The Whirling, Swirling World of Advertising

Creative Strategy: Planning and Development

Dr. Laimona Sliburyte Kaunas University of Technology, Department of Marketing

4-10th May, 2009, Bologna, Italia

McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Advertising Creativity

Creative Strategy

Determining what the advertising message will say or communicate

Creative Tactics

Determining how the message strategy will be executed

The Silhouettes campaign for the iPod is an Example of Creative Advertising

Absoluts Advertising Represents Synergy Between Creative and Media

Creative Decisions in Advertising

Advertising Campaign

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

The Power Idea

Describable in a simple word or phrase

Likely to attract the prospects attention

Lets prospects vividly experience the goods

Revolves around the clinching benefit Allows you to brand the advertising

Advertising and the Consumer

 Average EU citizen is exposed to hundreds of

ads each day

 Advertising may change a consumers attitude

toward a product

 Advertising can affect

consumer ranking of brand attributes

The advertisements that are memorable.

1

What makes them stand out?

The Effects of Advertising

Top Ten Leaders by U.S. Advertising Spending

Creativity and Synergy

Agency
Account executives Media planners Researchers Attorneys

Client
Marketing managers Brand managers Upper management

An Absolut World

The Only Rule in Advertising

There are no rules ! Given the same problem, a dozen creative talents would solve it a dozen different ways. If there were a sure-fire formula for successful advertising, everyone would use it. Then thered be no need for creative people.

The Perpetual Debate

It isnt creative if it doesnt sell

Only artistic value and originality count

Suits

Artists

Wrigley Takes a Creative Risk

Creative vs. conservative advertising. Not all companies or agencies agree that advertising has to be risky to be effective. The bottom line is: Does it sell?

Creative Personnel

Unconventional

Abstract Less structured Less organized Intuitive

James Webb Youngs Creative Process

Get raw material and data, and immerse yourself in the problem Take the information, work it over, wrestle with it in your mind Turn the information over to the subconscious to do the work

Immersion

Digestion

Incubation

Illumination

Eureka! I have it! phenomenon

Verification

Study the idea, evaluate it, reshape it for practical usefulness

Graham Wallas Creative Process Model

Illumination Seeing the Solution

Preparation Gathering Information

The Creative Process

Verification Refining the Idea Incubation Setting Problem Aside

Getting Creative Input

Read anything related to the product or market!

Use the product to become familiar with it!

Listen to what people are talking about!

Conduct studies of product, service, audience!

Work in and learn about the clients business!

Ask everyone involved for information!

Top Slogans of the Century

Company or Brand
De Beers Nike Coca Cola Avis Wheaties Clairol

Campaign Theme
Diamonds are forever Just do it! The pause that refreshes We try harder Breakfast of champions Does she . . . or doesnt she?

Slogans
Like.no.other Connecting People Live in your world, play in ours

Zoom-Zoom Because you're worth it

Drivers wanted Buy it. Sell it. Love it.

The Pursuit Of Perfection Make The Most Of Now Happy To Help The Power of Dreams
[ www coloribus.com ]

An Advertising Campaign

Integrated

Interrelated

Marketing Communication Activities

Coordinated

In Different Media

Centered on a Theme or Idea

Over a Time Period

Creative Decisions in Advertising

Advertising Campaign

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

Advertising Campaign Themes

The central message that will be communicated in all IMC activities

Miller Lite Marlboro country

BMW

General Mills, Wheaties The breakfast of champions

The ultimate driving machine

Advertising
Major Advertising Decisions (5 Ms)
Mission Communication objectives Sales objectives

Money Affordable approach Percent of sales Competitive parity Objective and task Message Message strategy Message execution Media Reach, frequency Major media types Specific media vehicles Media timing

Measurement Communication impact Sales impact

Developing a Creative Strategy

Creative Strategy

Target audience identity

Basic problem, issue, opportunity

Major selling idea or key benefit

Any supportive information

Copy Platform Outline

Basic problem or issue the advertising must address Advertising and communications objectives Target audience Major selling idea or key benefits to communicate Creative strategy statement Supporting information and requirements

Successful, Long-Running Campaigns

Company or Brand
Nike Allstate Insurance Hallmark cards Budweiser Intel State Farm Insurance Chevy Trucks Dial soap

Campaign Theme
Just do it Youre in good hands with Allstate When you care enough to send the very best This Buds for you Intel inside Like a good neighbor, State Farm is there Like a rock Arent you glad you use Dial?

