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Advertising Management – Creating Effective and Creative Advertising Messages

Advertising Management – Creating Effective and Creative Advertising Messages. Week 3 Lecture 3. Motivation. To attend to Messages To process Messages. Helping Information Processing. Encoding Information Reducing processing time Knowledge structures Concretisations. 5-step Program.

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Advertising Management – Creating Effective and Creative Advertising Messages

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  1. Advertising Management – Creating Effective and Creative Advertising Messages Week 3 Lecture 3

  2. Motivation • To attend to Messages • To process Messages

  3. Helping Information Processing • Encoding Information • Reducing processing time • Knowledge structures • Concretisations

  4. 5-step Program • Specify the key fact from the customer’s viewpoint • State the main ‘problem’/advertising issue from the viewpoint of the brand/product • State the advertising objective • Establish mandatory requirements/constraints • Implement the creative message strategy

  5. The Creative Brief • Background – the main ‘problem’ to be addressed • Target Audience • Thoughts and feelings • Brand Positioning • Overall brand strategy • Objectives • Outcomes – behavioural – sales • Message guidelines • Media considerations • Budget – Timings – AOB

  6. The Creative Brief • Brand Positioning

  7. The Creative Brief Thoughts and feelings • What do consumers think of the brand/product/company now? • Why do they hold these feelings? • May need research – if no answers to the questions exist.

  8. The Creative Brief Target Audience • Whom do we need to reach with the ad campaign? • Segmentation/Consumer Buying Factors • Based on behaviour? • Demographic features • Geo-demographic aspects • Psychographic factors

  9. The Creative Brief Background – the main “problem” to be addressed • What is the overall purpose of the advertising/ communication task? • Situation Audit – Brand history, competitive environment, market forces, cultural aspects • Porter’s Five Forces • SWOT analysis • PESTLE analysis

  10. Advertising Message Four important elements: • The balance • The structure • The source • The presentation to the target audience

  11. Advertising Message Rational product attribute appeals Information provision Benefit claims High involvement Emotional image-based appeals Social, ego, hedonic orientation Low involvement

  12. Informational Appeals • Factual • Slice of life • Demonstration • Comparative

  13. Emotional Based Appeal • Fear • Humour • Animation • Sex • Music • Fantasy

  14. Poster Ad 1995 Honest Legal DECENT

  15. Pull, Push and Profile • Pull • Aims to generate and sustain dialogue with the end user customers • Target Result: • Consumer demand product from distributors. • Strategy • Focus on awareness, branding, coordination

  16. Pull, Push and Profile • Push • Aims to communicate with members of the channel to encourage them to ‘push’ products through the channel • Target result • Intermediary promotes the product to the end customer. • Focus on intermediary • Key account managers

  17. Pull, Push and Profile • Profile • Aims to develop corporate reputation and image • More company wide • Offices, vehicles, people • Broader stakeholder focus • Investors, suppliers, staff

  18. The Role of Endorsers • Celebrities • Stereotypes • Typical • Person • The TEARS model • Or NO TEARS

  19. The Tears Model

  20. Tears Trustworthiness • The property of being perceived as believable, dependable • As someone who can be trusted • CREDIBILITY

  21. Tears Expertise • The characteristic of having specific skills, knowledge, or abilities with respect to the endorsed brand • SPORTSMEN

  22. Tears Attractiveness • The trait of being regarded as pleasant to look at in terms of a particular group’s concept of attractiveness • EASY ON THE EYES

  23. Tears Respect • The quality of being admired or even esteemed due to one’s personal qualities and accomplishments • DAVID BECKHAM

  24. Tears Similarities • The extent to which an endorser matches an audience in terms of characteristics relevant to the endorsement relationship • Age • Gender • Ethnicity • Psychographics • Use of young people...

  25. Agency Selection Process • Define requirements – what sort of agency do you require: • Ego or practical? • Location? • How big is the project? • Use knowledge and advertisers directory to select a list • Conflicts/experience • Will they add value to the marketing strategy?

  26. How to Ensure a Good Agency Relationship • Have a clear understanding of costs • Agencies are there to add value • Let them become part of the marketing team • Involve them early in any project • They will also give you alternative view, they are not as close to the market • Give clear briefs for each project • Agree deadlines • Prepare a planning calendar working back from your launch date

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