CH 12 The Creative Side and Message Strategy
CH 12 The Creative Side and Message Strategy
CH 12 The Creative Side and Message Strategy
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Op An effective ad has to be m mean something to the targetm have a
fresh look, unexpected, ± one of a kind that gets your attention, and
m target remembers, sticks in their memory« this is referred to as an ROI
Example is the Microsoft butterfly
Op o have an effective advertisement, there has to be a creative concept/Big Idea
that causes the message to be attention getting and memorable.
Op he Big Idea has to be creative (original, unexpected) and strategic (right for the
product and target)
Op o create an idea one needs to see relationships between two unrelated concepts \
Ex. Harley Davis is the ³Steak for your ears´
Creating a new creative idea is taking a risk and that is why it is a good idea to test the
idea first to see if it worksm this is called copymtesting.
o make an idea creative one needs to stimulate new ideas through these techniques
èp rree Association: think of a word and describe everything you think of when you
imagine that word
èp Divergent hinking: uses playfulness to search for alternatives
èp Analogies and Metaphors: patterns and relationships, most creative thinkers
express their ideas through analogies
èp Rightmbrain thinking: nonverbal, and emotionmbased thinking, uses expressive
images, emotion, and complex interrelated ideas that are understood as a whole
Creative roles:
èp Copywriters and art directors develop the creative concepts and craft the
execution of the advertising idea.
èp Often work in teams meaning they sometimes get hired and fired as a team
Creative Strategy
You want to know what you want a message to accomplish, so need to set up objectives
Advertising Objectives that relate to the 6 facets of effectiveness:
1.p Perception: creates awareness
2.p Cognitive: delivers information and understanding
3.p Affective: create feelings
4.p Persuasion: change attitudes
5.p ransformation: establish brand identity
6.p Behavior: stimulate an action such as purchase or trial
Strategy:
Head and heart strategies:
dp he rational and emotional dimensions are called the head and heart
factors
èp he cognitive and persuasion objectives speak to the head while
the transformational and affective objectives speak to heart
o make a campaign global, the message may have to be changed slightly due to culture
and market differences if the campaign is not standardized.