Transcript Chapter 11

Chapter 11
The Creative Side of Advertising
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Lotus Brand Campaign (1999)
$100 M account by Ogilvy and Mather
Advertising campaign:
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Objective: To boost awareness of the Lotus brand
as a whole (rather than simple product-focused
ads)
Creative strategy: Lotus brand like R5 has all the
qualities of the Man of Steel such as security and
substance
Creative execution: Symbol of Superman, minority
representation, etc.
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Criteria for Evaluating Creative Approaches
Is the creative approach consistent with the brand’s
marketing and advertising objectives?
Is the creative approach consistent with the
creative strategy and does it communicate what it
is supposed to?
Is the creative approach appropriate for the target
audience?
Does the creative strategy communicate a clear
and convincing message to the customer?
Does the creative execution overwhelm the
message?
Is the creative approach appropriate for the media
environment in which it is likely to be seen?
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Is the advertisement truthful and tasteful?
Creative Roles
Art Director
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Person most
responsible for
the graphic
image of the ad.
Makes decisions
about using art or
photography in
print.
Use of color is
another important
design decision.
Copywriter
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Person who
shapes and
sculpts the words
in an ad.
Copy should be
as simple as
possible and
should have
impact.
Avoid Adese,
which is formula
ad copy.
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What is Creative Advertising?
Advertising tries to deliver the right message to the
right person at the right time and must have:
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Relevance – ideas have to mean something important
to the audience.
Originality – one of a kind ideas that only one person
thinks of.
Impact – a commercial with impact has the stopping
power that comes from an intriguing idea, something you
have never thought about before.
This creativity leads to a Big Idea, which
expresses an original advertising thought, and
involves a mind shift.
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Creative Processes Compared
Roger Von
Oech model
1986
Graham Wallas
model 1926
1. Explorer
2. Artist
Alex Osborn
model 1963
James Young
model 1983
1. Preparation
1.Orientation
2. Preparation
2. Incubation
3. Illumination
3. Analysis
4. Ideation
5. Incubation
6. Synthesis
1. Problem
definition
2. Perception
3. confrontation
with problem
4. Incubation
and
Illumination
4. Verification
7. Evaluation
3. Judge
4. Warrior
6. Execution
7. Run ad or
campaign
8. Outcome
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The Creative Concept
Strategy
Creativity
Creative
Concept
Message that
is AttentionGetting and
Memorable &
Serves as an
Umbrella for a
Series of Ads
in a Campaign
Relevance
Originality
Impact
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Effective Creativity
Advertising
Evaluation
Copy Testing
Recognition
Recall
Comprehension
Persuasion
Likeability
The Most Important Principle of Effective Creativity is Unity,
Where the Ad Must Integrate the Words and Pictures, as Well
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as the Strategy and Execution.
Creative Pyramid
5.
5. Action
Action
Desire
4.4.Desire
3. Credibility
Credibility
3.
Interest
2.2.Interest
1. Awareness
1. Awareness
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Practical Tips # 1
Creating Original Ideas
To create an original and unexpected idea, use the
following techniques:
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An unexpected twist.
An unexpected association.
Catchy phrasing.
A play on words.
Analogy and metaphor.
Familiar and strange.
To prevent unoriginal ideas, avoid the following:
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The common.
The look-alike.
Clichés and tasteless ideas.
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The Foote, Cone & Belding Grid
Thinking
1.Informative (thinker)
High
Car-house-furnishings-new
products
InvolveModel: Learn-feel-do
ment
(Economic?)
Possible Implications
Test:
Recall, Diagnostics
Media: Long copy format
Reflective Vehicles
Creative:Specific information
Demonstration
3. Habit formation (Doer)
Low
Food-household items
Model: Do-learn-feel
Involve(Responsive)?
ment
Possible Implications
Test:
Sales
Media: Small space Ads
10 second I.D.’s
Creative:Reminder
Feeling
2. Affective (feeler)
Jewelry-cosmetics-fashion
apparel-motorcycles
Model: Fell-learn-do
(Psychological?)
