1. Concepting What’s the big idea? Chapter 6 © 2013 SAGE Publications, Inc.

2. Basic questions What is the client’s real problem? Can I solve the problem creatively with marketing communications? Do I know the target audience? Do I understand and respect the particular cultural nuances of the target? Do I know how they feel about my product? Do I know the product features/benefits? What is the One Thing I can say or show about this product? How much do I need to say or show? Do I even need a headline? How is this product currently positioned? How do we want the product to be positioned? Do I know the competition’s strengths and weaknesses? What should the tone be?

3. Let prospects vividly experience the product Allow you to brand the advertising Revolve around the clinching benefit Be likely to attract the prospect’s attention Be describable in a simple word or phrase Allows you to brand the advertising Revolves around the clinching benefit(s) Attracts the prospect’s attention Is describable in a simple word or phrase A “Big Idea”...

4. Two Perspectives on Advertising Creativity The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Managers “Its not creative unless it sells.” Artists “Only artistic value and originality count.”

5. Concepting Approaches 1.Show the product 2.Show the benefit 3. Show the alternative 4. Comparison 5. Borrowed interest 6. Testimonial/case history

6. Creativity Lingo  Stopping Power: Getting the consumer’s initial attention.  Pulling Power: Keeping the consumer’s attention.  Stickiness: The tendency of an ad to stay in memory  The best ads “Stop, Pull, and Stick…”  Reason/Permission to Believe (Conviction)  The value of broad meanings and disconnectedness  “Vampire Creativity”: When the ad is remembered for its creativity, but the product isn’t. How can this be prevented?

7. Examples USA

11. Apple Uses a Testimonial

12. Mentadent Uses a Demonstration

13. “Popularity” Appeal

14. Creative Executions – Emotional Appeals Appeal to positive, negative or neutral emotions. The ultimate goal: Emotional Bonding (i.e. Mastercard’s “Priceless” campaign)

15. MasterCard Creates an Emotional Bond

16. Emotional Bond Levels of Relationship with Brands Personality Product Benefits Personality Reflection Product Benefits

17. AchievementAccomplishment ActualizationAffection AmbitionArousal StimulationComfort ExcitementFear GriefHappiness JoyLove NostalgiaPleasure PrideSafety SecuritySelf-esteem SentimentSorrow AchievementAccomplishment ActualizationAffection AmbitionArousal StimulationComfort ExcitementFear GriefHappiness JoyLove NostalgiaPleasure PrideSafety SecuritySelf-esteem Appealing to Personal States or Feelings

18. Status Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass-ment Involvement Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrassment Involvement Appealing to Social Feelings Social Feelings Social Feelings

19. TaylorMade Uses an Emotional Appeal to Connect with Golfers *Click outside of the video screen to advance to the next slide

20. Creative Executions – More Appeals Problem/Solution (Dandruff) Slice-of-Life – P&G Swiffer Slice-of-Death – “Use our product or else!” (Fed Ex)

21. Listerine Uses a Slice-of-Life Execution

22. Teaser Ads Excite Curiosity

23. Creative Executions – Mascots & Characters

25. Transformational Advertising for Skyy Vodka

26. Jeep: Tranformational Imagery for the Wrangler

27. Skyy’s Transformational TV commercial

28. Creative Executions – Audio  Music  Jingles  Voiceovers (Ordinary vs. Celebrity)

29. Ideation - Ten tips 1.Scribble down everything 2.“Say it straight. Then say it great.” 3.Write, don’t talk 4.Throw it all on the wall, see what sticks 5.Don’t stop if you’re on a roll 6.Does it look funny? (humor is hard!) 7.Show it, don’t tell it 8.Don’t be different just to be different 9.Keep it simple 10.Don’t second guess the client

30. Creativity Tactics – Effective Brainstorming and Ideation Best when done in small groups (5-10 people) All thoughts are fair game. Never, ever criticize anyone’s idea at any point. Listen and build upon others’ ideas. Find the good in every idea. Hold the session in a novel location. Very often the “creative leap” will initially seem unnatural.

31. Creative Executions – “Shockvertising” Does it work?

32. Before you get edgy Understand audience tolerance – Will it appeal to the niche? – Are you ok with offending beyond the niche audience? Legal, ethical and business risks Can you defend it logically? Do you have a backup?

34. USA

36. Crowdsourcing Curse or salvation?