Step 5. A word about creativity.

Creativity doesn’t just happen; it’s a process.  It's been said, “The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.”

For example, consider a recent print advertising campaign for the Michelin® Tire Company.  In these ads, the company could have chosen to talk about all the features and advanced materials in their product. Instead, they portrayed a baby upside down in a Michelin tire, coupled with the phrase “Better Grip.” By tying that headline to a picture of innocence, we find ourselves reacting emotionally when we understand the importance of safety through Michelin tires.  That’s positioning.  It only works when you identify the key benefits that will motivate your target market.  You must focus on a competitive advantage or benefit that is crucial to them.  Capture the prospect’s attention.  Attain a clearly defined position in their mind. And finally, give them the facts that will motivate them to take the action you desire.

Testing creative. Keep in mind that testing creative is a double-edged sword and needs to be handled carefully.  Considering that we are always trying to connect with a particular consumer, when we test creative, we conduct one-on-one interviews that emphasize the advertising’s clarity and the respondent’s ability to identify emotionally with the ad.  We prefer not to use focus groups for a variety of reasons when testing ads, including the loud minority that can dramatically influence and inhibit creative direction.
















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