Creative Approaches

1. Creative Approaches

2. What kind of appeal should the ad have? • Rational • Emotional • Endorsement

3. Comparative Advertising • Explicit – where the identity of competitive products are known • Implicit – where the the identity is not disclosed • Limitations – consumers don’t like the hard – sell, sponsor misidentification, unsuitable for market leaders

4. 2 – sided vs 1 – sided ads 2 sided ads are seen to be more credible • Consumers appreciate the ‘honesty’ of the company in admitting its shortcomings • The –ve points are relatively unimportant, but not trivial • Perceived to be negatively correlated to the attribute where the product claims superiority

5. Open ended vs Close ended • Where the risk of the message being understood is low, open – ended ads are likely to to succeed and build greater brand attitudes • Since consumer generates the beliefs, it is that much powerful. • “The consumer is not a moron. She’s your wife.” – David Ogilvy

6. Inoculative advertising • Defensive – when leaders are under threat from upstarts - reactive • Premptive – taking proactive action before the threat emerges - proactive

7. Refutational Advertising • It is a preferred approach to market situations in which the advertising goal is to build resistance to attitude change against competitive attack • Myth vs Reality • Putting the facts straight

8. Emotional Creative Advertising • Rely on emotions elicited through ads to create positive attitudes to product. Product attributes/benefits, if at all are referred to indirectly. • Lifestyle advertising (‘Slice of life’ ads)

9. Endorsement Advertising • Celebrity • Expert • Satisfied consumer • Announcer The personality characteristics of the endorser can get associated with brand imagery

10. Status products and snob value product advertising • Aspirational • Exclusive • Depends on the target segment

11. Distraction • Elements in the ad which distract are deliberately inserted so that CAs are not formed to influence attitude