ADVERTISING MANAGEMENT

Session 6
Creativity in Advertising
Dr. Ritu Srivastava
Creativity
Giving birth to something new

Application of past experiences or ideas in a
novel way

Being imaginative, innovative, original &
different


Creativity
Can anyone be creative?

Potential to be creative = f (Creative traits +
Motivation to create blocks to creativity)



Some Common Mental Blocks
The Right Answer
Thats Not My Area
Thats Not Logical
Avoid Ambiguity
Be Practical
Dont Be Foolish
Follow The Rules
To Err Is Wrong
Play Is Frivolous
Im Not Creative

Fear of Failure
Allergy to Ambiguity
Touchiness
Conformity
Resource Myopia
Rigidity

Lateral thinking
Lateral thinking is a term coined by Edward
de Bono, a Maltese psychologist, physician,
and writer

de Bono defines Lateral Thinking as methods
of thinking concerned with changing concepts
and perception.


We use six types of thinking hats in
our day to day lives
White Hat Data, Facts, Information known or needed.
Red Hat Feelings. Emotions and Intuition.
Yellow Hat Values and Benefits- Why something may work.
(Advantages)
Black Hat Difficulties, potential problems- why something
may not work. (Disadvantages)
Green Hat Creativity- possibilities, alternatives,
solutions, new ideas.
Blue Hat Manages the thinking process, focus, next steps,
action plans.
The Process of creative thinking
Steps and Stages
Immersion read, research and learn everything
about a problem
Ideation all angles
Brainfog hit a wall
Incubation rest the conscious
Illumination unexpected moment idea strikes
Evaluation does it work?

Fundamentals of an ad campaign
Message that the advertiser gives to solve a
communications-related problem
Advertising
strategy
Idea that advertisers select for communicating the
strategic message in a creative way
Central theme for a series of ad campaigns
Big idea
Physical form of an advertisement story, script,
copy, art, music, words and phrases, colour,
production, etc.
Creative
execution
Short-term decisions about specific, tangible tasks
related to the advertising method, media, etc.
Tactics
Fundamentals of an ad campaign
Tactics
Creative
execution
Big idea
Advertising strategy
Ad 1 Ad 2
Ad 3 Ad 4
Ad
campaign
Dhara health sunflower oil
Strategy: Demonstrate
that Dhara keeps
consumers hearts &
health strong
Big idea: Kids are
proud of fathers who
are healthy and strong
(due to Dhara)
Fevicol
Strategy: reinforce
fevicols leadership
position as the
ultimate adhesive
Big idea: show the
bonding power in a
metaphoric way
What can you brainstorm on?
Strategy
Dove
Target
audience
Lalitaji
Product
names &
definitions
Himalaya
dental cream
Media
Rexona
Situation
Reliance
Insurance

Current
affairs
Pepsi
Competition
Jet airways

Shortcomings
Pepsi
Correlations
Garnier
wrinkle cream
Personification
s
Pillsbury atta
Popular
culture
olx
Colours
Everyuth
cucumber
green mask
Shapes
Words &
visuals
Competition as a springboard for ideas
Day 1
Day 2
Day 3
Commonly practiced creative techniques
Analogy
Free
association
Lateral
thinking
Right brain
thinking
Creative execution of the Big
Idea
Effect of the message?
What is said?
How is it said?
Physical form of an advertisement story,
script, copy, art, music, words and phrases,
colour, production, etc.
The ROI of advertisement

Creative execution of the Big
Idea
The ROI of effective advertising
Relevant, original, and has impact
Relevant in line with advertising strategy and
marketing objective
Original thought by one person
Impact creating effective communication;
Public appreciation and award
Increase in sales
Enhancement of brand equity
Advertisers goals
Creative Brief
Document that spells the advertising strategy and
key execution details
Account planner in an ad agency
What are we trying to accomplish?
Who are we trying to influence?
What do they think now?
What do we want them to think?
Why should they think this way?
How would our brands character be best described?
What is the single most important thing we can say to influence
them

Creative Brief
What type of materials is the creative team requested to
produce?
(Ex. Radio, television, print, outdoor, sales promotion materials,
etc.)
Timing
What is the due date for the creative work?
Internal review
Client presentation
Budget
How much can be spent to produce creative?



