1. Topic 6 Thorson & Duffy (2012) chs 9, 10, 11
Creative strategy and tactics
Topic 6 Thorson & Duffy (2012) chs 9, 10, 11

2. Creativity - what does it mean in the context of advertising?

3. Creativity Ability to break through the clutter
Make an impression on target audience
Honda Live Ad
Achieving balance between something that sells & being novel
Transforming information on product features & benefits, marketing plans, research & communications objectives into a concept that brings advertising message to life
Shazam
Does creative excellence imply commercial success?
YouTube - Shake and Vac
YouTube - Guinness - Surfer ( extended )

4. The creative challenge
Coming up with the ‘big idea’
Dove
‘Real beauty comes in many shapes, sizes and ages’ (to boost women’s self-esteem)
Writing copy
Designing layouts & illustrations

5. Types of advertising Brand advertising Political advertising
Directory advertising
Direct response advertising
Business to business advertising
Institutional or corporate advertising
Public service advertising

6. Brand advertising

8. Political advertising

9. Direct Response advertising
Concern Worldwide

10. Corporate/Institutional ads
Apple Think Different

13. Public service Ads

14. Advertising appeals
Approach used to attract the attention of consumers &/or to influence their feelings toward product, service or cause.
Excites people’s interest
Forms the underlying content of the ad
An appeal can be executed in many ways
Informational/rational appeals VS emotional appeals

18. Informational/rational appeals
Focus on consumer’s practical need for product or service
Emphasises features of product or service
Emphasises benefits or reasons for owning or using particular product
Content emphasises facts, learning, logic of persuasion
Comfort, convenience, economy, health, sensory benefits, quality, dependability, durability, efficiency

19. Emotional appeals
Relate to customers’ social &/or psychological needs for purchasing a product or service
Play on importance of feelings towards a brand rather than knowledge of its features
Widely used where product differentiation is not significant
Goal: to evoke an emotional response
To transfer positive feelings to the brand

20. Bases for emotional appeals

21. Creative execution style
Way in which a particular appeal is turned into an advertising message presented to the consumer
Way in which content is presented

22. Presenting the advertising message
Straight sell or factual message
Scientific/technical evidence
Demonstration
Benecol
Testimonial
AIB Saver
Slice of life
Barry's Tea
Animation
No Nonsense.ie
Company endorsement
Pedigree

23. Personality symbol
Bird's Eye
Product as hero
Lynx
Fantasy
Brennans Bread Wheatfields
Sony Bravia

24. Brand heritage and history Humour Combinations
Dramatisation
Adobe BS detector
Brand heritage and history
Guinness, Bulmers, Hovis
Humour
Combinations

25. 10 principles for evaluating advertising
Impact
Concentrates on one Big Idea
Simple & clear
Involves the target consumer
Discriminates the brand from its competitors
Credible & genuine
Integrates brand name with central idea
Establishes &/or develops consumer relationship
Builds brand personality
Idea must be campaignable

26. The use of celebrities in advertising
Advantages
Disadvantages
The success stories
The failures

27. The use of celebrities in advertising
Advantages
Disadvantages