Creative Strategy in Advertising

347 Pages·2008·8.76 MB·English

by  Bonnie L. Drewniany

CREATIVE STRATEGY IN ADVERTISING
NINTH EDITION
BONNIE L. DREWNIANY
A. JEROME JEWLER
School of Journalism and Mass Communications
University of South Carolina, Columbia
Australia • Brazil • Canada • Mexico • Singapore • Spain
United Kingdom • United States
Creative Strategy in Advertising,Ninth Edition
Bonnie L. Drewniany/A. Jerome Jewler
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Printed in the United States of America
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Library of Congress Control Number: 2007922715
ISBN-10: 0-495-09569-9
ISBN-13: 978-0-495-09569-9
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This book is dedicated to my great-nephew, Derrick Drewniany Jr.
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Contents
Preface xi
1 CREATIVITY: UNEXPECTED BUT RELEVANT SELLING MESSAGES 1
Creativity Defined 6
Media: The New Creative Inspiration 7
Inspiration from Consumers 10
That’s Entertainment, but Is It Advertising? 15
Ethical and Legal Issues 24
The Creative Challenge 27
Suggested Activities 27
Search Online! Discovering More about Creativity 29
> BRIEFCASE: What Does “Urgent” Mean to You? 30
2 BRANDING: IDENTITY AND IMAGE STRATEGY 36
Branding Defined 36
Brand Identity Elements 38
Projecting a Unified Message 44
Protecting Brand Identity 45
The Identity Strategy 48
Suggested Activities 48
Search Online! Discovering More about Branding 49
> BRIEFCASE: Dove Campaign for Real Beauty 50
3 DIVERSITY: TARGETING AN EVER-CHANGING MARKETPLACE 57
African Americans 60
Hispanic Americans 61
Asian Americans 63
Native Americans 64
Arab Americans 65
How to Reach Ethnic Minorities 66
The 50-Plus Market 68
People with Disabilities 70
Gays and Lesbians 71
Lessons That Apply to All Segments 72
v
vi CONTENTS
Suggested Activities 73
Search Online! Discovering More about Targeting 75
> BRIEFCASE: Tide en Español 76
4 FACT FINDING: THE BASIS FOR EFFECTIVE CREATIVE WORK 79
Step 1: State Your Questions 80
Step 2: Dig through Secondary Sources 81
Step 3: Conduct Primary Research 92
Step 4: Interpret the Data 98
Future Steps in the Process 98
Common Mistakes in Research 99
Suggested Activities 100
Search Online! Discovering More about Fact Finding
for Creative Excellence 102
> BRIEFCASE: Bell Helmets: Courage for Your Head 103
5 STRATEGY: A ROAD MAP FOR THE CREATIVE TEAM 107
O’Toole’s Three-Point Approach to Strategy 110
Focus on Human Needs 113
McCann Erickson’s Role-Playing Approach 113
An Account-Planning Approach 115
Stating the Strategy 117
Linking Strategy with the Thinking/Feeling
and High/Low-Importance Scales 118
Think ROI 119
Checklist for Strategy 120
Suggested Activities 121
Search Online! Discovering More about Strategy 121
> BRIEFCASE: Eat Mor Chikin or These Cows Are Goners! 122
6 IDEAS: THE CURRENCY OF THE 21ST CENTURY 128
How Do You Come Up with the Big Idea? 128
There’s a Big Idea in the Strategy Statement 130
Turn an Idea into a Campaign Theme 130
From One Big Idea to Hundreds of Ideas 132
Guidelines for Brainstorming 142
Using Criticism to Improve Your Ideas 144
CONTENTS vii
Suggested Activities 145
Search Online! Discovering More about the Big Idea 151
> BRIEFCASE: Icelandair and Baltimore Washington International Airport
Take the Travail Out of Travel 152
7 WORDS ON PAPER: CONNECTING TO CONSUMERS’ HEARTS AND MINDS 155
Headlines Help Form Good First Impressions 157
Body Copy Tells the Rest of the Story 164
Mandatories: Writing the Small Print 168
Answers to Common Questions about Writing Copy 168
Guidelines for Writing Effective Copy 171
Checklist for Writing Copy 178
Suggested Activities 179
