Chapter 8: The Creative Side Part 3 Practice: Where is Creative Headed? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Questions to Explore How do we explain the science and art of creative strategy, as well as the important parts of a creative brief? What are some key message strategy approaches? Can creative thinking be defined, and how does it lead to a Big Idea? What characteristics do creative people have in common, and what is their typical creative process? What issues affect the management of creative strategy and its implementation? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Science and Art? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Science and art? Effective marketing communication is a product of both logic and creativity. The advertisement translates the logic of planning decisions into a creative idea that is original, attention getting, and memorable. The message must connect with the target audience to the brand in a relevant and unexpected way. Effective advertising is the product of both science (persuasion) and art (creativity). Effective marketing communication is a product of both logic and creativity. The advertisement translates the logic of planning decisions into a creative idea that is original, attention getting, and memorable. The message must connect with the target audience to the brand in a relevant and unexpected way. Effective advertising is the product of both science (persuasion) and art (creativity). Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Who are the key players? Creativity is a product of teamwork between: Copywriters Art directors Creative directors Account planners Broadcast directors Team members work together to generate concept, word, and picture ideas. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Who are the key players? Consider the “Three Ps” of innovation: Place Areas of the agency, office or workspace that impact creativity. Person How do creative people think and behave? Process Creative product: the actual campaign. Consider the “Three Ps” of innovation: Place: areas of the agency, office or workspace that impact creativity. Person: how do creative people think and behave? Process: creative product: the actual campaign. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

What is the role of creativity? Creativity is a special form of problem solving. In advertising, creativity is both a job description and a goal. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

What is the role of creativity? How creative are you? Leonardo DaVinci, Albert Einstein, and Georgia O’Keefe excelled in different fields, but all three qualify as creative geniuses. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

The creative brief The creative strategy phase brings together the art and science of advertising. A winning marketing communication idea must be: creative (original, different, novel, unexpected) strategic (right for the product and target; meets advertising objectives) The creative strategy phase brings together the art and science of advertising. A winning marketing communication idea must be creative (original, different, novel, unexpected), strategic (right for the product and target, and meet advertising objectives. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

The creative brief Creative strategy or message strategy: what the ad says. Execution: how it is said. The creative brief spells out the creative strategy and key execution details. It is prepared by the account planner to summarize the basic marketing and advertising strategy. It provides direction to the creative team to develop a creative concept. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

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. A creative brief includes a problem that can be solved by communication, a target audience and key insights into their attitudes and behavior, brand position and other branding decisions, such as personality and image, and communication objectives that specify the desired response to the message by the target audience. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Key points in a creative brief 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. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

The Road Crew’s 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.” Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

The Road Crew’s creative brief 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. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Message objectives Based on the Facets Model of Effects: See/hear Create attention, awareness, interest, recognition. Feel Touch emotions and create feelings. Think/understand Deliver information, aid understanding, create recall. Let’s review the Facets Model of Effects: See/hear means creating attention, awareness, interest, recognition. Feel refers to emotions and create feeling. Think/understand means we want to deliver information, aid understanding, create recall. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Message objectives Connect Establish brand identity and associations, transform a product into a brand with distinctive personality and image. Believe Change attitudes, create conviction, and preference. Act/do Stimulate trial, purchase, repurchase or some other form of action. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Targeting The target decision is key 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: prospects tended to worry about driving home drunk, and this worry took the edge off a fun evening. Target audience for Road Crew Campaign was 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. The consumer insight was that prospects tended to worry about driving home drunk, and this worry took the edge off a fun evening. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Branding and positioning Brand positions and brand images are built through message strategies and brought to life through advertising executions. Advertising creates brand salience. The brand is visible, has a presence in the marketplace, consumers are aware of it, and the brand is important to its target market. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Branding and positioning In an era of big cars and huge tail fins, Volkswagen launched its unimposing little Beetle in the 1960s. This ad stated that VW’s inspectors found no detail too small to overlook, assuring consumers that their cars would last longer than other cars. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Message Strategies Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

The strategic approach Some ways to express a strategic approach: Head and Heart Head: uses more rational, cognitive (thinking) objectives. Heart: uses more emotional, affective (feeling) objectives. Here are some ways to express a strategic approach: Head and Heart Head: uses more rational, cognitive (thinking) objectives. Heart: uses more emotional, affective (feeling) objectives. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