Search for a Major Selling Idea

Positioning the Brand

Use a Unique Selling Position

Seeking the Major Idea

Positioning

Create the Brand Image

Identify Product Benefits

Sell the Sizzle, not the Steak Sell products benefits, not its attributes A benefit should answer Whats in it for me? Ask So? to determine if it is a benefit

Identify Product Benefits

Attribute

Powerades new line has been reformulated to combine the scientific benefits of sports drinks with B vitamins and to speed up energy metabolism.

- So?
So, youll satisfy your thirst with a great-tasting drink that will power you throughout the day.

Benefit

Common Advertising Appeals

(the list)

Profit Health Love or romance Fear Admiration Convenience Fun and pleasure

Product saves, makes, or protects money Appeals to body-conscious or health seekers Used in selling cosmetics and perfumes Social embarrassment, old age, losing health Reason for use of celebrity spokespeople Used for fast foods and microwave foods Key to advertising vacations, beer, parks

Vanity and egotism Used for expensive or conspicuous items Environmental Centers around environmental protection Consciousness

Perspectives of Great Ad Men on the Big Idea

David Ogilvy

Leo Burnett
Find the inherent drama or characteristic of the product that makes consumers buy it

Brand image or personality is particularly important when brands are similar

Every ad must contribute to the complex symbol that is the brand image.

(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.

Media Decisions in Advertising

Monitored Media Newspapers Magazines Yellow Pages Internet Radio Television Outdoor Media Unmonitored Media Direct Mail Trade Exhibits Cooperative Advertising Brochures Coupons Catalogs Special Events

Cooperative Advertising

Cooperative Advertising

An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturers brand.

Videogame Advertising
Microsoft plans to acquire Massive inc., a start-up that places ads in video games. Ads are inserted into the game environment. Video games could become a large new medium for advertising.
SOURCE: Robert A. Guth and Nick Wingfield, Microsofts Massive Move into Game Ads, Wall Street Journal, April 26,2006, B1.

Qualitative Factors in Media Selection Attention to the commercial and the program Program liking Lack of distractions Other audience behaviors

Media Mix Decisions

Cost per Contact Reach
The cost of reaching one member of the target market. The number of target consumers exposed to a commercial at least once during a time period. The number of times an individual is exposed to a message during a time period. The ability of an advertising medium to reach a precisely defined market.

Frequency Audience Selectivity

Comparing Magazines: Which is the better buy?

Time Magazine Per page cost Circulation Calculation of CPM CPM $156,000 4 million
(156,000/ 4,000,000)x1000

Newsweek Magazine $144,000 3.1 million

(144,000/ 3,100,000)x1000

$39.00

$46.45

CPM=Cost of ad per circulation x 1000

Media: Selecting Advertising Media

Reach A measure of the percentage of people in the target market exposed to the ad campaign in a given period Frequency A measure of how many times the average person in the target market is exposed to the message Gross rating points (GRP) = R F Cost per thousand The cost to deliver a message to 1000 people

Measurement: Advertising Evaluation

Communication effects Unaided recall Aided recall Attitudinal measures Sales effects difficult to evaluate due to many extraneous factors

MEASURING ADVERTISING EFFECTIVENESS Media researchassesses how well particular medium delivers message, where and when to place the message, and the size of the audience. Message researchtests consumer reactions to an advertisements creative message. Pretestingassessing an advertisements likely effectiveness before it is completed. Posttestingassessing advertisements effectiveness after it has appeared

Media Terms to Know

Media planning series of decisions involved in delivering the message to the target audience. Media plan the written document Media objectives objectives sought by the plan Medium general category of media channels [broadcast, print] Media vehicle specific carrier in the media category [television, magazine & specifics]

Media Terms to Know

THANK YOU
Dr. Laimona Sliburyte Kaunas University of Technology, Department of Marketing Email: laimona.sliburyte@ktu.lt