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Effective and Creative Ad Messages

Effective and Creative Ad Messages. 10. Chapter Objectives. After reading this chapter you should be able to : Appreciate the factors that promote effective, creative, and “sticky” advertising. Describe the features of a creative brief.

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Effective and Creative Ad Messages

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  1. Effective and Creative Ad Messages 10

  2. Chapter Objectives After reading this chapter you should be able to: • Appreciate the factors that promote effective, creative, and “sticky” advertising. • Describe the features of a creative brief. • Explain alternative creative styles of advertising messages. • Understand the concept of means-end chains and their role in advertising strategy. • Appreciate the MECCAS model, laddering techniques, and their role in guiding message formulation. • Recognize the role of corporate image and issue advertising.

  3. Memorable Advertising Apple Computer’s “1984” TV Commercial

  4. Consumer’s View Sound Strategy Persuasive Effective Advertising Deliver on Promises Doesn’t Overwhelm Break Clutter What Makes Effective Advertising?

  5. 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?

  6. 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.

  7. The CAN Elements of Creative Ads Connectedness Appropriateness Novelty Creativity: The CAN Elements

  8. Unexpectedness Simplicity Concreteness Common Elements of Sticky Ads Storytelling Emotionality Credibility Sticky Messages: SUCCESs

  9. Figure 10.1: Illustrations of the Aflac Advertising Campaign with the “Spokesduck”

  10. Making an Impression • One view of “being creative” is making an impression • Impression hierarchy: • Brand name (simplest level) • “Generics” • Attitudinal response • Commercial specifics • Specific sales message (highest level)

  11. Advertising Plan Advertising Plan Provides the framework for systematic execution of advertising strategies (analogous to marketing plan: analysis, planning, implementation, control of marketing programs)

  12. Advertising Strategy Advertising Strategy An advertising message that communicates the brand’s primary benefits or how it can solve a consumer’s problem

  13. Advertising Strategy: 5 Steps

  14. Advertising Strategy Key Fact A single-minded statement from the customer’s point of view that identifies why consumers are or are not purchasing the brand

  15. Advertising Strategy States the problem from the marketer’s point of view

  16. Advertising Strategy What effect the advertising is intended to have on the target market and how it should persuade consumers

  17. Advertising Strategy “Creative Platform” • Define the target market • Identify the primary competition • Choose the promise • Offer reasons why

  18. Advertising Strategy It reminds the advertiser to include the corporate slogan or logo, headlines, claim substantiation, any other regulatory requirements, etc.

  19. Constructing a Creative Brief

  20. Means-End Chaining

  21. Freedom (of choice) Happiness, Self-respect Pleasure Low fat Healthy Lack of self-control Wisdom Many flavors Variety of choices Great Tasting High quality Means-End Chains and Advertising Strategy Consequences Values Attributes Healthy Choice

  22. The MECCAS Model MECCAS: Means End Conceptualization of Components for Advertising Strategy

  23. A MECCAS* Model Conceptualization of Advertising Strategy * Means-End Conceptualization of Components for Advertising Strategy

  24. Universal Values

  25. Figure 10.2: MECCAS Illustration for Self-Direction Value

  26. Figure 10.3: MECCAS Illustration of Hedonism Value

  27. Figure 10.4: MECCAS Illustration for Achievement Value

  28. Figure 10.5: MECCAS Illustration of Power Value

  29. Alternative Creative Strategies • Generic strategy • Preemptive strategy • Unique selling proposition • Brand image strategy • Positioning strategy • Resonance strategy • Affective (emotional) strategy

  30. Figure 10.6: Illustration of Resonance Creative Strategy

  31. Figure 10.7: Illustration of Emotional Creative Strategy An attempt to reach the consumer at a visceral level by appealing to their emotions.

  32. 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”

  33. Figure 10.8: Illustration of Corporate Image Advertising

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