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The Creative Side and Message Strategy: Part 4: Effective Advertising Messages

This document discusses creative advertising strategies and message development. It covers key points like defining creative advertising and the role of a big idea. It describes the creative process and characteristics of creative people. It also outlines facets of creative strategy like using messages to drive perception, cognition, emotions, persuasion, transformation, and behavior. Additionally, it discusses approaches to message strategy including head vs heart strategies and different message tones and approaches. Finally, it covers planning the creative strategy through a creative brief and testing ads before a go/no-go decision.

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mpnahar
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© © All Rights Reserved
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Download as PPT, PDF, TXT or read online on Scribd
103 views

The Creative Side and Message Strategy: Part 4: Effective Advertising Messages

This document discusses creative advertising strategies and message development. It covers key points like defining creative advertising and the role of a big idea. It describes the creative process and characteristics of creative people. It also outlines facets of creative strategy like using messages to drive perception, cognition, emotions, persuasion, transformation, and behavior. Additionally, it discusses approaches to message strategy including head vs heart strategies and different message tones and approaches. Finally, it covers planning the creative strategy through a creative brief and testing ads before a go/no-go decision.

Uploaded by

mpnahar
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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The Creative Side and Message Strategy

Part 4: Effective Advertising Messages Chapter 12

Chapter Outline
I. II. Chapter Key Points The Art and Science of Creative Advertising III. Creative Strategy IV. Facets of Creative Strategy V. Planning and Managing Creative Strategy

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Key Points
Define creative advertising and explain how it leads to a Big Idea Describe the characteristics of creative people and their creative process Discuss key creative strategy approaches Outline the key parts of a creative brief

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The Art and Science of Creative Advertising


The ROI of effective advertising
Relevant, original, and has impact

The Big Idea


Implements the advertising strategy so that the message is both attention getting and memorable

The Creative Leap


Jumping from the strategy statement to an original idea that conveys the strategy in an interesting way
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Creative Thinking
Free association
Creates the juxtaposition of two seemingly unrelated thoughts

Divergent thinking
Uses exploration to search for all possible alternatives

Analogies and metaphors


Used to see new patterns or relationships

Right-brain thinking
Intuitive, nonverbal, and emotion-based thinking
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Creative Thinking
Creative Roles
Copywriters and art directors develop the creative concept and draft the execution of the advertising idea

The Creative Person


In advertising, creativity is both a job description and a goal

Creative Characteristics Problem solving Ability to visualize Openness to new experiences Conceptual thinking

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Steps and Stages


Immersion Ideation Brainfog Incubation Illumination Evaluation
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Creative Strategy
Where the art and science of advertising come together A Big Idea must be
Creative Strategic

Creative strategy
What the advertisement says Also called message strategy

Creative execution
How it is said

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Message Objectives
1. Perception: create attention, awareness, interest, recognition, and recall 2. Cognitive: deliver information and understanding 3. Affective: touch emotions and create feelings 4. Persuasion: change attitudes, create conviction and preference 5. Transformation: establish brand identity and associations 6. Behavior: stimulate some form of action
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Head and Heart Strategies


Two basic approaches to translating message objectives into strategy Hard- and Soft-Sell strategies
Hard Sell: touches the mind and creates a response based on logic Soft Sell: uses emotional appeals or images to create a response

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Head and Heart Strategies


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: a serious instruction given verbally Drama: relies on the viewer to make inferences

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Facets of Creative Strategy


Drive Perception Attention and awareness Interest Memory Drive Cognition These messages get consumers to learn about products by focusing on a products features

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Facets of Creative Strategy


Touch Emotions Highlight psychological attraction of the product to the target audience through emotional responses Persuade Appeal Selling premises Conviction

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Facets of Creative Strategy


Transform Product Branding Image advertising is used to create a representation in the customers mind Associations Drive Action A signature that serves to identify the company or brand Also serves as a call to action if it gives direction to the consumer about how to respond
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Message Approaches
Straightforward Demonstration Comparison Problem solving/Problem avoidance Humor Slice of Life Spokesperson Teasers Shockvertising

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Planning and Managing Creative Strategy


Creative brief
Prepared by the account planner, summarizes the marketing and advertising strategy Vary in format, but must combine basic strategy decisions

Strategy Decisions The problem The objectives The target market Positioning strategy Type of creative strategy Selling premise Execution suggestions
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Planning and Managing Creative Strategy


Message execution
The form in which the ads message is presented

Global campaigns
Require ad work that addresses advertising objectives and reflects the positioning strategy Usually desirable to adapt the creative execution to the local market

Message tone
Reflects the emotion or attitude behind the ad

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The Go/No-Go Decision


Assess the effectiveness of the ads creative features
Structural analysis Copy testing

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