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Visualization

( by artist) The creative point in advertising where 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.

the warrior

(overcoming setbacks and obstacles) A role in the creative process that overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization. they carry the concept into action this means getting the big idea approved, produced and placed in the media. to do this the warrior has to battle ppl within the agency and often the client too. so part of their role is turning the agency account team into allies for the presentation to the client the message strategy better mesh with the creative strategy or they in trouble

creative director

(typically a former copywriter or art director) who is ultimately responsible for the creative product-- the form the final ad takes textbook: head of creative team of agency copywriters and artists who is assigned to a clients business and who is ultimately responsible for the creative product- the form the final ad take s

role of creativity in advertising

-Helps inform -Helps persuade -Helps remind -Helps with the boom factor

the artist (transforming a concept: do something to it)

1. adapt- change concepts. think what else the product might need besides the obvious 2. imagine: ask what if. let your imagination fly. What if people could do their chores in their sleep 3. reverse: look at it backward. sometimes the opposite of what you expect has great impact and memorability 4. connect: join two unrelated ideas together. Ask yourself: what ideas can I connect to my concept? 5. compare: Take one idea and use it to describe another 6. eliminate: subtract something. break the rules. in advertising there is little virtue in doing things the way they have always been done ex, 7 up became famous for advertising what it wasn't: the (uncola) 7. parody: fool around. have some fun. tell some jokes- especially when you're under pressure.. there is a close relationship between the ha-ha experience of humor and the aha! experience of creative discovery. humor stretches our thinking and, used in good taste, makes for some great advertising

the 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. The five elements are: attention, interest, credibility(of the products claims), desire, and action. these five elements should be addressed in about every ad or commercial

value-based thinking

A style of thinking where decisions are based on intuition, values, and ethical judgments.

art direction

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. (the encoding process)

Blocks to creativity

Caused by information overload, mental or physical fatigue, stress, fear, insecurity, or even the same type of thinking. When the agency has been serving the client for too long and they "think like the client" -one of the reasons agencies sometimes resign accounts over creative differences - one solution to this: do nothing to it and go away for a while

brand personality

Describes a brand in terms of human characteristics. A significant component in effective branding is imparting personality to a brand, reflecting its reputation, attitudes, and behavior.

What is the creative strategy? Describe the elements of a creative strategy (e.g., target audience, advertising objectives, benefit statement, etc.).

Elements of the creative strategy: -the basic problem advertising must address -the advertising objective -a definition of the target audience -the key benefits to communicate -support for or proof of those benefits -the brand's personality -any special requirements

informational ads

Promising benefits that will offer relief from an undesirable situation or condition. Informational ads 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. Transformational ads tend to address positively originated purchase motives, such as sensory gratification, intellectual stimulation, or social approval, in an attempt to make people feel happier.

Mandatories

The address, phone number, Web address, etc. that the advertiser usually insists be included within an ad to give the consumer adequate information.

mandatories

The address, phone number, Web address, etc. that the advertiser usually insists be included within an ad to give the consumer adequate information. specific requirements for each ad, such as addresses, logos, and slogans

the 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.

target audience

The specific group of individuals to whom the advertising message is directed. such thing as primary target and secondary target

creative process

The step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways. by following it, people can improve their ability to unearth possibilities, cross-associate concepts, and select winning ideas

problem the advertising must solve (pg. 196)

What you want the advertising to do. The specific challenge that marketing communications must overcome to meet the marketing objectives.

what is a message strategy

a document that helps media planners determine how messages will be delivered to consumers. it defines the target audience, the communication objectives that must be achieved, and the characteristics of the media that will be used for the delivery of the messages a simple description and explanation of an ad campaign's overall creative approach- the main idea, details about how the idea will be executed, and a rationale . has three components

advertising objective

a specific communication task that a campaign should accomplish for a specified target audience during a specified period -its initially spelled out in the marketing plan

fact-based thinking

a style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution

creative strategy

a written statement that serves as the creative team's guide for writing and producing an ad it decides the most important issues to be considered in the development of the ad (The Who, what, where, when, and why), including the objective of the advertising; a definition and description of the target audience; the key benefit to the promised; the product features that support that promise; the style, approach, or tone to be used; and generally, what copy should communicate

Understand the role of print magazines in the media mix.

advertisers use magazines in their media mix for many reasons. 1. first and foremost, magazines allow an advertiser to reach a particular target audience with a high-quality presentation

strategic relevance

an ad may get you to think but what does it get you to think about? ex, apple's iPad ad which simply shows the device making the iPad the hero whereas the Microsoft surface pro unveils a snazzy new ad that makes the ad the hero not the product an ad may be entertaining but if it isn't relevant to the advertising strategy, it WILL fail

why do informational ads resonate

bc the consumer perceives that the brand offers a credible solution to a significant problem (Ubers: :get there. the day belongs to you"

why will most ads fail to resonate with the audience?

