The Creative Side and Message Strategy

The Creative Side and Message Strategy

The Art and Science of
Creative Advertising

•      The ROI of effective advertising

–   Relevant, original, and has impact

•      The Big Idea

–   Implements the advertising strategy so that the message is both attention getting and memorable

•      The Creative Leap

–   Jumping from the strategy statement to an original idea that conveys the strategy in an interesting way

Creative Thinking

•      Free association

–   Creates the juxtaposition of two seemingly unrelated thoughts

•      Divergent thinking

–   Uses exploration to search for all possible alternatives

•      Analogies and metaphors

–   Used to see new patterns or relationships

•      Right-brain thinking

–   Intuitive, nonverbal, and emotion-based thinking

Creative Thinking

•      Creative Roles

–    Copywriters and art directors develop the creative concept and draft the execution of the advertising idea

•      The Creative Person

–    In advertising, creativity is both a job description and a goal

Creative Characteristics

•      Problem solving

•      Ability to visualize

•      Openness to new experiences

•      Conceptual thinking

Steps and Stages

•    Immersion

•    Ideation

•    Brainfog

•    Incubation

•    Illumination

•    Evaluation

Creative Strategy

•      Where the art and science of advertising come together

•      A Big Idea must be

–    Creative

–    Strategic

•      Creative strategy

–    What the advertisement says

–    Also called message strategy

•      Creative execution

–    How it is said

Message Objectives

•         Perception: create attention, awareness, interest, recognition, and recall

•         Cognitive: deliver information and understanding

•         Affective: touch emotions and create feelings

•         Persuasion: change attitudes, create conviction and preference

•         Transformation: establish brand identity and associations

•         Behavior: stimulate some form of action

Head and Heart Strategies

•      Two basic approaches to translating message objectives into strategy

•      Hard- and Soft-Sell strategies

–   Hard Sell: touches the mind and creates a response based on logic

–   Soft Sell: uses emotional appeals or images to create a response

Head and Heart Strategies

•      Most advertising messages use a combination of two basic literary techniques to reach the head or the heart of the consumer

•      Lectures and Dramas

–   Lecture: a serious instruction given verbally

–   Drama: relies on the viewer to make inferences

Facets of Creative Strategy

Drive Perception

•      Attention and awareness

•      Interest

•      Memory

Drive Cognition

•      These messages get consumers to learn about products by focusing on a product’s features

Facets of Creative Strategy

Touch Emotions

•      Highlight psychological attraction of the product to the target audience through emotional responses


•      Appeal

•      Selling premises

•      Conviction

Facets of Creative Strategy

Transform Product

•      Branding

•      Image advertising is used to create a representation in the customer’s mind

•      Associations

Drive Action

•      A signature that serves to identify the company or brand

•      Also serves as a call to action if it gives direction to the consumer about how to respond

Message Approaches

•      Straightforward

•      Demonstration

•      Comparison

•      Problem solving/Problem avoidance

•      Humor

•      Slice of Life

•      Spokesperson

•      Teasers

•      Shockvertising

Planning and Managing
Creative Strategy

•      Creative brief

–    Prepared by the account planner, summarizes the marketing and advertising strategy

–    Vary in format, but must combine basic strategy decisions

Strategy Decisions

•      The problem

•      The objectives

•      The target market

•      Positioning strategy

•      Type of creative strategy

•      Selling premise

•      Execution suggestions

Planning and Managing Creative Strategy

•      Message execution

–    The form in which the ad’s message is presented

•      Message tone

–    Reflects the emotion or attitude behind the ad

•      Global campaigns

–    Require ad work that addresses advertising objectives and reflects the positioning strategy

–    Usually desirable to adapt the creative execution to the local market

The Go/No-Go Decision

•      Assess the effectiveness of the ad’s creative features

–   Structural analysis

–   Copy testing