Chapter Ten . Creating Effective and Creative Advertising Messages . 2007 Thomson South-Western. Chapter Ten Objectives. Appreciate the factors that promote effective and creative advertising. Understand a five-step program used in formulating advertising strategy. Chapter Ten Objectives.
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Creating Effective and Creative Advertising Messages
2007 Thomson South-Western
Apple Computer’s “1984” TV Commercial
PromisesWhat Makes Effective Advertising?
American Family Life Assurance Company (AFLAC)
Apple iPodThe Role of Creativity
An advertising message that
communicates the brand’s primary
benefits or how it can solve a
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.
This is a straightforward statement about what effect the advertising is intended to have on the target market.
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.
The final step involves including mandatory requirements due to regulatory dictates, or non-regulatory requirements like the corporate logo or tag-line.
Their current thoughts/feelings
What do we want them to think/feel
What do we want them to do
Belief in proposition
How we speak to them
An advertiser makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit.
An attempt to reach the consumer at a visceral level by appealing to their emotions.
UniversalismThe Nature of Values
MECCAS: Means End Conceptualization of
for Advertising Strategy