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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

chapter ten objectives
Chapter Ten Objectives
  • Appreciate the factors that promote effective and creative advertising.
  • Understand a five-step program used in formulating advertising strategy.
chapter ten objectives3
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.
chapter ten objectives4
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.
what makes effective advertising

Consumer’s

View

Sound

Strategy

Persuasive

Effective

Advertising

Break

Clutter

Doesn’t

Overwhelm

Deliver on

Promises

What Makes Effective Advertising?
the role of creativity
Creative ads share two characteristics:

Originality

Appropriateness

American Family Life Assurance Company (AFLAC)

Nike

Honda U.K.

Apple iPod

The Role of Creativity
advertising successes and mistakes
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.
advertising plans and strategy
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

advertising strategy a five step program
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.
constructing a creative brief
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

unique selling proposition creative style usp
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.

brand image creative style
Brand Image Creative Style
  • The brand image style involves psychosocial, rather than physical differentiation.
  • Transformational advertising
resonance creative style
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
generic creative style
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
preemptive creative style
Preemptive Creative Style
  • An advertiser makes a generic-type claim but does it with an assertion of superiority.
  • Example: “Visine gets the red out.”
in summary
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.
attributes consequences values
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.
the nature of values
Self-direction

Stimulation

Hedonism

Achievement

Power

Security

Conformity

Tradition

Benevolence

Universalism

The Nature of Values
the meccas model
The MECCAS Model

MECCAS: Means End Conceptualization of

Components

for Advertising Strategy