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What’s Happening? �http: //www. youtube. com/watch? v=Vsy. E 2 r. CW 71 o

Creative Strategy CHAPTER 5

The Creative Strategy � Establish objective � Identification of target market/consumer � Create a message theme � Supporting Information � Identify constraints � Need a creative concept, or “big idea” to express that message � Examples: United Church of Canada – wonder café campaign www. wondercafe. ca http: //www. fastcocreate. com/1679605/5 -lessons-in-participatorymarketing-from-doritos-crash-the-super-bowl-and-cmo-annmukherjee

The Creative Brief o A document used to articulate a strategy to the creative department. o Each creative brief may vary, but generally answer the following questions: o o o Who are we talking to? What is the objective? What is the message? Why should they believe us? Where and when are we telling them (timing and source(s))?

Marketing Communications Theory o There are three primary theoretical frameworks used to evaluate the creative development process: o o o Hierarchy of Effects Model Means-end chain Model Elaboration likelihood Model

Hierarchy of Effects Model

Attitude Sequence o Cognitive Affective Conative o Affective Conative Cognitive o Conative Cognitive Affective

Hierarchy of Effects Model Cognitive Awareness Affective Knowledge Conative Liking Preference Conviction Purchase

The FCB Grid A useful tool in the evaluation of the hierarchy of effects model for a given product

Means-End Theory o Model suggests that marketing communication should contain a message, means that leads the consumer to a desired end state. o The end states include personal values, listed in Figure 5. 4 o The theory is the basis of a model called the Means. End Conceptualization of Components for Advertising Strategy (MECCAS) o The MECCAS is also used in Business to business messages

Means-End Theory o The MECCAS model suggests using five elements in creating ads: o o o The product attributes Consumer benefits Leverage points Personal values Message tactics

Means-End Chain Theory Product Attributes Executional Framework Leverage Point Consumer Benefits Personal Value

Importance of the Leverage Point �Both the hierarchy of effects model and the means- end chain model lead to a leverage point �The feature of the ad that leads the viewer to transform the advertising message into a personal value. �To be effective, it must build a pathway that connects a products benefits with the potential buyer’s value system.

Elaboration Likelihood Model (ELM) o This model examines how likely a person is to spend time thinking deeply (elaborating) about any specific piece of marketing communication o Premise is that marketing communication influences audiences based on how much the audience thinks about the message. o There are three routes in which consumers process messages: o o o Central Route Peripheral Route Low Involvement Route

Elaboration Likelihood Model (ELM)

Types of Marketing Communication Appeals Rational Appeals Emotional Appeals o Price o Fear o Performance o Humor o Scarcity o Sex

The decision-making process for cars involves both emotional and rational elements Copyright 2013 Pearson Canada Inc.

Rational Appeals o Based on hierarchy of effects model. o Print media is well suited for rational appeals. o Used by business-to-business advertisers. o Well suited for complex and high involvement products.

Rational Appeals Price Appeals Performance Appeals o Commonly used as a o Usually involve some base for messages o Price is often relative to competitors prices o Typical in sales promotions such as coupons sort of value equation by the consumer o A premise of outperforming their competitors

Rational Appeals Scarcity Appeals o Based on limited supply o Based on limited time to purchase o Often tied with promotion tools such as contests, sweepstakes and coupons o Encourages customers to take action

Emotional Appeals o Based on three ideas: o o o Consumers ignore most ads. Rational ads go unnoticed. Emotional ads can capture attention. o Viewed by creatives as key to developing brand loyalty

Emotions Used in Advertisements

Emotional Appeals Fear Appeals o Numerous companies use fear to sell their products, i. e. , life insurance, dandruff shampoo o Fear appeals can be highly effective if used correctly o The behaviour response model helps to explain the way a fear appeal can work

Emotional Appeals Humour Appeals o Used in 30% of all advertisements o Excellent at capturing attention o Score high in recall tests o Should be related directly to customer benefit o Humour causes audiences to: o Watch o Laugh o Remember o http: //www. youtube. com/watch? v=ALMGfa. Lh. Q_Y&NR=1 o http: //www. youtube. com/watch? NR=1&feature=endscreen&v=_p. H Pp. AO 8 qiw

FIGURE 5. 11 Reasons for Using Humor in Ads o Captures attention o Holds attention o Often wins creative awards o High recall scores o Consumers enjoy funny ads o Evaluated as likeable ads

Emotional Appeals Sex Appeals o Like humor, this type of appeal can break through clutter o Sex appeals can be presented in different manners: o Subliminal techniques o Nudity or partial nudity o Sexual suggestiveness o Gay and lesbian themes o Encourages use of imagination o Requires greater mental processing � o o http: //www. youtube. com/watch? v=Sk. YQ 0 x 1 l. ENs Overt sexuality Sensuality

Are Sex Appeals Effective? o Sex and nudity do increase attention o Rated as being more interesting o Often leads to strong feelings about the advertisement o Brand recall is lower o Often interferes with message comprehension o May impact feelings toward the brand