Creative Strategy. week 05. W. Rofianto, ST, MSi

Transcription

1 Creative Strategy week 05 W. Rofianto, ST, MSi

2 Advertising Creativity What to say Creative Strategy Determining what the advertising message will say or communicate Creative Tactics Determining how the message strategy will be executed How to say

3 Two Perspectives on Advertising Creativity Its not creative unless it sells Suits Artists Only artistic value and originality count

4 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! Work in and learn about the client s business! Ask everyone involved for information!

5 Top 5 Advertising Slogans of the Century Company or Brand Campaign Theme 1. De Beers Diamonds are forever 2. Nike Just do it! 3. Coca Cola The pause that refreshes 4. Miller Lite Tastes great, less filling 5. Avis We try harder

6 An Advertising Campaign Integrated Interrelated Marketing Communication Activities Coordinated In Different Media Centered on a Theme or Idea Over a Time Period

7 Building a Copy Platform Outline 6. Supporting information and requirements 5. Creative strategy statement 4. Selling idea or key benefits to to communicate 3. Specify target audience 2. Advertising and communications objectives 1. Basic problem advertising must address

8 Model of Marketing Information Flow Knowledge of vital marketing information Client/agency communication Internal agency communication Client gatekeepers (Brand manager) Agency gatekeepers (Account manager) Creative staff Internal client decision on sharing information with the agency Agency gatekeeper decision on sharing client info with staff Art is created

9 Approaches to the Major Selling Idea: USP Unique Selling Proposition Benefit Benefit Unique Unique Potent Buy this product or service and you will benefit this way or enjoy this reward Must be unique to this brand or claim; something rivals can't or don't offer The promise must be strong enough or attractive enough to move people

10 Major Selling Ideas Use a Unique Positioning the Brand Selling Position Use a Unique Create a Brand Image Selling Position Seeking the Major Idea Positioning Find Create the the Inherent Brand Drama Image

11 IBM Positions Itself as a Provider of Business and Consulting Services

12 Types of Informational/Rational Appeals Feature: Focus on dominant traits of the product Competitive: Makes comparisons to other brands Price: Makes price offer the dominant point News: News announcement about the product Popularity: Stresses the brand s popularity

13 A Rational, Popularity Appeal

14 Appealing to Personal States or Feelings Accomplishment Achievement Affection Actualization Arousal Ambition Comfort Stimulation Fear Excitement Happiness Grief Love Joy Pleasure Nostalgia Safety Pride Pride Self-esteem Security Security

15 Levels of Relationship with Brands Emotions Personality Product Benefits

16 Ad Execution Techniques Straight sell Animation Scientific Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations

17 Ads for High Involvement Products Often Use Straight Sell Executions

18 Apple Uses a Testimonial

19 Jeep Uses Imagery for the Wrangler

20 Evaluation Guidelines for Creative Output Consistent with brand s marketing objectives? Consistent with brand s advertising objectives? Consistent with creative strategy, objectives? Does it communicate what it s supposed to? Approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Is the advertisement truthful and tasteful?

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