Chapter 8: The Creative Side

Effective Marketing Communication- is a product of both logic and creativity.

Effective advertising is the product of both science (persuasion) and art (creativity).

KEY PLAYERS:

 Copywriters
 Art directors
 Creative directors
 Account planners
 Broadcast directors

Account Planner has helped put the strategy together in the form of a creative brief, so that
person may also be involved in providing both background and direction to the creative team.

The creative director manages the creative process and plays an important role in focusing the
strategy of ads and making sure the creative concept is strategically on target.

3Ps of innovation:
1. Place- Creative boutique agencies have playful offices to stimulate their creative team’s
ideas.
2. Person- Personality and motivation, also known as the passion to
create, occupy key roles in stimulating individual creativity. Everyone has some level
of internal creativity.

3. Process- creativity includes such dimensions as originality, appropriateness, and artistry.

The art and science of advertising come together in the phrase creative strategy. A winning
marketing communication idea must be both creative (original, different, novel, unexpected) and
strategic (right for the product and target; meets the objectives).

Creative strategy, or message strategy, is what the advertisement says; execution is how it is
said.

creative brief (or creative platform, worksheet, or blueprint)- is the document prepared
by the account planner to summarize the basic marketing and advertising strategy.

Outline that Summarizes the Key Points in a Typical 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

• Communication 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 delivered

• Creative direction that provides suggestions on how to stimulate the desired consumer
response.

Here is the creative brief that shows the thinking behind the campaign:

• Why are we advertising at all? To create awareness for an evening alternative ride service.

• What is the message 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 attitudes 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? It’s more fun when you don’t have to
worry about driving.

• What is the key moment to which we tie this message? “Bam! The fun stops 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.

Facets Model of Effects:

• See/hear Create attention, awareness, interest, recognition.

• Feel Touch emotions and create feelings.

• Think/Understand Deliver information, aid understanding, create recall.

• Connect Establish brand identity and associations, transform a product into a brand with
distinctive personality and image.

• Believe Change attitudes, create conviction and preference, stimulate trust.

• Act/Do Stimulate trial, purchase, repurchase, or some other form of action, such as visiting a
store or website.
The heart of the problem uncovered by the Road Crew research, however, was a gap between
awareness (don’t drink & drive), attitudes (risky, scary, potentially dangerous), and behavior (get
someone else to drive).

Targeting The target decision is particularly important in planning a message strategy.

Branding and Positioning - Brand positions and brand images are created through message
strategies and brought to life through advertising executions.

Brand communication creates symbols and cues that make brands distinctive, such as
characters, colors, slogans, and taglines, as well as brand personality cues.

Brand salience- the brand is visible and has a presence in the marketplace, consumers are
aware of it, and the brand is important to its target market.

top-of-mind awareness- We buy familiar brands because we’ve used them before and we trust
them to deliver on their promises.

Message design- is not graphics but rather problem solving. It is a wider view of creative problem
solving, one that uses anthropological observation as well as innovation and teamwork
environments.

Head and Heart In the Facets Model the cognitive objectives generally speak to the head, and
the affective objectives are more likely to speak to the heart.

Hard sell is an informational message that is designed to touch the mind and create a response
based on logic. The assumption is that the target audience wants information and will make a
rational product decision. (PHILIPPINES)

soft sell- uses emotional appeals or images to create a response based on attitudes, moods,
and feelings. The assumption with soft-sell strategies is that the target audience has little
interest in an information search and will respond more favorably to a message that touches their
emotions or presents an attractive brand image. A soft-sell strategy can be used for hard
products. (THAILAND)

Frazer’s Six Creative Strategies Strategy Description Uses:

Strategy Description Uses

1. Preemptive Uses a common attribute or Used for categories with little
benefit, but brand gets there differentiation or new product
first—forces competition into categories.
“me too” positions.
2. Unique Selling Uses a distinct difference in Used for categories with high
Proposition attributes that creates a levels of technological
meaningful consumer benefit. improvement and
innovations.
 3. Brand image Uses a claim of superiority or Used with homogeneous, low
distinction based on extrinsic tech goods with little
factors such as psychological differentiation.
differences in the minds of
consumers.
4. Positioning Establishes a place in the Used by new entries or small
consumer’s mind relative to brands that want to challenge
the competition. the market leader.
5. Resonance Uses situations, lifestyles, Used in highly competitive,
and emotions with which the undifferentiated product
target audience can identify. categories.
6. Affective/ anomalous Uses an emotional, Used where competitors are
(or ambiguous) sometimes playing it straight and
even ambiguous message, to informative.
break through indifference.

transmission view which is similar to the more rational “head” strategies

ritual view which is similar to the more feeling-based “heart” strategies.

