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Creative Execution. Class 5 Mkt 340/Principles of Advertising Professor Bill White. Creativity Defined. Taking information we all have and interpreting it in a different manner. Creativity and Human Nature Why People Buy. “Sell the Sizzle, Not the Steak.”
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Creative Execution Class 5 Mkt 340/Principles of Advertising Professor Bill White
Creativity Defined Taking information we all have and interpreting it in a different manner.
Creativity and Human NatureWhy People Buy • “Sell the Sizzle, Not the Steak.” • “WWER”-“WIDO” vs. “WIIFM” – “WIDFU” • People buy benefits, not products. • To make or save money, save time, avoid effort, gain comfort, satisfy appetite, escape pain, collect possessions, protect family, possessions, or reputation. • To be healthy, popular, safe, secure, in style, an individual, cleaner. • To have pleasure, satisfy curiosity, emulate others, build confidence or self-esteem.
Want to buy the future Respond to good sentiment. Like winners, prestige. Like easy formulas Resist change, difference. Will read if interested. Like “power words.” Follow opinion leaders. Avoid risk. Respond to deadlines. Are inattentive. Glance instead of read. Suspect perfection. Like stories Respond to friends. Creativity and Human Nature (con’t)More Hot Buttons People…
Creativity and Human Nature (con’t)Even More Hot Buttons • Respond to the outrageous • Buy what they want, not what they need. • All are affluent when buying what they want. • Want to shop, not be sold • Respond to personalities • Motivated by their dark side: • fear • envy • greed (wealth, power, pleasure, etc.)
Emphasize the “G’s.” Gambling Gardening Golf Grandchildren Groups Go or Greyhound Bus Good Food Gout Gold “Getting the fish to chase the boat.” Headline: “Local Senior Sobs, Loses Half His Retirement Income In The Market – Free Report Explains How To Avoid The Same Mistakes.” “Business Booms for Gurus Teaching How to Sell to Seniors” – L.A. Times 4/24/2006 Senior Citizens’ Hot Buttons
Benefit Ladder (Means-End Chain) Values Needs Higher Order Benefits Benefits Features
Creative Execution aida • Attention • Interest • Desire • Action
Appeals and Creative Execution • Rational versus Emotional Appeals • Creative Execution of the Appeal • Humor • Fear • Agony • Comparison • Demonstration • Dramatization • Slice of life • Expert endorsement • Customer testimonial
The Big Idea • Also called Design Continuity or Design Consistency. • It means adding one or more design elements to the creative execution that readily identifies the campaign,product and/or company. • Examples include slogans, jingles, characters, celebrities, shapes. • It should be usable across various media and over a period of time.
The Layout Include benefit promise Headline aida Visual -Relevance -Resonance Attention Interest Desire Action Sub-Headline Consider adding -Amplification -Support -Slogan/tagline Copy copy copy copy copy Copy copy copy copy copy LOGO
The Layout VRRRRRROOM Copy copy copy copy copy Copy copy copy copy copy Copy copy copy copy copy Copy copy copy copy copy You asked for it. TOYOTA
The Layout VRRRRRROOM aida Attention Interest Desire Action Performance of a Sports Car Room of a Wagon Copy copy copy Copy copy copy Copy copy copy You asked for it. TOYOTA
