Creative Advertising Strategy

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Creative Advertising Strategy

• 10

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Creative Strategy A Consumer Based Definition

• Creative strategy is a concise straightforward
  statement of the ONE deep but differentiable
  consumer need that a brand can meet, and that
  will be communicated in the promotional elements
  for the brand.

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Getting a Handle on Creative Strategy

• Me Whats your creative strategy?
• Student Its that BMW motorcycles can go faster
  than others.
• Me Is that a need?
• Student Oh, OK, it satisfies the need for speed.
• Me But what need does SPEED satisfy?

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The Creative Strategy Struggle

• Student Well, you know, the consumer sits behind
  a desk all day and when they leave they need to
  forget their boring job, so they want to get away
  as soon as possible.
• Me And what do you call that need?
• Student Escape?
• Me Bingo!

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Another Example

• Me So whats your creative strategy?
• Student Well, it could be safety, and its
  really cheap, so maybe the consumer need for
  frugality and its really lightweight, so maybe
  freedom of movement.
• Whats wrong with this description?

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Another Element

• When first learning how to prepare creative
  strategy, it is tempting to need-hop.
• E.g., one ad talks about cheap
• One ad talks about easy to use
• One ad talks about fun
• Note Creative Strategy must be consistent not
  only across ads, but across the entire IMC.

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Advertising Strategy

• Develop a coherent strategy
• Dont focus primarily on collecting info
• Make educated assumptions youll never know
  everything
• Collect primary data (especially on consumer
  perceptions)
• Move forward

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Advertising Strategy

• DO focus on building solid ad strategy
• Carry it through all implementation phases
• Keep asking On strategy?

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Advertising Strategy

• Remember This is the fun part.

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Advertising Plans and Strategy
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Advertising Plans and Strategy

• Key Fact
• A single-minded statement from the
• customers points of view that identifies
• why consumers are or are not
• purchasing the brand

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Advertising Plans and Strategy

• States the problem from
• the marketers point of view

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Advertising Plans and Strategy

• What effect the advertising is intended
• to have on the target market and how it
• should persuade consumers

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Advertising Plans and Strategy

• Define the target market
• Identify the primary competition
• Choose the promise
• Offer reasons why

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Advertising Plans and Strategy

• Relatively technical and uncreative
• It reminds the advertiser to include the
  corporate slogan or logo, any regulatory
  requirements and so on

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Regulation of Marketing Communications

• Federal Regulation
• State Regulation
• Self-Regulation
• Council of Better Business Bureaus National
  Advertising Division
• The National Advertising Review Board

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Guidelines for Regulatory Requirements

• Federal Trade Commission (FTC)
• The U.S. government agency that has primary
  responsibility for regulating matters such as
  deceptive and unfair business practices

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An Example of FTC Regulation for MarComm to
Children

• Website
• Post privacy policy and get parental consent
  before collecting, using or disclosing a childs
  info.

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Appropriate Claims

• Take into account of the level of knowledge,
  sophistication of the audience.
• Use accurate language
• Do not exploit childrens imagination.
• No stimulation of unreasonable expectations.

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Childrens Advertisting Knowledge
Consumer Socialization of Children A
Retrospective Look at Twenty-Five Years of
Research. Debroah Roedder John, Journal of
Consumer Research, 1999.
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Appropriate Claims

• Addresses positive social behavior.
• Present role models.
• No stereotyping or prejudice!
• Contribute to the parent-child relationship in a
  constructive manner.

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Enhancing Ethical Behavior

• Treat customers with respect, concern, and honesty

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For Plansbook

• No need to make a separate ethics section in
  the plansbook (though its OK to do that).
• BUT, your recommendations as an agency MUST be
  sensitive to ethical issues as well as regulatory
  requirements.

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Means - End Chains and Advertising Strategy
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Values

• Desired end states or behavior
• Transcend any specific situation
• Product attributes/consequences means to the
  valued ends

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Universal Human Values

• Self-Direction
• Stimulation
• Hedonism
• Achievement
• Power

• Security
• Conformity
• Tradition
• Benevolence
• Universalism

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Brand Consequences
The major positive consequences, or benefits of
using the brand
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Brand Attributes
The brands specific attributes or features that
are communicated as a means of supporting the
consequences of using the brand
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Means - End Chains and Advertising Strategy
Consequences
Values
Attributes
Healthy Choice