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