The Creative Side and Message Strategy Continued Muhammad

The Creative Side and Message Strategy (Continued) Muhammad Waqas Lecture 14

Recap I. II. Muhammad Waqas Chapter Key Points The Art and Science of Creative Advertising III. Creative Strategy

Chapter Outline I. II. Muhammad Waqas Chapter Key Points The Art and Science of Creative Advertising III. Creative Strategy IV. Facets of Creative Strategy V. Planning and Managing Creative Strategy 12 – 3

Facets of Creative Strategy Muhammad Waqas 1. 2. 3. 4. 5. Messages that Drive Perception Messages that Drive Cognition Messages that Touch Emotions Messages that Persuade Messages that Transform Product into a Brand 6. Messages that Drive Action

Messages that Drive Perception Muhammad Waqas • Attention and awareness • Interest • Memory

Muhammad Waqas Attention and Awareness

Muhammad Waqas Attention and Awareness

Muhammad Waqas Attention and Awareness

Muhammad Waqas Attention and Awareness

Muhammad Waqas Attention and Awareness

Play… Muhammad Waqas 1. Bangkok Insurance - Tire 2. I am Mumbai

Muhammad Waqas Interest

Muhammad Waqas Interest

Muhammad Waqas Interest

Muhammad Waqas Memory Repitition

Muhammad Waqas Memory Tag lines

Muhammad Waqas Memory

Muhammad Waqas Memory Shape

Play… Muhammad Waqas 1. Nike Commercial - HD 2011 2. Orbit - Ultimate Clean Up w Snoop Dogg 3. Orbit Gum Wedding Reception Commercial

Messages that Drive Cognition Muhammad Waqas • Features • Point of Differentiation • Claim

Messages that Touch Emotions Muhammad Waqas • Highlight psychological attraction of the product to the target audience through emotional responses

Messages that Persuade Muhammad Waqas • Appeal • Selling premises • Conviction

Play… Muhammad Waqas 1. 2010 Toyota Prius Harmony TV Commercial

Messages that Transform a Product into a Brand Muhammad Waqas • Branding • Image advertising is used to create a representation in the customer’s mind • Associations

Play… Muhammad Waqas 1. THE SKINNY COW Feel the Love Perfect Cups Vide 0 2. Liberation - Harley-Davidson Commercial

Messages that Drive Actions Muhammad Waqas • A signature that serves to identify the company or brand • Also serves as a call to action if it gives direction to the consumer about how to respond • Viral Marketing or Buzz Marketing.

Message Approaches Muhammad Waqas • • Straightforward Demonstration Comparison Problem solving/Problem avoidance • • • Humor Slice of Life Spokesperson Teasers Shockvertising

Styles of Creative Advertising Muhammad Waqas • Functional Needs: Needs associated with current consumption related problem e. g. Convenience, safety, good health, cleanliness, etc. • Symbolic Needs: Positioning in terms of symbolic needs associates brand with desired group, role or self-image. Personal beauty products, alcoholic beverages, cigarettes and jewellery usually appeal to symbolic needs. Source: Shimp, T. A. 2004, Advertising, Promotion and Other aspects of IMC

Muhammad Waqas Styles of Creative Advertising • Experiential Needs: Refers to need for sensory pleasure, variety and in some cases cognitive stimulation. Sensory pleasure brings joy to senses such as looking elegent, feeling good, tasty, smelling good, sounding divine, etc. Experiences rich in Cognitive stimulation are exciting, entertaining, mentally challenging, etc. Source: Shimp, T. A. 2004, Advertising, Promotion and Other aspects of IMC

Styles of Creative Advertising 1. Unique Selling Proposition Creative Style - an advertiser makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit. Muhammad Waqas 2. Brand Image Creative Style - an advertiser attempts to develop an image or identity for a brand by associating the brand with symbols. Source: Shimp, T. A. 2004, Advertising, Promotion and Other aspects of IMC

Styles of Creative Advertising 3. Resonance Creative Style - an advertiser resonates or patterns the audience’s life experiences and prevailing life style of target market. 4. Emotional Creative Advertising Muhammad Waqas - an advertiser aims to reach the consumer through the use of emotional strategy. Source: Shimp, T. A. 2004, Advertising, Promotion and Other aspects of IMC

Styles of Creative Advertising 5. Generic Creative Style - an advertiser makes no attempt to differentiate its brand from competitive offerings or to claim superiority. 6. Preemptive Creative Style Muhammad Waqas - an advertiser makes a generic-type claim but does so with an assertion of superiority. Source: Shimp, T. A. 2004, Advertising, Promotion and Other aspects of IMC

Summary Muhammad Waqas I. II. Facets of Creative Strategy Planning and Managing Creative Strategy

References Muhammad Waqas • Wells, W. , Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice. Hall, New Delhi, ND. • Shimp T, 2010, Advertising, Promotion and other Aspects of Marketing Communications, 8 th edition, South-Western.