PSUWinter ‘07 Mktg 442 Creative Strategy Week 4

PSUWinter ‘08 Mktg 442 In-Class #3  “The Killer Insight” Adweek Article Worksheet

PSUWinter ‘08 Mktg 442 Creativity  Applying insight to present the subject in meaningful, memorable, and compelling ways  Creative cultures exhibit high levels of inquisitiveness as well as rich depth, breadth, and diversity of knowledge  Collaborative relationships are at the heart of the creative process  Creativity is mostly elimination—paring things down and focusing the idea to be meaningful and relevant to the audience  Creativity requires courage to look at and do things differently Good enough is never good enough

PSUWinter ‘08 Mktg 442 Last Week’s Assignments  Creative Brief #1  The OK, the bad, and the ugly; right where you should be at this point  Some were as good as, or better than, some pro briefs I’ve get to review  Generally, audience insights and executional considerations were pretty good  Generally, product insights and creative strategy were pretty bad

PSUWinter ‘08 Mktg 442 Creative Briefs: How to Make ‘em Better  Audience Insights  Don’t describe an audience, describe a person: advertising doesn’t talk to thousands or millions of people, it talks to one person  By the time someone is done reading this section they should know this person, as though a long-time acquaintance—likes, dislikes, personality, hot buttons, pain points; what really motivates, inspires, and drives them as it relates to the product  What is motivating them? Are they “joining a club”? Are they making a statement? Are they buying a product? Why? When? What struggles do they go through to decide? What are they looking for post-purchase?  Product and audience are two different things; keep them separate

PSUWinter ‘08 Mktg 442 Creative Briefs: How to Make ‘em Better  Product insights  Identify, clearly, the product and tie it to Audience Insights  To the audience, is it a “car”, or is it individuality, or aspiration? Why?  To the audience is it “clothing”, or is it independence, or a statement? Why?  To the audience is it a “personal care product”, or is it self-esteem and confidence? Why?  To the audience, is it a (whatever), or membership? Why?  Product features are important—only as they tie to Audience Insights

PSUWinter ‘08 Mktg 442 Creative Briefs: How to Make ‘em Better  Executional Considerations  What should the (ad) look, feel, sound, smell, taste like?  If this were one person talking with another, how would you describe the presenter? Friendly, stern, intense, fun, knowledgeable, carefree?  What type of language would they use? Casual, formal, conversational, academic, technical?  How would they be dressed? Office casual, formal, weekend at the beach? On the mountain, in the woods?  What absolutely has to be in the ad?  What absolutely should not be in the ad?  Adjectives are your friends!!!

PSUWinter ‘08 Mktg 442 Creative Briefs: How to Make ‘em Better  Creative Strategy Audience InsightsAds Product InsightsCreative StrategyBig IdeaPromotions ExecutionalTie-ins Considerations A single, focused thought. The basic premise for connecting deeply and meaningfully with each member of the audience. InputConcept

PSUWinter ‘08 Mktg 442 In-Class #4  Sensination “A” Worksheet

PSUWinter ‘08 Mktg 442 In-Class #5  Strengthen Big Idea;  Develop Concept & Rationale;  Present

PSUWinter ‘08 Mktg 442 In-Class #5  Concept and present  Pair off  Pick a print ad  Identify the Big Idea  Define how you would clarify, strengthen, or change the Big Idea  Concept another print ad  Explain why the headline and visual work together  Develop a rationale  Present your ad concept and rationale to the class Relax! Have some fun with it!!!  Presentations will be a maximum of five minutes; less time is OK  Clarity and focus are what count