Possible implications
Test:
Attitude Change
Emotional Arousal
Media: Large space
Image specials
Creative:Executional, impact
4. Self-satisfaction (reactor)
Cigarettes-liquor-candy
Model: Do-feel-learn
(social?)
Possible implications
Test:
Sales
Media: Billboards
Newspapers, Pos
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Creative:Attention
Creative Strategy and
Execution
Creative strategy (what to communicate) and
execution (how to communicate)
Copy Platform (“Creative Brief”, “Copy
Strategy”)
- (1) Problem or issue that adv must address
- (2) Advertising and communication objective
- (3) Target audience
- (4) Major selling idea or key benefits to communicate
- (5) Creative strategy (theme, appeal, execution)
- (6) Supportive information
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EXH 13-12
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EXH13-13
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Adv. “Philosophies” or
Creative Styles/Strategies
USP (Unique Selling Proposition)
(Rosser Reeves)
Brand personality/image (David Ogilvy)
Inherent drama (Leo Burnett)
Positioning (Trout and Ries)
Creative execution (Bill Bernbach)
Scientific advertising (Claude Hopkins)
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Adv. “Philosophies” (cont’d)
Entertainment and emotion (Philip
Dusenbury)
Irreverence (Lee Clow)
Small-town warmth (Hal Riney)
Generic
Preemptive
Resonance
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Advertising Execution
Straight sell or factual message
Scientific/technical evidence
Demonstration
Comparison
Testimonial
Slice of Life
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Advertising Execution (cont.)
Animation
Personality symbol
Fantasy
Dramatization
Humor
Combinations
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Recall Performance (ability to get attention):
Humor Versus Other Execution Types)
Humorous commercials
Celebrity commercials
Mood/image commercials (soft sell)
“Real People” commercials (hard sell)
Comparative demonstrations (hard sell)
Presenter commercials (hard sell)
Monadic demonstrations (hard sell)
Percentage of Commercials
Scoring Above Norm
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41
40
36
31
29
25
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Persuasion Performance: Humor Versus
Other Execution Types
Comparative demonstrations (hard sell)
Monadic demonstrations (hard sell)
Celebrity commercials
“Real People” commercials (hard sell)
Presenter commercials (hard sell)
Mood/image commercials (soft sell)
Humorous commercials
Percentage of Commercials
Scoring Above Norm
44
41
41
36
32
31
31
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Success Ratio for Humorous Commercials:
Established Versus New Products
Established Product New Products
(%)
(%)
Humorous commercial was successful
(acceptable performance on both measure).
Humorous commercial was a failure
(unacceptable performance on both measures).
59
33
41
67
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The Product Continuum (at the extremes)
Commodity (“me too”)
Execution often “is”
concept/strategy (how said).
Style rules.
Involvement is low.
Model is feel/do (transformational).
Stimulus is sensory or psychological.
Repetition can work (buildup effect)
Unique (preemptive)
Product dominates strategy/copy
(what said)
Substance rules.
Involvement is high
Model is think/do (informational).
Stimulus is intellectual.
Believability, conviction are essential.
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The 10 Most Popular Cartoon
Characters Among Six-to-11-Year-Olds
TIMON AND PUMBAA
(from The Lion King)………... 66
RUGRATS…………………… 63
BUGS BUNNY………………. 60
MICKEY MOUSE…………….59
(tied) MILO
(form The Mask)…………….. 55
(tied) ROAD RUNNER……… 55
TASMANIAN DEVIL………… 54
(tied) CASPER………………. 53
(tied) GARFIELD……………. 53
(tied) SNOOPY………………. 53
“Time, Nov4, 1996”
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The Match Game: Linking
Celebrities and Brands
Bob Hope
Bill Cosby
Walter Cronkite
George Bush
Pope John Paul
Michael Jordan
Meryl Streep
Jack Micholson
Luciano Pavarotti
Disney, Hallmark
Maxwell House
Corning Ware, Diet Pepsi
Fisher-Price
Bayer, Cream of Wheat
Bell, Disney, Exxon
hallmark, Hershey, Pepsi
Cadillac, Minute Maid,
NBA basketball
Kodak, Lenox, Volvo
CNN, Levi’s, Nike
Cuisinart, Wall Street Journal
“Atlanta Journal, Oct 29, 1991”
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K-Mart Celebrity Commercial—Jaclyn Smith vs.
