Articulate the Message There are many ways to convey an advertising message. Common to all messages are: –A creative strategy determining what the message will say or communicate. –Creative tactics for how the message strategy will be executed.

The Creative Team Copywriter Art Director This team develops the creative concept -- the central theme for the campaign. Creative Director (VP Creative)

Stages of the Creative Process “EMERGENT” Preparation Incubation Illumination Verification

Asking Questions Inputs to the Creative Process Reading and analysis Product research Listening to others Trying the product Working with the client CREATIVE PROCESS

Creative Development Process Creative Brief Creative Objectives Creative Strategy Client Evaluation Creative Execution

Creative Brief 1. Problem (that advertising will resolve) 2. Market Background Information 3. Target Market Description 4. Positioning Statement [Here’s where we are]

Creative Brief 5. Communications Objectives Advertising Objectives Creative Objectives 6. Creative Guidelines Key Benefit(s) Support Claims Mandatories Creative Strategy

Pyramid Ale Web Creative Brief OBJECTIVES: –Support image of Pyramid as contemporary, urban, hip and on top of it. COMPETITION –There are several microbreweries in the western U.S. AUDIENCE –Men, Guys with a few more bucks to spend. POSITIONING STATEMENT –You should drink Pyramid, because they're the beers that are poured whenever smart, hip, discriminating people get together for a good time. SUPPORT CLAIMS –+Incredible popularity of Seattle brewpubs –+Presence of our brands at Bumbershoot, Summer Nights at the Pier, etc. MANDATORIES/CAUTIONS –Be careful not to tread too close to the Bass Ale red triangle CREATIVE STRATEGY –Fun, social, slightly irreverent although serious about the beer, –self-deprecating, accessible

Advertising Campaign Themes “The Ultimate Driving Machine” BMW “At a place called Miller time” Miller Lite Miller Lite “Like a Rock” Chevy Trucks Chevy Trucks BMW Miller Lite Miller Lite The central message that will be communicated in all of the various IMC activities

The Search for a Creative Theme Positioning the Brand Use a Unique Selling Position Use a Unique Selling Position Create the Brand Image Find the Inherent Drama Seeking the Major Idea

The BIG IDEA A BIG IDEA can be used to provide a basis for the campaign e.g. a “hook” that you can use for multiple executions.

6/3/ THE BIG IDEA (DMBB) 1.Does the ad position the product simply? 2.…and with unmistakable clarity? 3.Does this ad bolt the brand to a benefit? 4.Does this ad contain a power idea? 5.Does this ad have brand personality?

Approaches to the Major Selling Idea: USP Buy this produce and you'll benefit this way or enjoy this reward Must be unique to this brand or claim; something rivals can't or don't offer Unique Benefit Unique Benefit Unique Selling Proposition The promise must be strong or attractive enough to move people Potent

Reasons for a USP? Do not advertising for a product class (for example, vacuums) and only getting your % of the market Instead, advertise for your product and people will look for the benefit you are offering You will get 100% of the benefit

Creating a Brand Image Often used for products such as soft drinks, perfume, liquor, clothing, airlines image advertising The creativity sales strategy is based on a strong, memorable brand identity through image advertising Used when competing brands are so similar it is difficult to find or create a unique attribute image advertising The creativity sales strategy is based on a strong, memorable brand identity through image advertising Used when competing brands are so similar it is difficult to find or create a unique attribute

Unique Brand Image?

A Unique Brand Image?

© 2005 McGraw-Hill Ryerson Limited Positioning?

Creative Consistency Consistency in promotional creativity is a key success factor so that target audience retains the brand position. Involves consistency across: –Time –Creative executions –Advertising media –Promotional tools –Products

Creative Consistency Nike Just do it Allstate Insurance You’re in good hands with Allstate Hallmark cards When you care enough to send the very best Budweiser This Bud’s for you Intel Intel inside State Farm Insurance Like a good neighbor, State Farm is there Chevy Trucks Like a rock Dial soap Aren’t you glad you use Dial? Company or Brand Campaign Theme

Creative Exercise You are advertising PEPSI –The theme is PEPSI is more FUN e.g. Pepsi and Coke switched at old folks’ home and fraternity

Creative Exercise You are advertising PEPSI –Develop an idea that plays into that theme Report back “The Basic Concept” for your ad.

Quote of the Day If you have a good selling idea, your secretary can write your ad for you. Morris Hite (DDB)