Six Message Strategies in Six Minutes:

1. Ration Segment Ration strategies are based on rational thought and logic.

2. Acute Need Segment Acute need, or special need, strategies are based on consumers’
unanticipated need for the product or service, like appliance repair or medical surgery,
or special occasions, like the need for a tuxedo or dress for a formal occasion.

3. Routine Segment Routine strategies attempt to routinize everyday behavior.

4. Sensory Segment Sensory strategies are based on one of the five senses: sight, touch,
hearing, smell, taste.

5. Social Segment Many social strategies are based on establishing, maintaining, or

celebrating relationships with others.

6. Ego Segment Ego strategies are based on image that consumers have of themselves.

Strategic Formats:

1 and 2. Lectures and Dramas Most advertising messages use a combination of two basic
literary techniques to reach the head or the heart of the consumer: lectures and dramas.

 Lecture- is a serious instruction given verbally- or it could be a demonstration using

visuals.

 talking head - to refer to an announcer who delivers a lecture about a product. This
can also be a celebrity spokesperson or an authority figure, such as a doctor or
scientist.
Drama- relies on the viewer to make inferences about the brand. Sometimes the drama is in the
story that the reader has to construct around the cues in the ad.

3.PschologicalAppeals- The psychological appeal of the product to the consumer is also used
to describe a message that appeals primarily to the heart.

 appeal connects with some emotion that makes the product particularly attractive or
interesting, such as security, esteem, fear, sex, and sensory pleasure.

4.Selling Premises- Advertising has developed a number of strategic approaches that speak to
the head with a sales message.

 selling premise states the logic behind the sales offer.

 premise is a proposition on which an argument is based or a conclusion is drawn.
 features (also called attributes) in terms of those that are most important to the target
audience.
 claim, which is a product-focused strategy that is based on a prediction about how the
product will perform.
 benefit emphasizes what the product can do for the user by translating the product
feature or attribute into something that benefits the consumer.
 promise is a benefit statement that looks to the future and predicts that something good
will happen if you use the product.
 reason why emphasizes the logic behind why you should buy something, although the
reason sometimes is implied or assumed.
 unique selling proposition (USP) is a benefit statement that is both unique to the product
and important to the user.
 The proof or substantiation needed to make a claim believable is called support.

5.Other Message Approaches

 straightforward message, which is factual or informational, conveys information without

any gimmicks, emotions, or special effects.
 demonstration focuses on how to use the product or what it can do for you.
 comparison contrasts two or more products to show the superiority of the advertiser’s
brand.
 problem solution message, also known as product-as-hero, the message begins with a
problem and then showcases the product as the solution.
 problem avoidance message format, in which the product helps the consumer avoid a
problem.
 Humor- it grabs attention and is memorable. Planners hope people will transfer
the warm feelings of being entertained to the product.
 slice-of-life message is an elaborate version of a problem solution staged in the form of
a drama in which “typical people” talk about a common problem and resolve it.
 spokesperson (also spokes-character, brand icon) or endorser format, the ad features
celebrities we like, created characters, experts we respect, or someone “just like us”
whose advice we might seek.
  Teasers are mystery ads that don’t identify the product or don’t deliver enough
information to make sense, but they are designed to arouse curiosity.

Matching Messages to Objectives:

Messages That Get Attention To be effective, an advertisement needs to get exposure

through the media buy and get attention through the message.

Messages That Create Interest Getting attention reflects the stopping power of an advertisement;
keeping attention reflects the ad’s pulling power.

Messages That Resonate Ads that amplify the emotional impact of a message by engaging a
consumer in a personal connection with a brand are said to resonate with the target audience.

Messages That Create Believability Advertising sometimes uses a credibility strategy to intensify
the believability of a message.

Messages That Are Remembered Not only do messages have to stop (get attention) and pull
(create interest), they also have to stick (in memory), which is another important part of the
perceptual process.

Repetition is used both in media and message strategy to ensure memorability.

Taglines are used at the end of an ad to summarize the point of the ad’s message in a highly
memorable way.
Messages That Touch Emotions Emotional appeals create feeling-based responses such as
love, fear, anxiety, envy, sexual attraction, happiness and joy, sorrow, safety and security, pride,
pleasure, embarrassment, and nostalgia.

