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Presentation Outline My version of good vs. Poor creative Why good creative can make a difference Relevance and divergence An example using radio Divergence does not always work Pakistan study Final words
Good vs. very ordinary creative The first two examples are dull. The Reagan spot created by Hal Riney is full of emotion. Liberal Party of Canada Conservative Party of Canada Ronald Reagan
Cluttered media environment Exposed to advertising in every aspect of our daily life. It was already cluttered and then we added the internet and mobile devices to the mix. What do you think it is like to be a media buyer now? Need to cut through the clutter and deliver the message Need to be memorable Need to give the consumer a reason to buy your product and not your competitors
Entertain/Educate/Persuade Need to entertain the audience to be able to deliver your message or to get their attention Need to make the audience think to have the most impact Need to understand your audience and what appeals to them. If you are not the target audience your opinion may not be relevant. Effective advertising needs strong creative
Impact of Good Creative Dan Weiden co-founded the advertising agency Weiden and Kennedy Built the Nike brand Recently developed the Old Spice tv spots Dan Weiden
Relevance and Divergence Creativity in advertising needs to have relevance and divergence Needs to be relevant to the target audience Divergence (present an idea in a novel, different or unusual way) When consumer involvement is low or ad clutter is high it is difficult for an ad to get noticed. To achieve this goal the ad must be frequently repeated or include “colourful, moving, novel, unexpected, or affect-evoking stimuli”. (Greenwald and Leavitt 1984)
Divergence “Divergent ads should be more challenging to decode and interpret than convergent ads and thus require more elaborate processing to achieve understanding” Smith and Yang 2004 In other words creative ads work by making the target audience think. If you make someone think they are more likely to remember, and be impacted by, the message
Creative Brief Client: Big Rock Brewery Product: KOLD lager Target Audience: 18 to 24 year old men Key Product Features: Brewed with glacier water Easy drinking lager style beer Kraft brewery manufacturing process Product is new Key Product Benefits: Lifestyle ○ KOLD drinkers are cool
Potential Radio Script Voice Over: Introducing K O L D, KOLD beer from Big Rock A great tasting beer that is easy to drink and quenches your hard earned thirst It’s brewed from fresh glacier water by the award winning brewmaster at Big Rock Brewery A great lager style beer that will bring your friends around and keep them coming to your place to keep themselves KOLD KOLD is now available at your local liquor store, your favourite pub and selected restaurants So remember the next time you’re thirsty and are looking for a great cold beer ask for a KOLD beer from Big Rock. This gets the message across but it is very dull.
“No Question” SINGERS: K-O-L-D all beer radio. JERRY: I’m Jerry Lagerfeld and you’re listening to K-O-L-D all beer all the time. Let’s go to the phones. WARREN: Ah, hi Jerry it’s me Warren. JERRY: What’s your question Warren? WARREN: Ahhh, no question. JERRY: No question you have nothing to add to the intellectual discourse concerning the complex role beer plays in our society today. Or no question KOLD is my favourite brew? WARREN: The second one? JERRY: Good call Warren. SINGERS: K-O-L-D JERRY: Brought to you by KOLD — the genuine glacier water beer from Big Rock. Play “No Question” Radio This spot delivers the same information but in a much more interesting and engaging way.
“Elliot” Radio Script SINGERS: K-O-L-D all beer radio. JERRY: You’re listening to Jerry Lagerfeld. Hello caller. ELLIOTT: Hello Jerry, Elliott here. JERRY: Hey Elliott. ELLIOTT: I’m serving rack of lamb with a garlic demi-glaze and I was wondering what wine would you recommend? JERRY: Sorry Elliott, this is K-O-L-D all beer all the time. You could try K- R-A-P the all wine station but I recommend serving your friends some KOLD beer before they kick your gourmet ass. Let’s pause and reflect. SINGERS: K-O-L-D JERRY: Brought to you by KOLD — the genuine glacier water beer from Big Rock. Play “Elliot Radio”
Not Just Divergent Creative concepts developed just because they are divergent do not work The Taco Bell Chihuahua dog tv commercials were popular but sales did not respond. Once the spots were taken off the air sales trended upward again. Taco Bell TV
It’s Also Not Just About theCreative Media buying can be as important as the creative.
Pakistan Study Empirical investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan Interesting study because the growth of tv channels grew exponentially towards the end of the last decade in Pakistan Mahmood, Zahid, Wasid Ahmad “An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan” March 2010
Pakistan Study Growth in TV Channels 2002 to 2008 120 100 80 60 No. Of TV Channels 40 20 0 2002 2004 2006 2008 2010 Mahmood, Zahid, Wasid Ahmad “An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan” March 2010
Pakistan Study Study tested award winning tv ads in single and three ad exposures Based on recall they tested the participants for brand attitude and purchase intent. Found that for three exposures creative ads “developed significantly more favourable brand attitude and greater unaided brand recall than control ads” Mahmood, Zahid, Wasid Ahmad “An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan” March 2010
Pakistan Study Conclusion for the study was that, “creative advertisements are really more effective than conventional ads and bestow value to the advertised brands” Mahmood, Zahid, Wasid Ahmad “An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan” March 2010
Final Words of Advice It is often much easier to avoid risks and prefer what is comfortable and familiar Do not equate creative that relies on shock value with good work An understanding of how divergence works in advertising is a good platform to work with creative people to develop great creative Great advertising creative stays on strategy and remains focused on building brand strength and purchase intent Give your advertising a chance to work. You need to run an ad at least three times for it to have real impact