Comstrat 380 1nd Edition Lecture 13 Outline of Last Lecture I. Who are the key playersII. The Creative BriefIII. What is the role of creativity?IV. Key points in a creative briefV. Message strategiesVI. Frazier’s six creative strategiesOutline of Current Lecture I. LecturesII. Psychological appealsIII. Selling StrategiesIV. Strategic formatsV. Creative thinkingVI. The big idea of creative conceptVII. The creative leapVIII. The creative process: how to get an ideaIX. Managing creative strategiesCurrent LectureI. Lectures:a. A series of instructions is given verballyb. Speaker presents evidence to persuade the audiencec. Lectures are inexpensive, compact, and efficientd. A “talking head” delivers a lecture about a productThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.II. Psychological Appealsa. Uses and emotional (heart) approach to make the product attractive or interestingb. Appeals might includei. Securityii. Esteemiii. Feariv. Sexv. Sensory PleasureIII. Selling Strategiesa. These speak to the head with a sales message:i. A selling premise uses a rational (head) approach that states the logic behind the sales offer.ii. The most important features or attributes must be identified.iii. A claim is a product-based strategy based on how well the product will perform.IV. Strategic Formatsa. Rational customer-focused strategies:i. Benefit: what the product does for the userii. Promise: benefit the user will get by using the productiii. Reason Why: The logic behind why you should buy.iv. Unique selling proposition (USP): a benefit unique to the product and important to the userb. Other message formulas:i. Straightforward messageii. Demonstrationiii. Comparisonc. Problem solutioni. Problem Avoidanceii. Humoriii. Slice of lifeiv. Spokespersonv. TeasersV. Creative thinkinga. An idea is a thought or concept formed by mentally combining pieces and fragments into something meaningfulb. Concepting is the process of coming up with a new advertising ideaVI. The big idea of creative concepta. Becomes a point of focus for communicating the message strategyb. The “Bold Choices” theme helped define the Jim Beam campaign’s Big Ideac. The “Mayhem” theme supported the Allstate Big IdeaVII. The creative leap:a. Divergent or “right brain” thinking explores possibilities rather than using rationalthinking.b. It means “thinking outside the box” and taking a creative leap.c. Move away from the safety of a predictable strategy to an unusual idea that hasn’t been tried beforeVIII. The creative process: how to get an ideaa. Immersion: read, research, learn about problemb. Ideation: look at the problem from every angle; generate as many ideas as possiblec. Brainfog: don’t give up when you hit a blank walld. Incubation: let your subconscious work on ite. Illumination: the idea often comes when you’re relaxed and doing something else.f. Evaluation: does it work? Is it “on strategy”?IX. Managing creative strategiesa. Extension: An idea with legsi. A strong “Big Idea” can serve as an umbrella concept for a variety of
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