1. Chapter 12 Jewler & Drewniany say an ad DDB Needham:
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:
An effective ad is relevant, original, and has impact

2. The Art and Science of Creative Advertising
John Eighmy
50 percent of advertising is copycat 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
Should have focus, uniqueness, flexibility, truth
Creative ideas must be strategic (right for the product and target)

3. Creative Thinking Some creative thinking techniques:
An unexpected twist
An unexpected association
Catchy phrasing
A play on words
Analogy and metaphor
Divergent thinking
To prevent unoriginal ideas, avoid:
The common (obvious or predictable)
The look-alike (copycat)
Clichés
The tasteless

4. Creative Characteristics
Creative Thinking
Creative Roles
Copywriters and art directors develop the creative concept and draft the execution of the advertising idea
The Creative Person
In advertising, creativity is both a job description and a goal
Creative Characteristics
Problem solving
Ability to visualize
Openness to new experiences
Conceptual thinking

5. Creative Steps / Stages
Immersion
Ideation (Brainstorming)
Brainfog
Incubation
Illumination
Evaluation

6. Creative Strategy
Where the art and science of advertising come together
A Big Idea must be
Creative
Strategic
Creative strategy
What the advertisement says
Also called message strategy
Creative execution
How it is said
Writing, design, production

7. Head and Heart Strategies
Two basic approaches to translating message objectives into strategy
Hard- and Soft-Sell strategies
Hard Sell: touches the mind and creates a response based on logic—customer wants info and makes a rational decision based on features and benefits
Soft Sell: uses emotional appeals or images to create a response—little interest in info and will respond to emotional connections and brand image

8. Lectures and Drama Lecture: a serious instruction given verbally
Most advertising messages use a combination of two basic literary techniques to reach the head or the heart of the consumer
Lecture: a serious instruction given verbally
Speaker presents evidence in form of arguments
Efficient, inexpensive, several explicit points
Drama: relies on the viewer to make inferences
Stories with characters speaking to one another
Customers become involved & learn from dramas
Draw conclusions and apply them to decisions

9. Creative Strategy Messages that Drive Perception
Attention and awareness (stopping power)
Interest (pulling power to keep attention)
Memory (stays with you)
Messages that Drive Cognition (thought)
These messages get consumers to learn about products by focusing on a product’s features
May illustrate points of differentiation
Messages that Touch Emotions
Highlight psychological attraction of the product to the target audience through emotional responses

10. Creative Strategy Messages that Persuade
Selling premises—logic behind a sales offer
Benefit—what it can do for you
Promise—a benefit that predicts the future
Reason Why—provides evidence for a benefit (because)
Messages that Transform Products
Image advertising is used to create a picture in the customer’s mind (may use associations)
Messages that Drive Action
A call to action gives direction to the consumer about how to respond

11. Message Approaches Straightforward Demonstration Comparison
Problem solution/Problem avoidance
Humor
Slice of Life
Spokesperson
Teasers

12. Planning and Managing Creative Strategy
The Creative brief
Prepared by the account planner, summarizes the marketing and advertising strategy
Vary in format, but must combine basic strategy decisions
Strategy Decisions
The problem
The target market/audience
Brand strategy
The objectives
Proposition & support
Execution suggestions
Media strategy