Advertising Creative Strategies Quiz

Integrated Marketing Communications (MKTG3010)

• Course focuses on creative strategy, planning, and implementation for integrated marketing communications
• Learning outcomes include discussing Young's & Wallas' creative process models, developing campaign themes, choosing/implementing advertising appeals and execution styles, designing effective marketing messages, and discussing creative output evaluation guidelines
• Course progression involves reviewing the marketing plan, analyzing the promotional situation, analyzing communication processes, determining the budget, and developing the IMC (integrated marketing communications) programme

What is Creativity?

• Creativity is turning imaginative ideas into reality, characterized by perceiving the world in new ways, identifying hidden patterns, making connections, and generating solutions
• Creativity involves two fundamental processes: thinking and producing

Important Note

• Creativity cannot be taught; the information presented is about guidelines, thoughts, and theories related to creative strategy

Creative Strategy: Planning

• Creative strategy is the process of determining what the advertising message will communicate

The Perpetual Debate

• There are differing views on creativity: "suits" prioritizing sales and practicality, while "artists" focus on artistic value and originality
• The ideal strategy aims for a balance between creative expression and commercial success

Sample Creative Executions

• Starbucks thanked customers for wearing masks through social media messaging and promotional materials
• Burger King used a time-lapse video of a Whopper decomposing to highlight the removal of preservatives, emphasizing "natural" ingredients

Amazon's Celebrity-Packed Alexa Commercial

• Amazon's Alexa commercial, featuring celebrities, was the most viewed ad on YouTube in 2018
• The video generated 50.1 million views on YouTube

The Volkswagen "Think Small" Campaign

• The Volkswagen "Think Small" campaign revolutionized advertising and the automotive industry through simple photography and minimalist text
• The campaign focused on the practical aspects and affordability of the small cars, challenging conventional advertising aesthetics

Creative Processes

• Some believe creativity follows a specific process, as illustrated by Young's and Wallas' approaches
• Young's approach involves immersion, digestion, incubation, illumination, and verification
• Wallas' model outlines preparation, incubation, illumination, and verification

Young's Creative Process

• Immersion: Gathering raw material and immersing in the problem
• Digestion: Working through information, wrestling with it in the mind
• Incubation: Turning the problem over to the subconscious
• Illumination: Eureka moment, finding the solution
• Verification: Assessing the idea and adapting it for practical use

Wallas' Creative Process Model

• Preparation: Defining the problem and gathering relevant information
• Incubation: Letting the mind contemplate the problem
• Illumination: Generating ideas and insights
• Verification: Assessing the solution's acceptability and demonstrating its usefulness

Developing the Creative Strategy

• Creative strategies should be based on the target audience, IMC campaign objectives, major selling ideas, and supporting information

Developing the Creative Strategy

• Elements to be considered include target audience identity, the basic problem/opportunity, the major selling/key benefit, and relevant supporting information

Creative Strategy: Planning - An Advertising Campaign

• An advertising campaign is a series of integrated, interrelated, and coordinated IMC activities centered on a theme or idea

Consumers Just weren't Drinking Milk

• Milk sales saw a 7% increase in California due to a campaign focusing on celebrities and milk "occasions"
• The goal wasn't to attract new consumers but rather to enhance existing consumers' appreciation of milk

Creative Strategy that Stood the Test of Time

• Factors in the success of campaigns, such as the Got Milk? campaign, include message content, handling various platforms like television and print, and billboard placements and more

The Advertising Campaign Theme

• The central message communicated in all IMC (integrated marketing communications) activities

The Campaign Theme or Power Idea

• A theme that is easy to describe, attracts attention, allows for branding, and highlights the clinching benefit

Creative Strategy: Implementation - The Major Selling Idea

• The strongest singular thing that can be said about a product/service, and strategies such as unique selling proposition, creating a brand image, and identifying inherent drama

The Major Selling Idea

• Three elements for crafting a compelling major selling idea (MSIs): overt benefit, reason to believe, and dramatic difference. These elements should be seamlessly integrated in a marketing message.

Creative Strategy: Implementation - Designing an Effective Message

• The message should be clear, simple, consistent, concise, and easy to recall for clear understanding by the consumer
• AIDA model (Attention, Interest, Desire, Action) and a six-step process for crafting effective messaging

Julie Chance's Six Step Process

• Identifies the target market's problems, symptoms, issues, needs, and wants
• Provides a brief description of the product/service, listing its features
• Adds "credability" to the product's message

Creative Strategy: Implementation - Designing an Effective Message - AIDA Model

• Gets customers' attention with powerful headlines
• Holds interest by using images that resonate with the target market
• Creates desire by highlighting the benefits of the product
• Creates action by prompting desired responses (e.g., appointments, purchases)

Doug Hall's Three Essential Components of a Marketing Message

• Overt Benefit: Explicit explanation of the product's offerings to the customer
• Reason To Believe: Demonstrating the credibility of the product/service
• Dramatic Difference: Showcasing the product's competitive edge

Creative Strategy: Implementation – Basic Components of Print Advertising

• These elements define the structure of print ads: headlines, subheadings, body copy, illustrations, and layout

Creative Strategy: Implementation – Designing a Video Message

• Videos, unlike print, use sight, motion, sound (voice, music, or sound effects) to convey marketing messages.

Remember Key IMC Feature #3 – Speak with a Single Voice

• Maintain a unified message across all promotional elements, consistent with the campaign theme and major selling idea

Evaluation Guidelines for Creative Output

• Evaluate if the output aligns with brand and advertising objectives, the creative strategy, the target audience and the media environment
• Verify and confirm the output is truthful and tasteful

Implementation & Evaluation

• Practical steps for implementing and evaluating creative strategies
• Methods for measuring the effectiveness and impact of implemented plans

Creative Strategies: Other Ad Types - Transformational Ads

• Aim to associate a unique emotional experience with the brand, transcending a simple product presentation and memorably connecting viewers with the product. Examples include imagery, emotion, meanings, and beliefs)

Creative Strategies: Other Ad Types - Reminder Ads

• Build brand awareness by repeatedly putting the name and image of the brand before the customer.

Creative Strategy Implementation: Additional Information

• Various execution approaches of advertising appeals (straight sell, scientific/technical, demonstration, comparison, testimonial, slice-of-life, animation, personality symbol, imagery, dramatization, humor, combinations)
• Understanding different types of emotional appeals (safety, security, fear, love/affection, happiness/joy, nostalgia/sentiment, excitement, arousal, stimulation, sorrow/grief, achievement/accomplishment, self-esteem, embarrassment, actualization, pleasure, ambition, comfort)
• Identifying the three essential elements for creating a product's message (overt benefit, reason to believe, and dramatic difference)
• Defining the components of print advertising, like headlines, subheads, body copy, visual elements, and layout
• Understanding the characteristics of video advertising, including motion, and sound
• The importance of a single voice in integrated marketing communications (IMC)
• Evaluation parameters for creative output to ensure consistency with brand, advertising, and campaign objectives.

Test your understanding of advertising creative processes and strategies through this quiz. It covers key concepts such as humor, emotional appeals, and the stages of creativity in marketing. Ideal for students in advertising or marketing courses.