Creativity

1. Creativity How it can assist in the development of advertising strategies!

2. What is Creativity? • presentation of an advertisement or promotional idea that is in a unique format or appeal style yielding attention grabbing capability • Examples: • Energizer Bunny • Budweiser Clydesdales, frogs, Spuds Mackenzie

3. Creativity • Can yield parity for brands • not sufficient alone • vampire creativity • Successful when combined with relevance, surprise and emotion

4. Creative Strategy Alternatives • Generic Strategies • Preemptive Strategies • Unique Selling Proposition • Brand Image • Positioning • Resonance • Emotional

5. Creative Strategy Discussion • Generic • straight benefit claim • no superiority claims • monopolistic competition or MS dominance • Q-tips • Preemptive • generic with superiority assertion

6. Unique Selling Position claims based on competitive advantages may force competitive reactions/copying useful when point of difference cannot be matched Brand Image psychological differences highlighted image positioning physical differences difficult to ascertain prestige approach does not increase conflict w/competitors Creative Strategy Discussions

7. Creative Strategy Discussions • Positioning • build a mental niche in relation to competitive products • try to differentiate from the market leader • long-term strategy • BAD EXAMPLE: SEARS, Burger King • Direct comparisons can hurt position and reputation

8. Resonance ties to personal experiences to increase relevance high visibility consumption products hedonic consumption Emotional increase involvement through humor, ambiguity no strong selling approaches utilized discretionary products utilize Creative Strategies Discussions

9. Content Approaches • Informational • messages built on logic or fact • Emotional • built on psychological appeals such as fear or love • Image Appeals • linking image or products to lifestyle

10. Message Appeals • Product Oriented (rational) • slice of life • product comparisons • problem solution • demonstration • news • unknown spokesperson, expert

11. Message Appeals • Consumer Oriented (emotional) • sex • celebrity spokespersons • humor • animation • music

12. Use of Celebrities • Expensive • meaningful connection between the endorser and the product needed • Q ratings helpful • familiarity, popularity • Relationship to the TM • Attractiveness

13. Celebrity Selection Process • Q-Ratings • Have you heard of this person (familiarity) • If so, do you rate him poor, good, very good, or one of your favorites (popularity) • Rating ratio of rated as one of favorites to # heard of the celebrity • Ratings differ by segments of consumers • Credibility • TM match up with Celebrity

14. Celebrity Selection Process • Celebrity Product Match up • Celebrity Attractiveness • Miscellaneous Factors • Cost • Potential for problems with Celebrity • Difficulty to work with? • # products currently endorsing

15. Endorser Attributes • Attractiveness - similarity, familiarity and liking • identification - willing to adopt attitudes of spokesperson as yours! • best when product/celebrity well matched • Credibility - expertise and trustworthiness • internalization

16. Fear and Its Consequences • social disapproval - deodorant • physical harm or danger - Volvo • Intensity - too much causes avoidance behaviors! • Should be of moderate levels

17. Use of Humor • Gains Attention! • Enhances liking of ad and brand - increasing A(AD) and A(B) • May not interfere with comprehension • Can hurt Credibility • If too good - vampire creativity can result

18. Use of Music • Attracts attention • Enhances memorability • Improves mood • Can play a role in conditioning • unconditioned stimulus feelings transferred to the conditioned stimulus

19. Sex Appeals • Nudity vs. Suggestiveness • effectiveness? • Stopping Power! • Attention Lure • Enhancement of Recall • Offense? • Inappropriate match?

20. Comparative Advertisements • Direct or Indirect • Factors to Consider • Situational Factors • Preexisting favorable opinion about competition? • More suitable for LI products • Good for New brands with distinct advantages • Increase credibility with experts or seals • Increase sales of established products with flat growth • Print better

21. The Art of Design and Copywriting How Do I Design the Perfect Print Advertisement?

22. Key Elements to Print Ads • Copy • headlines, underlines, overlines, subheads, body copy, the captions, slogans, taglines

23. Key Elements to Print Advertisements • Art • visual elements • illustrations, photography, logotypes, signatures, layout itself

24. Layout Design • Orderly arrangement of all the copy elements plus all the art work on a sheet of paper • Comparable effort for a TV ad is the storyboard • Multiple Stages lead to finished product

25. Illustrations • along with the headline - most likely to stop the reader • pictures are worth a thousand words • gradual shift away from copy only ads • shift represents power of visual

26. Tasks of the Illustration • Grab Attention! • Convey Main Ideas or Benefits • example - with liquor - show the good time to be had! • Attract attention to relevant benefits - yet generate the right emotion and feel • Tell the Story!

27. Guidelines to Achieve This Task! • Photography seems to work better than other art forms. • Exceptions - newspapers (line drawings) • Color works better than black and white • may not be cost effective • Action illustrations enhance readership - product in use • Size and arrangement important - series of smaller can work

28. Options for the Art Director • The product or package alone • Product in use • Benefits of Using or not using the product • Dramatization of Product’s features • Developing a mood • Cartoon characters

29. Design Principles • Balance • optical center • formal balance - symmetry • informal balance • Movement • z-pattern • Guttenberg diagonal

30. Design Principles • Proportion • space according to importance • avoid monotony and consistency • Contrast • reverse the ad and print • borders • Focal Points • main product benefit, draw in the reader, can be copy or visual

31. Design Principles • Unity • singular impression • use borders to hold together • overlap • use of white space • Continuity • same tone. design format, consistent slogans