Creative execution elements
Appeals
Formats
Tone
Structure
Production and design considerations
Advertising Writing Style
Copy should be as simple as possible
Should have a clear focus and try to convey
only one selling point
Every word counts; space and time are
expensive
13 - 20
Practical Tips
Be succinct
Be single-minded
Be specific
Get personal
Keep a single focus
Be controversial
Be original
Use variety
Use imaginative
description
Advertising Writing Style
Tone of voice
To develop the right tone of voice, copywriters write to the
target audience as if they were in a conversation
Grammar
Copywriters must know the rules of grammar, syntax, and
spelling, though they will play with a word or phrase to
create an effect
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Copywriting for Print
Display copy
Elements readers see in their initial scanning
Body copy
Elements that are designed to be read and
absorbed
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The Headline
Key element in print
advertising
Conveys the main
message
Works with the visual
to get attention and
communicate creative
concept
How to Write Headlines
A good headline will attract those who are
prospects
The headline must work in combination with
the visual to stop and grab the readers
attention
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The headline must
identify the product
and brand, and start
the sale
The headline should
lead readers into the
body copy
Direct-action headlines
Indirect-action
headlines
How to Write Other Display Copy
Captions
Have the second-highest readership and serve an
information function
Subheads
Sectional headlines used to break up a large block
of copy
Taglines
Short, catchy, memorable phrases used at the end
of an ad to complete the creative idea
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How to Write Other Display Copy
Slogans
Repeated from ad to ad as part of a campaign or
long-term brand identity effort
Can also be used as taglines

13 - 25
Slogan Techniques
Direct address
A startling or
unexpected phrase
Rhyme, rhythm,
alliteration
Parallel construction
Cue for the product
Music
How to Write Body Copy
Body copy
The text of the ad
Primary role is to maintain the interest of the reader
Lead paragraph
The first paragraph of the body copy
Where people test the message and see if they want to
read it
Closing paragraph
Refers back to the creative concept and wraps up the Big
Idea
Call to action
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Print Media Requirements
All media in the print category all use the
same copy elements
The way these elements are used varies with
the objective for using the medium
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Newspapers
Copy does not have
to work as hard to
catch audiences
attention
Straightforward and
informative
Writing is brief
Print Media Requirements
Magazines
Better quality ad production
Ads can be more informative and carry longer
copy
13 - 28
Directories
Use a headline that
focuses on the
service or stores
personality
Little space for
explanations
Print Media Requirements
Posters and Outdoor
Primarily visual
Words try to catch the consumers attention
and lock in ideas
An effective poster marries words with visuals
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Product Literature
Also called collateral
Used in support of
an ad campaign
Typically a heavy
copy format

