Professional Documents
Culture Documents
Advertising Creativity
Creative
Creative
Strategy
Strategy
Determining
Determining what
what the
the
advertising
advertising message
message will
will say
say
or
or communicate
communicate
Creative
Creative
Tactics
Tactics
Determining
Determining how
how the
the
message
message strategy
strategy will
will be
be
executed
executed
Nissan
Enjoy the ride
Alka-Seltzer
Mama Mia! Thats a spicy meatball!
I cant believe I ate the whole thing
Describable
Describable
in
in aa simple
simple
word
word or
or
phrase
phrase
Likely
Likely to
to
attract
attract the
the
prospects
prospects
attention
attention
Lets
Lets
prospects
prospects
vividly
vividly
experience
experience
the
the goods
goods
Revolves
Revolves
around
around the
the
clinching
clinching
benefit
benefit
Allows
Allows you
you to
to
brand
brand the
the
advertising
advertising
Client
Account
executives
Marketing
managers
Media
planners
Brand
managers
Researchers
Upper
management
Attorneys
It isnt creative if it
doesnt sell
Only artistic
value and
originality count
Stick with
what
works
Try
something
new
Suits
Artists
Creative Personnel
Unconventional
Abstract
Less
structured
Less
organized
Intuitive
Digestion
Digestion
Get
Get raw
raw material
material and
and data,
data, and
and
immerse
immerse yourself
yourself in
in the
the problem
problem
Take
Take the
the information,
information, work
work itit over,
over,
wrestle
wrestle with
with itit in
in your
your mind
mind
Incubation
Incubation
Turn
Turn the
the information
information over
over to
to the
the
subconscious
subconscious to
to do
do the
the work
work
Illumination
Illumination
Eureka!
Eureka! II have
have it!
it! phenomenon
phenomenon
Verification
Verification
Study
Study the
the idea,
idea, evaluate
evaluate it,
it,
reshape
reshape itit for
for practical
practical usefulness
usefulness
Illumination
Seeing the
Solution
Preparation
Gathering
Information
The
Creative
Process
Verification
Refining
the Idea
Incubation
Setting
Problem
Aside
Read anything
related to the
product or
market!
Conduct studies
of product,
service,
audience!
Work in and
learn about the
clients
business!
Listen to what
people are
talking about!
Ask everyone
involved for
information!
Campaign Theme
1. De Beers
2. Nike
Just do it!
3. Coca Cola
4. Miller Lite
5. Avis
We try harder
6. Maxwell House
7. Wheaties
Breakfast of champions
8. Clairol
9. Morton Salt
10. Wendys
An Advertising Campaign
Integrated
Integrated
Interrelated
Interrelated
Marketing
Marketing
Communication
Communication
Activities
Activities
Coordinated
Coordinated
In
In Different
Different
Media
Media
Centered
Centered on
on aa
Theme
Theme or
or Idea
Idea
Over
Over aa Time
Time
Period
Period
The
The central
central message
message that
that will
will be
be
communicated
communicated in
in all
all IMC
IMC activities
activities
Miller
Miller
Lite
Lite
Marlboro
Marlboro
country
country
BMW
BMW
The
The ultimate
ultimate
driving
driving
machine
machine
General
General Mills,
Mills,
Wheaties
Wheaties
The
The
breakfast
breakfast of
of
champions
champions
Creative
Creative Strategy
Strategy
Target
Target
audience
audience
identity
identity
Basic
Basic
problem,
problem,
issue,
issue,
opportunity
opportunity
Major
Major
selling
selling
idea
idea or
or
key
key
benefit
benefit
Any
Any
supportive
supportive
information
information
Internal agency
communication
Client gatekeepers
(Brand manager)
Agency gatekeeper
(Account manager)
Creative staff
Internal client
decision
to share
information
with agency
Agency gatekeeper
decision on sharing
client info with staff
Art is created
Campaign Theme
Nike
Just do it
Allstate Insurance
Hallmark cards
Budweiser
Intel
Intel inside
Chevy Trucks
Like a rock
Dial soap
Positioning
Positioning the
the
Brand
Brand
Use
Use aa Unique
Unique
Selling
Selling Position
Position
Seeking
Seeking the
the
Major
Major Idea
Idea
Positioning
Positioning
Create
Create the
the Brand
Brand
Image
Image
Unique
Unique
Buy
Buy this
this
product/service
product/service
and
and you
you get
get
this
this benefit
benefit or
or
reward
reward
Must
Must be
be unique
unique
to
to this
this brand
brand or
or
claim;
claim;
something
something rivals
rivals
can't
can't or
or don't
don't
offer
offer
Potent
Potent
Promise
Promise must
must
be
be strong
strong
enough
enough or
or
attractive
attractive
enough
enough to
to
move
move people
people
David
David Ogilvy
Ogilvy
Leo
Leo Burnett
Burnett
Brand
Brand image
image or
or personality
personality
is
is particularly
particularly important
important
when
when brands
brands are
are similar
similar
Find
Find the
the inherent
inherent drama
drama or
or
characteristic
characteristic of
of the
the
product
product that
that makes
makes
consumers
consumers buy
buy itit
Every
Every ad
ad must
must contribute
contribute to
to
the
the complex
complex symbol
symbol that
that isis
the
the brand
brand image.
image.
(Inherent
(Inherent drama)
drama) isis often
often
hard
hard to
to find
find but
but itit isis always
always
there,
there, and
and once
once found
found itit isis the
the
most
most interesting
interesting and
and
believable
believable of
of all
all advertising
advertising
appeals.
appeals.
Image Advertising
Inherent Drama
Inherent
Inherent
Drama
Drama
Messages
Messages generally
generally
presented
presented in
in aa warm,
warm,
emotional
emotional way
way
Focus
Focus on
on consumer
consumer benefits
benefits
with
with an
an emphasis
emphasis on
on the
the
dramatic
dramatic element
element in
in
expressing
expressing them
them
Positioning
Positioning
Positioning
Establish
Establish aa particular
particular place
place in
in
the
the customers
customers mind
mind for
for the
the
product
product or
or service
service
Based
Based on
on product
product attributes/
attributes/
benefits,
benefits, price/quality,
price/quality, use
use or
or
application,
application, type
type of
of user,
user,
problem
problem solved
solved