Creative Advertising Strategies: Chapter 12 - Creative Advertising

Front 1

Define the creative strategy

Back 1

Wherethe art and science of advertising come together.Creativestrategy – what the ad says.Creativeexecution – how it says it. Effectivecreativity in advertising is measured not only by originality but also by itsstrategic contribution.

Front 2

What are head and heart strategies?

Back 2

Most advertising messages use acombination of two basic literary techniques to reach the head or the heart ofthe consumer.Two basic approaches totranslating message objectives into strategy.Hard- and Soft-Sell Strategies: §Hard sell: touches the mind andcreates a response based on logic §Soft sell: uses emotional appealsor images to create a response

Front 3

What is the difference between a lecture and a drama?

Back 3

1. Lecture: a serious instructiongiven verbally 2. Drama: relies on the viewer tomake inferences

Front 4

Define Perception

Back 4

Perception: create attention, awareness, interest, recognition, andrecall

Front 5

Define persuasion

Back 5

Persuasion: change attitudes, create conviction and build preference

Front 6

Define cognition

Back 6

Cognition: inform, educate and achieve understanding

Front 7

Define affection

Back 7

Affection: touch emotions, create feelings, sensations

Front 8

Define transformation?

Back 8

Transformation: establish brand identity and associations

Front 9

Define behaviours

Back 9

Behaviour: stimulate trial, purchase, repurchase or other action

Front 10

What message drive perception

Back 10

Attention and awareness

Interest

Memory

Front 11

What messages persuade

Back 11

Appeals

Selling premises: benefit, promise,reason why, USP

Conviction

Front 12

What do messages drive cognition do?

Back 12

Must identify productcharacteristics, features, attributes, point of differentiation

Front 13

What do Messages that touch emotion do?

Back 13

Highlight psychologicalattraction of the product to the target audience through emotional responses

Deliver a message that createsliking of a product

Front 14

What messages transform a product into a brand?

Back 14

Branding

Image advertising is used tocreate a representation in the customer’s mind Associations

Front 15

What messages drive action?

Back 15

Calls to action

Word-of-mouth, viral marketing orbuzz

Front 16

What would your typical brief include

Back 16

Problem to be solved

Advertising or communicationobjective

Target audience

Brand imperatives (position,personality, etc.)

Proposition and support

Creative parameters

Media considerations

Front 17

What advertising executions are there?

Back 17

Humour

Slice of Life

Spokesperson

Teasers

Shockvertising

Straightforward

Demonstration

Comparison

Problem solving/ Problem avoidance

Front 18

What is USP?

Back 18

USP, or unique selling proposition:is a benefit statement that is both unique to the product and important to the user.The USP is a promise that consumers will get this unique benefit only by using this product. For example, a single-minded proposition for a camera might state:‘Only this camera zooms automatically to follow the action’.

Front 19

Define Humour

Back 19

Advertisers use humour as a creative strategy because it gets attention; they hope that people will transfer the warm feelings they have as they are being entertained to the product. Humour is hard to do well because some people will think it’s funny but others may hate it. For a humorous ad to be effective, the selling premise must reinforce the point of the humour. The women of Australia collectively took a deep breath when Naomi Watts turned down a dinner date with Tom Cruise because ‘Mum’s doing a lamb roast’ and perhaps the whole nation took a deep breath when Sam Kekovich, in his inimical style, exhorted us to eat lamb on Australia Day.

Front 20

Define Slice of Life

Back 20

The slice-of-life format 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.

Front 21

Define Spokesperson

Back 21

In the spokesperson or endorser format, the ad uses celebrities we admire (Elle Macpherson, Simon Baker), creates characters (Louie the Fly) and presents experts we respect (Michelle Bridges) or someone ‘just like us’ whose advice we might seek out to speak on behalf of the product to build credibility (Pat Rafter, Lisa McCune).

Front 22

Define Teasers

Back 22

Teasers are mystery ads that don’t identify the product or don’t deliver enough information to make sense, but that are designed to arouse curiosity.They are often used to launch a new product. The ads run for a while without the product identification and then when curiosity is sufficiently aroused— usually at the point when the product is officially launched—a concluding ad runs with the product identification.

Front 23

Define Shockvertising

Back 23

Advertising that tries to grab attention and generate buzz by using outlandish creative ideas or provocative visuals is referred to as shock advertising or shockvertising. A standout example of this genre is that of ‘The Grim Reaper’, made by Grey Advertising in the late 1980s, to alert the public to the impending spread of AIDS in Australia. Benetton has also used this strategy for years, with mixed success. Pushing the envelope in terms of taste is a risky strategy but may appeal to younger target markets

Front 24

Define Straightforward

Back 24

A straightforward factual or informational message conveys information without any gimmicks, emotions or special effects.The infomercial style Brand Power uses is an extremeexample of straightforward advertising although, of course, a straightforward approach doesn’t have to be boring. In fact, Oil of Olay’s highly successful ‘Stop the seven signs of ageing’ is an example of this genre.

Front 25

Define demonstration

Back 25

A demonstration focuses on how to use the product or what it can do for you. In an ad created byYoung & Rubicam,Pro Hart creates a new painting but not on a canvas—on the carpet. His housekeeper arrives and, in shock, proclaims,‘Oh Mr Hart, what a mess’. However, she is soon able to clean it all off (raising considerable empathy among women viewers) because it’s a Dupont Stainmaster—the carpet that repels.

Front 26

Define Comparison

Back 26

A comparison contrasts two or more products, finding the advertiser’s brand superior. The comparison can be direct, with competitors mentioned, or indirect, with just a reference to ‘other leading brands’. As in demonstration, to see is to believe, so conviction is the objective, although comparison advertising can have unintended effects, such as branding the competitor.

Front 27

Define problem solution/problem avoidance

Back 27

In a problem solution format, also known as product-as- hero, the message begins with a problem and the product is the solution.A variation is the problem avoidance message format, in which the product helps avoid a problem. In a TVC introducing a new Wattyl paint in 2006, we see a beagle trotting around a recently painted room quite unfazed by the toxic smell usually associated with paint.The narrator explains it’s the first paint with all the ‘nasty bits’ taken out.