PowerPoint Chapter 8

January 6, 2018 | Author: Anonymous | Category: Arts & Humanities, Communications, Marketing
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8

Creative Strategy: Planning and Development

McGraw-Hill/Irwin

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

Old Spice Case History • Around since 1938 • Men’s aftershave products • Nautical and sailing ships theme

• At a time that men used only bars of soap

8-2

Old Spice Case History - continued

• Proctor & Gamble did focus group research • Men were using body washes • Repositioned Old Spice towards 13-34 year olds

8-3

Old Spice Case History - continued

• Old Spice faced tough competition from AXE • Irreverent , risqué ads and suggestive taglines

8-4

Old Spice Case History - continued • Old Spice needed a BIG IDEA

• Positioning: • “Help guys navigate the seas of manhood”

• Objective: • Create ads that both men and women would enjoy 8-5

Advertising Campaign for Old Spice Body Wash

Isaiah Mustafa: “The man your man could smell like” Show TV commercials

8-6

Advertising • Communicates information

• Source of entertainment, fascination, fantasy and irritation

• Creates images and positions a brand in consumers' minds 8-7

Campaign Theme Quiz

1. Breakfast of Champions 2. The ultimate driving machine 3. When you care enough to send the very best

1. Wheaties 2. BMW 3. Hallmark

8-8

Advertising Creativity

Creative Strategy

Determining WHAT the advertising message will say

Creative Tactics

Determining HOW the message strategy will be executed

8-9

BIG IDEA • Central theme of advertising campaign

• Translated into attention getting, distinctive and memorable messages

• That will break thru the clutter

8-10

Altoids – “the curiously strong mint”

8-11

Award Winning Creative • Cannes Gold Lions – most prestigious advertising award

• Ad may be popular, but may not increase sales • Alka-Seltzer… - I can’t believe I ate the whole thing! - Mama Mia! That’s a spicy meatball! 8-12

What is Creativity? • Ads are called “creative”

• People who develop ads are called “creatives”

• Advertising creativity is the ability to generate fresh, unique ideas that can be used as resolutions to communication problems 8-13

Client and Agency Structure

Client

Marketing Manager

Agency Account Planning Department • Conduct research • Gather information about product and consumers

Creative Department Art Directors and Copy Writers

8-14

Different Perspectives on Creativity

It isn’t creative if it doesn’t sell

Managers

Only artistic value, originality and awards count

Creatives

(Marketing & Account)

Need both perspectives – give client range of options!

8-15

Determinants of Creativity

Divergence

Relevance

meaningful celebrities; music

surprising

Originality

Ad-to-consumer

different ideas

Flexibility

Brand-to-consumer

unexpected

Elaboration

blend unrelated ideas

Synthesis

attractive colors

Artistic Value

Brand has personal interest

8-16

Creative Advertising for Absolut

8-17

Guidelines for Creative Advertising • Product positioned simply and clearly • With a clinching benefit • With a Power Idea • With a Brand Personality

• The advertising is unexpected • Single-minded

• Rewards the prospect • Is visually arresting

• With great craftsmanship

8-18

The Creative Challenge

There are no rules: A dozen creatives will come up with 12 different ideas!

8-19

Residence Inn Takes a Creative Risk

8-20

Creative vs. Hard-Sell Advertising • “Suits” are rationalist salesmen who want to move product • Want mostly selling points in ads

• “Poets” are proponents of creativity who want to move people emotionally • Want to entertain and inspire 8-21

Creative Personnel Unconventional

Abstract Less structured Less organized Intuitive 8-22

Marketing / Account Managers

Business Background Logical Profit Oriented

8-23

Four-Step Creative Process

Preparation

Gather background information through research and study

Incubation

Getting away and letting ideas develop

Illumination

“Seeing the light” or solution

Verification

Refining and polishing the idea and seeing if it is appropriate 8-24

Test Your Knowledge A client manufactures maternity clothes for businesswomen, and it wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops to see how they were selected could be a part of the _____ stage of the creative process. A) Preparation B) Verification C) Revision D) Illumination E) Incubation

8-25

Background Research

Read anything related to the product or market

Conduct studies of product, service, audience

Use the product to become familiar with it

Work in and learn about the client’s business

Listen to what people are talking about

Ask everyone involved for information

Watch the Mel Gibson movie: “What Women Want”

8-26

Input Verification and Revision

Objective

Techniques

•Evaluate ideas •Reject the inappropriate •Refine the remaining •Give ideas final expression

•Focus groups •Use storyboards •Viewer reaction

8-27

Storyboards and Animatics

Animatic is a videotape of storyboard with soundtrack

8-28

Types of Research • General Pre-Planning Input • Books, trade publications • Clipping services • Market trends in Ad Age / Wall St Journal

• Product Specific Research • Specific studies

• Qualitative research (attitude studies / focus groups) • Problem detection research • Ethnographic research (observe consumers at home) 8-29

An Advertising Campaign

Integrated Interrelated

Marketing Communication Activities

Coordinated

In Different Media

Centered on a Theme or Idea

Over a Time Period

8-30

Campaign Themes Company or Brand

Slogan / Tagline

American Express Don’t leave home without it U.S. Army

Be all that you can be

Apple

Think different

Avis

We try harder

McDonald’s

I’m lovin’ it

DeBeer’s

A diamond is forever

M&M’s

Melt in your mouth; not in your hand

Las Vegas

What happens here, stays here 8-31

Test Your Knowledge Advertising campaign themes: A) Are always tactical in nature and design B) Set the tone or direction for all of the individual ads that make up the campaign C) Are typically designed by the client and implemented by the agency D) Are usually used for ads that run in only one type of media vehicle E) Are described by all of the above

8-32

The Creative Brief Specifies elements of the creative strategy:

• • • • • • •

Basic problem the advertising must address Advertising and communications objectives Target audience Product positioning Key benefits to communicate; reasons to believe Creative strategy statement Supporting information and requirements; tonality; creative considerations 8-33

Marketing Information Flow Knowledge of vital marketing information Client/agency communication

Client gatekeepers (Brand manager)

Internal client decision to share information with agency

Internal agency communication

Agency gatekeeper (Account manager)

Creative staff

Agency gatekeeper decision on sharing client info with staff

Art is created

8-34

Search for a Major Selling Idea

Finding the Inherent Drama

Use a Unique Selling Position

“The strongest thing you can say about your product” Positioning

Create a Brand Image 8-35

The Unique Selling Proposition (USP) Benefit

Unique

Buy this product and get this benefit

Must be unique to brand; rivals can't or don't offer it

Strong Promise must be strong enough to get consumers to buy it

Sustainable competitive advantage that competitors can’t copy 8-36

Colgate’s Unique Selling Proposition

What is Colgate’s USP?

8-37

Image Advertising • For products that are difficult to differentiate on a functional or performance basis (whiskeys, fashion, cigarettes, beer) • Build a sharply defined personality

bee-bee

8-38

Positioning • Establish a particular place in the customer’s mind for the product • Good for multiple brands from the same company

“Keeps your colors “Gets out all kinds of stains”

colorful”

“Delivers an amazing scent experience” 8-39

Inherent Drama • Messages presented in an emotional way (Show Hallmark commercial)

• Focuses on benefits in a dramatic way (Show Zerex commercial)

8-40

Test Your Knowledge Which of the following is most often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? A) Unique selling propositions B) Brand image C) Inherent drama D) Transformational advertising E) Positioning

8-41

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