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.
5What Makes Effective Advertising?
6The Role of Creativity
- Creative ads share two characteristics
- Originality
- Appropriateness
- American Family Life Assurance Company (AFLAC)
- Nike
- Honda U.K.
- Apple iPod
7Advertising 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.
8Advertising Successes and Mistakes
9Advertising Plans and Strategy
- Advertising strategy
- An advertising message that
- communicates the brands primary
- benefits or how it can solve a
- consumers problem
10Advertising 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.
11Constructing 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
12Styles of Creative Advertising
13Unique Selling Proposition Creative Style (USP)
- An advertiser makes a superiority claim based on
a unique product attribute that represents a
meaningful, distinctive consumer benefit.
14Brand Image Creative Style
- The brand image style involves psychosocial,
rather than physical differentiation. - Transformational advertising
15Resonance 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
16Generic 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
17Preemptive Creative Style
- An advertiser makes a generic-type claim but does
it with an assertion of superiority. - Example Visine gets the red out.
18In 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.
19Means-End Chaining
20Attributes-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.
21The Nature of Values
- Self-direction
- Stimulation
- Hedonism
- Achievement
- Power
- Security
- Conformity
- Tradition
- Benevolence
- Universalism
22The MECCAS Model
- MECCAS Means End Conceptualization of
- Components
- for Advertising Strategy