1. Part 3 Practice: Developing Breakthrough Ideas in the Digital Age Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

2.  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 © 2015 Pearson Education, Inc. publishing as Prentice Hall

4.  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 (research) and art (creativity). Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

5.  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 © 2015 Pearson Education, Inc. publishing as Prentice Hall

6. Consider the “Three Ps” of innovation: 1. Place Areas of the agency, office or workspace that impact creativity. 2. Person How do creative people think and behave? 3. Process Creative product: the actual campaign. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

7.  Creativity is a special form of problem solving.  In advertising, creativity is both a job description and a goal. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

8. How creative are you? Leonardo DaVinci, Albert Einstein, and Georgia O’Keefe excelled in different fields, but all three qualify as creative geniuses.

9.  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) Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

10.  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 © 2015 Pearson Education, Inc. publishing as Prentice Hall

11.  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. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

12.  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 © 2015 Pearson Education, Inc. publishing as Prentice Hall

13.  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 © 2015 Pearson Education, Inc. publishing as Prentice Hall

14.  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 © 2015 Pearson Education, Inc. publishing as Prentice Hall

15. 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. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

16.  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 © 2015 Pearson Education, Inc. publishing as Prentice Hall

17.  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. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

18.  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. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

19. Message Execution

20.  Mass media ◦ Paid ◦ Unpaid  PR  PSA  POS ◦ Collateral ◦ Posters ◦ Coasters ◦ Wearables  Partnerships  Events Media

21.  70% awareness  80% support by community  20,000 ride/yr  17% decrease DUI  $615,000 savings Results

22. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

23. 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 © 2015 Pearson Education, Inc. publishing as Prentice Hall

24. 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 © 2015 Pearson Education, Inc. publishing as Prentice Hall

25. Head  Rational  “Hard sell”

29. Heart  Emotional  “Soft sell”  https://www.youtube.com/watch?v=eubW YPhcEEo https://www.youtube.com/watch?v=eubW YPhcEEo

35.  Extra Gum “Orgami”  https://www.youtube.com/watch?v=dxZu-6jewL4 https://www.youtube.com/watch?v=dxZu-6jewL4

36. Executional Styles

37.  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. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

40.  Dramas ◦ Funny or serious stories about how the world works. ◦ Characters speak to each other and audience infers lessons from them. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

41.  Slice of Life  Often, problem solution approach  The girl is nervous about starting school, and her mom writes a card to her and helps boost her confidence. https://www.youtube.com/watch?v=p NFOQgVQ4KU&index=1&list=PL2EB2B D993572B91A https://www.youtube.com/watch?v=p NFOQgVQ4KU&index=1&list=PL2EB2B D993572B91A

43. Slice of Life  Problem solution ◦ “Product as hero” ◦ Brawny ◦ http://www.youtube.com/watch?v=FnT1 M2kJhjs http://www.youtube.com/watch?v=FnT1 M2kJhjs

44.  “In TV advertising, we join him on his route as he encounters a variety of business people, each with a different kind of shipping problem that he solves with a Priority Mail Flat Rate Box.  ‘If it fits, it ships anywhere in the country for a low Flat Rate.’ All executions close with the “A Simpler Way to Ship’ theme line.”

45.  https://www.youtube.com/watch?v=0Lrjv0oD YVg https://www.youtube.com/watch?v=0Lrjv0oD YVg  https://www.youtube.com/watch?v=yDq8fvir u04 https://www.youtube.com/watch?v=yDq8fvir u04 Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

46.  https://www.youtube.com/watch?v=fZhjMxM _Giw https://www.youtube.com/watch?v=fZhjMxM _Giw  https://www.youtube.com/watch?v=zwXdSH 2Co78 https://www.youtube.com/watch?v=zwXdSH 2Co78 Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

47. Common Approaches  Problem avoidance  Consequences of not using product or using competitors’ products  “Slice of Death”  Lowe’s  http://www.youtube.com/watch?v=QI9g LVifsm4&feature=related http://www.youtube.com/watch?v=QI9g LVifsm4&feature=related

