Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 8 - George E. Belch, Michael A. Belch

Chapter 8 - Creative strategy: Planning and development. After completing this unit, you should be able to: To discuss what is meant by advertising creativity and examine the role of creative strategy in advertising, to consider the process that guides the creation of advertising messages and the research inputs into the stages of the creative process, to examine creative strategy development and the roles of various client and agency personnel involved in it,...

Chapter 8  Creative  Strategy:

Planning and  Development

Divergence

Originality Flexibility Elaboration Synthesis Artistic Value

Relevance Ad-to-consumer Brand-to-consumer

Universal Advertising Standards

Does the advertising position the product simply, with unmistakable clarity?

Does the advertising bolt the brand to a clinching benefit?

Does the advertising contain a Power Idea?

Does the advertising design in brand personality?

Is the advertising unexpected?

Is the advertising single-minded?

Does the advertising reward the prospect?

Is the advertising visually arresting?

Does the advertising exhibit painstaking craftsmanship?

Rationalists

• Advertising must

sell the product

or service

Poets

• Advertising must build an

emotional bond between

consumers and brands or

companies

• Gathering raw material and data, and immersing oneself in

the problem

Immersion

• Analyzing the information

Digestion

• Letting the subconscious do the work

Incubation

• Birth of an idea

Illumination

• Studying the idea and reshaping it for practical usefulness

Reality or verification

• Gathering background information needed to solve the

problem through research and study

Preparation

• Letting ideas to develop

Incubation

• Finding the solution

Illumination

• Refining the idea and analyzing whether it is an

appropriate solution

Verification

Gather and organize information on

the product, market, and competition

Analyze the trends, developments,

and happenings in the marketplace

Preplanning Input

Gathering information through studies conducted by the

client

Problem detection

Branding research

Psychographic studies

•Evaluate ideas 

•Reject the inappropriate

•Refine the remaining

•Give ideas final expression

•Evaluate ideas 

•Reject the inappropriate

•Refine the remaining

•Give ideas final expression

Objective

•Directed focus groups

•Message communication studies

•Portfolio tests

•Viewer reaction profiles

•Directed focus groups

•Message communication studies

•Portfolio tests

•Viewer reaction profiles

Techniques

Storyboards and Animatics

Integrated Interrelated Coordinated

In Different Media Over a Time  Over a Time  Period Period

Marketing  Communication  Activities

Marketing  Communication  Activities

Centered on a Theme 

or Idea Centered on a Theme 

or Idea

“ We Must  Protect This  House. I will.”

“ We Must  Protect This  House. I will.”

BMW

BMW

“ Just Do It”

Miller Lite

Miller

Lite

“Red Bull Gives       You Wings”

“ Red Bull Gives       You Wings ”

Red Bull Under Armour

Nike 

Advertising Campaign Themes

The central message that will be communicated 

in all of the various IMC activities

The central message that will be communicated 

in all of the various IMC activities

Criteria for Effective Slogans

Figure 8.3 ­ Creative Brief Outline

Figure 8.4 ­ Model of Marketing Information Flow  from the Marketing Manager to the Creative Staff

Source: John Sutherland, Lisa Duke, and Avery Abernethy, “A Model of Marketing Information Flow,” Journal of Advertising 33, no. 4 (Winter 2004), p. 

Using a unique

selling proposition Creating a brand image

Finding the inherent drama Positioning

Approache

s

(USP)

Must be unique 

to this brand or  claim; rivals 

can't or don't  offer it

Must be unique 

to this brand or  claim; rivals 

can't or don't  offer it

Unique

Buy this 

product/servic

e and you get 

this benefit 

Buy this 

product/servic

e and you get 

this benefit 

Benefit

Promise must 

be strong  enough to  move mass  millions

Promise must 

be strong  enough to  move mass  millions

Potent

 Establishes the product or service in a particular 

place in the consumer’s mind

 Done on the basis of a distinctive attributes

 Basis of a firm’s creative strategy when it has 

multiple brands competing in the same market