Chapter Ten
1 / 38

? 2007 Thomson South-Western - PowerPoint PPT Presentation

  • Updated On :

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.

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about '? 2007 Thomson South-Western' - bernad

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Slide1 l.jpg

Chapter Ten

Creating Effective and Creative Advertising Messages

 2007 Thomson South-Western

Chapter ten objectives l.jpg
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 l.jpg
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 l.jpg
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.

Memorable advertising l.jpg
Memorable Advertising

Apple Computer’s “1984” TV Commercial

What makes effective advertising l.jpg












Deliver on


What Makes Effective Advertising?

The role of creativity l.jpg

Creative ads share two characteristics:



American Family Life Assurance Company (AFLAC)


Honda U.K.

Apple iPod

The Role of Creativity

Original ads apple ipod l.jpg
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.

Advertising successes and mistakes l.jpg
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.

Slide11 l.jpg

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.

Advertising plans and strategy l.jpg
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 l.jpg
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.

Step 1 specify the key fact l.jpg
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.

Step 2 state the primary problem l.jpg
Step 2: State the Primary Problem

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

Step 3 state the communications objective l.jpg
Step 3: State the Communications Objective

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

Step 4 implement the creative message strategy l.jpg
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

Step 5 establish mandatory requirements l.jpg
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.

Constructing a creative brief l.jpg
Constructing a Creative Brief


Their current thoughts/feelings


What do we want them to think/feel


What do we want them to do



Client’s Objectives

Belief in proposition


How we speak to them

Unique selling proposition creative style usp l.jpg
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 l.jpg
Brand Image Creative Style

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

  • Transformational advertising

Resonance creative style l.jpg
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

Emotional creative style l.jpg
Emotional Creative Style

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

Generic creative style l.jpg
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 l.jpg
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 l.jpg
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 l.jpg

  • 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 l.jpg











The Nature of Values

The meccas model l.jpg
The MECCAS Model

MECCAS: Means End Conceptualization of


for Advertising Strategy

Slide33 l.jpg



For Self-



Slide34 l.jpg


Illustration for



Slide35 l.jpg


Illustration for



Slide36 l.jpg


Illustration for

Achievement Value

Slide37 l.jpg


Illustration for


Slide38 l.jpg


Illustration for

Security Value