Chapter 11 The Creative Side of Advertising Jewler & Drewniany say an ad Needs a persuasive message to take action Must make a relevant connection with its audience Should present a selling idea in an unexpected way DDB Needham: a creative ad is relevant, original, and has impact John Eighmy 50 percent of advertising is copycat advertising

What is Creative Advertising? The big idea A creative concept that implements the ad strategy so that the ad is attention-getting and memorable Serves as a theme for advertising campaigns The creative leap process of jumping from strategy to an original idea Strategy and creativity Creative idea must be both Original (different, novel, unexpected) Strategic (right for the product and target)

Creative Thinking Most common techniques of creative thinkers Free Association Divergent thinking Analogies and metaphors Right-brain thinking Creative aerobics Facts New names Similarities New definitions

Creative Thinking Other creative thinking techniques: An unexpected twist An unexpected association Catchy phrasing A play on words Parodies Familiar and Strange To prevent unoriginal ideas, avoid: The common (obvious or predictable) The look-alike (copycat) Clichés The tasteless

Creative Thinking The creative person The ability to visualize Openness to new experiences Conceptual thinking The creative process Steps and stages Brainstorming

Creative Strategy and Execution Creative strategy versus execution Strategy: what the advertisement says (logic behind message) Execution: how it says it Head and heart creative strategies (hard/soft sell) Selling premises Either product-centered or prospect-centered Benefit, promise, reason why, USP

The Creative Brief Creative platform, worksheet, blueprint Document summarizing the basic marketing and advertising strategy Gives direction to the creative team who why - Rational vs. Emotional what product features where & when what tone (execution)

Message Approaches Straightforward Demonstration Comparison Problem solution/problem avoidance Slice of life Spokespeople/endorsers Teasers

Effective Creativity Ads that drive perception Attention and awareness Interest Memorability Ads that deliver learning Ads that are persuasive Ads that stimulate action Evaluation