Download - Effective and Creative Ad Messages
![Page 1: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/1.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
1
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Effective and Creative Ad Messages
10
![Page 2: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/2.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter ObjectivesAfter reading this chapter you should be able to:1. Appreciate the factors that promote effective, creative, and
“sticky” advertising.2. Describe the features of a creative brief.3. Explain alternative creative styles of advertising messages.4. Understand the concept of means-end chains and their role
in advertising strategy.5. Appreciate the MECCAS model, laddering techniques, and
their role in guiding message formulation.6. Recognize the role of corporate image and issue advertising.
2
![Page 3: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/3.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Memorable Advertising
Apple Computer’s “1984” TV Commercial
3
![Page 4: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/4.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
What Makes Effective Advertising?
SoundStrategy
Consumer’sView Persuasive
Doesn’tOverwhelm
Deliver onPromises
BreakClutter
Effective Advertising
4
![Page 5: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/5.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Qualities of Successful Advertising
•Newsworthiness•Rational stimulus (high involvement)•Emphasis (low involvement) (see Krugman, Herbert,
“What makes advertising effective?” Harvard Business Review, 1975)
•What does “being creative” mean??•Does the notion of “being creative” vary by
country or culture?
5
![Page 6: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/6.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Creativity in 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.
6
![Page 7: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/7.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Creativity: The CAN Elements
Connectedness Appropriateness Novelty
The CAN Elements of Creative Ads
7
![Page 8: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/8.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Sticky Messages: SUCCESs
Common Elements of Sticky Ads
Unexpectedness
Simplicity
Concreteness
Storytelling
EmotionalityCredibility
8
![Page 9: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/9.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 10.1: Illustrations of the Aflac Advertising Campaign with the “Spokesduck”
9
![Page 10: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/10.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Making an Impression
•One view of “being creative” is making an impression
•Impression hierarchy:1. Brand name (simplest level)2. “Generics”3. Attitudinal response4. Commercial specifics5. Specific sales message (highest level)
10
![Page 11: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/11.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Plan
Advertising Plan
Provides the framework for systematic execution of advertising strategies
(analogous to marketing plan: analysis, planning, implementation, control of
marketing programs)
11
![Page 12: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/12.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Strategy
Advertising Strategy
An advertising message that communicates the brand’s primary
benefits or how it can solve aconsumer’s problem
12
![Page 13: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/13.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Strategy: 5 Steps
13
![Page 14: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/14.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Strategy
Key Fact
A single-minded statement from the customer’s point of view that identifies
why consumers are or are notpurchasing the brand
14
![Page 15: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/15.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Strategy
States the problem fromthe marketer’s point of view
15
![Page 16: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/16.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Strategy
What effect the advertising is intendedto have on the target market and how it
should persuade consumers
16
![Page 17: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/17.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Strategy
“Creative Platform”• Define the target market• Identify the primary
competition• Choose the promise• Offer reasons why
17
![Page 18: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/18.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Strategy
It reminds the advertiser to include the corporate slogan or logo, headlines, claim substantiation, any other regulatory requirements, etc.
18
![Page 19: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/19.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Constructing a Creative BriefAdvertising Objectives
Target Audience
Motivations, Thoughts, and Feelings
Brand Positioning
Primary Outcome
Why we are advertising
Who we are talking to
Target audience motivations
Proposition
Single most important thing, or “take away”
19
![Page 20: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/20.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Means-End Chaining
20
![Page 21: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/21.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Means-End Chains and Advertising Strategy
GreatTasting
Low fat HealthySelf-respect
WisdomMany flavors
Varietyof choices
Freedom(of choice)
Highquality Lack of
self-control
Happiness,Pleasure
Healthy Choice
Attributes Consequences Values
21
![Page 22: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/22.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The MECCAS Model
MECCAS: Means End Conceptualization of
Components for Advertising Strategy
22
![Page 23: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/23.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
A MECCAS* Model Conceptualization of Advertising Strategy
* Means-End Conceptualization of Components for Advertising Strategy
23
![Page 24: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/24.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Universal Values
24
![Page 25: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/25.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 10.2: MECCAS Illustration for Self-Direction Value
25
![Page 26: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/26.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 10.3: MECCAS Illustration of Hedonism Value
26
![Page 27: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/27.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 10.4: MECCAS Illustration for Achievement Value
27
![Page 28: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/28.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 10.5: MECCAS Illustration of Power Value
28
![Page 29: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/29.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Alternative Creative Strategies
•Generic strategy•Preemptive strategy•Unique selling proposition•Brand image strategy•Positioning strategy•Resonance strategy•Affective (emotional) strategy
29
![Page 30: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/30.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 10.6: Illustration of Resonance Creative Strategy
30
![Page 31: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/31.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 10.7: Illustration of Emotional Creative Strategy
An attempt to reach the consumer at a visceral level by appealing to their emotions.
31
![Page 32: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/32.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Corporate Image and Corporate Issue Advertising
•Corporate Image Advertising• Attempts to gain ....
• Name recognition• Product goodwill• Identification with meaningful social activities
•Corporate Issue Advertising is “Paid communication concerned with propagating ideas and explaining controversial social issues of public importance”
32
![Page 33: Effective and Creative Ad Messages](https://reader036.vdocument.in/reader036/viewer/2022081507/56816648550346895dd9be38/html5/thumbnails/33.jpg)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Figure 10.8: Illustration of Corporate Image Advertising
33