Creative Brief 1. Problem (that advertising will resolve) 2. Target Audience and Behavioral Objectives 3. Communications Objectives 4. Positioning Statement 5. Creative Guidelines 6. Support Content of a Creative Brief The nature and content of creative briefs vary from one client to another. Problem - the problem that advertising will resolve or the opportunity it will pursue. Market Background - relevant information on the market, product, competition and customer are crucial Target Market Description - clear definition of demographic, psychographic and geographic characteristics Positioning statement - a clearly worded positioning statement sets the framework for the creative development process

Approaches to the Major Selling Idea: USP Unique Selling Proposition Benefit Potent Unique Benefit Unique 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 The promise must be strong or attractive enough to move people

ADVERTISING: Creative Tactics

HOW the message will be communicated. Creative Strategy HOW the message will be communicated. 1. Reason for buying (motivation) 2. Appeal techniques 3. Tone and Style 4. Theme Creative strategy is a statement of how the message is to be communicated. It is a statement of the image, style and character that the agency will strive to develop. Strategy is reflected in the mood, tone, or style of advertising. A product may appeal to a buyer on the basis of emotion, humor or product comparison. The tone may be informative, persuasive or entertaining. There is an endless array of possibilities. The key is to find the right approach for presenting the product in a meaningful way.

Tone and Style Negative Emotional Sexual Factual Lifestyle Comparative Humorous Emotional Sexual Lifestyle Positive Negative Factual Comparative Positive - presenting benefits in a positive, enjoyable manner (e.g., McDonald’s showing Wayne Gretzky interacting with young kids in a dressing room) Negative - benefits are presented based on an experience someone can avoid (e.g. ads that discourage drinking and driving) Factual - a straightforward presentation of the facts (e.g., Advil works faster and lasts longer than any other pain reliever) Comparative - head-to-head product comparison for an important attribute(e.g., Pepsi tastes better than Coke) Humorous - benefits presented in a light-hearted manner (e.g., VISA ad where monkey returns wallet to owner minus the VISA card--”It’s all you need.”) Emotional - arouse feelings by showing psychological satisfaction (e.g., DeBeers “Diamonds are Forever”) Sexual - sex sells, but explicit sexuality is risky (e.g., playful sex in Crispy Crunch ads compared to blatant sex in some Calvin Klein ads) Lifestyle - association of brand with a consumer lifestyle (e.g., Molson Canadian “I AM”)

© 2005 McGraw-Hill Ryerson Limited Example Absolut Ads Print ads “Series” Shape of bottle Distinctive Hip Special knowledge Collectors and websites! © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited “Equinox” (1995) © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited “Equinox” (1995) © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited Stores (1995) © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited Stores (1995) © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited Stores (1995) © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited Chefs (1995) © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited Chefs (1995) © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited Chefs (1995) © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited Chefs (1995) © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited Beach Chairs (1997) © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited Beach Chairs (1997) © 2005 McGraw-Hill Ryerson Limited

Consistency Across Executions © 2005 McGraw-Hill Ryerson Limited

Cities

© 2005 McGraw-Hill Ryerson Limited Artists © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited Flavors © 2005 McGraw-Hill Ryerson Limited

© 2005 McGraw-Hill Ryerson Limited Flavors © 2005 McGraw-Hill Ryerson Limited

Where to start? “There is nothing so useful as a good theory” Bandura’s Social Learning Theory FCB Grid

Bandura’s Social Learning Theory THESIS: People can learn from watching (others on television) IMPLICATIONS: It’s important to demonstrate POSITIVE CONSEQUENCES from buying or using the product

Does it tell you about the product? Yes. Redeems coins

Foote, Cone & Belding Grid Thinking Feeling 1 Informative The Thinker 2 Affective The Feeler High Involvement 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor Low Involvement

Foote, Cone & Belding Grid Thinking 1 Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test: Recall diagnostics Media: Long copy format Reflective vehicles Creative: Specific information Demonstration High Involvement

Foote, Cone & Belding Grid Feeling 2 Affective The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn-do (psychological?) Possible implications Test: Attitude change Emotional arousal Media: Large space Image specials Creative: Executional Impact High Involvement

Foote, Cone & Belding Grid Thinking 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test: Sales Media: Small space ads 10-second ID’s Radio; Point of Sale Creative: Reminder Low Involvement

Ads CDs Stamp collecting

Foote, Cone & Belding Grid Feeling 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test: Sales Media: Billboards Newspapers Point of Sale Creative: Attention Low Involvement

Quote of the Day I don’t care about awards. I want to sell product. James Harralson (CEO Royal Crown Cola)