Chapter 8- Creativity
* Creative minds such as Picasso and Gandhi reveals traits like strikingly exuberant self-confidence, (childlike) alertness, unconventionality, and an obsessive commitment to their work * Self confidence at some point becomes crass self-promotion and an unconstrained childlike ability to see the world as forever new eventually devolves into childish self-indulgence * Creativity is essential- without it, there wouldn’t be successful brand promotion * Creativity is essential to vitality of brands. Makes brand and reinvents established brands in new and desired ways * Creative provoke and managers restrain. * Amplified level of creatives vs. managers (by department) * Ads that win awards for creative excellence often make clients uncomfortable and managers help keep client at ease * Science against art * Also a problem that it is difficult to asses the effectiveness of brand promotion * Risky Apple commercial that became very successful. The creators had to pay to run it with their own money because the managers didn’t want the company to pay for it.
Chapter 10 Lecture only– Creative Message Strategy
*For exam: match objectives and strategies
* Objective 1: Promote Brand Recall * Method A: Repetition Ads * Method B: Slogan and Jingle Ads * Method C: Point-of-Purchase (ex. 2 for 1 displays) * A recall test is gold standard in technology * *If a goal of the campaign is to promote brand recall, what strategy would they use? * Repetition or jingles (to cheat the objective) * Repetition gets high recall score * The brand needs to jump out, making it a hard sell- to get high score * Peripheral ques. They are not the most effective. Such as jingles * Examples: * Kit Kat commercial in the 1990s * Meow Mix running for 30 years or longer * Band Aid- stuck on band aid, band aid stuck on me (using kid=cheap trick)
* Objective 2: Link Key Attribute to the Brand Name * Method A: Unique Selling Proposition (USP) Ads * Emphasizes a unique quality of the brand * One unique attribute to link to brand – Unique Selling Proposition * Used by almost every advertiser * A consumer would spend more money to get benefit that you would not get somewhere else. * Examples: * Activia with Jamie Lee Kurtis and Befadus regulares. They isolated a particular bacteria in yogurt and named it to sell product * In 1970’s, Certs breathmint with Redsin- a fabulous name for vegetable oil * The USP of Chevron with Tekron commercial with talking “teeth” cars. Humanizing an inanimate object makes a personality for kids. No other gas station has Tekron that cleans engine while driving and teeth cars * The USP of Volvo being safe cars * Successful with baby boomers not Gen Y * The USP of Cheerios that lowers cholesterol (associating brand with benefit)
* Objective 3: Persuade the Consumer * Method A: Reason-why ads * Method B: Hard-Sell Ads * Method C: Comparison Ads * Method D: Testimonial Ads * Method E: Demonstration Ads * Method F: Infomercials * Examples * A Reason-Why: * Windows with cute Asian kid (easy enough for a kid to do) * B Hard-Sell: * Billy Mays with the Awesome Auger. Yelling Order Now! * C Comparison: * Big guy can’t pick on little guy, Apple vs. PC * D Testimonial: * Blonde woman, Kelly Rippet endorsing Electrolux- an ancient brand * Shaq and Buick vs. Flo. Flo has a lot of repetition (irritating ads do work). Flo isn’t a real person that is personally endorsing the product. Not as risky as a celebrity. * Que score with celebrities for likeability and awareness. Athletes