Creative Execution Class 5 Mkt 340/Principles of Advertising Professor Bill White

Creativity Defined Taking information we all have and interpreting it in a different manner.

Creativity and Human Nature Why People Buy “Sell the Sizzle, Not the Steak.” “WWER”-“WIDO” vs. “WIIFM” – “WIDFU” People buy benefits, not products. –To make or save money, save time, avoid effort, gain comfort, satisfy appetite, escape pain, collect possessions, protect family, possessions, or reputation. –To be healthy, popular, safe, secure, in style, an individual, cleaner. –To have pleasure, satisfy curiosity, emulate others, build confidence or self-esteem.

Creativity and Human Nature (con’t) More Hot Buttons Want to buy the future Respond to good sentiment. Like winners, prestige. Like easy formulas Resist change, difference. Will read if interested. Like “power words.” Follow opinion leaders. Avoid risk. Respond to deadlines. Are inattentive. Glance instead of read. Suspect perfection. Like stories Respond to friends. People…

Creativity and Human Nature (con’t) Even More Hot Buttons Respond to the outrageous Buy what they want, not what they need. All are affluent when buying what they want. Want to shop, not be sold Respond to personalities Motivated by their dark side: –fear –envy –greed (wealth, power, pleasure, etc.)

“Business Booms for Gurus Teaching How to Sell to Seniors” – L.A. Times 4/24/2006 Emphasize the “G’s.” Gambling Gardening Golf Grandchildren Groups Go or Greyhound Bus Good Food Gout Gold “Getting the fish to chase the boat.” Headline: “Local Senior Sobs, Loses Half His Retirement Income In The Market – Free Report Explains How To Avoid The Same Mistakes.” Senior Citizens’ Hot Buttons

Benefit Ladder (Means-End Chain) Features Benefits Higher Order Benefits Needs Values

Creative Execution Attention Interest Desire Action

Appeals and Creative Execution Rational versus Emotional Appeals Creative Execution of the Appeal –Humor –Fear –Agony –Comparison –Demonstration –Dramatization –Slice of life –Expert endorsement –Customer testimonial

The Big Idea Also called Design Continuity or Design Consistency. It means adding one or more design elements to the creative execution that readily identifies the campaign,product and/or company. Examples include slogans, jingles, characters, celebrities, shapes. It should be usable across various media and over a period of time.

The Layout Headline Copy copy copy copy copy LOGO Visual -Relevance -Resonance Sub-Headline Include benefit promise Consider adding -Amplification -Support -Slogan/tagline Attention Interest Desire Action

The Layout VRRRRRROOM Copy copy copy copy copy You asked for it. TOYOTA

The Layout VRRRRRROOM Performance of a Sports Car Room of a Wagon You asked for it. TOYOTA Copy copy copy Attention Interest Desire Action

Storyboard

Creative Checklist

The Project