Creativity How it can assist in the development of advertising strategies!

What is Creativity? u presentation of an advertisement or promotional idea that is in a unique format or appeal style yielding attention grabbing capability u Examples: v E*Trade Baby v Budweiser Clydesdales – classic long running mascots of AB u frogs, Spuds Mackenzie, iguanas

Creativity u Can yield parity for brands u not sufficient alone v vampire creativity u Successful when combined with: v Central processors - relevance v Peripheral processors - emotion

Creative Strategy Alternatives u Generic Strategies u Preemptive Strategies u Unique Selling Proposition u Brand Image u Positioning u Resonance u Emotional

Creative Strategy Discussion u Generic v straight benefit claim v no superiority claims v monopolistic competition or MS dominance u Q-tips u Preemptive v generic with superiority assertion

Creative Strategy Discussions u Unique Selling Position v claims based on competitive advantages v may force competitive reactions/copying v useful when point of difference cannot be matched u McDonalds vs. Wendy’s vs. BK u Brand Image v psychological differences highlighted v image positioning v physical differences difficult to ascertain v prestige approach does not increase conflict w/competitors u Designer clothing such as CK

Creative Strategy Discussions u Positioning v build a mental niche in relation to competitive products v try to differentiate from the market leader v long-term strategy v BAD EXAMPLE: Burger King v Direct comparisons can hurt position and reputation

Creative Strategies Discussions u Resonance v ties to personal experiences to increase relevance v high visibility consumption products v hedonic consumption u Acura u Emotional v increase involvement through humor, ambiguity v no strong selling approaches utilized v discretionary products utilize u AT&T Long Distance

Content Approaches u Informational v messages built on logic or fact u Emotional v built on psychological appeals such as fear or love u Image Appeals v linking image or products to lifestyle

Message Appeals u Product Oriented (rational) v slice of life v product comparisons v problem solution v demonstration v news v unknown spokesperson, expert

Message Appeals u Consumer Oriented (emotional) v sex v celebrity spokespersons v humor v animation v music

Use of Celebrities u Expensive u meaningful connection between the endorser and the product needed u Q ratings helpful v familiarity, popularity u Relationship to the TM u Attractiveness

Celebrity Selection Process u Q-Ratings v Have you heard of this person (familiarity) v If so, do you rate him poor, good, very good, or one of your favorites (popularity) v Rating ratio of rated as one of favorites to # heard of the celebrity v Ratings differ by segments of consumers u Credibility u TM match up with Celebrity

Celebrity Selection Process u Celebrity Product Match up u Celebrity Attractiveness u Miscellaneous Factors v Cost v Potential for problems with Celebrity u Personal or professional behavior v Difficulty to work with? v # products currently endorsing u Michael Jordan in his hey day

Endorser Attributes u Attractiveness - similarity, familiarity and liking v identification - willing to adopt attitudes of spokesperson as yours! v best when product/celebrity well matched u Credibility - expertise and trustworthiness v internalization

Fear and Its Consequences u social disapproval - deodorant u physical harm or danger - Volvo u Intensity - too much causes avoidance behaviors! u Should be of moderate levels

Use of Humor u Gains Attention! u Enhances liking of ad and brand - increasing A(AD) and A(B) u May not interfere with comprehension u Can hurt Credibility u If too good - vampire creativity can result

Use of Music u Attracts attention u Enhances memorability u Improves mood u Can play a role in conditioning v unconditioned stimulus feelings transferred to the conditioned stimulus

Sex Appeals u Nudity vs. Suggestiveness v effectiveness? u Stopping Power! u Attention Lure u Enhancement of Recall u Offense? u Inappropriate match?

Comparative Advertisements u Direct or Indirect u Factors to Consider v Situational Factors u Preexisting favorable opinion about competition? v More suitable for LI products v Good for New brands with distinct advantages v Increase credibility with experts or seals v Increase sales of established products with flat growth v Print better

Designing Print Ads

Key Elements to Print Ads u Copy v headlines, underlines, overlines, subheads, body copy, the captions, slogans, taglines

Key Elements to Print Advertisements u Art v visual elements u illustrations, photography, logotypes, signatures, layout itself

Design Principles u Balance v optical center v formal balance - symmetry v informal balance u Movement v z-pattern v Guttenberg diagonal

Design Principles u Proportion v space according to importance u avoid monotony and consistency u Contrast v reverse the ad and print v borders u Focal Points v main product benefit, draw in the reader, can be copy or visual

Design Principles u Unity v singular impression u use borders to hold together u overlap u use of white space u Continuity u same tone. design format, consistent slogans