Title: Creating Effective and Creative Advertising Messages
1Chapter Ten
Creating Effective and Creative Advertising
Messages
? 2007 Thomson South-Western
2Chapter Ten Objectives
- Appreciate the factors that promote effective and
creative advertising. - Understand a five-step program used in
formulating advertising strategy.
3Chapter 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.
4Chapter 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.
5Memorable Advertising
- Apple Computers 1984 TV Commercial
6What Makes Effective Advertising?
7The Role of Creativity
- Creative ads share two characteristics
- Originality
- Appropriateness
- American Family Life Assurance Company (AFLAC)
- Nike
- Honda U.K.
- Apple iPod
8Original 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.
9Advertising 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.
10Advertising Successes and Mistakes
11Advertising 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 agencys 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.
12Advertising Plans and Strategy
- Advertising strategy
- An advertising message that
- communicates the brands primary
- benefits or how it can solve a
- consumers problem
13Advertising Strategy A Five-Step Program
- Specify the key fact from the customers
viewpoint. - State the primary problem, or advertising issue,
from brand managements perspective. - State the advertising objective.
- Implement the creative message strategy.
- Establish mandatory requirements.
14Step 1 Specify the Key Fact
- The key fact in an advertising strategy is a
single-minded statement from the consumers point
of view that identifies why consumers are or
arent purchasing the brand.
15Step 2 State the Primary Problem
- Extending from the key fact, this step states the
problem from the brand managements point of
view.
16Step 3 State the Communications Objective
- This is a straightforward statement about what
effect the advertising is intended to have on the
target market.
17Step 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
markets minds.
- Define the target market
- Identify the primary competition
- Choose the positioning statement
- Offer reasons why
18Step 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.
19Constructing 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
Clients Objectives
Belief in proposition
Target
How we speak to them
20Styles of Creative Advertising
21Unique Selling Proposition Creative Style (USP)
- An advertiser makes a superiority claim based on
a unique product attribute that represents a
meaningful, distinctive consumer benefit.
22Brand Image Creative Style
- The brand image style involves psychosocial,
rather than physical differentiation. - Transformational advertising
23Resonance 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 Doves Real Beauty campaign
- QuickStep laminate floors
24Emotional Creative Style
- An attempt to reach the consumer at a visceral
level by appealing to their emotions.
25Generic 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 Campbells Soup
26Preemptive Creative Style
- An advertiser makes a generic-type claim but does
it with an assertion of superiority. - Example Visine gets the red out.
27In 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.
28Means-End Chaining
29Attributes-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.
30The Nature of Values
- Self-direction
- Stimulation
- Hedonism
- Achievement
- Power
- Security
- Conformity
- Tradition
- Benevolence
- Universalism
31A MECCAS Model Conceptualization of Advertising
Strategy
32The MECCAS Model
- MECCAS Means End Conceptualization of
- Components
- for Advertising Strategy
33MECCAS Illustration For Self- Direction Value
34MECCAS Illustration for Stimulation Value
35MECCAS Illustration for Hedonism Value
36MECCAS Illustration for Achievement Value
37MECCAS Illustration for Power Value
38MECCAS Illustration for Security Value