《moriarty8e_media_12__The Creative Side and Message.ppt》由会员分享，可在线阅读，更多相关《moriarty8e_media_12__The Creative Side and Message.ppt（46页珍藏版）》请在三一办公上搜索。
1、The Creative Side and Message Strategy,Advertising Principles and Practices,12-2,Part Four:Effective Advertising Messages,Examines breakthrough advertising,and how creatives are developing messages people want to watch and read.Advertising creatives must be innovative and use ideational thinking and
2、 processes,in spite of constraints and political pressures from clients.,12-3,Questions Well Answer,How do we explain the function and most important parts of a creative brief?What are some key creative strategy approaches?Can creative thinking be defined,and how does it lead to a Big Idea?What char
3、acteristics do creative people have in common,and what is their typical creative process?,A“Whole Different Animal”,Frontiers“Flip to Mexico”campaign advertised the route in a fun and attention-getting way.Used 30 TV spots,fake news stories,staged protests,podcasts,blogs,a Flip anthem,and a Flipmobi
4、le in Denver.Bookings rose 56%and unaided awareness doubled after the campaign ran.,12-4,Visit the Site,Prentice Hall,2009,12-5,The Two Sides of Advertising,Media and message strategy work together to create effective advertising.Creative activities work in parallel with the media strategy.,12-5,12-
5、6,The advertisement translates the logic of planning decisions into a creative idea that is original,attention getting,and memorable.Ads must persuade people to take action and make a relevant connection with the audience be presenting a selling idea in an unexpected way.,The Art and Science of Adve
6、rtising,Principle:Effective advertising is the product of both science(persuasion)and art(creativity).,12-7,Advertising creativity is a product of teamwork between copywriters,art directors,and even broadcast directors work together to generate concept,word,and picture ideas.In advertising,creativit
7、y if both a job description and a goal.Creativity is a special form of problem solving.,The Role of Creativity in Advertising,12-8,Message Planning,The creative strategy phase brings together the art and science of advertising.Ad ideas must be creative(original,different,novel,unexpected)and strateg
8、ic(right for the product and target;meets advertising objectives.Creative strategy/message strategyWhat the ad saysExecutionHow it is said,12-9,Creative Brief,Spells out the creative strategy and key execution detailsPrepared by the account planner to summarize the basic marketing and advertising st
9、rategyProvides direction to the creative team to develop a creative concept,12-10,Key Points in a Creative Brief,Problem that can be solved by communication.Target audience and key insights into their attitudes and behavior.Brand position and other branding decisions,such as personality and image.Co
10、mmunication objectives that specify the desired response to the message by the target audience.Proposition or selling idea that will motivate the target to respond.Media considerations about where and when the message should be deliveredCreative direction that provides suggestions on how to stimulat
11、e the desired consumer response.These arent creative ideas but may touch on such execution or stylistic direction as the ads tone of voice.,The Road Crew Campaign,12-11,Visit the Site,Social marketing campaign to get young men in Wisconsin small towns who drink and drive to use a ride service.,Prent
12、ice Hall,2009,12-12,The Road Crew Creative Brief,Why are we advertising at all?To create awareness for an evening alternative ride service.What is the advertising trying to do?Make the new ride service appealing to men in order to reduce the number of alcohol-related crashes.What are their current a
13、ttitudes and perceptions?“My car is here right now.Why wait?There are few options available anyway.I want to keep the fun going all night long.”What is the main promise we need to communicate?Its more fun when you dont have to worry about driving.What is the key moment that we tie to?“Bam!The fun st
14、ops when I need to think about getting to the next bar or getting home.”What tone of voice should we use?The brand character is rugged,cool,and genuine.We need to be a“straight shooter”buddy on the barstool next to the target.They do not want to be preached to or told what to do.We need to communica
15、te in a language they can relate to.(Words like“program”may cause him to tune out.”),12-13,See/hearcreate attention,awareness,interest,recognition Feeltouch emotions and create feelingsThink/learndeliver information,aid understanding,create recallBelievechange attitudes,create conviction and prefere
16、nceConnectestablish brand identity and associations,transform a product into a brand with distinctive personality and imageActstimulate trial,purchase,repurchase or some other form of action.,Message Objectives Based on Facets Model,12-14,Goalreduce alcohol related crashes by 5%ObjectivesCreate awar
17、eness of the ride service program and positive attitudes toward it Establish a cost-efficient level of rides in the first year of operations,which involved fund-raising,soliciting volunteers,and other community supportAddress the gap between awareness(dont drink and drive),attitudes(risky,scary,pote
18、ntially dangerous),and behaviorEncourage a behavior change consistent with new attitudes and awareness(get,Goal and Objectives ofRoad Crew Campaign,12-15,Targeting,Target decisions are very important to message strategy.Target audience for Road Crew Campaign21-to 34-year old single men with a high-s
19、chool education and a blue-collar jobsThey are responsible for most alcohol-related crashes;most likely to kill or be killedConsumer insightTended to worry about driving home drunk and this worry took the edge off an otherwise delightful evening,12-16,Branding,Brand positions and brand images are bu
20、ilt through message strategies and brought to life through advertising executions.Advertising creates brand salience.The brand is visible,has a presence in the marketplace,consumers are aware of it,and the brand is important to its target market,Brand icons reinforce lend personality,emotion,and sto
21、ries to their brands.Burger Kings“creepy”BK KingGEICO GeckoFrontiers animals,Frontiers“Flip”Campaign,12-17,Prentice Hall,2009,12-18,Message Strategies,Based on objectives,the goals are translated into strategiesA creative strategy is an approach that makes the most sense given the brands marketing s
22、ituation and the target audiences needs and interests.,12-19,Creative Strategy Approaches,Head and HeartHead:uses more rational,cognitive(thinking)objectivesHeart:uses more emotional,affective(feeling)objectivesHard Sell and Soft SellHard sell:uses an informational message that touches the mind and
23、creates a response Soft sell:uses emotional appeals or images to create a response based on attitudes,moods,and feelings,12-20,Creative Strategy Approaches,Frazers Six Creative StrategiesSix creative strategies that address various types of advertising situations;identify common approaches to advert
24、ising strategy.Taylors Six-Segment Strategy WheelDivides strategies into the Transmission view(“head”strategies and the Ritual view(“heart”strategies).Each view is divided into three segments:Rational,Acute Need,and Routine on the Transmission side;and Ego,Social,and Sensory on the Ritual side.,12-2
25、1,StrategyDescriptionUsesPreemptiveUses a common attribute or benefit Used for categories with littlebut brand gets there firstforces differentiation or new product competition into me-too positions.categories.Unique SellingUses a distinct difference in Used for categories with high Propositionattri
26、butes that creates a meaningful levels of technological consumer benefit.improvement and innovations.Brand ImageUses a claim of superiorityUsed with homogeneous low-distinction based on extrinsic factors tech goods with little such as psychological differences in differentiation.the minds of consume
27、rs.PositioningEstablishes a place in the consumers Used by new entries or small mind relative to the competition.brands that want to challengethe market leader.ResonanceUses situations,lifestyles,and Used in highly competitive,emotions with which the target undifferentiated product audience can iden
28、tify.categories.Affective/Uses an emotional,sometimes even Used where competitors areAnomalousambiguous message,to break playing it straight and through indifference.informative.,Table 12.1Frazers Six Creative Strategies,12-22,Table 12.3Taylors Six-Segment Strategy Wheel,The wheel divides message st
29、rategy into two general viewsthe Transmission view and the Ritual view.These are roughly equivalent to our“head”and“heart”strategies.,12-23,Strategic Formats and Formulas,Lectures A series of instructions given verballySpeaker presents evidence to persuade the audienceLectures are inexpensive,compac
30、t,and efficientA“talking head”delivers a lecture about a productDramasFunny or serious stories about how the world worksCharacters speak to each other and audience infers lessons,12-24,Strategic Formats and Formulas,Selling StrategiesA selling premise uses a rational(head)approach that states the lo
31、gic behind the sales offer.An appeal uses an emotional(heart)approach to make the product attractive or interesting.A feature or attribute has a practical effect on customers.A claim is a product-based strategy based on how will the product will perform.Support is the proof or substantiation needed
32、to make a claim believable.,12-25,Strategic Formats and Formulas,Rational Customer-focused StrategiesBenefitwhat the product does for the user;benefitPromisewhat benefit the user will get in the futureReasonwhy you should buy this“because”Unique selling propositiona benefit unique to the product and
33、 important to the user,12-26,Strategic Formats and Formulas,Message FormulasStraightforwardDemonstrationComparisonProblem solution/problem avoidanceHumorSlice of lifeSpokespersonTeasers,12-27,Strategic Formats and Formulas,Matching Messages to ObjectivesGet attentionCreate interestResonateCreate bel
34、ievabilityAre rememberedSlogans Taglines Key visual,Principle:To get attention,ad ad must have stopping power,which comes from originality,relevance or intrusivenessan idea that is novel or surprising.,12-28,Strategic Formats and Formulas,Matching Messages to Objectives(cont.)Touch emotionsInformTea
35、chPersuadePrinciple:When advertising gives consumers permission to believe in a product,it establishes the platform for conviction.Create brand associationDrive action,Principle:Not only does advertising have to stop(get attention)and pull(create interest),it also has to stick(in memory).,Tangible a
36、nd Intangible Features,12-29,Prentice Hall,2009,12-30,Its an ideaa thought or concept formed by mentally combining pieces and fragments into something meaningful.Conceptingthe process of coming up with a new advertising idea.James Webb Young defines an idea as a new or unexpected combination of thou
37、ghts.,What is a Creative Concept?,12-31,The point of focus for communicating the message.A theme or central concept(creative concept).The“Road Crew”name helped define the campaigns big idea.The“Beats driving”slogan supported the Big Idea and communicated a benefit.,Advertising Big Ideas,12-32,Accord
38、ing to DDB agency,an effective ad is relevant(means something to target audience),original(novel,fresh,unexpected,unusual),and has impact(makes an impression),The ROI of Creativity,Principle:An idea can be creative for you if you have never thought of it before,but to be truly creative it has to be
39、one that no one else has thought of before.,12-33,Divergent,right-brain thinking explores possibilities rather than using rational thinking“Thinking outside the box”Taking creative risks,The Creative Leap,Principle:To get a creative idea,you must leap beyond the mundane language of the strategy stat
40、ement and see the problem in a novel and unexpected way.,12-34,Characteristics of creative peopleAssertive,self-sufficient,persistent,self-disciplined.High tolerance for ambiguity and powerful egos;risk takers who are internally driven.Dont care much about group standards and opinions;typically have
41、 inborn skepticism and strong curiosity.Key characteristics of advertising creatives Problem solving The ability to visualize Openness to new experiencesConceptual thinking,Dialing Up Your Creativity,Principle:Emphasize concepts.Worry about execution later.,12-35,It is hard work;usually involves a s
42、eries of steps:Immersionread,research,learn about problem Ideationlook at the problem from every angle;generate as many ideas as possibleBrainfogyou may hit a wall and want to quitIncubationlet your subconscious work on it Illuminationthe idea often comes when youre relaxed and doing something elseE
43、valuationDoes it work?Is it on strategy?,The Creative Process:How to Get an Idea,12-36,Brainstorming,Get a group of 610 people together to come up with ideas.People and ideas play off of each other and stimulate more ideas than one could alone.Stay positive,dont judge,dont criticize.No distractions
44、or interruptions.Write everything down.Only after all ideas have been expressed and every avenue exhausted,you start picking through and evaluating the ideas.,12-37,How to Create Original Ideas,What If?An unexpected associationfree association Dramatize the obvious Catchy phrasing An unexpected twis
45、t A play on words Analogy and metaphor Familiar and strange A twisted clich Twist the obviousTo prevent unoriginal ideas,avoid“the look-alike”and the tasteless.,12-38,Little Guys and Big Ideas,Small,boutique agencies may be more open to risk.Sources like Zimmerman Advertising sell stock advertising
46、online.A professional licensing firm,Thought Equity,recycles unused advertisements.User-generated“citizen ads”like those found on YouTube or contributed through contests can form an entire campaign.,12-39,Thought Equity Stock Video,Visit the Site,Sells royalty-free stock video footage for use in tel
47、evision commercials,client pitch presentations,and corporate videos.,12-40,Managing Creative Strategy,Extension:an Idea with LegsA strong“Big Idea”be an umbrella for a variety of executionsAdaptation:taking an Idea GlobalStandardizing the campaign across multiple markets only works if the strategy a
48、nd objectives are the sameCreative executions may be customized due to cultural differencesEvaluation:the Go/No Go DecisionIs it on strategy?Structural analysis:The power of the narrativeThe strength of the product claimHow well the two are integratedCopy TestingA formal method to evaluate effective
49、nessVampire creativityso creative the product may not be remembered,Discussion Questions,12-42,Discussion Question 1,Find an ad in this book that you think is the most creative.What is its Big Idea?How and why does it work?Analyze the ad in terms of the ROI formula for evaluating effective,creative
50、advertising.Re-create the creative brief that would summarize the ads message strategy.,12-43,Discussion Question 2,Divide the class into groups of 6 to 10 people and discuss this problem:Your community wants to encourage people to get rid of their cars and use alternative forms of transportation.Br
