Effective advertising (goal of creating campaign is that it is effective)Good insight into the target marketfind this through creative researchCreate campaign with focused, accurate key messageMemorable, ethical executionsYou need good adsCreative conceptThink about it as a bridgeLinkA concept links the strategic stuff where you start with the campaignsPathA way to get from the strategic thinking/planning to the executionA concept is a creative extension of key messageHow you say it mattersYou find out the one thing your ads need to say, but the research doesn’t tell you how to say it/express itIntuition/gut helps with thisConcept must be these 3 things:FocusedEvocativeIt must be important to the minds of the target marketRelevant surpriseProcess (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?”Had success on the first timeFound 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 kidHarry Rosen (men’s clothing store)Had a harder timeHad to completely revamp their idea, it took more workThis is more typicalEvocative (the necessity for a concept to be evocative)Must have emotion depthMust be important to target market so they will pay attentionMust relate to deep, important feelingsMust be relevantEx: Kodak CarouselConcept for hair coloringEx: When everyone says the same thing (our coloring will make it look natural), your impact is hugely reducedTried 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 goodEXAMPLES:MasterCardCurrent brand image: Generic cardDesired brand image: One I feel good usingTarget market: Good revolvers; aspire to lead rich livesKey message: MasterCard helps you buy things that are important to youConcept: The best way to pay for everything that mattersConcept says the same thing as the key message, but says it in a much more interesting wayBudget Rent-A-CarCurrent brand image: best priceDesired brand image: best valueTarget market: Savvy shoppers; get a charge out of finding a great dealKey message: budget provides the best value in rental carsConcept: “rent smart”Clear, simple, interestingThe concept just pushes one more step forwardXbox, “Halo: Reach”Recent campaign for Halo ReachVideo game scenarioThe planet Reach is invaded, humans are slaughtered, Spartans are superhuman and the last hope to save human raceConcept for advertising:“Remember reach”Gatorade, “What’s G?”sense that it connects with the target market and conveys something evocativeRelevant surpriseThis is where the “insight” comes in importantly, figuring out the relevant surpriseRelevantWhat the market already knowsBut it must also be surprisingMust also tell your target market what it doesn’t already knowIf your ad has a concept that is only relevant to target marketIt will convey information, but will not be memorableEx: Ad showing smooth skin and then rough skin, they say the difference is using their moisturizer and tells the benefits of itThis ad has no concept, it just conveys relevant informationIf it is only surprising:Catches attention, but won’t be memorable because the ad isn’t relevant to peopleEx: Mountain dew—shows all of these people drinking it and a guy says they are highIt doesn’t tell you anything about Mountain Dew, tries to catch attention by being unusual but nothing tell people why it is compellingExamples that have concepts illustrating having a relevant surpriseEx: Trek racing bicyclesCurrent view of bikeshelps athletes ride harder and faster so they can win racesAd with relevant Surpriseyou can with this bicycle train lessimage of man sleeping, this bike is efficient so you can ride it less and be restedEx: Xbox “Gears of war” gameCurrent view of these gamesShooting practiceAd with relevant surpriseEmotionally compelling storyCharacters you care aboutEx: GoogleCurrent viewFind informationAd with relevant surpriseThe info you find helps you live your life the way you want to“Search on”ADPR 3100 1st Edition Lecture 16Outline of Last Lecture I. Creative Research Outline of Current Lecture II. Creative Conceptsa. Creative concept definedb. Process c. Key characteristicsCurrent LectureEffective advertising (goal of creating campaign is that it is effective)- Good insight into the target marketo find this through creative research- Create campaign with focused, accurate key message- Memorable, ethical executionso 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 Focusedo Evocative It must be important to the minds of the target marketo 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 timeo 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 timeo 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 deptho Must be important to target market so they will pay attention- Must relate to deep, important feelingso Must be relevant- Ex: Kodak Carousel - Concept for hair coloringo Ex: When everyone says the same thing (our coloring will make it look natural), your impact is hugely reducedo 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 goodEXAMPLES:MasterCard- Current brand image: Generic card- Desired brand image: One I feel good using - Target market: Good