living the lives of the people being studied. Observe consumers in their “natural environments.” Examples: Sunbeam’s Coleman Grill; OnceFamous.

OnceFamous A unique ethnographic laboratory for studying consumer behavior in a natural setting. Some interesting results: man (e.g. Brookstone, Sharper Image) vs. woman (e.g. Pottery Barn); cool colors vs. warm colors; turn left vs. turn right.

Diaries Consumers are asked to record their activities through the use of diaries. Pros: (1) catch the consumer in a more realistic, normal life pattern; (2) lead to re-creation of a day in the life of a consumer. It is valuable in media research because they tell media planners exactly what programs and ads the consumers watch. Beeper diaries are used as a way to randomize the recording of activities.

Other Qualitative Methods Cognitive psychologist have learned that human beings think more in images than words. Researchers try through pictures to uncover mental processes that guide consumer behavior. Some scholars believe that the conventional wisdom about consumer research, such as using interviews and focus groups that rely on talking to people and grilling them about their tastes and buying habits, is only good for getting back predictable answers.

Other Qualitative Methods Fill-in-the-Blanks (填空) Purpose-driven Games (目的導向的遊戲) Story elicitation (說故事) Artifact creation (居家事物的描繪), e.g. life collages (生活拼湊), day mapping (一天生活描述), and construction of instruction books (指導手冊的建構). Photo elicitation (看圖說故事) Photo sorts (照片分類) Metaphors (隱喻)

Photo Sort 照片歸類法是由美國最大的廣告代理公司－環球BBDO公司(BBDO Worldwide)開發出來的一種已經註冊成商標的技術。 在測試中，受試者通過研究人員特殊安排的一組照片來表述他們對品牌的感受。 例如，BBDO與啤酒市場上的100名目標消費者進行了面談，這些人是男性，年齡在21～29歲之間，每週至少喝6瓶啤酒。使用照片歸類法，調查人員向每一位受測試者出示了98張照片，要求他們將每張照片上的人與其可能選擇的啤酒品牌對應起來。結果，受訪者認為喝巴德(Bud)啤酒的人看起來是粗魯暴躁的藍領工人。相比之下，喝米勒啤酒的人是有教養而且和善的高級藍領工人。 讓一周至少喝6瓶啤酒的人歸類，哪些人喝什麼啤酒，這樣很容易給商品定位。

Validity & Reliability Validity means that the research actually measures what it says it measures. Reliability means that you can run the same test again and get the same answer.

Creative Strategy Development Advertising campaigns Copy platform (文案大綱、文案規範) The search for the major selling idea Unique selling proposition Creating a brand image Finding the inherent drama Positioning

Advertising Campaigns Integrated Interrelated Coordinated In Different Media Over a Time Period Marketing Communication Activities Centered on a Theme or Idea

Advertising Campaigns “The ultimate driving machine” BMW “Marlboro country” Miller Lite “The breakfast of champions” General Mills, Wheaties Philip Morris The central message that will be communicated in all of the various IMC activities

Case: 全聯福利中心 2006 – 我們省下錢，給你更便宜的價格 2007 – 便宜一樣有好貨 找不到篇 豪華旗艦店篇 便宜背後的真相 面紙篇 洗髮精篇 米果篇

Top 10 Advertising Slogans of the Century Company or Brand Campaign Theme 1. De Beers Diamonds are forever 2. 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 7. Wheaties Breakfast of champions 8. Clairol Does she . . . or doesn’t she? 9. Morton Salt When it rains it pours 10. Wendy’s Where’s the beef? Relation to text This slide relates to the material on pp.252-254 of the text and Figure 8-2. Summary Overview This slide shows the 10 greatest ad slogans of the past century as selected by Advertising Age, the leading trade publication of the advertising industry. Students will probably be familiar with some of these campaigns such a “Just Do It!” for Nike, “Tastes Great, less filling” for Miller Lite beer, and “Breakfast of Champions” for Wheaties cereal. Use of this slide This slide can be used as part of a discussion of advertising campaigns which are a set of interrelated and coordinated marketing communication activities that center on a single theme or idea. These slogans are from some of the best campaigns ever developed in advertising. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Copy Platform The written copy platform specifies the basic elements of the creative strategy. Different agencies may call this document a creative platform, work plan, creative brief, creative blueprint, or creative contract.

Copy Platform 6. Supporting information and requirements 5. Creative strategy statement 5. Creative strategy statement 4. Selling idea or key benefits to communicate 4. Selling idea or key benefits to communicate 3. Specify target audience 3. Specify target audience 2. Advertising and communications objectives 2. Advertising and communications objectives 1. Basic problem advertising must address 1. Basic problem advertising must address

Find the Inherent Drama Major Selling Ideas Positioning the Brand Use a Unique Selling Position Create the Brand Image Positioning Find the Inherent Drama Create a Brand Image Selling Proposition Seeking the Major Idea

Perspectives of Great Ad Men on the Major Selling Idea Brand image or personality is particularly important when brands are similar “Every ad must contribute to the complex symbol that is the brand image.” David Ogilvy Find the inherent drama or characteristic of the product that makes consumers 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

Creating a Brand Image Often used for products such as soft drinks, perfume, liquor, clothing, airlines The creativity sales strategy is based on a strong, memorable brand identity through image advertising Used when competing brands are so similar it is difficult to find or create a unique attribute

Reebok Uses Image Advertising

Finding Inherent Drama Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg Messages generally presented in a warm, emotional way McDonald’s, Maytag, Kellogg Focus on consumer benefits with an emphasis on the dramatic element in expressing them, e.g. Order, Samsonite, Christmas.

Unique Selling Proposition Buy this product or service and you will benefit this way or enjoy this reward Must be unique to this brand or claim; something rivals can't or don't offer Unique Benefit Unique Selling Proposition The promise must be strong enough or attractive enough to move people Potent

Case: Holiday Inn Express Target: about 40 million men, ages 25-45, who travel a lot – three or more nights per month on business. They don’t care about chocolate mints or their pillow. They do want: (1) clean rooms, (2) a good breakfast, and (3) a decent shower. “Stay Smart” campaign: You Do Your Best Thinking in the Shower.

Positioning Positioning Establish a particular place in the customer’s mind for the product or service Establish a particular place in the customer’s mind for the product or service Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved, e.g. Pennzoil – 1, 2.

品牌定位 逆向操作, e.g., IKEA, Google. 跨界演出, e.g., 太陽劇團, Swatch. 敵意挑釁, e.g., Mini Cooper, 勃肯鞋. 節錄自「哈佛最受歡迎的行銷課」

Case: Sonic Vox vs. I Am T-Pain