2. Creativity How it can assist in the development of advertising strategies!

3. What is Creativity? u presentation of an advertisement or promotional idea that is in a unique format or appeal style yielding attention grabbing capability u Examples: v Energizer Bunny v Budweiser Clydesdales, frogs, Spuds Mackenzie

4. Creativity u Can yield parity for brands u not sufficient alone v vampire creativity u Successful when combined with relevance, surprise and emotion

5. Creative Strategy Alternatives u Generic Strategies u Preemptive Strategies u Unique Selling Proposition u Brand Image u Positioning u Resonance u Emotional

6. Creative Strategy Discussion u Generic v straight benefit claim v no superiority claims v monopolistic competition or MS dominance u Q-tips u Preemptive v generic with superiority assertion

7. Creative Strategy Discussions u Unique Selling Position v claims based on competitive advantages v may force competitive reactions/copying v useful when point of difference cannot be matched u Brand Image v psychological differences highlighted v image positioning v physical differences difficult to ascertain v prestige approach does not increase conflict w/competitors

8. Creative Strategy Discussions u Positioning v build a mental niche in relation to competitive products v try to differentiate from the market leader v long-term strategy v BAD EXAMPLE: SEARS, Burger King v Direct comparisons can hurt position and reputation

9. Creative Strategies Discussions u Resonance v ties to personal experiences to increase relevance v high visibility consumption products v hedonic consumption u Emotional v increase involvement through humor, ambiguity v no strong selling approaches utilized v discretionary products utilize

10. Content Approaches u Informational v messages built on logic or fact u Emotional v built on psychological appeals such as fear or love u Image Appeals v linking image or products to lifestyle

11. Message Appeals u Product Oriented (rational) v slice of life v product comparisons v problem solution v demonstration v news v unknown spokesperson, expert

12. Message Appeals u Consumer Oriented (emotional) v sex v celebrity spokespersons v humor v animation v music

13. Use of Celebrities u Expensive u meaningful connection between the endorser and the product needed u Q ratings helpful v familiarity, popularity u Relationship to the TM u Attractiveness

14. Celebrity Selection Process u Q-Ratings v Have you heard of this person (familiarity) v If so, do you rate him poor, good, very good, or one of your favorites (popularity) v Rating ratio of rated as one of favorites to # heard of the celebrity v Ratings differ by segments of consumers u Credibility u TM match up with Celebrity

15. Celebrity Selection Process u Celebrity Product Match up u Celebrity Attractiveness u Miscellaneous Factors v Cost v Potential for problems with Celebrity v Difficulty to work with? v # products currently endorsing

16. Endorser Attributes u Attractiveness - similarity, familiarity and liking v identification - willing to adopt attitudes of spokesperson as yours! v best when product/celebrity well matched u Credibility - expertise and trustworthiness v internalization

17. Fear and Its Consequences u social disapproval - deodorant u physical harm or danger - Volvo u Intensity - too much causes avoidance behaviors! u Should be of moderate levels

18. Use of Humor u Gains Attention! u Enhances liking of ad and brand - increasing A(AD) and A(B) u May not interfere with comprehension u Can hurt Credibility u If too good - vampire creativity can result

19. Use of Music u Attracts attention u Enhances memorability u Improves mood u Can play a role in conditioning v unconditioned stimulus feelings transferred to the conditioned stimulus

20. Sex Appeals u Nudity vs. Suggestiveness v effectiveness? u Stopping Power! u Attention Lure u Enhancement of Recall u Offense? u Inappropriate match?

21. Comparative Advertisements u Direct or Indirect u Factors to Consider v Situational Factors u Preexisting favorable opinion about competition? v More suitable for LI products v Good for New brands with distinct advantages v Increase credibility with experts or seals v Increase sales of established products with flat growth v Print better

22. The Art of Design and Copywriting How Do I Design the Perfect Print Advertisement?

23. Key Elements to Print Ads u Copy v headlines, underlines, overlines, subheads, body copy, the captions, slogans, taglines

24. Key Elements to Print Advertisements u Art v visual elements u illustrations, photography, logotypes, signatures, layout itself

25. Layout Design u Orderly arrangement of all the copy elements plus all the art work on a sheet of paper u Comparable effort for a TV ad is the storyboard u Multiple Stages lead to finished product

26. Illustrations u along with the headline - most likely to stop the reader u pictures are worth a thousand words u gradual shift away from copy only ads u shift represents power of visual

27. Tasks of the Illustration u Grab Attention! u Convey Main Ideas or Benefits v example - with liquor - show the good time to be had! u Attract attention to relevant benefits - yet generate the right emotion and feel u Tell the Story!

28. Guidelines to Achieve This Task ! u Photography seems to work better than other art forms. v Exceptions - newspapers (line drawings) u Color works better than black and white v may not be cost effective u Action illustrations enhance readership - product in use u Size and arrangement important - series of smaller can work

29. Options for the Art Director u The product or package alone u Product in use u Benefits of Using or not using the product u Dramatization of Product’s features u Developing a mood u Cartoon characters

30. Design Principles u Balance v optical center v formal balance - symmetry v informal balance u Movement v z-pattern v Guttenberg diagonal

31. Design Principles u Proportion v space according to importance u avoid monotony and consistency u Contrast v reverse the ad and print v borders u Focal Points v main product benefit, draw in the reader, can be copy or visual

32. Design Principles u Unity v singular impression u use borders to hold together u overlap u use of white space u Continuity u same tone. design format, consistent slogans