Messages That Inform Companies often use news announcements to provide information about
new products, to tout reformulated products, or even to let consumers know about new uses for
old products.

Messages That Teach People learn through instruction so some advertisements are designed
to teach, such as demonstrations that show how something works or how to solve a problem.

Messages That Persuade Persuasive messages are designed to affect attitudes and create
belief.

Celebrities, product placements, and other credibility techniques are used to give the consumer
permission to believe a claim or selling premise.

Messages That Create Brand Associations The transformative power of branding, where the
brand takes on a distinctive character and meaning, is one of marketing communication’s
most important functions.

Image advertisingis used to create a representation of a brand, an image in a consumer’s mind,

through symbolism.
Messages that drive action Even harder to accomplish than conviction is a change in behavior.
It often happens that people believe one thing and do another.

Most ads end with a signature of some kind that serves to identify the company or brand, but it
also serves as a call to action and gives direction to the consumer about how to respond, such
as a toll-free phone number, website URL, or e-mail address.

Reminder advertising, as well as distributing coupons or introducing a continuity program (such

as a frequent flyer program), is designed to keep the brand name in front of customers to
encourage their repeat business.

idea is a thought or a concept in the mind. It’s formed by mentally combining pieces
and fragments of thoughts into something that conveys a nugget of meaning. It’s a form of
construction—a mental creation.

concepting - refers to the process of coming up with a new idea

creative concepts- also called as creative ideas

clichés- are the most obvious examples of generic, non-original, non-novel ideas.

Big Idea, or creative concept, becomes a point of focus for communicating the message
strategy.

An effective ad is relevant, original, and has impact—which is referred to as ROI of creativity.

Relevant- when it means something to the target audience.

Impact- which means it makes an impression on the audience.

copycat advertising—using an idea that someone else has originated

breakthrough ad- has stopping power and that comes from an intriguing idea—a Big Idea that
is important, interesting, and relevant to consumers.

divergent thinking is used to describe a style of thinking that explores multiple possibilities rather
than using rational thinking to arrive at the “right” or logical conclusion. Another term for divergent
thinking is right-brain thinking, which is intuitive, holistic, artistic, and emotionally expressive
thinking.

left-brain thinking, which is logical, linear (inductive or deductive), and orderly.

thinking outside the box- a creative idea looks at a problem in a different way, from a different
angle.

creative leap—a process of jumping from the rather boring business language in a strategy
statement to an original idea.
Since the creative leap means moving from the safety of a predictable strategy statement to an
unusual idea that has’t been tried before, this leap is the creative risk.

Research indicates that creative people tend to be independent, assertive, self-sufficient,

persistent, and self-disciplined, with a high tolerance for ambiguity.

• Problem solving
• Playful
• The ability to visualize
• Open to new experience
• Conceptual thinking

The Creative Process:

Step 1. Immersion Read, research, and learn everything you can about the problem.

Step 2. Ideation Look at the problem from every angle; develop ideas; generate as many
alternatives
as possible.

Step 3. Brainfag Don’t give up if—and when—you hit a blank wall.

Step 4. Incubation Try to put your conscious mind to rest to let your subconscious take over.

Step 5. Illumination Embrace that unexpected moment when the idea comes, often when your
mind is relaxed and you’re doing something else.

Step 6. Evaluation Does it work? Is it on strategy?

Creative Aerobics- a four-step generating process. The idea is to go through a structured

creative exercise that opens new doors and windows for ideas to enter your mind.

• Facts
• New names
• Similarities
• New Definitions

brainstorming where a group of 6 to 10 people work together to come up with ideas.

Techniques in brainstorming:
• What if?
• Unexpected association
• Dramatize the obvious
• Catchy Phrasing
• Unexpected plot twist
• Play on words
• Analogy and metaphor
• Familiar and strange
• Twisted cliché
 • Twist the obvious
• Exaggeration

“Big Idea”- gives legs to a campaign.

Structural Analysis- an approach for analyzing the logic of the creative strategy that goes beyond
just evaluating the strategy.

1. Evaluate the power of the narrative or story line (heart).

2. Evaluate the strength of the product claim (head).
3. Consider how well the two are integrated

Copytesting- Formal method to evaluate the effectiveness of an ad.

• Vampire Creativity- message can be sometimes so creative that the ad is remembered

but not the brand. One reason why advertisers shy away from really novel or entertaining
strategies.