Non-celebrity Commercial
Communication
Processing
C
E
N Product/Brand
T
Related
R
A
L
P
E Commercial
R
Execution
I
Related
P
H
E
R Source/Model
A
Related
L
Brand Attitude
.350
.540
.631
.311
.441
.317
Intention To Buy
.478 .466 Commercial
Attitude/Liking
.217
Red number = Celebrity Commercial
Green number = Non-celebrity Commercial
Number along arrows = Standard Coefficients
 = Direction of Causation
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Words and Pictures
The Two Most Important Creative Tools in the Creative Person’s
Tool Kit are Art and Copy.
To Use Visuals
Effectively,
Advertisers Must
Focus on Six Key
Points:
Attention
Instant Communication
Memory
Demonstration
Brand Reminder
Distinction
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Words and Pictures
Advertisers often use words in five situations:
If the message is complicated.
 If the ad is for a high-involvement product.
 If the information needs definition and
explanation.
 If a message tries to convey abstract qualities
(such as justice and quality).
 Slogans and jingles help lock in key phrases that
cue a brand image or remind of a brand feature.
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Examples of Successful LongRunning Ad Campaigns
Nike
Allstate Insurance
Hallmark Cards
DeBeers
BMW
State Farm
Timex Watches
Dial soap
“Just do it.”
“You’re in good hand with
Allstate.”
“When you care enough to send
the very best.”
“A diamond is forever.”
“The ultimate driving machine.”
“Like a good neighbor, State
Farm is there.”
“It takes a licking and keeps
on ticking.”
“Aren’t you glad you use Dial?28
Don’t you wish everyone did?”
Practical Tips # 2
Writing Effective Copy
Be succinct.
Be specific.
Get personal.
Keep a single focus.
Be conversational.
Be original.
Use variety in print and TV ads.
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.
Good Sense of
Humor
Independent
Uses Intuition As
Much as Logic
Alert, Watchful,
& Observant
Internally Driven
Ego
Risk Takers
Self-Assertive
Personal
Characteristics
of a
Creative
Person
High Tolerance
For Ambiguity
Self-Sufficient
Persistent
Self-Disciplined
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Aspects of
Creative strategy
Elements of
Advertising strategy
Relevant levels of a
Means-end chain
Driving Force
The value orientation of the
Ad. The end goal or value
state implied in the ad, but
seldom stated explicitly.
Executional
Framework
How the ad
Communicates the
advertising strategy.
All details of the finished
Ad, including models,
setting, clothing, other
props, the script or plot,
the overall theme, and
the style of the ad
“The MECCAS
Model”
Terminal or
Instrumental
value
Leverage point
The “hook” that connects the
tangible attributes and
consequences to the Intangible
personal values and goals oft
the driving forces.The key to
activating the driving force.
Consumer benefits
The key benefits
consequences communicated
in the ad—verbally or visually.
Message elements
The product or brand attributes
communicated in the ad—
verbally or visually
Psychosocial
consequences
Functional
consequences
Concrete or
abstract
attributes 31
The Psychological Impact of Color
RED—Symbol for
Blood and fire. High
action and masculine
appeal. Can use with
some foods
Blue—Exudes
decisiveness. Can use
with foods. Emotes
coolness (of temperature
and attitude).
Brown—Symbol for
earth, woods,age,
warmth, and comfort.
Can use with most
products.
Orange—Most
“edible” color, good
with most foods.
Evokes “autumn” and
warmth.
Yellow—Associated
with exuberance. Eye
catching. Can use
with some foods,
particularly fruit
Black—Conveys
sophistication (fashion,
technology). Seldom
used with foods. Eyecatching contrast.
Green—Symbol for health
and freshness. Can use
with some foods,
particularly mint.
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Dimensions of Source
Credibility
Expertise, Trustworthiness
 ==> Internalization
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Attractiveness
Similarity, Familiarity, Liking
 ==> Identification
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Dynamism (Power)
Authority, Control, Scrutiny
 ==> Compliance
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