1. Chapter 11 The Creative Side of Advertising
Jewler & Drewniany say an ad
Needs a persuasive message to take action
Must make a relevant connection with its audience
Should present a selling idea in an unexpected way
DDB Needham:
a creative ad is relevant, original, and has impact
John Eighmy
50 percent of advertising is copycat advertising

2. What is Creative Advertising?
The big idea
A creative concept that implements the ad strategy so that the ad is attention-getting and memorable
Serves as a theme for advertising campaigns
The creative leap
process of jumping from strategy to an original idea
Strategy and creativity
Creative idea must be both
Original (different, novel, unexpected)
Strategic (right for the product and target)

3. Creative Thinking Most common techniques of creative thinkers
Free Association
Divergent thinking
Analogies and metaphors
Right-brain thinking
Creative aerobics
Facts
New names
Similarities
New definitions

4. Creative Thinking Other creative thinking techniques:
An unexpected twist
An unexpected association
Catchy phrasing
A play on words
Parodies
Familiar and Strange
To prevent unoriginal ideas, avoid:
The common (obvious or predictable)
The look-alike (copycat)
Clichés
The tasteless

5. Creative Thinking The creative person The ability to visualize
Openness to new experiences
Conceptual thinking
The creative process
Steps and stages
Brainstorming

6. Creative Strategy and Execution
Creative strategy versus execution
Strategy: what the advertisement says (logic behind message)
Execution: how it says it
Head and heart creative strategies (hard/soft sell)
Selling premises
Either product-centered or prospect-centered
Benefit, promise, reason why, USP

7. The Creative Brief Creative platform, worksheet, blueprint
Document summarizing the basic marketing and advertising strategy
Gives direction to the creative team
who
why - Rational vs. Emotional
what product features
where & when
what tone (execution)

8. Message Approaches
Straightforward
Demonstration
Comparison
Problem solution/problem avoidance
Slice of life
Spokespeople/endorsers
Teasers

9. Effective Creativity Ads that drive perception Attention and awareness
Interest
Memorability
Ads that deliver learning
Ads that are persuasive
Ads that stimulate action
Evaluation