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Session14_Chapter9_CreativeSide.pptx
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- 2. 2 CHAPTER 9: CREATIVESIDE PART 2
- 3. 3 • Can creativethinking be defined, and how does it lead to a Big Idea? • What characteristics do creative people have in common, and what is their typical creative process? Question to explore
- 4. 4 An idea isa thought or concept formed by mentally combining pieces and fragments into something meaningful. Concepting is the process of coming up with a new advertising idea. Consider the approach taken by Akron Children’s Hospital in your text. As a class: Identify the idea and concepting used here. LINK Creative thinking
- 5. 5 The Big Ideaor creative concept: Becomes a point of focus for communicating the message strategy. The “Road Crew” name helped define the campaign’s Big Idea. The “Beats driving” slogan supported the Big Idea and communicated a benefit. Big ideas
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- 7. 7 Immersion: • read, research,learn about problem. Ideation: • look at the problem from every angle; generate as many ideas as possible. Brainfog: • don’t give up when you hit a blank wall. Incubation: • let your subconscious work on it. Illumination: • the idea often comes when you’re relaxed and doing something else. The creative process: 8-7
- 8. 8 • Assemble agroup of 6–10 people to generate ideas. • People and ideas play off of each other and stimulate more ideas than one could alone. • The group becomes an “idea factory.” Brainstorming 8-8
- 9. 9 Getting Creative Input Readanything related to the product or market Listen to what people are talking about Use the product to become familiar with it Ask everyone involved for information Work in and learn about the client’s business Conduct studies of product, service, audience
- 10. 10 More techniques…… Stay positiveand defer judgment. No distractions or interruptions. Write everything down. Only after all ideas have been expressed and every avenue exhausted, do you start picking through and evaluating the ideas. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall Brainstorming 8-10
- 11. 11 To create anoriginal and unexpected idea, try these techniques: Brainstorming • What if? • An unexpected association • Dramatize the obvious • Catchy phrasing • An unexpected twist • Play on words • Analogy and metaphor • Familiar and strange • A twisted cliché • Twist the obvious • Exaggeration
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- 13. 13 To prevent unoriginal ideas,avoid or work around: The Look-Alike Avoid copycat advertising that uses somebody else’s great idea. The Tasteless In an attempt to be cute, a Subaru ad used the headline “Put it where the sun don’t shine”—an attempted twist on a cliché, but it doesn’t work. Brainstorming
- 14. 14 Divergent or “right-brain”thinking explores possibilities rather than using rational thinking. It means “thinking outside the box” and taking a creative leap. Move away from the safety of a predictable strategy to an unusual idea that hasn’t been tried before. The creative leap
- 15. 15 Copyright © 2015Pearson Education, Inc. publishing as Prentice Hall 15
- 16. 16 According to theDDB agency, an effective ad is: Relevant: means something to target audience. Original: novel, fresh, unexpected, unusual. Has impact: makes an impression. The ROI of Creativity
- 17. 17 As a class,discuss this quote: “An idea can be creative for you if you have never thought of it before, but the essence of a creative idea is that no one else has thought of before.” What does the quote mean, and why is it important to creative planners? The ROI of Creativity
- 18. 18 Creative people tend tobe: • assertive • self-sufficient • persistent • self-disciplined • risk takers • internally driven Dialing up your creativity
- 19. 19 Creative people….. don’t caremuch about group standards and opinions. have inborn skepticism and strong curiosity. Other key characteristics: • Problem solving • Playful • Ability to visualize • Openness to new experiences • Conceptual thinking Dialing up your creativity
- 20. 20 Facets Model ofEffects
- 21. 21 Based on theFacets Model of Effects: See/hear Create attention, awareness, interest, recognition. Feel Touch emotions and create feelings. Think/understand Deliver information, aid understanding, create recall. Message objectives
- 22. 22 Connect Establish brand identityand associations, transform a product into a brand with distinctive personality and image. Believe Change attitudes, create conviction, and preference. Act/do Stimulate trial, purchase, repurchase or some other form of action. Message objectives
- 23. 23 The target decisionis key to message strategy. Target audience for Road Crew Campaign • 21- to 34-year old single men with a high-school education and a blue-collar jobs. • They are responsible for most alcohol-related crashes; most likely to kill or be killed. Consumer insight: prospects tended to worry about driving home drunk, and this worry took the edge off a fun evening. Targeting
- 24. 24 Brand positions andbrand images are built through message strategies and brought to life through advertising executions. Advertising creates salience. The brand is visible, has a presence in the marketplace, consumers are aware of it, and the brand is important to its target market. Branding and positioning
- 25. 25 Branding and positioning Inan era of big cars and huge tail fins, Volkswagen launched its unimposing little Beetle in the 1960s. This ad stated that VW’s inspectors found no detail too small to overlook, assuring consumers that their cars would last longer than other cars.
- 26. 26 Purpose: Let studentsunderstand their creative style & strength Instruction: Creative Personality test LINK Activity
- 27. 27 • What aresome key message strategy approaches? • What issues affect the management of creative strategy and its implementation? Where We’re Headed Next
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