Advertising: Principles and Practice Lecture 4 PDF

Advertising: Principles and Practice LECTURE 4 (Semester 1, 2023-24) Creative Strategy CHAPTER 8 Creative Strategy: Planning and Development Chapter Eight, Advertising and Promotion: An Integrated Marketing Communications Perspective, by George E. Belch, and Michael A. Belch, McGraw-Hill/Irwin (...

Advertising: Principles and Practice LECTURE 4 (Semester 1, 2023-24) Creative Strategy CHAPTER 8 Creative Strategy: Planning and Development Chapter Eight, Advertising and Promotion: An Integrated Marketing Communications Perspective, by George E. Belch, and Michael A. Belch, McGraw-Hill/Irwin (12th edition) -Readings: pp.259-265 (Creative Strategy Development); pp.273-283 (Advertising Creativity; Planning Creative Strategy; The Creative Process) 2 Advertising Creativity: The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Creative Strategy Determining what the advertising message will say or communicate Creative Tactics Determining how the message strategy will be executed 3 Young’s Creative Process Immersion Get raw material and data, and immerse yourself in the problem Digestion Take the information, work it over, wrestle with it in your mind Incubation Cease the analysis; turn the information over to the subconscious to do the work Illumination The birth of an idea - a sudden inspiration Verification Study the idea, evaluate it, reshape it for practical usefulness 4 IMC or ADVERTISING CAMPAIGN: a set of interrelated and coordinated marketing communication activities that center on a single theme or idea that appears in different media across a specified period. Interrelated Interrelated Coordinated Coordinated Marketing Communication Activities Centered on a Theme or Idea In Different Media Over a Time Period 5 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Campaign Themes IMC/Ad Campaign Theme: •a strong idea, and •the central message that will be communicated in all the advertising and other promotional activities Miller Evian Lite “Live Young” • IMC/Ad campaign themes are usually developed with the intention of being used for a longer time period. 6 Slogan or Tagline – a way to express the theme • The theme for the advertising campaign is usually expressed through a slogan or tagline that reduces the key idea into a few words or a brief statement. • The slogan appears in every advertisement and is often used in other forms of marketing communications to serve as a reminder of, and to reinforce, the marketer’s branding message. Question: Red Bull has been using the slogan “Red Bull gives you wings” for many years. What might be the “central theme”/”big idea” that it is trying to express? ~ A campaign theme/”big idea” is usually developed before the creation of a slogan/tagline. 7 Searching for the Major Selling Idea (“BIG IDEA”) • An important part of creative strategy is determining the central theme that will become the major selling idea of the ad campaign. Major Selling Idea: “…the STRONGEST SINGULAR THING you can say about your product or service…the claim with the broadest and most meaningful appeal to your target audience...be sure it stands strong enough to remain the central issue in every ad and commercial in the campaign.” (A. Jerome Jeweler) 8 The Search for the Major Selling Idea of the Ad Campaign – TWO Common Approaches Use a Unique Positioning the SellingBrand Proposition Create Brand Use a aUnique Selling Position Image Seeking the Major Idea 9 Search for the Major Selling Idea: (1) Using a USP 3 characteristics of UNIQUE SELLING PROPOSITION (USP) 1. Each ad must make a proposition to the consumer, and must promise the audience: “Buy this product or service and you will get this benefit” 2. The proposition must be one that the competitors cannot or don’t offer (i.e. the proposition must be unique) 3. The promise must be strong enough or attractive enough to move people 10 Search for the Major Selling Idea: (2) Creating a Brand Image • This approach is used when competing brands are so similar that it is difficult to find or create a unique attribute or benefit to use as the major selling idea – difficult to differentiate on a functional or performance basis • The creative strategy used to sell these products is based on the development of a strong, memorable brand identity through image advertising • This is often done by associating the brand with certain symbols that have cultural meanings – assign personality to a brand 11 David Ogilvy: “The greater the similarity between brands, the less part reason plays in brand selection….the manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.” When searching for a major selling idea, the concept of positioning (discussed in Lecture 2) can also be considered as a basis. (However, “positioning by product attributes and benefits” and USP approaches may overlap.) 12 Contemporary Approaches to the Big Idea (Please read the reading materials uploaded on SOUL – one page about “Big Idea”, one page about the Lululemon campaign.) Anthony Vagnoni: “…Today’s leaders see advertising as an uplifting social force, as a way to inspire and entertain.” Goodby and Silverstein: “Advertising works best when it sneaks into people’s lives, when it doesn’t look or feel like advertising. It is about treating people at their best, as opposed to dealing with them at their lowest common denominator.” The “FEEL” campaign of Lululemon launched in 2021 Watch the videos: https://youtu.be/hC WCHco-HKc 13 Local Case Study – foodpanda IMC campaign 2021 Revisit the foodpanda IMC campaign with the theme “More Than Just Food - 點 只搵食咁簡單” (briefly mentioned in Lecture 1) http://kamfan.admango.com/kamfanarc hive/Detail.aspx?archive_id=3935 Watch the original online advertising video (with English subtitles) and more about this campaign (starting from 2:40) http://kamfan.admango.com/kamfanarc hive/Detail.aspx?archive_id=3930 14 Local Case Study – foodpanda IMC campaign 2021 Discuss this IMC campaign theme / big idea “More than just food”. • Is this theme strong enough to remain the central issue in every marketing communication tool in the campaign? Is it a meaningful appeal to the target audience? Is this theme singleminded, attention-grabbing and memorable? Why? • Can this campaign “inspire and entertain”? Can it “sneak into people’s lives”? (refer to slide #13) 15 Summary: Key Concepts Learnt • • • • • Creative Strategy vs Creative Tactics Creativity; Young’s Creative Process Advertising Campaign and Ad Campaign Theme Slogan or Tagline Major Selling Idea; Searching for the Major Selling Idea: Unique Selling Proposition and Creating a Brand Image • Contemporary Approaches to the Big Idea 16