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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 8-13 This
Hallmark commercial uses
an inherent-drama
approach
V. Developing the
Integrated Marketing
Communications Program
8. Creative Strategy:
Planning and Development
© The McGraw−Hill
Companies, 2003
Finding the Inherent Drama Another approach to determining the major
selling idea is finding the inherent drama or characteristic of the product that makes
the consumer purchase it. The inherent drama approach expresses the advertising philosophy
of Leo Burnett, founder of the Leo Burnett agency in Chicago. Burnett said
inherent-drama “is often hard to find but it is always there, and once found it is the
most interesting and believable of all advertising appeals.” 34 He believed advertising
should be based on a foundation of consumer benefits with an emphasis on the dramatic
element in expressing those benefits.
Burnett advocated a down-home type of advertising that presents the message in a
warm and realistic way. Some of the more famous ads developed by his agency using
the inherent-drama approach are for McDonald’s, Maytag appliances, Kellogg cereals,
and Hallmark cards. Notice how the Hallmark commercial shown in Exhibit 8-13 uses
this approach to deliver a poignant message.
Positioning The concept of positioning as a basis for advertising strategy was
introduced by Jack Trout and Al Ries in the early 1970s and has become a popular
basis of creative development. 35 The basic idea is that advertising is used to establish
or “position” the product or service in a particular place in the consumer’s mind. Positioning
is done for companies as well as for brands. For example, the ad shown in
Exhibit 8-14 is part of a campaign designed to reinforce 3M’s image and position as an
innovative company.