When I Grow Up In general In advertising

London-6-Week Advertising Course 12-2

Chapter Twelve The Creative Side and Message Strategy

Fred Senn—Fallon Co-Founder Strategy and Creativity 12-4

An advertising documentary 12-5

Re-read PP (10 Creative Tips) P 376 (Exercise your creative muscles) 12-6

Who am I? 12-7

1-8 Bill Bernbach: “Rules are what the artist breaks. The memorable ad never emerged from a formula.”

Practical Tips pg. 355 “The right answer is the wrong answer.” 1-9

1-10

The greatest commercial ever made

12-12 Effective advertising is the product of: a) Both science and art b) Only logic and strategy c) Only science and logic d) Both science and strategy

12-13 Effective advertising is the product of: a) Both science and art b) Only logic and strategy c) Only science and logic d) Both science and strategy

12-14 Creativity, although valuable, is not a form of problem solving. a) True b) False

12-15 Creativity, although valuable, is not a form of problem solving. a) True b) False

Creativity: A Definition A form of problem solving that uses a new or unexpected combination of thoughts

Fred Senn 12-17

12-18 The creative brief can be defined as: a) A document prepared by the account planner to summarize the basic marketing and advertising strategy b) The placement of the company’s advertising messages c) The ideal point of the advertising message d) The process of measuring the target audience against the cost of that audience

12-19 The creative brief can be defined as: a) A document prepared by the account planner to summarize the basic marketing and advertising strategy b) The placement of the company’s advertising messages c) The ideal point of the advertising message d) The process of measuring the target audience against the cost of that audience

12-20 The “big idea” is a creative concept that: a) Creates a message that drives perception b) Creates a message that drives cognition c) Becomes a point of focus for communicating the message strategy d) Implements the advertising campaign based on a call to action

12-21 The “big idea” is a creative concept that: a) Creates a message that drives perception b) Creates a message that drives cognition c) Becomes a point of focus for communicating the message strategy d) Implements the advertising campaign based on a call to action

Frontier A whole different animal 12-22

12-23 Are businesspeople correct when they say the only real objective of advertising is to create sales? a) Yes b) No

12-24 Are businesspeople correct when they say the only real objective of advertising is to create sales? a) Yes b) No

Prentice Hall, © A hard-sell advertising strategy assumes: a) The information conveyed will touch the mind and create a response based on logic b) The evidence presented persuades the audience c) The audience will respond most favorably to a message that touches their emotions d) The viewer will make inferences about their products

12-26 A hard-sell advertising strategy assumes: a) The information conveyed will touch the mind and create a response based on logic b) The evidence presented persuades the audience c) The audience will respond most favorably to a message that touches their emotions d) The viewer will make inferences about their products

12-27 A soft-sell advertising strategy assumes: a) The evidence presented has to stop (get attention) and pull (create interest) b) The spokesperson depicted will touch the mind and create a response based on logic c) The audience will respond most favorably to a message that touches their emotions d) The viewer will make personal inferences about their products

12-28 A soft-sell advertising strategy assumes: a) The evidence presented has to stop (get attention) and pull (create interest) b) The spokesperson depicted will touch the mind and create a response based on logic c) The audience will respond most favorably to a message that touches their emotions d) The viewer will make personal inferences about their products

Taylor’s Six Segment Wheel What does the Facets Model say? 12-29

What about… “Dog” spot 12-30

What about… 12-31

Sheehan’s Law Zig when other zag 12-32

12-33 Most advertising messages use a combination of lectures and dramas to reach the consumer. a) True b) False

12-34 Most advertising messages use a combination of lectures and dramas to reach the consumer. a) True b) False

12-35 The ROI of effective advertising stands for: a) Relevance, originality, and impact b) Relevance, objectives, and impact c) Reach, objectives, and impact d) Reach, originality, and ideas

12-36 The ROI of effective advertising stands for: a) Relevance, originality, and impact b) Relevance, objectives, and impact c) Reach, objectives, and impact d) Reach, originality, and ideas

Prentice Hall, © Divergent thinking utilizes both right- brain and left-brain thinking to reach creative solutions. a) True b) False

Prentice Hall, © Divergent thinking utilizes both right- brain and left-brain thinking to reach creative solutions. a) True b) False

SORPA ad “Speakers” 12-39

Prentice Hall, © The secret to successful brainstorming is: a) Finding the unexpected moment when an idea comes b) Remaining positive and deferring judgment c) Creating attention, awareness, and interest d) Touching the mind and creating a response based on logic

Prentice Hall, © The secret to successful brainstorming is: a) Finding the unexpected moment when an idea comes b) Remaining positive and deferring judgment c) Creating attention, awareness, and interest d) Touching the mind and creating a response based on logic