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•The Creative and Message Strategy
••Art and Science of Creative•The ROI of effective advertising–Relevant, original, and has impact•The Big Idea (content idea)–Implements the advertising strategy so that the message is both attention getting and memorable•The Creative Leap–Jumping from the strategy statement to an original idea that conveys the strategy in an interesting way•Creative Thinking•Free association–Creates the juxtaposition of two seemingly unrelated thoughts•Divergent thinking–Uses exploration to search for all possible alternatives•Analogies and metaphors–Used to see new patterns or relationships•Right-brain thinking–Intuitive, nonverbal, and emotion-based thinking•Creative Thinking•Creative Roles–Copywriters and art directors develop the creative concept and draft the execution of the advertising idea•The Creative Person–In advertising, creativity is both a job description and a goalCreative Characteristics
•Problem solving•Ability to visualize•Openness to new experiences•Conceptual thinking•Creative Strategy•Where the art and science of advertising come together•A Big Idea must be–Creative–Strategic•Creative strategy–What the advertisement says–message strategy•Creative execution–How it is said•Message Objectives1.Perception: create attention, awareness, interest, recognition, and recall2.Cognitive: deliver information and understanding3.Affective: touch emotions and create feelings4.Persuasion: change attitudes, create conviction and preference5.Transformation: establish brand identity and associations6.Behavior: stimulate some form of action•Head and Heart Strategies•Two basic approaches to translating message objectives into strategy•Hard- and Soft-Sell strategies–Hard Sell: touches the mind and creates a response based on logic–Soft Sell: uses emotional appeals or images to create a response•Head and Heart Strategies•Most advertising messages use a combination of two basic literary techniques to reach the head or the heart of the consumer•Lectures and Dramas–Lecture: a serious instruction given verbally–Drama: relies on the viewer to make inferences•Facets of Creative StrategyDrive Perception
•Attention and awareness•Interest•MemoryDrive Cognition
•These messages get consumers to learn about products by focusing on a product’s features•Facets of Creative StrategyTouch Emotions
•Highlight psychological attraction of the product to the target audience through emotional responsesPersuade
•Appeal•Selling premises•Conviction•Facets of Creative StrategyTransform Product
•Branding•Image advertising is used to create a representation in the customer’s mind•AssociationsDrive Action
•A signature that serves to identify the company or brand•Also serves as a call to action if it gives direction to the consumer about how to respond•Message Approaches•Straightforward•Demonstration•Comparison•Problem solving/Problem avoidance•Humor•Slice of Life•Spokesperson•Teasers•Shockvertising•Planning and Managing
Creative Strategy•Creative brief–Prepared by the account planner, summarizes the marketing and advertising strategy–Vary in format, but must combine basic strategy decisionsStrategy Decisions
•The problem•The objectives•The target market•Positioning strategy•Type of creative strategy•Selling premise•Execution suggestions•Planning and Managing Creative Strategy•Message execution–The form in which the ad’s message is presented•Message tone–Reflects the emotion or attitude behind the ad•Global campaigns–Require ad work that addresses advertising objectives and reflects the positioning strategy–Usually desirable to adapt the creative execution to the local market•The Go/No-Go Decision•Assess the effectiveness of the ad’s creative features–Structural analysis–Copy testing•Copywriting•Explain the basic style used for copy writing•Describe the various elements of a print ad•Explain the message characteristics and tools of radio advertising•Discuss the major elements of television commercials•Discuss how Web advertising is written•Copywriting:
The Language of Advertising•Four types of ads in which words are crucial1.If the message is complicated2.If the ad is for a high-involvement product3.Information that needs definition and explanation4.If a message tries to convey abstract qualities•Copywriter–person who shapes and sculpts the words in ads•Advertising Writing Style•Copy should be as simple as possible•Should have a clear focus and try to convey only one selling point•Every word counts; space and time are expensivePractical Tips
•Be succinct•Be single-minded•Be specific•Get personal•Keep a single focus•Be controversial•Be original•Use variety
