copy of day 9-creativity in advertising
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Creating Effective and Creative Advertising
Messages
Memorable Advertising
Apple Computer’s “1984” TV Commercial
What Makes Effective Advertising?
Sound
Strategy
Consumer’s
View Persuasive
Doesn’t
Overwhelm
Deliver on
Promises
Break
Clutter
Effective
Advertising
The Role of Creativity
Creative ads share two characteristics:
• Originality • Appropriateness
Nike
Apple iPod
Original Ads: Apple iPod• Silhouetted figures
against the neon backgrounds holding iPods.
• Simplicity of the design and a different look than most commercials, which feature identifiable figures engaging in dialogue.
Constructing a Creative Brief
Background
Strategy
Task
Positioning
Client’s Objectives
Target
Their current thoughts/feelings
What do we want them to think/feel
What do we want them to do
Proposition
Belief in proposition
How we speak to them
Styles of Creative Advertising
Unique Selling Proposition Creative Style (USP)
An advertiser makes a superiority claim based on a unique product attribute that
represents a meaningful, distinctive consumer benefit.
Brand Image Creative Style
• The brand image style involves psychosocial, rather than physical differentiation.
• Transformational advertising
Resonance Creative Style
• Does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagined experience of the target audience.
• Examples: Dove’s “Real Beauty” campaign
Emotional Creative
Style
An attempt to reach the consumer at a visceral level by appealing to their emotions.
Generic Creative Style
• An advertiser employs a generic style when making a claim that could be made by any company that markets a brand in a particular category.
• Most appropriate for a brand that dominates a product category.
Preemptive Creative Style
• An advertiser makes a generic-type claim but does it with an assertion of superiority.
In Summary
• An advertiser might use two or more styles simultaneously.
• Some experts believe that advertising is most effective when it addresses both functional product and symbolic benefits.
• Effective advertising must establish a clear meaning of what the brand is and how it compares to competitive offerings.