Chapter Ten Creating Effective and Creative Advertising Messages

Chapter Ten Creating Effective and Creative Advertising Messages

Chapter Ten Objectives • Appreciate the factors that promote effective and creative advertising. • Understand a five-step program used in formulating advertising strategy. 2

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. 3

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. 4

Memorable Advertising Apple Computer’s “ 1984” TV Commercial 5

What Makes Effective Advertising? Sound Strategy Consumer’s View Persuasive Effective Advertising Break Clutter Deliver on Promises Doesn’t Overwhelm 6

The Role of Creativity Creative ads share two characteristics: • Originality • Appropriateness v American Family Life Assurance Company (AFLAC) v Nike v Honda U. K. v Apple i. Pod 7

Original 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. 8

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. 9

Advertising Successes and Mistakes 10

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 agency’s 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. 11

Advertising Plans and Strategy Advertising strategy An advertising message that communicates the brand’s primary benefits or how it can solve a consumer’s problem 12

Advertising Strategy: A Five-Step Program 1. Specify the key fact from the customer’s viewpoint. 2. State the primary problem, or advertising issue, from brand management’s perspective. 3. State the advertising objective. 4. Implement the creative message strategy. 5. Establish mandatory requirements. 13

Step 1: Specify the Key Fact The key fact in an advertising strategy is a single-minded statement from the consumer’s point of view that identifies why consumers are or aren’t purchasing the brand. 14

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

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

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 market’s minds. • Define the target market • Identify the primary competition • Choose the positioning statement • Offer reasons why 17

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. 18

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 Client’s Objectives Target Proposition Belief in proposition How we speak to them 19

Styles of Creative Advertising 20

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. 21

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

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: Dove’s “Real Beauty” campaign • Quick. Step laminate floors 23

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

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: Campbell’s Soup 25

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

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. 27

Means-End Chaining 28

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. 29

The Nature of Values 1. 2. 3. 4. 5. Self-direction Stimulation Hedonism Achievement Power 6. Security 7. Conformity 8. Tradition 9. Benevolence 10. Universalism 30

A MECCAS Model Conceptualization of Advertising Strategy 31

The MECCAS Model MECCAS: Means End Conceptualization of Components for Advertising Strategy 32

MECCAS Illustration For Self. Direction Value 33

MECCAS Illustration for Stimulation Value 34

MECCAS Illustration for Hedonism Value 35

MECCAS Illustration for Achievement Value 36

MECCAS Illustration for Power Value 37

MECCAS Illustration for Security Value 38