ADPR 3100 1st Edition Lecture 16 Outline of Last Lecture I Creative Research Outline of Current Lecture II Creative Concepts a Creative concept defined b Process c Key characteristics Current Lecture Effective advertising goal of creating campaign is that it is effective Good insight into the target market o find this through creative research Create campaign with focused accurate key message Memorable ethical executions o You need good ads Creative concept Think about it as a bridge o Link A concept links the strategic stuff where you start with the campaigns o Path A way to get from the strategic thinking planning to the execution A concept is a creative extension of key message o How you say it matters You find out the one thing your ads need to say but the research doesn t tell you how to say it express it Intuition gut helps with this o Concept must be these 3 things o Focused o Evocative It must be important to the minds of the target market o Relevant surprise These 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 Process how a concept is generated Challenges in coming up with a good concept way you get to a good one varies with each client Got Milk o Had success on the first time o Found out milk became crucial to people when they ran out they focused on deprivation didn t talk about vitamins or having nostalgia for milk as a kid Harry Rosen men s clothing store o Had a harder time o Had to completely revamp their idea it took more work This is more typical Evocative the necessity for a concept to be evocative Must have emotion depth o Must be important to target market so they will pay attention Must relate to deep important feelings o Must be relevant Ex Kodak Carousel Concept for hair coloring o Ex When everyone says the same thing our coloring will make it look natural your impact is hugely reduced o Tried to say it in a fresh way changed the natural bit to lets me be me it says the same thing kind of but also says what you are is good EXAMPLES MasterCard Current brand image Generic card Desired brand image One I feel good using Target market Good revolvers aspire to lead rich lives Key message MasterCard helps you buy things that are important to you Concept The best way to pay for everything that matters o Concept says the same thing as the key message but says it in a much more interesting way Budget Rent A Car Current brand image best price Desired brand image best value Target market Savvy shoppers get a charge out of finding a great deal Key message budget provides the best value in rental cars Concept rent smart o Clear simple interesting o The concept just pushes one more step forward Xbox Halo Reach Recent campaign for Halo Reach Video game scenario o The planet Reach is invaded humans are slaughtered Spartans are superhuman and the last hope to save human race Concept for advertising o Remember reach Gatorade What s G sense that it connects with the target market and conveys something evocative Relevant surprise This is where the insight comes in importantly figuring out the relevant surprise Relevant o What the market already knows But it must also be surprising o Must also tell your target market what it doesn t already know If your ad has a concept that is only relevant to target market o It will convey information but will not be memorable o Ex Ad showing smooth skin and then rough skin they say the difference is using their moisturizer and tells the benefits of it This ad has no concept it just conveys relevant information If it is only surprising o Catches attention but won t be memorable because the ad isn t relevant to people o Ex Mountain dew shows all of these people drinking it and a guy says they are high It doesn t tell you anything about Mountain Dew tries to catch attention by being unusual but nothing tell people why it is compelling Examples that have concepts illustrating having a relevant surprise o Ex Trek racing bicycles Current view of bikes helps athletes ride harder and faster so they can win races Ad with relevant Surprise you can with this bicycle train less image of man sleeping this bike is efficient so you can ride it less and be rested o Ex Xbox Gears of war game Current view of these games Shooting practice Ad with relevant surprise Emotionally compelling story Characters you care about Ex Google Current view Find information Ad with relevant surprise The info you find helps you live your life the way you want to Search on
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