because they lack the "big idea" or they fall down in the execution

the judge

evaluates the results of experimentation and decides which approach is most practical * the critical role that is delicate the judges purpose is to help produce ideas, not revel in criticism if the artist-as-judge does a good job, the next role in the creative process, the warrior is easier to perform

Know well the difference between the advertising and creative pyraminds, and their steps (e.g., desire, action, etc.).

the advertising pyramid reflects how people learn new information. Each level of that pyramid can be related to a role that creativity must play. The creative pyramid thus translates advertising objectives into copywriting objectives

positively originated (transformational) motives

consumer's motivation to purchase and use a product based on a positive bonus that the product promises, such as pleasant experiences, intellectual stimulation, or social approval Here ads may achieve greatness by being transformational, using positive reinforcement to offer a reward (weight watchers: success starts here)

how it goes

creative strategy-> translated into a message strategy-.> big idea -> into an effective ad

the creative pyramid: credibility

customers are sophisticated and skeptical. comparison ads must be relevant to the customers needs and fair

advertising strategy

describes the means to achieve that objective through the development of advertising executions and media plans

brand character statement

descriptions of the enduring values of the brand

copywriter

develops the verbal message, the copy (words within the ad) textbook def: person who creates the words and concepts for ads and commercials Works with: art director Works under: creative director

frequency

the average number of times a person in the target audience is exposed to a message or advertisement during that period of time

the artist

experiments and plays with a variety of approaches, looking for an original idea The artist's role: developing and implementing the big idea 2 major tasks they must complete: searching for the big idea and then implementing it -visualization or conceptualization

what is the key to great advertising?

formulating creative strategy

in addition to the resonance dimension, which other strategic dimension is essential for the success of an advertising message? Why?

great ads have certain things in common.. audience resonance and strategic relevance

creativity

involves combining two or more previously unconnected objects or ideas into something new

art director

is responsible for the nonverbal aspect of the message, the design which determines the look and feel of the ad Txtbook: along w graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together

benefit statement

is the heart of the creative strategy describes what a product or service does to provide a benefit to the consumer. Whenever possible, benefit statements should focus on an important, single-minded process

the creative pyramid: interest

it carries the prospective customer- who is now paying attention- to the body of the ad and must keep the prospect excited or involved as the information becomes more detailed -the tone must be compatible with the target market's attitude *must maintain the prospects interest at all times: copywriters use "you" a lot

Audience Resonance

it echoes in their ears. it reverabates. it resonates. it moves people to make the message unforgettable why? bc of the boom factor - the surprise element -the 'aha' moment it not only gets your attention, but captures your imagination just like art it makes you pause and think about the message

what does the creative strategy identify and what does it not do

it identifies the benefits to be presented to consumers, but it doesn't cover execution how the benefits will be presented is the creative teams job

Boom Factor

like a punchline in comedy, in short, the boom factor may come from many sources. but it always requires creativity

who should give input into the creative strategy?

many individuals from both the client and agency - including representatives from creative, media, and research- should have input into the document the agency and client team should sign the document before the creative process commences it can also be referred to as a creative brief, a work plan, a copy strategy, or a platform

reach

number of different people exposed, at least once, to a medium during a given period of time

Artist TASK 2: Implement the Big Idea

once the creatives latch on to the big idea, they must focus on how to implement it. This is where the real art of advertising comes into play- writing the exact words, designing the precise layout.

media mix

the combination of media types that work together to most effectively deliver an advertiser's message

What is a message strategy? What are its components?

the creative team develops the message strategy-> this may occur before, during, or after the creative process of searching for the big idea

What are the five key components of the Warrior role?

part of the warriors task may be to help account managers present the campaign to the client to give a presentation maximum selling power, he suggests five key components: 1. strategic precision- the selling idea must be 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. 2. savvy psychology- the presentation, like the advertising, should be receiver-driven. The idea has to meet the client's needs, thinking style, and personality 3;. polished presentation- the presentation must be prepared and rehearsed; it should use compelling visuals and emotional appeals. 4. Structural persuasion- the presentation should be well structured, since clients value organized thinking. The opening is crucial because it sets the tone 5. Solve the problem- clients have needs, and they frequently report to big shots who ask tough questions about the advertising. Solve the clients problem and you'll sell the big idea- and do it with style clients ask themselves 5 questions, one being "could it be used for the next 30 years?" once the client approves the campaign, the creative role is only half over. Now the campaign has to be executed. the warrior will shepherd through the intricate details and and design production

Be able to list the pros and cons of magazine advertising (read Exhibit 10-A)

pros: 1. flexibility- magazines cover the full range of prospects; they have a wide choice of regional and national coverage and a variety of lengths, approaches and editorial tones 2. color- gives reader visual pleasure, and color reproduction is best in slick magazines. color enhances image and identifies the package, in short it, it sells. 3. authority and believability- enhance the commercial message. TV, radio, and newspapers offer lots of info but lack the depths needed for the readers to gain knowledge or meaning; magazines often offer all three 4. permanence- or long shelf life, gives the reader time to appraise ads in detail, allowing a more complete education/ sales message and the opportunity to communicate the total corporate personality 5. prestige- for products advertised in upscale or specialized magazines such as architectural design, connoisseur and town and country 6. audience selectivity- more efficient in magazines than any other medium except direct mail. The predictable, specialized editorial environment selects the audience and enables advertisers to pinpoint thier sales campaign. examples, Golfers (golfers digest), business people (Bloomberg business week), teenage girls (seventeen). 7. cost-efficiency- because wasted circulation is minimized. Print networks give advertisers reduced prices for advertising in two or more network publications 8. selling-power- of magazines is proven, and results are usually measurable 9. reader loyalty- that sometimes borders on fanaticism 10. extensive pass-along readership- many people read magazines after the initial purchaser 11. merchandising assistance- advertisers can generate reprints and merchandising materials that help them get more mileage out of their ad campaigns cons: 1. lack of immediacy - that advertisers can get with newspapers or radio (usually comes out monthly) 2. shallow geographic coverage- they don't offer the national reach of broadcast media 3. inability to deliver mass audiences at a low price- magazines are very costly for reaching broad masses of people 4. inability to deliver high frequency- since most magazines come out monthly or weekly, the advertiser can build frequency faster than reach by adding numerous small-audience magazines to the schedule 5. long lead time- for ad insertion, sometimes two to three months 6. heavy advertising competition- the largest-circulation magazines have 52 percent advertising to 48% editorial content 7. high cost per thousand- average black-and-white cost per thousand (CPM) in national consumer magazines is high; some trade publications with highly selective audiences have a CPM over $ 50 for a black and white page 8. declining circulations- especially in single copy sales, is an industry-wide trend that limits advertiser's reach

support statement

provides information about the product or service that will convince the target audience that the key benefit is true

the explorer

searches for new information, paying attention to unusual patterns - they examine the information they have -they study the market, the product, and the competition - they may seek additional input from the agencies account managers and from ppl on the client side (sales, marketing team, product, research) One important source of inspo is the consumer herself-- target creatives spent hours watching women shop at target shops -look everywhere, ideas are everywhere the creatives typically start working on the message strategy during the explorer stage because it too helps them define what they are looking for - they use Brainstorming during this stage (no idea is wrong) they team up w multiple ppl -allowing each idea an opportunity to stimulate another

tone statements

short- term emotional descriptions of the advertising strategy

the creative pyramid: attention

step that is crtically important to triggering the ads boom factor - for an ad to be effective it must break through the consumers psychological screens to create the kine of attention that leads to perception -the artist may spend as much time trying to find out how to express the big idea as searching for the big idea itself -should create drama, power, impact, and intensity

negatively originated motives/ informational :

such as problem avoidance or problem removal, provide foundation for many great ads these resonate with the audience as being: -highly informational

the message strategy helps the creative team sell

the ad or the campaign concept to the account managers and helps the managers explain and defend the creative work to the client

what concludes the creative strategy

the delivery of the creative strategy to the creative department concludes the process of developing an advertising strategy. it marks the next step: the creative process

Explain the essential elements necessary to achieve the boom factor in an ad. Specifically, describe the role of creativity in advertising.

the essential elements necessary to achieve the boom factor: - informing -persuading - reminding

the creative pyramid: action

the goal is to motivate people into doing something- send a coupon, call the number on the screen, or visit the store, or at least agree with the advertiser -needs to be clear and easy: if the copy is clear about what readers need to do and asks or even nudges them to act, chances are they will

creatives

the people who work in the creative department, regardless of the specialty

whats the difference between a strategy and a big idea

the strategy describes the direction the message should take ex, " target offers consumers the selection and value typical of a mass merchandiser in a setting that has a elegance and flair of a department store---this would be a dull headline a big idea gives it life

art

the whole 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 can relate to one another in size and proportion. every ad uses art*

the creative pyramid: desire

the writer encourages prospects to imagine themselves enjoying the benefits of the product or service "picture yourself" or "imagine" in print advertising, the desire step is one of the most difficult to write

special requirements

unique characteristics of the advertiser, brand, target audience, media, competition, budget, etc. that should be considered during the creative development process ex, target and the bullseye

what are the message strategy components ?

verbal- guidelines for what the advertising should say; considerations that affect the choice of words; and the relationship of the copy approach to the medium (or media) that will carry the message nonverbal- 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 technical- preferred execution approach and mechanical outcome, including budget and scheduling limitations (often governed by the media involved); also many mandatories- specific requirements for each ad, such as addresses, logos, and slogans