"Effective Advertising: Creative Strategies & Execution Techniques", Lecture notes of Communication

Download "Effective Advertising: Creative Strategies & Execution Techniques" and more Lecture notes Communication in PDF only on Docsity! 1 CREATIVE STRATEGY Creative Challenge • Develop an effective way of communicating the message to customers • Consider the research you have and communication objectives • Find a fresh and unique approach to solve communication problems Models of the Creative Process Young Model Wallas Model Immersion Preparation Digestion Incubation Incubation Illumination Illumination Verification Verification Creative Strategy • Copy Platform – guides development of ad message – States major selling idea or key benefits to communicate – Central theme, idea, position, or image for ads in the campaign – Based on advertising and communication objectives Big Idea or Major Selling Idea • Unique Selling Proposition • Creating a Brand Image • Finding the Inherent Drama • Establishing a Position for the Product in the Consumers’ Mind Unique Selling Proposition • The Promise you will make that the competition can not or does not offer • Must be important to the target audience and reflect the key benefit of the product 2 Two Kinds of Advertising Appeals • Informational/Rational Appeals – Competitive advantage – Feature appeals – Favorable price – News appeal • Emotional Appeals – Transformational Advertising Transformational Advertising • Transforms the consumer’s experience of using the product • Creates feelings, images, meanings, and beliefs about the product 5 Answer: A • Product name in headline increases ID of product vs “say nothing” headline • Emphasis on “New” • Recipe attracts attention • One main illustration superior Answer: B • Headline has clear benefit • Simple illustration focusing on product • Strong product ID Answer: B • Connection between headline, illustration, and copy • Headline has specific consumer benefit • Product ID is prominent 6 Answer: B • Dominant element in layout • Avoid overly busy ads • Numbers and prices in headline increases interest Answer: B • Headlines are best placed just above copy • Sizeable illustration of the product Answer: A • In food ads, the illustration should have strong appetite appeal • Recipes increase readership 7 Answer: B • Illustration is cleaner and the product is the focus • Brand name is clear and prominent Answer: B • Strong product ID promotes recall • “New” is powerful • Avoid sad expressions in illustrations Answer: A • Headlines are important in emphasizing what is being sold and why • Avoid distracting elements • Competitive comparison