Chapter 12: Creative Advertising Flashcards
What are the principles of effective advertising?
Relevant
original
has impact (ROI)
What is “the big idea”
Creative concept that implements ad strategy so that it’s attention grabbing and memorable
Effective creative concepts focus on what 4 elements?
Focus (one idea - single minded)
Uniqueness
Generativeness
Truth/honesty
What is The Creative Leap?
Process of jumping from the strategy statement to an original idea that conveys the strategy in an interesting way
What is free association?
The juxtaposition of two seemingly unrelated thoughts
What is divergent thinking?
Exploration to search for all possible alternatives
Why are analogies and metaphors used?
Used to see new patterns/relationships
Are intuitive - emotion-based thinking
What are the four creative characteristics?
Problem solving
Ability to visualise
Openness to new experiences
Conceptual thinking
What is needed to prevent unoriginal ideas?
Avoidance of:
The common The look-alike (copycat) The tasteless Being weird, provocative and in-your-face Just having a beautiful picture
What is the creative strategy and what is the creative execution?
Strategy = what the ad says
Execution = how the ad says it
What are the two basic approaches to translating message objectives into strategy?
Soft sell - emotional appeals/images to create a response
Hard sell - touches the mind creates a response based on logic
What is a lecture and what is a drama?
Lecture - Serious instruction given verbally
Drama - Role play that relies on the user to make inferences
What are the different advertising objectives?
Perception
Persuasion
Cognition
Affection
Transformation
Behaviour
What is the perception objective?
To create attention, awareness, interest, recognition and recall
What is the persuasion objective?
To change attitudes, create conviction and build preference
What is the cognition objective?
To inform, educate and achieve understanding
What is the Transformation objective?
To establish brand identity and associations
What is the Affection objective?
to touch emotions, create feelings and sensations
What is the Behaviour objective?
stimulate trial, purchase and repurchase
What messages drive cognition?
Needs to identify characteristics, features, attributes and USP’s
What messages transform a product into a brand?
Branding, image advertising and associatios
What messages drive action?
Calls to action, word of mouth, viral marketing or “buzz”
What does a typical advertising brief include?
A problem to be solved Advertising or comms. objective Target audience Brand imperatives (position, personality etc.) Proposition and support Creative paramaters Media considerations
List the different advertising execution formats:
Straightforward demonstration humor slice of life spokesperson comparison problem solving/problem avoidance Shockvertising
