1. PSUSpring ‘08 Mktg 442 Creative Strategy Week 4 Pick up your work

2. PSUSpring ‘08 Mktg 442 In-Class #3 “The Killer Insight” Adweek Article Worksheet

3. PSUSpring ‘08 Mktg 442 Creativity  Creativity requires courage to look at and do things differently  “How about…?” “What if…?” “Let’s try…”  Creativity is mostly elimination—paring things down and focusing an idea to be relevant to the recipient  Creative cultures are always asking questions, seeking deeper knowledge, and looking for solutions  Collaborative relationships are at the heart of the creative process

4. PSUSpring ‘08 Mktg 442 Good enough isn’t good enough

5. PSUSpring ‘08 Mktg 442 S T R E T C H

6. PSUSpring ‘08 Mktg 442 In-Class #4 Sensination “A” Worksheet

7. PSUSpring ‘08 Mktg 442 Last Week’s Assignments  Creative Brief #1  The good, the bad, and the ugly; right where you should be at this point  Some were as good as pro briefs  Generally, audience insights and executional considerations were pretty good, though lacking useful detail  Generally, product insights and creative strategy were pretty weak Proofread your documents before submitting them!

8. PSUSpring ‘08 Mktg 442 Creative Briefs: How to Make ‘em Better  Why we’re doing this  Clearly state purpose of the creative effort  Increase knowledge (awareness)  Change attitude (preference)  Stimulate desired behaviors (action)

9. PSUSpring ‘08 Mktg 442 Creative Briefs: How to Make ‘em Better  Audience Insights  Define an audience, describe a person: advertising doesn’t talk to thousands or millions of people, it talks to one person  The reader should know this person—likes, dislikes, personality, hot buttons, pain points; what really motivates, inspires, and drives them  Audience and product are two different things; keep them separate

10. PSUSpring ‘08 Mktg 442 Creative Briefs: How to Make ‘em Better  Product insights  Identify, clearly, key product attributes and relate them to the recipient  Is it a “car”, or individuality, freedom, or aspiration? Why?  Is it “clothing”, or independence, power, or a statement? Why?  Is it a “personal care product”, or self-esteem and confidence? Why?  Product features are important—if they’re relevant to the recipient

11. PSUSpring ‘08 Mktg 442 Creative Briefs: How to Make ‘em Better  Executional Considerations  What should the (ad) look, feel, sound, smell, taste like?  If this were one person talking with another, how would you describe the presenter? Friendly, stern, intense, fun, knowledgeable, carefree, crazy?  What type of language would they use? Casual, formal, conversational, academic, technical?  How would they dress? Office casual, formal, weekend at the beach, lounging around the house?  What absolutely has to be in the ad?  What absolutely should not be in the ad?  Adjectives are your friends!!!

12. PSUSpring ‘08 Mktg 442 Creative Briefs: How to Make ‘em Better Audience InsightsProduct InsightsExec ConsidCreat StratBig Idea Rookie!

13. PSUSpring ‘08 Mktg 442 Creative Briefs: How to Make ‘em Better Audience InsightsAds Product InsightsCreative StrategyBig IdeaPromotions ExecutionalTie-ins Considerations A single, focused thought. The basic premise for connecting deeply and meaningfully with each member of the audience. The BriefThe Creative

14. PSUSpring ‘08 Mktg 442 In-Class #5  Strengthen Big Idea  Develop Concept & Rationale  Present

15. PSUSpring ‘08 Mktg 442 In-Class #5  Concept and present  Pair off  Pick a print ad  Identify the Big Idea; relevant?  Can you clarify or change the Big Idea to make it stronger?  Concept another print ad  Explain why the headline and visual work together  Develop a short rationale  Present your ad concept and points 3—6 to the class Relax! Have some fun with it!!!  Presentations should take three—five minutes  Focus and clarity are what count

16. PSUSpring ‘08 Mktg 442 For Next Week  Article research: something to do with creating ads  Creative strategy  New techniques  Breakthrough work  The subject of great creative  Additional details on homework sheet