The strategic approach Ways to express a strategic approach… Hard Sell Uses an informational message that touches the mind and creates a response. Soft sell Uses emotional appeals or images to create a response based on attitudes, moods, and feelings. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

The strategic approach Frazer’s Six Creative Strategies These address various types of message situations, and identify common approaches to message strategy: Preemptive Unique selling proposition Brand image Positioning Resonance Affective/anomalous (or ambiguous) Frazer’s Six Creative Strategies address various types of message situations, and identify common approaches to message strategy. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

The strategic approach The ads and slogan, “It’s not just coffee. It’s a Starbucks,” tell the brand’s quality story and counter the McDonald’s McCafe campaign. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

The strategic approach Taylor’s Six-Segment Strategy Wheel This approach divides strategies into: the transmission view (“head” strategies) the ritual view (“heart” strategies) Taylor’s Six-Segment Strategy Wheel divides strategies into the transmission view (“head” strategies), and the ritual view (“heart” strategies). Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Systems of strategies Taylor’s Six-Segment Strategy Wheel Each view is divided into three segments: Rational Acute Need Routine …on the transmission side. Ego Social Sensory …on the ritual side. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Strategic formats Lectures A series of instructions is given verbally. Speaker presents evidence to persuade the audience. Lectures are inexpensive, compact, and efficient. A “talking head” delivers a lecture about a product. Dramas Funny or serious stories about how the world works. Characters speak to each other and audience infers lessons from them. Lectures are a series of instructions is given verbally. The speaker presents evidence to persuade the audience. Lectures are inexpensive, compact, and efficient. A “talking head” delivers a lecture about a product. Dramas are funny or serious stories about how the world works. Characters speak to each other and audience infers lessons from them. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Strategic formats Psychological appeals An appeal uses an emotional (heart) approach to make the product attractive or interesting. Appeals might include: Security Esteem Fear Sex Sensory pleasure The appetite appeal of the trail mix bar is dramatized by an extremely close-up visual that shows all the nuts and raisins larger than life. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Strategic formats Selling strategies These speak to the head with a sales message: A selling premise uses a rational (head) approach that states the logic behind the sales offer. The most important features or attributes must be identified. A claim is a product-based strategy based on how well the product will perform. Selling strategies speak to the head with a sales message. A selling premise uses a rational (head) approach that states the logic behind the sales offer. The most important features or attributes must be identified. A claim is a product-based strategy based on how well the product will perform. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Strategic formats Rational customer-focused strategies: Benefit: what the product does for the user. Promise: benefit the user will get by using the product. Reason why: the logic behind why you should buy. Unique selling proposition (USP): a benefit unique to the product and important to the user. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Strategic formats Other message formulas Straightforward message Demonstration Comparison Problem solution /problem avoidance Humor Slice-of-life Spokesperson Teasers The “Truck Stop” headline for D&A uses a twist to make the repair shop the hero. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Matching messages to objectives The Facets Model is helpful in identifying messages that: get attention create interest resonate create believability are remembered touch emotions inform teach persuade create brand association drive action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Matching messages to objectives The familiar Doublemint green anchors the brand’s identity even when the campaign is aimed at Hispanics and the ads are written en Español. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Creative Thinking: So How do You do it? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Identify the idea and concept used here. Creative thinking An idea is a thought or concept formed by mentally combining pieces and fragments into something meaningful. Concepting is the process of coming up with a new advertising idea. Consider the approach taken by Akron Children’s Hospital in your text. As a class: Identify the idea and concept used here. An idea is a thought or concept formed by mentally combining pieces and fragments into something meaningful. Concepting is the process of coming up with a new advertising idea. Consider the approach taken by Akron Children’s Hospital in your text. As a class: Identify the idea and concepting used here. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Creative big ideas The Big Idea or creative concept: Becomes a point of focus for communicating the message strategy. The “Road Crew” name helped define the campaign’s Big Idea. The “Beats driving” slogan supported the Big Idea and communicated a benefit. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

The ROI of Creativity According to DDB agency, an effective ad is: Relevant: means something to target audience. Original: novel, fresh, unexpected, unusual. Has impact: makes an impression. According to DDB agency, an effective ad is relevant; it means something to target audience. It is original: novel, fresh, unexpected, unusual. It also has impact, and makes an impression. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

As a class, discuss this quote: The ROI of Creativity As a class, discuss this quote: “An idea can be creative for you if you have never thought of it before, but the essence of a creative idea is that no one else has thought of before.” What does the quote mean, and why is it important to creative planners? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

