week 13

Question 1

Generating Insights for Your Creative Brief.

Answer 1

Emotion is the most important aspect of any insight.
True insights connect at an emotional level with the consumer.
Insights should have people saying “That is exactly how I feel” or “I have never thought about it that way”.

Question 2

How Are Consumers Using Our Product?

Answer 2

Ritualistic usage
-Most products have some form of usage ritual.
Observing consumers using products can lead to insights.
Finding a peak moment
-Some specific moment of truth or signature time.
Can be a great starting point for a campaign!

Question 3

How does the consumer see themselves?

Answer 3

 A brand is a reflection of self.
 Consumers see themselves in relation to the brands they use.
 View the consumer by what they like to do.

Question 4

whats an untapped belief?

Answer 4

a problem thats not yet solved

eg:
 Problem: Clothes need to be washed.
 Solution: Buy Tide to wash your clothes.
 Untapped belief: Children’s clean clothes are great, but what is more important to moms is that their children’s clothes do not wear out.
 Untapped solution: Tide doesn’t wear out clothes like other detergents.

Question 5

What is creativity in Advertising?

Answer 5

A “big idea” that is original and dramatizes the selling point

Question 6

Creative solutions must be:

Answer 6

 New (otherwise it would not be creative!)
 Useful i.e. It solves the problem (otherwise it would not be a solution!)
 Feasible - given the real-world constraints e.g. money, time etc.

Question 7

principles of creativity

Answer 7

Principle 1: A new idea is composed of several elements. make an association between elements to find the best outcome.
Principle 2: Creativity is enhanced by the ability to detect connections between ideas.

Question 8

What makes an ad great?

Answer 8

Strategy
Driven by specific objectives
Situational Analysis & Research: Marketing Problems
Target audience (e.g., demographic & lifestyle characteristics)

Execution
Craftsmanship (e.g., visual perspective)
The right execution (e.g., message)
Effective media (e.g., newspaper, television, internet, or etc.)

Question 9

Your Client – Extra Gum
1. Problems (Based on Situational Analysis and Research)
:People doubt the fruity flavor of the gum – not real fruit taste but artificial flavor

Answer 9

strategy: blind taste test(pop-up event)
advantage-higher engagement levels

Question 10

ad creativity model

Answer 10

Originality
Elaboration [story-telling]
Flexibility [Does it contain different ideas?]
Synthesis [ Does the ad connect objects that are usually unrelated?]
Artistic Value