Creative Strategy Flashcards
Successful advertisements share and are characterized by abstract patterns called
Creativity templates
Six creativity templates
Pictorial analogy Extreme situation Consequences Competition Interactive experiment Dimensionality alteration
This creativity template portrays situations in which a symbol is introduced into the product space
Pictorial analogy
Situations that are unrealistic to enhance the prominence of key attributes of a product or service
Extreme situation
Indicates the implications of executing or failing to execute the recommendation advocated in the ad
Ex. Cough syrup ad in which everyone is facing the seat
Consequences
Portrays situations in which the product is subjected to competition with another product or event from a different class
Competition
Induces realization of the benefits of the product by requiring the viewer to engage in an interactive experience with the medium
Interactive experiment
Manipulates the dimension (size, time, etc.) of the product in relation to its environment
Dimensionality alteration
Five dimensions of creativity
Elaboration Artistic value Originality Flexibility Synthesis
Five dimensions of creativity in order of effectiveness in terms of driving sales
- Elaboration
- Artistic value
- Originality
- Flexibility
- Synthesis
Ads that contain unexpected details or extend simple ideas so that they become more intricate and complicated
Elaboration
Ads that contain aesthetically appearing verbal, visual, or sound elements
Artistic value
Ads that contain rare or surprising elements, or move away from the obvious and commonplace
Originality
Ads that smoothly link the product to a range of different uses or ideas
Flexibility
Blending or connecting normally unrelated objects or ideas
Synthesis
Two industries in which it is still important to deliver factual proof of performance features
Professional services, pharmaceuticals
Elaboration likelihood model: two routes to persuasion
Central route
Peripheral route
Which route to persuasion?
Higher involvement with product or message
Attention: focus on “central” product-related information
Comprehension: deeper thoughts about product attributes and consequences; more elaboration
Persuasion: product beliefs; brand attitude; purchase intention
Central route to persuasion
Which route to persuasion?
Lower involvement with product or message
Attention: focus on “peripheral”, nonproduct information
Comprehension: shallow thoughts about nonproduct information; low elaboration
Persuasion: nonoroduct beliefs, attitude toward ad, brand attitude, purchase intention
Peripheral route to persuasion
The creative team’s guideline for writing and producing an ad
A simple, written statement of the most important issues to consider in the development of an adorable campaign
Creative brief
Creative brief must include (6)
The basic problem the advertising must address
The objective of the advertising
A definition of the target audience
The key benefits to communicate (benefit statement)
Support for those benefits
Special requirements
What element of a creative brief?
What do you want the advertising to do? The specific challenge the marketing communications must overcome to meet the marketing objectives
Problem the advertising must address
Which element of a creative brief?
The specific communication task an advertising campaign should accomplish
The objective of the advertising
Which element of a creative brief? The specific group of individuals to whom the advertising is directed
Target audience
Which element of a creative brief?
Describes what a product or service does to provide a benefit to the consumer
Benefit statement (the key benefits to communicate)
Which element of a creative brief?
Provides information about the product or service that will convince the target audience that the key benefit is true
Support statement (support for those benefits)
Which element of a creative brief?Unique characteristics of the advertiser, brand, etc. that should be considered during creative process
Special requirements
The creative brief identifies ____, but NOT the execution
The benefits to be presented
Who’s job is execution of the creative brief?
The creative team
Why must every ad be developed, presented, and evaluated against the creative brief?
To insure congruence and consistency with the overall advertising strategy
The creative pyramid (bottom up)
Attention Interest Credibility Desire Action
Methods of getting attention (6)
Headlines Visuals Layouts Color Ad size, etc Collative properties
Properties of stimuli, such as novelty, surprisingness, provocativeness, etc. that make a certain stimuli stand out from others
Collative properties
Perception/arousal curve
Upside down U
Methods of keeping interest (4)
Answer question in headline
Compatible tone
Use “you”
The idea of having two opposing things that don’t go together, then consumers have to merge them in their minds
Two methods of establishing credibility
Support claims with facts
Spokesperson
3 methods of increasing desire
Choice phrase like “picture yourself” or “imagine”
Show consumer experiencing benefit of product
Make consumer active participant
4 methods of motivating action
Call to action
Dotted lines around coupons
Highlighted text
Great ad copy
