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Creating Effective and Creative Advertising Messages

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Appreciate the factors that promote effective and creative advertising. ... QuickStep laminate floors. 24. Emotional Creative Style ... – PowerPoint PPT presentation

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Title: Creating Effective and Creative Advertising Messages


1
Chapter Ten
Creating Effective and Creative Advertising
Messages
? 2007 Thomson South-Western
2
Chapter Ten Objectives
  • Appreciate the factors that promote effective and
    creative advertising.
  • Understand a five-step program used in
    formulating advertising strategy.

3
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.

4
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.

5
Memorable Advertising
  • Apple Computers 1984 TV Commercial

6
What Makes Effective Advertising?
7
The Role of Creativity
  • Creative ads share two characteristics
  • Originality
  • Appropriateness
  • American Family Life Assurance Company (AFLAC)
  • Nike
  • Honda U.K.
  • Apple iPod

8
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.

9
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.

10
Advertising Successes and Mistakes
11
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.

12
Advertising Plans and Strategy
  • Advertising strategy
  • An advertising message that
  • communicates the brands primary
  • benefits or how it can solve a
  • consumers problem

13
Advertising Strategy A Five-Step Program
  • Specify the key fact from the customers
    viewpoint.
  • State the primary problem, or advertising issue,
    from brand managements perspective.
  • State the advertising objective.
  • Implement the creative message strategy.
  • Establish mandatory requirements.

14
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.

15
Step 2 State the Primary Problem
  • Extending from the key fact, this step states the
    problem from the brand managements point of
    view.

16
Step 3 State the Communications Objective
  • This is a straightforward statement about what
    effect the advertising is intended to have on the
    target market.

17
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

18
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.

19
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
20
Styles of Creative Advertising
21
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.

22
Brand Image Creative Style
  • The brand image style involves psychosocial,
    rather than physical differentiation.
  • Transformational advertising

23
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

24
Emotional Creative Style
  • An attempt to reach the consumer at a visceral
    level by appealing to their emotions.

25
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

26
Preemptive Creative Style
  • An advertiser makes a generic-type claim but does
    it with an assertion of superiority.
  • Example Visine gets the red out.

27
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.

28
Means-End Chaining
29
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.

30
The Nature of Values
  • Self-direction
  • Stimulation
  • Hedonism
  • Achievement
  • Power
  • Security
  • Conformity
  • Tradition
  • Benevolence
  • Universalism

31
A MECCAS Model Conceptualization of Advertising
Strategy
32
The MECCAS Model
  • MECCAS Means End Conceptualization of
  • Components
  • for Advertising Strategy

33
MECCAS Illustration For Self- Direction Value
34
MECCAS Illustration for Stimulation Value
35
MECCAS Illustration for Hedonism Value
36
MECCAS Illustration for Achievement Value
37
MECCAS Illustration for Power Value
38
MECCAS Illustration for Security Value
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