The creative leap Divergent or “right-brain” thinking explores possibilities rather than using rational thinking. It means “thinking outside the box” and taking a creative leap. Move away from the safety of a predictable strategy to an unusual idea that hasn’t been tried before. Divergent or “right-brain” thinking explores possibilities rather than using rational thinking. It means “thinking outside the box” and taking a creative leap. Here, you move away from the safety of a predictable strategy to an unusual idea that hasn’t been tried before. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Dialing up your creativity Creative people tend to be: assertive self-sufficient persistent self-disciplined risk takers internally driven Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Dialing up your creativity Creative people… don’t care much about group standards and opinions. have inborn skepticism and strong curiosity. Other key characteristics: Problem solving Playful Ability to visualize Openness to new experiences Conceptual thinking Creative people don’t care much about group standards and opinions. They have inborn skepticism and strong curiosity. They are also good problem solvers, are playful, able to visualize, open to new experiences, and able to think conceptually. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

The creative process: how to get an idea Alex Osborn of the BBDO agency suggests these steps: Immersion: read, research, learn about problem. Ideation: look at the problem from every angle; generate as many ideas as possible. Brainfog: don’t give up when you hit a blank wall. Incubation: let your subconscious work on it. Illumination: the idea often comes when you’re relaxed and doing something else. Evaluation: does it work? Is it “on strategy?” Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Brainstorming Assemble a group of 6–10 people to generate ideas. People and ideas play off of each other and stimulate more ideas than one could alone. The group becomes an “idea factory.” This is how the “Road Crew” concept was developed. The Big Idea evolved out of many brainstorming sessions. The “Beats driving” slogan was developed using the same process. For brainstorming, assemble a group of 6–10 people to generate ideas. People and ideas play off of each other and stimulate more ideas than one could alone. The group becomes an “idea factory.” Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Brainstorming More techniques… Stay positive and defer judgment. No distractions or interruptions. Write everything down. Only after all ideas have been expressed and every avenue exhausted, do you start picking through and evaluating the ideas. Stay positive and defer judgment. No distractions or interruptions. Write everything down. Only after all ideas have been expressed and every avenue exhausted, do you start picking through and evaluating the ideas. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Brainstorming To create an original and unexpected idea, try these techniques: What if? An unexpected association Dramatize the obvious Catchy phrasing An unexpected twist Play on words Analogy and metaphor Familiar and strange A twisted cliché Twist the obvious Exaggeration To prevent unoriginal ideas, avoid “the look-alike” and the tasteless. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Managing Creative Strategies Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Managing creative strategies Extension: An Idea with Legs A strong “Big Idea” can serve as an umbrella concept for a variety of executions. Adaptation: Taking an Idea Global Standardizing the campaign across multiple markets works only if the strategy and objectives are essentially the same. Creative executions may be customized due to cultural or market differences. An extension is an idea with legs. A strong “Big Idea” can serve as an umbrella concept for a variety of executions. Adaptation means taking an idea global. Standardizing the campaign across multiple markets works only if the strategy and objectives are essentially the same. Creative executions may be customized due to cultural or market differences. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Managing creative strategies Evaluation: The Go/No Go Decision Is it on strategy? Structural analysis: The power of the narrative The strength of the product claim How well the two are integrated Copytesting A formal method to evaluate copy effectiveness. Avoid vampire creativity. Here, the ad is so creative that the product may not be remembered. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

Where We’re Headed Next In Chapter 9, we will: Learn about the creative execution of the message through copywriting. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

It’s a Wrap “Frontier’s Still the One” Frontier Airlines and Gray Worldwide demonstrated that airline advertising doesn’t have to be stuffy. The airline utilized talking and singing animals to make an emotional connection with prospective travelers. Customers like the animals and engaged with the Frontier brand. Frontier Airlines and Gray Worldwide demonstrated that airline advertising doesn’t have to be stuffy. The airline utilized talking and singing animals to make an emotional connection with prospective travelers. Customers like the animals and engaged with the Frontier brand. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

It’s a Wrap “Frontier’s Still the One” Key lessons: This campaign demonstrated both the art and science of advertising. You can sell your audience and entertain them at once. As a class: What others can you think of? Key lessons: This campaign demonstrated both the art and science of advertising. You can sell your audience and entertain them at once. As a class: what others can you think of? Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall