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

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 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

Apple Computers 1984 TV Commercial

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What Makes Effective Advertising?

Sound Strategy Consumers View

Persuasive

Effective Advertising

Break Clutter

Deliver on Promises

Doesnt Overwhelm
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The Role of Creativity

Creative ads share two characteristics:
Originality Appropriateness American Family Life Assurance Company (AFLAC) Nike Honda U.K. Apple iPod

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.
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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 Successes and Mistakes

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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 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.
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Advertising Plans and Strategy

Advertising strategy An advertising message that communicates the brands primary benefits or how it can solve a consumers problem

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Advertising Strategy: A Five-Step Program

1. Specify the key fact from the customers viewpoint. 2. State the primary problem, or advertising issue, from brand managements perspective. 3. State the advertising objective. 4. Implement the creative message strategy. 5. Establish mandatory requirements.
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Step 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.

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Step 2: State the Primary Problem

Extending from the key fact, this step states the problem from the brand managements point of view.

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Step 3: State the Communications Objective

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

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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 markets minds.
Define the target market Identify the primary competition Choose the positioning statement Offer reasons why
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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.

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Constructing a Creative Brief

Background Strategy Their current thoughts/feelings What do we want them to think/feel

Task
Positioning Clients Objectives Target

What do we want them to do

Proposition Belief in proposition How we speak to them
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Styles of Creative Advertising

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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.

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Brand Image Creative Style

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

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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: Doves Real Beauty campaign QuickStep laminate floors
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Emotional Creative Style

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

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Preemptive Creative Style

An advertiser makes a generic-type claim but does it with an assertion of superiority. Example: Visine gets the red out.

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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.
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Means-End Chaining

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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.
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The Nature of Values

1. 2. 3. 4. 5. Self-direction Stimulation Hedonism Achievement Power 6. Security 7. Conformity 8. Tradition 9. Benevolence 10.Universalism

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A MECCAS Model Conceptualization of Advertising Strategy

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The MECCAS Model

MECCAS: Means End Conceptualization of Components for Advertising Strategy

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MECCAS Illustration For SelfDirection Value

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MECCAS Illustration for Stimulation Value

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MECCAS Illustration for Hedonism Value

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MECCAS Illustration for Achievement Value

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MECCAS Illustration for Power Value

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MECCAS Illustration for Security Value

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