Creative Brief Planning and Implementation of adv campaigns

Contents What is a creative strategy? Message Strategies Creative Strategy approach Spokesperson Beating Ad clutter

What is creative strategy? The creative strategy phase brings together the art and science of advertising. Ad ideas must be creative (original, different, novel, unexpected) and strategic (right for the product and target; meets advertising objectives. Creative strategy/message strategy What the ad says Execution How it is said

The Creative Brief Spells out the creative strategy and key execution details. Prepared by the account planner to summarize the basic marketing and advertising strategy. Provides direction to the creative team to develop a creative concept. MESSAGE PLANNING

Key Points in a Creative Brief Problem that can be solved by communication. Target audience and key insights into their attitudes and behavior. Brand position and other branding decisions, such as personality and image. Communication objectives that specify the desired response to the message by the target audience. Proposition or selling idea that will motivate the target to respond. Media considerations about where and when the message should be delivered. Creative direction that provides suggestions on how to stimulate the desired consumer response. These aren’t creative ideas but may touch on such execution or stylistic direction as the ad’s tone of voice. MESSAGE PLANNING

The Road Crew Creative Brief Why are we advertising at all? To create awareness for an evening alternative ride service. What is the advertising trying to do? Make the new ride service appealing to men in order to reduce the number of alcohol-related crashes. What are their current attitudes and perceptions? “My car is here right now. Why wait? There are few options available anyway. I want to keep the fun going all night long.” What is the main promise we need to communicate? It’s more fun when you don’t have to worry about driving. What is the key moment that we tie to? “Bam! The fun stops when I need to think about getting to the next bar or getting home.” What tone of voice should we use? The brand character is rugged, cool, and genuine. We need to be a “straight shooter” buddy on the barstool next to the target. They do not want to be preached to or told what to do. We need to communicate in a language they can relate to. (Words like “program” may cause him to tune out.) MESSAGE PLANNING

Road Crew Goals and Objectives Goal—Reduce alcohol related crashes by 5% Objectives Create awareness of the ride service program and positive attitudes toward it. Establish a cost-efficient level of rides in the first year of operations, which involved fund-raising, soliciting volunteers, and other community support. Address the gap between awareness (don’t drink and drive), attitudes (risky, scary, potentially dangerous), and behavior. Encourage a behavior change consistent with new attitudes and awareness..(get MESSAGE PLANNING

1/3- Targeting Target decisions are very important to message strategy. Target audience for Road Crew Campaign 21- to 34-year old single men with a high-school education and a blue-collar jobs. They are responsible for most alcohol-related crashes; most likely to kill or be killed. Consumer insight Tended to worry about driving home drunk and this worry took the edge off an otherwise delightful evening. MESSAGE PLANNING

major selling idea The Search for the Major Selling Idea—an important part of creative strategy development is determining the central theme that will become the major selling idea or big idea for the ad campaign. There are several different approaches that can be used for developing major selling ideas and as the basis of creative strategy. Some of the best known and most discussed approaches include:

Search for a Major Selling Idea Finding the inherent drama Use a Unique Selling Position Use a Unique Selling Position Create a Brand Image Positioning Seeking the Major Idea

1. The unique selling proposition The unique selling proposition—this concept was popularized by the famous copywriter Rosser Reeve’s in his book Reality in Advertising. It’s three characteristics include: each advertisement must make a proposition to the consumer the proposition must be one that the competition either cannot or does not offer the proposition must be strong enough to pull over new customers to your brand

The Unique Selling Proposition (USP) Must be unique to this brand or claim; rivals can't or don't offer it Unique Buy this product/service and you get this benefit Benefit Promise must be strong, convincing enough to move mass millions Potent

Colgate’s Unique Selling Proposition It’s an example of a “Benefit” selling proposition

Examples Example of a “unique” selling proposition “Casion” supermarket claims that it has the lowest prices Domino's Pizza, You get fresh, hot pizza delivered to your door in 30 minutes or less or it's free. Example of a “potent” selling proposition Hyper supermarket claims that they have the biggest variety of products and services

2- brand image Creating a brand image—some competing brands are so similar it is difficult to find or create a unique attribute or benefit so the creative strategy is based on the development of a strong, memorable identity for the brand through image advertising.

Image Advertising

3- inherent drama Finding the inherent drama—the famous ad man Leo Burnett, founder of the Leo Burnett agency in Chicago, believed that advertising should be based on a foundation of consumer benefits with an emphasis on the dramatic element in expressing these benefits. This type of advertising bases the creative strategy on presenting the message in a warm and realistic way.

Inherent Drama Example: An ad for a medication that helps people undergoing chemotherapy feel more energetic showed a grandfather sorrowfully wishing he could participate in his grandson's birthday celebration. The next scene occurs at the birthday party and shows how much better the grandfather feels after taking the medication.

4- Positioning the basic idea is that advertising is used to establish or “position” the product or service in a particular place in the consumer’s mind. Such as focusing on product attributes, price/quality, usage or application, product users, or product class Many of the top brands in various product or service categories have retained their leadership position because they have established and maintained a strong position or identity in the minds of consumers.

Positioning 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, or problem solved

Positioning Example: General Mills has multiple brands of cereal that compete among themselves and with Post, Quaker, and Kellogg's brand cereals. General Mills would most likely use the positioning approach as a basis for its creative strategies. Q. Which of the following is most often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? A) Unique selling propositions B) Brand image C) Inherent drama D) Transformational advertising E) Positioning

The challenge to the creative team is to find a major selling idea and use it as a guide to the development of an effective creative strategy. IMC Technology Perspective 8-1 discusses how many marketers are taking advantage of the expanded creative opportunities afforded by the Internet and are integrating traditional media with online elements to create a new genre of advertising known as advertainment.

Message Strategies Cognitive Affective Conative

Cognitive Message Strategies Generic Preemptive Unique selling proposition Hyperbole Comparative

Affective Message Strategies Resonance Emotional

Conative Message Strategies Action-inducing Promotional support

Awareness Knowledge Liking Preference Conviction Purchase Message Strategies Hierarchy of Effects Model Cognitive Affective Conative

Executional Frameworks Animation Slice of life Dramatization Testimonial Authoritative Demonstration Fantasy Informative

Informative Ad

Fantasy Ad

Authoritative Ad

Testimonial Ad

Demonstration Ad

Advertising Appeals Fear Humor Sex Music Rationality Emotions Scarcity

Rationality Appeal

Scarcity appeal

Emotions appeal

Sex Advertising appeal

Spokespersons Celebrities CEOs Experts Typical persons

Source Characteristics Attractiveness Trustworthiness Similarity Expertise Likeability Credibility

Resemblance between the source and recipient of the message Similarity Knowledge of the source through repeated or prolonged exposure Familiarity Affection for the source resulting from physical appearance, behavior, or personal traits Likeability

Advertising Risks of Using Celebrities The celebrity’s behavior may pose a risk to the company The celebrity may overshadow the product being endorsed The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers

Kelly Ripa: The “Do-it-All” Woman

Trust Risk Familiarity Likability Choosing a Celebrity Endorser Factors Match w/audience Match w/product Image Cost

Advertising Campaigns - Most advertisements are part of a series of messages that make up an IMC or advertising campaign, which consists of a set of interrelated and coordinated marketing communication activities that center on a single theme or idea that appears in different media across a specified time period. - The determination of a strong idea for the campaign theme is very important as it is the central message that will be communicated in all of the advertising and other promotional activities and thus sets the tone or direction for the development of the individual ads that make up the campaign. - The theme or idea for the campaign is usually expressed through a slogan or tagline that reduces the key idea into a few words or a brief statement.