1. The Creative Side & Message Strategy Lecture 12 Week 7

2. Effective Ads Relevant Original Impact Creative Strategy • “Advertising: the science of arresting the human intelligence long enough to get money from it.” • Stephen Leacock (Canadian Humorist) • “Creative without strategy is called art; creative with strategy is called advertising.” • Jeff I. Richards (Advertising Professor)

3. Big Idea in Advertising • Big Idea • Taking the creative leap! • Creative concept that implements the advertising strategy so that the message is both attention grabbing and memorable • It is expressed visually and verbally to express the complete thought • Looks at things from a different, unobvious perspective • Example: Got Milk Campaign • Big Idea: People drink milk with certain foods and if it is unavailable, then they get frustrated • TVC example

5. Creative Advertising • Creative Idea • A new combination of thoughts • A thought that comes from placing 2 previously unrelated concepts together • No one else has thought of it before • Copycat Advertising! • The original sin • 80% Pakistani ads • 50% American ads (John Eimy, Advertising Expert) • Challenge • Original + Interesting ideas (esp. for boring products) • Ex: Chimanlal Charlie

6. To Do Unexpected Twist Unexpected Association Catchy Phrasing Play on Words Analogy / Metaphor Familiar & Strange Not To Do The Common The Look-Alike Cliches The Tasteless Starter’s Guide to Better Creativity

16. The Creative Side & Message Strategy Lecture 13 Week 7

17. Basic Approaches • Selecting approach depends on: • Target audience • Marketing situation • Product • Product category • Involvement level

18. Awareness Strategy • Objective  Stop, pull & stick • Techniques • Shockvertising • High Contrast • Storytelling • Jingles • Clever slogans • Colors, shapes, key visuals & brand characters

23. Information Strategy • Objective  Understanding • Techniques • Claims / Straightforward • PODs & features • Long copy ads / Infomercials

26. Persuasion Strategy • Objective  Attitudes; conviction & preference • Techniques • Selling premises • Comparison • Demonstration • Problem-Solution/Problem Avoidance – Vivel ex? • Slice of life • Testimonials • Endorsements – ICI Dulux Example • Interview / audience involvement

32. Emotion Strategy • Objective  emotions, liking • Techniques • Humor / Comedy / Satire (Ufone) • Sex & fear appeals (Motorazr) • Fantasy & surrealism • Song & dance

36. Brand Strategy • Objective  Associations, brand meaning • Techniques • Brand characters • Image & lifestyle ads • Simple identity cues

39. Action Strategy • Objective  Trial, purchase, etc. • Techniques • Call-to-action • Price ads • Reinforcement / Reminder ads

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