Lecture 6

Question 1

The primary role of advertising is to

Answer 1

communicate

Question 2

Advertising is a source of both entertainment &

Answer 2

aggravation

It motivates, stimulates, fascinates, teases….. just plain
informs.

Question 3

Advertising shapes our

Answer 3

needs, desires, attitudes, beliefs & goals as well as creates brand image, positions a brand, creates brand awareness, induces product trial, etc.

Question 4

Creative Strategy

Answer 4

Determining what the
advertising message will say
or communicate

Question 5

Creative Tactics

Answer 5

Determining how the
message strategy will be
executed

Question 6

The 2 opposing viewpoints:

Answer 6

1. Advertising is only ‘creative’ if it SELLS the product.
2. ‘Creativity’ of an ad should be evaluated in terms of its
   artistic or aesthetic value & its originality.

Question 7

ADVERTISING CREATIVITY:

Answer 7

The ability to generate
fresh, unique and appropriate ideas that can be used as
solutions to communication problems.

Question 8

The ‘Silhouettes’ campaign for the iPod is an example of

Answer 8

Creative Advertising

Question 9

One of the most popular approaches to creativity in advertising was developed by

Answer 9

James W. Young (former creative V.P. at the J. Walter Thompson agency).

Question 10

The Creative Process

Answer 10

Immersion
Digestion
Incubation
Illumination
Verification

Question 11

Immersion

Answer 11

Gathering raw materials & info through background research & immersing yourself in the problem

Question 12

Digestion

Answer 12

Taking the info, working it over, & wrestling with it in the mind

Question 13

Incubation

Answer 13

Ceasing Analysis, putting the problems out of your conscious mind & turning the info over to the subconscious to do the work.

Question 14

Illumination

Answer 14

A Sudden Inspiration or Intuitive Revelation

About a Potential Solution. The birth of an idea - the “Eureka! I have it!” phenomenon.

Question 15

Verification

Answer 15

Studying the idea to see if it still looks good or
solves the problem - then shaping the idea to
practical usefulness..

Question 16

Account Planning

Answer 16

Process of conducting research & gathering all relevant info about a
client’s product or service, brand & consumers in the target audience.
Conducted by account managers, account executives, account planners, etc

Question 17

Inputs to the Creative Process

Answer 17

Background Research Product/Service-Specific Research

Qualitative Research input

Question 18

Background Research

Answer 18

Agencies provide creative people with ‘General
preplanning input’. Also use informal fact finding techniques.
Includes information on client’s product, the target mkt, the competition, general
trends, mktplace developments, specific ads & ad techniques that could be useful, etc.

Question 19

Product/Service-Specific Research

Answer 19

Agencies provide creative people with ‘Product/service-specific preplanning input’.
‘Problem detection’, ‘perceptual maps’, psychographic studies, etc.

Question 20

Qualitative Research input

Answer 20

Techniques used are:
In-depth interviews,
Focus groups,
Ethnographic research, etc.

Question 21

Verification & Revision

Answer 21

Evaluate ideas generated so far (in the illumination stage), reject inappropriate ones,
refine & polish remaining ideas & give them final expression.

Techniques used are:
Directed focus groups,
Portfolio tests,
Storyboards & Animatics,
Message communication studies, etc.

Question 22

Verification and Revision of Ideas: OBJECTIVES

Answer 22

Evaluate Ideas Generated
Reject Inappropriate Ideas
Refine Remaining Ideas
Give Them Final Expression

Question 23

Verification and Revision of Ideas: TECHNIQUES

Answer 23

Directed Focus Groups
Message Communication Studies
Portfolio Tests
Storyboards & Animatics

Question 24

Getting Creative Input

Answer 24

Work in and learn about the client’s business!

Read anything
related to the
product or
market!

Use the
product to
become
familiar with
it!

Listen to what
people are
talking about!

Ask everyone
involved for
information!

Question 25

The Creative Strategy Development

Answer 25

1. Basic Problem or Issue that Advertising Must Address 2. Advertising and IMC (Communication) Objectives 3. Specify Target Audience 4. Major Selling Idea or Key Benefits to Communicate 5. Creative Strategy Statement 6. Supporting Information and Requirements

Question 26

Copy Platform

Answer 26

A written work plan that specifies the basic elements of the creative strategy (also called creative contract, creative blueprint, creative brief, etc).

Question 27

Advertising Campaigns Most ads are a series of...

Answer 27

...messages that make up an ad campaign. Often in | a variety of media that center on a single theme or idea.

Question 28

Advertising campaign plans are typically done on an __ basis.

Answer 28

annual

Question 29

__ long-running ad campaigns are very hard to come by.

Answer 29

Successful

Question 30

Marketing Communication Activities

Answer 30

Interrelated Integrated Coordinated

Question 31

Marketing Communication Activities Centered on a Theme or Idea

Answer 31

In Different Media Over a Time Period

Question 32

Advertising Campaign Themes

Answer 32

The central message that will be communicated in all of the various IMC activities

Question 33

The Major Selling Idea

Answer 33

Vital part of the creative strategy is determining the central theme that will become the “major selling idea” of the ad campaign. ``` “We try harder” “Where’s the beef?” “Just do it” “Like a rock” “It keeps going & going” ```

Question 34

Best known approaches to find the major selling idea are:

Answer 34

* Using a Unique Selling Proposition (USP). * Creating a brand Image. * Finding the inherent drama. * Positioning.

Question 35

Unique Selling Proposition

Answer 35

Benefit Unique Potent

Question 36

Approaches to the Major Selling Idea: Creating a Brand Image

Answer 36

Used when competing brands are so similar it is difficult to find or create a unique attribute. The creativity sales strategy is based on a strong, memorable brand identity through image advertising Often used for products such as soft drinks, perfume, liquor, clothing, airlines

Question 37

Approaches to the Major Selling Idea: Inherent Drama

Answer 37

Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Question 38

Approaches to the Major Selling Idea: Positioning

Answer 38

Establish a particular place in the customer’s mind for the product or service Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved