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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
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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
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Common Advertising Execution
Techniques
• Straight sell/factual
• Scientific evidence
• Demonstration
• Competitive comparisons
• Testimonials
• Slice of Life
• Animation
• Character or personality delivers message
• Dramatization
• Humor
Slogans
• You’re in good hands with _______
• Don’t Leave Home without it.
• Reach Out and Touch Someone
• Real Food for Real People
• The Ultimate Driving Machine
• Like a Rock
• Diamonds are Forever
• You’ll Love the Way we Fly
• Have you Driven a _______ lately?
• What a Luxury Car Should Be
• Get a Piece of the Rock
• A Different Kind of Company. A Different
Kind of Car.
• We Make Money the Old Fashioned Way.
We Earn it.
• It’s Everywhere You Want to Be.
Universal Advertising Standards
• Position the product simply and clearly
• Present a clinching benefit
for the brand
• Power Idea
• Create brand personality
• Do the unexpected
• Single-minded focus
• Reward
the audience
• Visually gripping
• Best design and execution
Six Ways to Make Ads Pull Better
1. Name a specific benefit.
2. Emphasize the product in the illustration and
the headline.
3. Make it easy for consumers to visualize the
benefit. Keep the ad simple.
4. Use larger ads in emphasizing the benefit.
5. Don’t obscure the benefit. Cute, catchy, and
tricky may not work.
6. Get personal about the benefit – show why
the product should be of interest to the reader.
Which AD Pulled BEST?
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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
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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
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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