How to Write Radio Copy
Must be simple enough for consumers to
grasp, but intriguing enough to prevent them
from switching the station
Ability of the listener to remember facts is
difficult
Theater of the mind
The story is visualized in the listeners imagination
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How to Write Radio Copy
Voice
Music
Sound effects
13 - 31
Radio Guidelines
Keep it personal
Speak to listeners
interests
Wake up the
inattentive
Make it memorable
Include call to action
Create image transfer
How to Write Television Copy
Moving action makes television so much more
engaging than print
The challenge is to fuse the images with the
words to present a creative concept and a
story
Storytelling is one way copywriters can
present action in a television commercial
more powerfully than in other media
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Tools of Television Copywriting
Video
Audio
Voice-over
Off camera
Other TV Tools
The copywriter must describe all of these in
the TV script
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Talent
Announcers
Spokespersons
Character types
Celebrities
Planning the TV Commercial
Whats the Big Idea
Whats the benefit
How can you turn that benefit into a visual
element
Gain the viewers interest
Focus on a key visual
Be single minded
Observe rules of good editing
Try to show the product
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Planning the TV Commercial
Copywriters must plan
Length of the commercial
Shots in each scene
Key visual
Where and how to shoot the commercial
Scenes
Segments of action that occur in a single location
Key frames
The visual that sticks in ones mind
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Scripts and Storyboards
Script
The written version of the commercials plan
Prepared by the copywriter
Storyboard
The visual plan or layout of the commercial
Prepared by the art director
13 - 36
Writing for the Web
More interactive than any other mass medium
Copywriter challenged to attract people to the
site and manage a dialogue-based
communication experience
Banners
Most common form of online advertising
13 - 37
Writing for the Web
Web ads
Create awareness and interest in a product and
build a brand image
Focus on maintaining interest
13 - 38
Copywriting in a Global Environment
Language affects the creation of the
advertising
Standardizing copy content by translating the
appeal into the language of the foreign market
is dangerous
Use bilingual copywriters who can capture the
essence of the message in the second
language
Back translation
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Basic Media Concepts

8 - 40
Media mix
The way various types of media are strategically
combined in an advertising plan
Media vehicle
A specific TV program, newspaper, magazine, or
radio station or program

8 - 41
Basic Media Concepts
Planning and
Buying
Reach and
Frequency
Impressions
Media Key
Players
Media planning
The way advertisers
identify and select
media options
Media buying
Identifying specific
vehicles, negotiating
the costs to advertise
in them, and
handling billing and
payment
Basic Media Concepts

8 - 42
Planning and
Buying
Reach and
Frequency
Impressions
Media Key
Players
Reach
The percentage of
the media audience
exposed to the
advertisers message
during a specific time
frame
Frequency
The number of times
a person is exposed
to the advertisement
Basic Media Concepts
Planning and Buying
Reach and Frequency
Impressions
Media Key Players
8 - 43
The opportunity for
one person to be
exposed one time to
an ad
In print, impressions
estimate the actual
readership
In broadcast,
impression estimates
viewers for TV and
listeners for radio
Basic Media Concepts
Planning and Buying
Reach and Frequency
Impressions
Media Key Players
8 - 44
Media salespeople
work for a medium
Media reps are
people or companies
that sell space or
time for a variety of
media
Print Media
Print advertising includes printed
advertisements in newspapers,
magazines, brochures, posters, and
outdoor boards
Print provides more detailed
information, rich imagery, and a
longer message life
8 - 45
Newspapers
Used by advertisers trying to reach a local
market
Primary function is to carry news
Market selectivity allows newspapers to target
specific consumer groups
8 - 46
Structure of the
Industry
Frequency of
publication
Format and size
Circulation
Newspapers
Types of Advertising
Classified local businesses and individuals
Display dominant, placed anywhere except
editorial, ROP rate or preferred position rate
Supplements
8 - 47
Newspaper
Readership
Tends to be highest
among older people
and people with a
higher educational
level
Measuring the
newspaper audience
Newspaper Advertising
Advantages
Range of market coverage
Comparison shopping
Positive consumer attitudes
Flexibility
Interaction of national and local
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Disadvantages
Short life span
Clutter
Limited coverage of
certain groups
Poor reproduction
Using Print Advertising
Use Newspapers If
You are a local business
Desire extensive market coverage
Product is consumed in a predictable manner
No need to demonstrate the product
Moderate to large budget
8 - 49
Use Magazines If
Well-defined target
audience
Want to reinforce or remind
audience
Product must be shown
accurately and beautifully
Need to relate moderate to
extensive information
Moderate to large budget
Using Print Advertising
Use Out-of-Home If
Local business that wants to sell locally
Regional or national business that wants to
remind or reinforce
Product requires little information and little
demonstration
Small to moderate budget
8 - 50
Use Directories If
Local business or can
serve local customers
Want to create action
Want to allow
comparisons or
provide basic inquiry
and purchase
information
Small to moderate
budget
Broad cast Media
Transmit sounds or images electronically
Include radio and television
Broadcast engages more senses than reading
and adds audio as well as motion for
television

Radio Advertising
Relies on the listeners mind to fill in the visual
element
Delivers a high level of frequency
Happens in the background, attention?