48. Love, fear, sex, etc.

54.  http://www.ispot.tv/ad/7xlX/giorgio- armani-fragrances-acqua-di-gio-dive-into- a-bottle http://www.ispot.tv/ad/7xlX/giorgio- armani-fragrances-acqua-di-gio-dive-into- a-bottle

56. Humor

57. Common Approaches  Humor  YouTube - Tide – Stain YouTube - Tide – Stain

58. Demonstration  http://www.youtube.com/watch?v=9hXmyD9a4zg http://www.youtube.com/watch?v=9hXmyD9a4zg  http://www.youtube.com/watch?v=_3xStKYjQKc http://www.youtube.com/watch?v=_3xStKYjQKc

61. Demonstration: Before/After Pics

65. Brand Icons

66. Testimonials  Consumers featured in ads ◦ Dove Real Beauty

68. Testimonials  Consumer generated ads ◦ PepsiCo Doritos contest for Super Bowl ◦ Last year’s winner spent $2000, won $1 million ◦ https://www.youtube.com/watch?v=2JqRXLQYF9o https://www.youtube.com/watch?v=2JqRXLQYF9o

70.  Hotels.com Claymation Commercial – YouTube Hotels.com Claymation Commercial – YouTube

72.  More information is slowly revealed over time  Good for product launches  Sony did this when they reveal the new Playstation in 2006

73. Teaser Sony 2006 Playstation Logo

77. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

78. The Big Idea or creative concept:  Becomes a point of focus for communicating the message strategy. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

79. According to the DDB agency, an effective ad is:  Relevant: means something to target audience.  Original: novel, fresh, unexpected, unusual.  Has impact: makes an impression. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

80.  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. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

81.  Creative people tend to be: ◦ assertive ◦ self-sufficient ◦ persistent ◦ self-disciplined ◦ risk takers ◦ internally driven Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

82. 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 Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

83. 1. Immersion: read, research, learn about problem. 2. Ideation: look at the problem from every angle; generate as many ideas as possible. 3. Brainfog: don’t give up when you hit a blank wall. 4. Incubation: let your subconscious work on it. 5. Illumination: the idea often comes when you’re relaxed and doing something else. 6. Evaluation: does it work? Is it on strategy?” Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

84.  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.”  To stimulate group creativity against a deadline, some agencies have special processes or locations for brainstorming sessions. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

85. 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. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

86. To create an original and unexpected idea, try these techniques: Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall 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.

87. To prevent unoriginal ideas, avoid or work around:  The Look-Alike Avoid copycat advertising that uses somebody else’s great idea.  The Tasteless In an attempt to be cute, a Subaru ad used the headline “Put it where the sun don’t shine”—an attempted twist on a cliché, but it doesn’t work. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

89.  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. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

90.  Can you create multiple ads using your creative concept?  Example:  Dayquil/Nyquil  Originally, it was ‘No time for a sick day in the NFL”  New ads are about No time for a sick day if you are a parent

91. http://www.ispot.tv/ad/7ClP/vicks-nyquil-dave http://www.ispot.tv/ad/7uuJ/vicks-dayquil-amanda

92.  Evaluation: The Go/No Go Decision ◦ Is it on strategy? ◦ 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 © 2015 Pearson Education, Inc. publishing as Prentice Hall

93.  In Chapter 9, we will learn about the creative execution of the message through copywriting.  In Chapter 10, we will learn about the creative execution of the message through graphic design. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

94. “I Want to Save A Life”  Graham Douglas is on the cutting edge of saving lives.  He came up with an idea that pierced the media environment to try to convince enough people to become bone marrow donors to save 10,000 lives a year.  Graham’s ability as a superior creative problem solver earned him the honor of the Grand Prix for Good plus two other Gold Lions at Cannes by the age 27. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall