Tuesday, November 05, 2013
Where breakthrough advertising begins
Great advertising starts with great creative strategy
•Creative strategy establishes the unique idea that will connect a product's benefits to a
•Creative execution is the process of creating and producing individual ads in different
media that effectively communicate the strategy.
•Marketing, advertising, and PR Objectives
• Product knowledge
•Consumer profile (Who are they talking to and how do they talk what are they interested
The creative brief
•Creative Brief: Synthesis of all the information about product, consumer and competition
necessary to develop a relevant creative strategy.
o Who is the prospect?
o What is the prospect's problem?
o What is the "key fact"
o What is the most important product benefit?
o Which product attributes provide this benefit?
o What do we want our prospects to do?
o What are the limitations? (no TV or budget)
o What is the tone/personality of our brand?
• Best way to speak to audience about brand
• Communicates advertisers personality
•Account planner: "consumer advocate" who functions as the consumer conscience of
•Copywriter and Art Director
What is Advertising Creativity?
•Advertising creativity is the ability to perceive and articulate new solutions to recurring
advertising problems, and execute those solutions as messages that move consumers.
What makes a good creative person?
•Ambition •Energy and experience
•Curiosity and imagination (Why? Why? Why? What makes it do that? How? Always
o What qualities do you look for in creative people?
• Deep incite of the human nature. Someone who understands: what
motivates a man.
•Craig Allen, UT ex Eric Kallman
o How do you get great ideas?
Executing the creative strategy
•Appeal. How should the advertiser attract he consumers attention and connect with their
Rational VS Emotional
• Rational: an appeal to the consumer's practical, utility-oriented needs for
products and services
• Emotional appeal: Aimed at the psychological rather than the utility
o Other Types:
May interfere with understanding of commercial
Humor attracts attention
May disarm the audience
How well humor works depends on the nature of the audience.
People tend to like funny ads.
Use humor? When the audience has a low level of interest in the
product, some entertainment value can help to get them involved.
• When the audience is skeptical, unassuming or reserved
humor can disarm skeptics
• When the advertiser can only afford a minimal level of
• Problem solution or product as hero
•Attitude. How can the message reinforce or try to shift
o Using Celebrities
START OF NOTES FOR 11/14/13
• Series of three adds
o How strong is the Idea?
Does each ad reinforce the campaign theme?
o Can each ad stand on its own merits? • Arriving at a print ad concept
o The concept, the basic message an ad tries to communicate to a consumer
o Copywriter works with the headline, body, copy and signature line
Art director determines how the ad will look and selects the photography or
o How can you tell if you have a good concept?
• Does it meet the overall advertising objectives?
• Does it follow the positioning strategy?
• Will it stop readers/viewers?
• Will the ad reward them?
• Is the concept generic or competitive?
• Getting the concept across in print
o The Dominant Visual.
• No copy texts, just a st