1. Creative Brief 1. Problem (that advertising will resolve)
2. Target Audience and Behavioral Objectives
3. Communications Objectives
4. Positioning Statement
5. Creative Guidelines
6. Support
Content of a Creative Brief
The nature and content of creative briefs vary from one client to another.
Problem - the problem that advertising will resolve or the opportunity it will pursue.
Market Background - relevant information on the market, product, competition and customer are crucial
Target Market Description - clear definition of demographic, psychographic and geographic characteristics
Positioning statement - a clearly worded positioning statement sets the framework for the creative development process

2. Approaches to the Major Selling Idea: USP
Unique Selling Proposition
Benefit
Potent
Unique
Benefit
Unique
Buy this produce and you'll benefit this way or enjoy this reward
Must be unique to this brand or claim; something rivals can't or don't offer
The promise must be strong or attractive enough to move people

3. ADVERTISING: Creative Tactics

4. HOW the message will be communicated.
Creative Strategy
HOW the message will be communicated.
1. Reason for buying (motivation)
2. Appeal techniques
3. Tone and Style
4. Theme
Creative strategy is a statement of how the message is to be communicated. It is a statement of the image, style and character that the agency will strive to develop. Strategy is reflected in the mood, tone, or style of advertising. A product may appeal to a buyer on the basis of emotion, humor or product comparison. The tone may be informative, persuasive or entertaining. There is an endless array of possibilities. The key is to find the right approach for presenting the product in a meaningful way.

5. Tone and Style Negative Emotional Sexual Factual Lifestyle Comparative
Humorous
Emotional
Sexual
Lifestyle
Positive
Negative
Factual
Comparative
Positive - presenting benefits in a positive, enjoyable manner (e.g., McDonald’s showing Wayne Gretzky interacting with young kids in a dressing room)
Negative - benefits are presented based on an experience someone can avoid (e.g. ads that discourage drinking and driving)
Factual - a straightforward presentation of the facts (e.g., Advil works faster and lasts longer than any other pain reliever)
Comparative - head-to-head product comparison for an important attribute(e.g., Pepsi tastes better than Coke)
Humorous - benefits presented in a light-hearted manner (e.g., VISA ad where monkey returns wallet to owner minus the VISA card--”It’s all you need.”)
Emotional - arouse feelings by showing psychological satisfaction (e.g., DeBeers “Diamonds are Forever”)
Sexual - sex sells, but explicit sexuality is risky (e.g., playful sex in Crispy Crunch ads compared to blatant sex in some Calvin Klein ads)
Lifestyle - association of brand with a consumer lifestyle (e.g., Molson Canadian “I AM”)

6. © 2005 McGraw-Hill Ryerson Limited
Example
Absolut Ads
Print ads
“Series”
Shape of bottle
Distinctive
Hip
Special knowledge
Collectors and websites!
© 2005 McGraw-Hill Ryerson Limited

7. © 2005 McGraw-Hill Ryerson Limited
“Equinox”
(1995)
© 2005 McGraw-Hill Ryerson Limited

8. © 2005 McGraw-Hill Ryerson Limited
“Equinox”
(1995)
© 2005 McGraw-Hill Ryerson Limited

9. © 2005 McGraw-Hill Ryerson Limited
Stores
(1995)
© 2005 McGraw-Hill Ryerson Limited

10. © 2005 McGraw-Hill Ryerson Limited
Stores
(1995)
© 2005 McGraw-Hill Ryerson Limited

11. © 2005 McGraw-Hill Ryerson Limited
Stores
(1995)
© 2005 McGraw-Hill Ryerson Limited

12. © 2005 McGraw-Hill Ryerson Limited
Chefs
(1995)
© 2005 McGraw-Hill Ryerson Limited

13. © 2005 McGraw-Hill Ryerson Limited
Chefs
(1995)
© 2005 McGraw-Hill Ryerson Limited

14. © 2005 McGraw-Hill Ryerson Limited
Chefs
(1995)
© 2005 McGraw-Hill Ryerson Limited

15. © 2005 McGraw-Hill Ryerson Limited
Chefs
(1995)
© 2005 McGraw-Hill Ryerson Limited

16. © 2005 McGraw-Hill Ryerson Limited
Beach
Chairs
(1997)
© 2005 McGraw-Hill Ryerson Limited

17. © 2005 McGraw-Hill Ryerson Limited
Beach
Chairs
(1997)
© 2005 McGraw-Hill Ryerson Limited

18. Consistency Across Executions
© 2005 McGraw-Hill Ryerson Limited

19. Cities

20. © 2005 McGraw-Hill Ryerson Limited
Artists
© 2005 McGraw-Hill Ryerson Limited

21. © 2005 McGraw-Hill Ryerson Limited
Flavors
© 2005 McGraw-Hill Ryerson Limited

22. © 2005 McGraw-Hill Ryerson Limited
Flavors
© 2005 McGraw-Hill Ryerson Limited

23. Where to start? “There is nothing so useful as a good theory”
Bandura’s Social Learning Theory
FCB Grid

24. Bandura’s Social Learning Theory
THESIS:
People can learn from watching (others on television)
IMPLICATIONS:
It’s important to demonstrate POSITIVE CONSEQUENCES from buying or using the product

25. Does it tell you about the product? Yes. Redeems coins

27. Foote, Cone & Belding Grid
Thinking
Feeling 1
Informative
The Thinker 2
Affective
The Feeler
High Involvement 3
Habit
Formation
The Doer 4
Self-
Satisfaction
The Reactor
Low Involvement

28. Foote, Cone & Belding Grid
Thinking 1
Informative
The Thinker
Car-house-furnishings-new products
Model: Learn-feel-do (economic?)
Possible implications
Test: Recall diagnostics
Media: Long copy format
Reflective vehicles
Creative: Specific information
Demonstration
High Involvement

31. Foote, Cone & Belding Grid
Feeling 2
Affective
The Feeler
Jewelry-cosmetics-fashion goods
Model: Feel-learn-do (psychological?)
Possible implications
Test: Attitude change
Emotional arousal
Media: Large space
Image specials
Creative: Executional
Impact
High Involvement

34. Foote, Cone & Belding Grid
Thinking 3
Habit formation
The Doer
Food-household items
Model: Do-learn-feel (responsive?)
Possible implications
Test: Sales
Media: Small space ads
10-second ID’s
Radio; Point of Sale
Creative: Reminder
Low Involvement

35. Ads
CDs
Stamp collecting

36. Foote, Cone & Belding Grid
Feeling 4
Self-satisfaction
The Reactor
Cigarettes, liquor, candy
Model: Do-feel-learn (social?)
Possible implications
Test: Sales
Media: Billboards
Newspapers
Point of Sale
Creative: Attention
Low Involvement

39. Quote of the Day
I don’t care about awards.
I want to sell product.
James Harralson
(CEO Royal Crown Cola)