Search Online! Discovering More about Print Advertising 180
> BRIEFCASE: These Lost Dogs Belong in the Inhumane Society 181
8 LAYOUTS: DESIGNING TO COMMUNICATE 184
Functions of Design 184
Design Principles 186
Gestalt Theory 189
Negative, or “White,” Space 190
The Five Rs of Design 191
Selecting Type 194
Basic Ad Layouts 199
Inviting Readership 199
Creating the Finished Ad: Computers and Design 201
Designing Outdoor and Transit Ads 201
Answers to Common Questions about Design 202
Suggested Activities 203
Search Online! Discovering More about Advertising Design 204
> BRIEFCASE: National Geographic TravelerMagazine Sends Their Minds—
Media Buyers Soon Follow 205
9 RADIO: CAN YOU SEE WHAT I’M SAYING? 209
Why Advertise on Radio? 209
The Theater of the Mind 210
Guidelines for Writing Effective Radio Spots 210
Approaches to Radio Commercials 216
viii CONTENTS
Live versus Produced 219
Radio Script Format 220
Checklist for Radio Copy 222
Suggested Activities 223
Search Online! Discovering More about Radio Commercials 223
> BRIEFCASE: Tom Bodett Sells Affordability and Comfort for Motel 6 224
10 TELEVISION: THE POWER OF SIGHT, SOUND, AND MOTION 227
Combining Sight, Sound, and Motion 228
Preparing to Write Ads for Television 229
Formats for TV Commercials 231
Camera Shots, Camera Moves, and Transitions 235
Editing for Continuity 237
Music and Sound Effects 238
Getting It on Paper: The TV Script 240
Making It Clear: The TV Storyboard 240
TV Production 241
Checklist for Television 242
Suggested Activities 242
Search Online! Discovering More about TV Commercials 242
> BRIEFCASE: Pepsi Finds a New Way to Poke Fun at the “Other Cola” 243
11 DIRECT MARKETING: THE CONVENIENCE OF SHOPPING AT HOME 246
Direct Marketing: An Old Idea Improved through Technology 246
How Direct Marketing Differs from Mass-Media Advertising 247
Advantages of Direct Marketing over Other Forms of Advertising 248
Computer Databases: The Key to Targeting the Best Prospects 248
Direct Marketing Involves Your Target Audience 249
The Three Musts for Successful Direct Marketing 249
Designing the Direct-Marketing Package 251
Direct Marketing as Part of a Total Advertising Campaign 252
Fund-Raising through Direct Marketing 252
Catalogs: Bringing the Retail Store into the Home and Office 252
Personalizing the Direct-Marketing Message 254
You’ve Got E-Mail 255
Ethical Aspects of Direct Marketing 257
Suggested Activities 257
CONTENTS ix
Search Online! Discovering More about Direct Marketing 258
> BRIEFCASE: Father Seeks Revenge after Daughter Loses Virginity (or Just Another Night
at the Baltimore Opera) 259
12 THE INTERNET: THE ULTIMATE DIRECT 263
The Interactive Team 263
Designing for the Internet: A Four-Stage Process 264
Stage 1: Research and Planning 264
Stage 2: Concepts 265
Stage 3: Development 269
Stage 4: Production 271
Banner Ads 271
Suggested Activities 272
Search Online! Discovering More about Internet Advertising 272
> BRIEFCASE: Spend Spring Break in Iceland 273
13 INTEGRATED MARKETING COMMUNICATIONS: BUILDING STRONG RELATIONSHIPS
BETWEEN THE BRAND AND THE CONSUMER 275
Integrated Marketing Communications 276
Sales Promotion 276
Public Relations 282
Promotional Products 287
Special Packaging 288
Sponsorships 289
Cause-Related Marketing 290
Guerilla Marketing 291
Product Placement and Branded Content 292
Suggested Activities 292
Search Online! Discovering More about Integrated Marketing 293
> BRIEFCASE: North Carolina Plays a Starring Role 294
14 CLIENT PITCHES: HOW TO SELL YOUR IDEAS 297
The Presentation Is Half of the Battle 298
Pitching with Pizzazz 300
Guidelines for Making Presentations 301
Perils and Pitfalls of Presenting 303
How to Correct the Problems 305