Advertisement Class, Seventh session Based on the book: Contemporary Advertising and Integrated Marketing Communications, 15th edition (All photos/videos - copied from the internet, used only for educational purpose)

1. Creative
Strategy &
the Creative
Process
Chapter 10

4. EMBRACE THE NEGATIVE
Somehow, this ad manages to be
self-deprecating, humble, and thoroughly
confident all at once.

5. Snowbird is one of the most unforgiving and
rewarding mountain resorts.
Positioning

13. The advert was posted to the brand's Middle East audience, and has since been
removed. German skincare brand Nivea also said sorry over its "white is purity"
deodorant advert that was deemed discriminatory and racially insensitive.

15. Creative ads are just like non-veg jokes
There’s a thin line that divides a great joke and a joke that backfires

16. CREATIVE
So what makes an ad

40. Target's logo is elegantly simple. One dot. One ring.
We created a brand campaign that actively deconstructs this
iconic graphic identity. Instead of a static symbol,
it becomes a rhythmic pattern, and a playful player in the
choreography of life.
The result is a collection of images that embody the lively
aspirations of the Target brand.
It’s living and breathing the logo in a bold new way.

48. The strategy at Target is to "own red” that is, have the
consumer associate the color with the brand.
Target's creative and captivating ads have
helped the company position itself as a more enjoyable
place to shop than its biggest competitor.

49. What makes a creative ad?
AUDIENCE IMPACT
STRATEGIC RELEVANCE

50. 1. AUDIENCE IMPACT

52. The Boom Factor
When a cannon goes "boom," it gets your
attention-right now. So it is with an ad.
It’s the surprise element-the "aha." It not only gets
your attention, it catches your imagination.
In this sense it's like great art. It invites you to stop
and think about the message.

53. Like successful comedy,
successful ad also has a
boom factor - the
punchline.

55. “Agreatadmakesanimpact
onitsintendedaudience.
Itresonates.”

56. Problem avoidance or problem removal provide the foundation for
many great ads. These resonate by being highlyinformational, by
offering relief from some problem.

57. Positive motives as consumers seek sensory gratification, intellectual
stimulation, or social approval. Here, ads achieve greatness by being
transformational, using positive reinforcement to offer a reward.

58. BeingUniqueisnotenough.
IthastobeUsefultothe
consumeraswell.

59. 2. STRATEGIC RELEVANCE

60. Behind every creative
team's choice of tone,
words, and ideas lies an
advertising strategy.
When the ad is completed,
it must be relevant to the
strategy, or it will fail -
even if it resonates with
the audience.

61. Great advertising always has a strategic mission to fulfill.

62. This ad has both Impact & Resonance

63. Similar Ideas
Different Designs

65. Let’s Reflect