Measuring the Radio Audience

9 - 53
Dayparts
Typical radio programming day is divided into five
segments called dayparts
Coverage
The number of homes in a geographic area that
are able to pick up the station clearly
Ratings
The percentage of homes actually tuned in to a
particular station
Television
Television advertising is embedded in
television programming
Most of the attention in media buying, and in
measuring effectiveness, focuses on the
performance of various shows and how they
engage their audiences

9 - 54
Television Advertising
Sponsorships
Participations
Spot announcements
9 - 55
Advertiser assumes total
financial responsibility
for producing the
program and providing
the commercials
Advertiser can control
the content and quality
of the program and the
placement and length of
commercials
Television Advertising
Sponsorships
Participations
Spot announcements
9 - 56
Where advertisers pay
for 10, 15, 20, 30, or
60 seconds of
commercial time
during a program
Provides more
flexibility in market
coverage, target
audiences, scheduling,
and budgeting
Television Advertising
Sponsorships
Participations
Spot announcements
9 - 57
Commercials that
appear in the breaks
between programs
Local affiliates sell
these to advertisers
who want to show
their ads locally
Measuring the Television Audience
Rating points
The percentage of all the households with
television tuned into a particular program
Share of audience
The percentage of viewers based on the number
of sets turned on
9 - 58
Gross Rating Points
The sum of the total
exposure expressed as
a percentage of the
audience population
People meters
Record what television
shows are being
watched, the number
of households
watching, and which
family members are
viewing
Television
Advantages
Pervasiveness
Reach
Impact
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Disadvantages
Production costs
Clutter
Wasted reach
Inflexibility
Intrusiveness
Media planning and buying
The Aperture Concept
The goal of the media planner is to expose the
target audience to the message at the critical
point when the consumer is receptive to the
brand message
Aperture opening of a camera lens
Focus tightly on the target audience reach
them no more no less

Media Plan
A written document that summarizes the
objectives and strategies pertinent to the
placement of a companys advertising
messages

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Media Objectives
Exposure and
GRPs
The Reach
Objective
The Frequency
Objective
Effective
Frequency
Gross impressions
The sum of the
audiences of all the
media vehicles used
during a certain time
span
Gross Ratings Points
Media planners convert
impressions to gross
ratings points in order to
compare the efficiency
of media schedules
The Reach Objective
How many different members of the audience
can be exposed to an advertisement in a
particular time frame;
Measure of campaigns reach
The percentage of the target audience that is
exposed at least once to the advertisers
message during a specific time frame
Research based

The frequency objective
The number of time the exposure happens,
rate
Average frequency = GRP/Reach(%)
12/40 = 0.3
Impressions have to be increased
Media schedule readjusted

Effective Frequency
Combines the reach and frequency elements
into one factor

Media mix selection
Cost per thousand = (cost of the message
unit/gross impressions)*1000
Cost to expose to 1000 audience
Cost efficiency
Compare the choice available
Target audience
Cost per point instead of impressions ratings
are used and not for 1000

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Media Strategies
Media planners determine the most cost-
effective media mix that will reach the target
audience and satisfy the media objectives
Strategies are designed to deliver on the
media objectives, to deliver the right level of
exposure in terms of reach and frequency
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Media Strategies
Target audience strategies
Media use
Geography
Consumption patterns
Media mix selection
Using a variety of media
to get your message out
to customers
Media selection is
based on message
needs
Media Strategies
Scheduling Strategies
Timing strategies
Duration: How long
Continuity: How often
The media budget
An initial assessment of the amount of money
available determines media used
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