Creating Effective and Creative Advertising Messages

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Chapter Ten
Creating Effective and Creative Advertising
Messages
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Chapter Ten Objectives

• Appreciate the factors that promote effective and
  creative advertising.
• Understand a five-step program used in
  formulating advertising strategy.

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Chapter Ten Objectives

• Describe the features of a creative brief.
• Explain alternative creative styles that play a
  role in the development of advertising messages.
• Understand the concept of means-end chains and
  their role in advertising strategy.

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Chapter Ten Objectives

• Appreciate the MECCAS model and its role in
  guiding message formulation.
• Describe the laddering method that provides the
  data used in constructing a MECCAS model.
• Recognize the role of corporate image and issue
  advertising.

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Memorable Advertising

• Apple Computers 1984 TV Commercial

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What Makes Effective Advertising?
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The Role of Creativity

• Creative ads share two characteristics
• Originality
• Appropriateness

• American Family Life Assurance Company (AFLAC)
• Nike
• Honda U.K.
• Apple iPod

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Original Ads Apple iPod

• Silhouetted figures against the neon backgrounds
  holding iPods.
• Simplicity of the design and a different look
  than most commercials, which feature identifiable
  figures engaging in dialogue.

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Advertising Successes and Mistakes

• Value Proposition is the essence of a message and
  the reward to the consumer for investing his or
  her time attending to an advertisement.
• The reward could be information about the product
  or just an enjoyable experience.

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Advertising Successes and Mistakes
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Advertising Successes and Mistakes

• Successful campaigns both the brand management
  team and the creative team have done their work
  well.
• Marketing Mistakes result when the brand manager
  fails to distinguish the brand from competitive
  offerings.
• Agency Mistakes due to the ad agencys inability
  to design an effective execution, even though its
  brand management client has a convincing message.
  
• Complete Disasters caused by poor value
  propositions and mediocre executions.

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Advertising Plans and Strategy

• Advertising strategy
• An advertising message that
• communicates the brands primary
• benefits or how it can solve a
• consumers problem

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Advertising Strategy A Five-Step Program

1. Specify the key fact from the customers
   viewpoint.
2. State the primary problem, or advertising issue,
   from brand managements perspective.
3. State the advertising objective.
4. Implement the creative message strategy.
5. Establish mandatory requirements.

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Step 1 Specify the Key Fact

• The key fact in an advertising strategy is a
  single-minded statement from the consumers point
  of view that identifies why consumers are or
  arent purchasing the brand.

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Step 2 State the Primary Problem

• Extending from the key fact, this step states the
  problem from the brand managements point of
  view.

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Step 3 State the Communications Objective

• This is a straightforward statement about what
  effect the advertising is intended to have on the
  target market.

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Step 4 Implement the Creative Message Strategy

• Sometimes called the creative platform, the
  positioning statement is the key idea that a
  brand is supposed to stand for in its target
  markets minds.

• Define the target market
• Identify the primary competition
• Choose the positioning statement
• Offer reasons why

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Step 5 Establish Mandatory Requirements

• The final step involves including mandatory
  requirements due to regulatory dictates, or
  non-regulatory requirements like the corporate
  logo or tag-line.

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Constructing a Creative Brief
Background
Their current thoughts/feelings
Strategy
What do we want them to think/feel
Task
What do we want them to do
Positioning
Proposition
Clients Objectives
Belief in proposition
Target
How we speak to them
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Styles of Creative Advertising
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Unique Selling Proposition Creative Style (USP)

• An advertiser makes a superiority claim based on
  a unique product attribute that represents a
  meaningful, distinctive consumer benefit.

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Brand Image Creative Style

• The brand image style involves psychosocial,
  rather than physical differentiation.
• Transformational advertising

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Resonance Creative Style

• Does not focus on product claims or brand images
  but rather seeks to present circumstances or
  situations that find counterparts in the real or
  imagined experience of the target audience.
• Examples Doves Real Beauty campaign
• QuickStep laminate floors

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Emotional Creative Style

• An attempt to reach the consumer at a visceral
  level by appealing to their emotions.

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Generic Creative Style

• An advertiser employs a generic style when making
  a claim that could be made by any company that
  markets a brand in a particular category.
• Most appropriate for a brand that dominates a
  product category.
• Example Campbells Soup

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Preemptive Creative Style

• An advertiser makes a generic-type claim but does
  it with an assertion of superiority.
• Example Visine gets the red out.

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In Summary

• An advertiser might use two or more styles
  simultaneously.
• Some experts believe that advertising is most
  effective when it addresses both functional
  product and symbolic benefits.
• Effective advertising must establish a clear
  meaning of what the brand is and how it compares
  to competitive offerings.

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Means-End Chaining
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Attributes-Consequences-Values

• Attributes are features or aspects of advertised
  brands.
• Consequences are what consumers hope to receive
  (benefits) or avoid (detriments) when consuming
  brands.
• Values represent those enduring beliefs people
  hold regarding what is important in life.

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The Nature of Values

1. Self-direction
2. Stimulation
3. Hedonism
4. Achievement
5. Power

1. Security
2. Conformity
3. Tradition
4. Benevolence
5. Universalism

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A MECCAS Model Conceptualization of Advertising
Strategy
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The MECCAS Model

• MECCAS Means End Conceptualization of
• Components
• for Advertising Strategy

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MECCAS Illustration For Self- Direction Value
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MECCAS Illustration for Stimulation Value
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MECCAS Illustration for Hedonism Value
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MECCAS Illustration for Achievement Value
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MECCAS Illustration for Power Value
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MECCAS Illustration for Security Value