ch. 8

Creating Great Advertising

• Resonance is capturing the audience's attention and imagination with a surprise element
• Ads resonate when they strike an emotional chord, make the message unforgettable, and echo in the audience's minds
• Informational ads offer relief from undesirable situations or conditions by addressing negatively originated purchase motives
• Brands offer solutions through consumer services
• Uber's "Get there. The day belongs to you" and Slack's "Be less busy" are examples of informational ads
• Other ads address positively originated motives by seeking experiences, stimulation, or social approval
• Transformational ads promise benefits that reward consumers, addressing positive purchase motives to make people happier
• Ted's "Ideas worth spreading" and Weight Watchers' "Success Starts Here" are examples of transformational ads
• Most ads fail to resonate due to a lack of a "big idea" or poor execution. Uninspiring copy, attractive visuals or poor production decrease resonance

The Relevance Dimension

• Relevance is about consumers believing that an ad speaks to them and their needs, especially in the digital age due to the success of Google's program.
• Relevance makes consumers think about the advertiser's strategy

Developing a Creative Strategy

• Creative strategy guides the creative team and serves as a written statement for writing and producing ads
• The creative strategy decides important issues, including the advertising objective, target audience, key benefit, product features, style, approach, and copy

Elements Involved (Writing the Creative Strategy)

• The advertising must solve a specific challenge that marketing communications must overcome to meet the objectives
• Advertising objective: the goal the advertiser wants to achieve regarding consumer awareness, attitude, and preference
• Pedigree focuses on dog owners who are emotionally connected to their pets
• Target audience: the specific group to whom the advertising message is directed
• The key benefits to communicate: describes how a product or service benefits the consumer, focusing on an important, single-minded process
• Support for or proof of those benefit: provides information to convince the target audience that the key benefit is true
• Pedigree supports animal shelters to facilitate dogs finding a home
• Brand's Personality: describes a brand in terms of human characteristics
• Pedigree's brand represents value, quality, and love for dogs
• Any special requirements: considers unique characteristics like the advertiser, brand, target audience, media, competition, and budget during the creative development process
• Pedigree requires certain creative elements, like the color yellow and prominent product packaging

Creative Process

• Creative Process: discover original ideas in a step-by-step procedure that reorganizes concepts
• It is initiated by delivering the creative strategy to the creative department
• It begins the search for the big idea
• It concludes the process of developing an advertising strategy
• Advertising strategy provides a means to achieve objectives through development of advertisement execution and media plans

Enhanced Creativity For Advertising

• Creativity combines previously unconnected objects or ideas into something new
• It attracts attention, maintains interest, and stimulates thinking
• Common techniques employ wordplay and verbal or visual metaphors
• Metaphors and visual clues communicated ideas and helps the reader/viewer understand the product
• It establishes a unique identity for the product
• Reinforcing verbal messages requires creative uses of nonverbal elements like color, layout, and illustration
• Infographics improve a reader's perception of quality
• Artwork can stimulate emotions
• Video creates a response from an audience

Tools for Video

• Show, don't tell the product's elements
• Hot conveys multiple meanings in Heinz's spicy ketchup ads
• Transforms boring reminders into interesting advertisements to avoid staleness
• Encouraging consumers to repeatedly try the product can become tiresome
• Some commercials never mention the company name

The Creative Process: Explorer Role

• Explorer: Role searches for information, paying attention to unusual patterns
• Creatives examine the information and review strategies
• Develop an Insight outlook for finding and using good information to define what the agency is looking for
• Message strategy: A document that helps media planners determine how messages will be delivered to consumers like defining the target audience
• Brainstorm ideas and inspiration

The Creative Process: Artist Role

• Artist: Role experiments and plays creativity with a variety of approaches, looking for an original idea
• Task 1: Developing the Big Idea
• The big ideas are a bold, fresh initiative that build on the strategy and joins product with comsumer
• Visualizing creative ideas using the big idea
• It includes the task of analyzing the problem and pertent information to develop some concepts

The Creative Process: Judge Role

• Judge: Role evaluates the experimentation and practical approach
• The point is to seek the best idea
• Judges oversee production as advisors
• They ask questions to ensure proper execution

The Creative Process: Warrior Role

• Warrior: Role overcomes obstacles to bring a creative concept to life
• Warriors carry the concept to action by getting the big idea approved, produced, and placed in the media
• Warriors turn the account team into allies for the presentation
• They must ensure Strategic Precision, Savvy Psychology, Polished presentation and Structural Persuasion
• Ultimately the presentation has needs to solve the client's problem