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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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Chapter Ten

Creating Effective and Creative Advertising Messages

 2007 Thomson South-Western


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Chapter Ten Objectives

  • Appreciate the factors that promote effective and creative advertising.

  • Understand a five-step program used in formulating advertising strategy.


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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.


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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.


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Memorable Advertising

Apple Computer’s “1984” TV Commercial


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Consumer’s

View

Sound

Strategy

Persuasive

Effective

Advertising

Break

Clutter

Doesn’t

Overwhelm

Deliver on

Promises

What Makes Effective Advertising?


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Creative ads share two characteristics:

Originality

Appropriateness

American Family Life Assurance Company (AFLAC)

Nike

Honda U.K.

Apple iPod

The Role of Creativity


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Original Ads: Apple iPod

  • Silhouetted figures against the neon backgrounds holding iPods.

  • Simplicity of the design and a different look than most commercials, which feature identifiable figures engaging in dialogue.


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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.



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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.


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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


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Advertising Strategy: A Five-Step Program

  • Specify the key fact from the customer’s viewpoint.

  • State the primary problem, or advertising issue, from brand management’s perspective.

  • State the advertising objective.

  • Implement the creative message strategy.

  • Establish mandatory requirements.


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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.


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Step 2: State the Primary Problem

  • Extending from the key fact, this step states the problem from the brand management’s point of view.


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Step 3: State the Communications Objective

This is a straightforward statement about what effect the advertising is intended to have on the target market.


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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


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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.


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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

Proposition

Client’s Objectives

Belief in proposition

Target

How we speak to them



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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.


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Brand Image Creative Style

  • The brand image style involves psychosocial, rather than physical differentiation.

  • Transformational advertising


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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

  • QuickStep laminate floors


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Emotional Creative Style

An attempt to reach the consumer at a visceral level by appealing to their emotions.


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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


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Preemptive Creative Style

  • An advertiser makes a generic-type claim but does it with an assertion of superiority.

  • Example: “Visine gets the red out.”


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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.



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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.


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Self-direction

Stimulation

Hedonism

Achievement

Power

Security

Conformity

Tradition

Benevolence

Universalism

The Nature of Values



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The MECCAS Model

MECCAS: Means End Conceptualization of

Components

for Advertising Strategy


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MECCAS

Illustration

For Self-

Direction

Value


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MECCAS

Illustration for

Stimulation

Value


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MECCAS

Illustration for

Hedonism

Value


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MECCAS

Illustration for

Achievement Value


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MECCAS

Illustration for

PowerValue


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MECCAS

Illustration for

Security Value


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