Ad Principles FINAL EXAM Ch.8
The creative process roles
1) Explorer 2) Artist 3) Judge 4) Warrior
Elements of Message Strategy
1) Verbal 2) Nonverbal 3) Technical
Two dimensions of good advertising
1) audience resonance 2) strategic relevance
Elements of the Creative strategy
1) basic problem the advertising must address 2) the objective of the advertising 3) a definition of the target audience 4) the key benefits to communicate 5) support for those benefits 6) brand's personality 7) any special requirements
Tasks of Artist Role
1) develop big idea 2) implement big idea
Roles for creativity in advertising
1) helps advertising inform 2) helps advertising persuade 3) helps advertising remind 4) puts the "boom" in advertising
Leo Burnett creative strategy parts
1) objective statement 2) support statement 3) a tone or brand character statement
Key components of selling an idea
1) strategic precision 2) Savvy psychology 3) polished presentation 4) structural persuasion 5) solve the problem
How to manipulate ideas
Adapt, Imagine, Reverse, Connect, Compare, Eliminate, Parody
Message Strategy
a document that helps media planners determine how messages will be delivered to consumers, defines target audience, the communication objectives that must be achieved and the characteristics of the media used
Creative pyramid
a five-step model to help the creative team convert advertising strategy and the big idea into the actual physical ad or commercial. Five elements = attention, interest, credibility, desire and action
Brainstorming
a process in which two or more people get together to generate new ideas; often a source of sudden inspiration
Judge
a role in the creative process that evaluates the results of experimentation and decides which approach is more practical
Artist
a role in the creative process that experiments and plays with a variety of approaches, looking for an original idea
Warrior
a role in the creative process that overcomes excuses, idea killers, setbacks and obstacles to bring a creative concept to realization
Explorer
a role in the creative process that searches for new information, paying attention to unusual patterns
Advertising objective
a specific communication task an advertising campaign should accomplish for a specific target audience
Fact-based thinking
a style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution
Value-based thinking
a style of thinking where decisions are based on intuition, values and ethical judgements
Creative strategy
a written statement that serves as the guide for writing and producing an ad, decides the important issues that should be considered (who, what, where, when and why), including the objective of the advertising, key benefit promised, product features, style, approach or tone and what the copy should communicate
Art Director
along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together
advertising messages
an element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it - verbally or nonverbally
Imagine
ask what if, let your imagination fly
attention
break through consumer's physiological screens to create the kind of attention that leads to perception
support statement
brief description of the evidence that backs up the product promise, the reason for the benefit
Tone/brand character statement
brief statement of either the advertising's tone or long-term character of the brand, emotional descriptions of the advertising strategy (tone), descriptions of enduring values of the brand (brand)
Interest
carries the prospective customer - now paying attention - to the body of the ad, must keep the prospect excited or involved as the information becomes more detailed
Adapt
change contexts, think what else the product might be besides the obvious
Solve the problem
clients have needs, they frequently report to big shots who ask tough questions about advertising so make sure to solve their problems
Different names for creative strategy
creative brief, work plan, copy strategy, copy platform
Credibility
customers are sophisticated and skeptical, claims supported by facts, comparison ads can build credibility
Brand personality
describes a brand in terms of human characteristics, a significant component in effective branding is imparting personality to a brand, reflective its reputation, attitudes and behavior
Benefit Statement
describes what a product or service does to provide a benefit to the consumer. Whenever possible, benefit statements should focus on on important single-minded process.
Desire
encourages prospects to imagine themselves enjoying the benefits of the product or service
Parody
fool around, have some fun, tell jokes - especially when you're under pressure
Verbal element
guidelines for what the advertising should say, considerations that affect the choice of words and the relationship of the copy approach to the medium
Creative Director
head of a creative team of agency copywriters and artists, he/she is responsible for the creative product - the form the final ad takes
Creativity
involves combining two or more previously unconnected objects or ideas into something new
Connect
join two unrelated ideas together
Reverse
look at it backward, sometimes the opposite of what you expect has great impact and memorability
Nonverbal element
overall nature of the ad's graphics, any visuals that must be used and the relationship of the graphics to the media in which the ad will appear
Copywriter
person who creates the words and concepts for ads and commercials
Technical element
preferred execution approach and mechanical outcome, including budget and scheduling limitations as well as any mandatories
Informational Ads
promising benefits that will offer relief from an undesirable situation or condition, tend to address negatively originated purchase motives, such as problem removal or avoidance, in an attempt to provide solutions to those problems
Transformational ads
promising benefits that will reward consumers. tend to address positively originated purchase motives such as sensory gratification, intellectual stimulation or social approval, in an attempt to make people feel happier
Support Statement
provides information about the product or service that will convince the target audience that the key benefit is true
objective statement
specific, concise description of what the ad is supposed to accomplish or what problem it is supposed to solve, also includes name of the brand and brief description of the target audience
Eliminate
subtract something or break the rules
Compare
take one idea and use it to describe another
Art direction
the act or process of managing the visual presentation of an ad or commercial
Mandatories
the address, phone number, web address, etc. that the advertiser usually insists be included within an ad to give the consumer adequate information
Big Idea
the flash of creative insight - the bold advertising initiative - that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look and listen
Creatives
the people who work in the creative department, regardless of the specialty
Polished presentation
the presentation must be prepared and rehearsed, should use compelling visuals and emotional appeals
Savvy psychology
the presentation should be receiver-driven, has to meet the client's needs, thinking style and personality
Structural persuasion
the presentation should be well structured, since clients value organized thinking, the opening is crucial because it sets the tone
Visualization
the search for the "big idea" takes place, it includes the task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concepts of how to communicate what needs to be said
Strategic precision
the selling idea must be based on strategy, the presenting team must be able to prove it and the strategy should be discussed first, before the big selling idea is presented
Target audience
the specific group of individuals to whom the advertising message is directed
Creative process
the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways
Art
the whole visual presentation of a commercial or advertisement - the body language of an ad. Art also refers to the style of photography or illustration employed, the way color is used and the arrangement of elements in an ad so that they relate to one another in size and proportion
Action
to motivate people to do something or at least agree with the advertiser
Special requirements
unique characteristics of the advertiser, brand, target audience, media, competition, budget, etc. that should be considered during the creative development process
Problem the advertising must solve
what you want the advertising to do. The specific challenge that marketing communications must overcome to meet the marketing objectives