1 10 Effective and Creative Ad Messages 2013

Chapter Objectives After reading this chapter you should be able to: 1. Appreciate the

Memorable Advertising Apple Computer’s “ 1984” TV Commercial © 2013 Cengage Learning. All Rights

What Makes Effective Advertising? Sound Strategy Consumer’s View Persuasive Effective Advertising Break Clutter Deliver

Qualities of Successful Advertising • Newsworthiness • Rational stimulus (high involvement) • Emphasis (low

Creativity in Ads: Apple i. Pod • Silhouetted figures against the neon backgrounds holding

Creativity: The CAN Elements of Creative Ads Connectedness Appropriateness Novelty © 2013 Cengage Learning.

Sticky Messages: SUCCESs Simplicity Concreteness Unexpectedness Common Elements of Sticky Ads Emotionality Credibility Storytelling

Figure 10. 1: Illustrations of the Aflac Advertising Campaign with the “Spokesduck” © 2013

Making an Impression • One view of “being creative” is making an impression •

Advertising Plan Provides the framework for systematic execution of advertising strategies (analogous to marketing

Advertising Strategy: 5 Steps © 2013 Cengage Learning. All Rights Reserved. May not be

Advertising Strategy Key Fact A single-minded statement from the customer’s point of view that

Advertising Strategy States the problem from the marketer’s point of view © 2013 Cengage

Advertising Strategy What effect the advertising is intended to have on the target market

Advertising Strategy • • “Creative Platform” Define the target market Identify the primary competitio

Means-End Chaining © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied

Means-End Chains and Advertising Strategy Attributes Consequences Low fat Healthy Values Self-respect Wisdom Healthy

The MECCAS Model MECCAS: Means End Conceptualization of Components for Advertising Strategy © 2013

A MECCAS* Model Conceptualization of Advertising Strategy * Means-End Conceptualization of Components for Advertising

Universal Values © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied

Figure 10. 2: MECCAS Illustration for Self. Direction Value © 2013 Cengage Learning. All

Figure 10. 3: MECCAS Illustration of Hedonism Value © 2013 Cengage Learning. All Rights

Figure 10. 4: MECCAS Illustration for Achievement Value © 2013 Cengage Learning. All Rights

Figure 10. 5: MECCAS Illustration of Power Value © 2013 Cengage Learning. All Rights

Alternative Creative Strategies • Generic strategy • Preemptive strategy • Unique selling proposition •

Figure 10. 6: Illustration of Resonance Creative Strategy © 2013 Cengage Learning. All Rights

Figure 10. 7: Illustration of Emotional Creative Strategy An attempt to reach the consumer

Corporate Image and Corporate Issue Advertising • Corporate Image Advertising • Attempts to gain.

Figure 10. 8: Illustration of Corporate Image Advertising © 2013 Cengage Learning. All Rights

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Chapter Objectives After reading this chapter you should be able to: 1. Appreciate the factors that promote effective, creative, and “sticky” advertising. 2. Describe the features of a creative brief. 3. Explain alternative creative styles of advertising messages. 4. Understand the concept of means-end chains and their role in advertising strategy. 5. Appreciate the MECCAS model, laddering techniques, and their role in guiding message formulation. 6. Recognize the role of corporate image and issue advertising. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2

Memorable Advertising Apple Computer’s “ 1984” TV Commercial © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 3

What Makes Effective Advertising? Sound Strategy Consumer’s View Persuasive Effective Advertising Break Clutter Deliver on Promises Doesn’t Overwhelm © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4

Qualities of Successful Advertising • Newsworthiness • Rational stimulus (high involvement) • Emphasis (low involvement) (see Krugman, Herbert, “What makes advertising effective? ” Harvard Business Review, 1975) • What does “being creative” mean? ? • Does the notion of “being creative” vary by country or culture? © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5

Creativity in Ads: Apple i. Pod • Silhouetted figures against the neon backgrounds holding i. Pods. • Simplicity of the design and a different look than most commercials, which feature identifiable figures engaging in dialogue. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6

Creativity: The CAN Elements of Creative Ads Connectedness Appropriateness Novelty © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 7

Sticky Messages: SUCCESs Simplicity Concreteness Unexpectedness Common Elements of Sticky Ads Emotionality Credibility Storytelling © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8

Figure 10. 1: Illustrations of the Aflac Advertising Campaign with the “Spokesduck” © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 9

Making an Impression • One view of “being creative” is making an impression • Impression hierarchy: 1. 2. 3. 4. 5. Brand name (simplest level) “Generics” Attitudinal response Commercial specifics Specific sales message (highest level) © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10

Advertising Plan Provides the framework for systematic execution of advertising strategies (analogous to marketing plan: analysis, planning, implementation, control of marketing programs) © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 11

Advertising Strategy An advertising message that communicates the brand’s primary benefits or how it can solve a consumer’s problem © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12

Advertising Strategy Key Fact A single-minded statement from the customer’s point of view that identifies why consumers are or are not purchasing the brand © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14

Advertising Strategy States the problem from the marketer’s point of view © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 15

Advertising Strategy What effect the advertising is intended to have on the target market and how it should persuade consumers © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16

Advertising Strategy • • “Creative Platform” Define the target market Identify the primary competitio Choose the promise Offer reasons why © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 17

Advertising Strategy It reminds the advertiser to include the corporate slogan or logo, headlines, claim substantiation, any other regulatory requirements, etc. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 18

Constructing a Creative Brief Advertising Objectives Target Audience Motivations, Thoughts, and Feelings Brand Positioning Why we are advertising Who we are talking to Target audience motivations Proposition Primary Outcome Single most important thing, or “take away” 19 © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Means-End Chains and Advertising Strategy Attributes Consequences Low fat Healthy Values Self-respect Wisdom Healthy Choice Many flavors Variety of choices Freedom (of choice) High quality Great Tasting Happiness, Pleasure Lack of self-control © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 21

The MECCAS Model MECCAS: Means End Conceptualization of Components for Advertising Strategy © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 22

A MECCAS* Model Conceptualization of Advertising Strategy * Means-End Conceptualization of Components for Advertising Strategy © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 23

Figure 10. 2: MECCAS Illustration for Self. Direction Value © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 25

Figure 10. 3: MECCAS Illustration of Hedonism Value © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 26

Figure 10. 4: MECCAS Illustration for Achievement Value © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 27

Figure 10. 5: MECCAS Illustration of Power Value © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 28

Alternative Creative Strategies • Generic strategy • Preemptive strategy • Unique selling proposition • Brand image strategy • Positioning strategy • Resonance strategy • Affective (emotional) strategy © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 29

Figure 10. 6: Illustration of Resonance Creative Strategy © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 30

Figure 10. 7: Illustration of Emotional Creative Strategy An attempt to reach the consumer at a visceral level by appealing to their emotions. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 31

Corporate Image and Corporate Issue Advertising • Corporate Image Advertising • Attempts to gain. . • Name recognition • Product goodwill • Identification with meaningful social activities • Corporate Issue Advertising is “Paid communication concerned with propagating ideas and explaining controversial social issues of public importance” © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 32

Figure 10. 8: Illustration of Corporate Image Advertising © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 33