Creative Advertising Strategy

1. Chapter Nine Creative Advertising Strategy

2. Chapter Nine Objectives • Understand the role of advertising agencies and the relationship between agency and client • Appreciate the factors that promote creative and effective advertising • Describe a five-step program used in formulating advertising strategy

3. Chapter Nine Objectives • Describe the features of a creative brief • Explain alternative creative strategies that play a role in the development of advertising messages • Explain the concept of means-end chains and their role in advertising strategy

4. Chapter Nine Objectives • Understand the MECCAS model and its role in guiding message formulation • Describe the laddering method that provides the data used in constructing a MECCAS model • Describe the role of corporate image and issue advertising

5. Alternative ways to perform the advertising function In-house advertising operation • Necessitates employing an advertising staff and absorbing the operation costs • Unprofitable unless a company does a large and continuous advertising

6. Alternative ways to perform the advertising function Full-service advertising agency Advantages • In-depth knowledge and skills • Obtaining negotiating muscle with the media • Coordinating advertising and marketing efforts Disadvantages • Some control is lost • Larger clients are favored over small clients • Occasionally inefficient in media buying

7. Alternative ways to perform the advertising function A la carte Advantages • Use services only when they are needed • Availability of high-caliber creative talent • Potential cost efficiencies Disadvantages • Specialists approach client problems in a stereotyped fashion • Lack of cost accountability • Financial instability of smaller boutiques

8. Advertising Agency Organization Creative Services • Develop advertising copy and campaigns • Copywriters, production people, and creative directors Media Services Research Services Account Management

9. Advertising Agency Organization Creative Services • Selecting the best advertising media • Media planners develop overall media strategy • Media buyers procure the selected media Media Services Research Services Account Management

10. Advertising Agency Organization Creative Services • Study clients’ customers’ buying habits, purchase preferences, and responsiveness • Focus groups, mall intercepts, acquisition of syndicated research data Media Services Research Services Account Management

11. Advertising Agency Organization Creative Services • Link the agency with the client • Act as liaisons so that the client does not need to interact directly with several different service departments and specialists Media Services Research Services Account Management

12. Agency Compensation • Commissions from media (15%) • Reduced commission system(<15%) Three Sources • Labor-based fee system • Outcome-based

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

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

15. Creating Effective Advertising • The Role of Creativity

16. Characteristics of creative campaigns Differentiates itself Out-if-the-ordinary Energizer Batteries Being Creative

17. Energizer Batteries • Energizer Batteries keep going, and going, and going… • Like the drum-beating bunny that reinforces the argument

18. Characteristics of creative campaigns Differentiates itself Out-if-the-ordinary Energizer Batteries Pepsi-Cola Being Creative

19. Pepsi-Cola commercial pokes fun at its competitor, Coca-cola and subtly conveys the message that perhaps Pepsi is better than Coke Pepsi-Cola

20. Characteristics of creative campaigns Differentiates itself Out-if-the-ordinary Energizer Batteries Pepsi-Cola Volkswagen Golf Being Creative

21. Characteristics of creative campaigns Differentiates itself Out-if-the-ordinary Energizer Batteries Pepsi-Cola Volkswagen Golf Bud Light Being Creative

22. Creating Effective Advertising The Role of Creativity • Spuds MacKenzie campaign • Budfrogs • Louie and Frank • Whassup?!

23. Little Caesar’s The toga-clad “Pizza, Pizza” man captures and holds the viewer’s attention and provides Little Caesar’s with a unique image vis-a-vis its more laid-back competitors

24. This simple ad dramatizes that the Volkswagen Golf is a roomy car while holding the viewer’s attention in an entertaining manner Volkswagen Golf

25. Advertising Plans and Strategy Advertising plan Provides the framework for systematic execution of advertising strategies

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

27. Advertising Plans and Strategy

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

29. Advertising Plans and Strategy States the problem from the marketer’s point of view

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

31. Advertising Plans and Strategy • Define the target market • Identify the primary competition • Choose the positioning statement • Offer reasons why

32. 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

33. Constructing a Creative Brief Background Their current thoughts/feelings Strategy What do we want them to think/feel Task What do we want them to do Positioning Proposition Client’s Objectives Belief in proposition Target How we speak to them

34. Alternative Creative StrategiesUnique Selling Proposition Definition Superiority claims based on unique physical feature or benefit Conditions Most useful when point of difference cannot be readily matched by competitors Competitive Implications May force competitors to imitate or choose more aggressive strategy

35. Alternative Creative StrategiesBrand Image Definition Claims based on psychological differentiation, usually symbolic association Conditions Best for homogeneous good where differences are difficult to develop; easily duplicated Competitive Implications Most often involve prestige claims; rarely challenge competition directly

36. Alternative Creative StrategiesResonance Attempts to evoke stored experiences of prospects to endow product with relevant meaning or significance Definition Best for socially visible goods; requires considerable consumer understanding to design messages Conditions Competitive Implications Few direct limitations on competitor’s options; most likely competitive response is imitation

37. Alternative Creative StrategiesEmotional Definition Attempts to provoke involvement or emotion through ambiguity, humor without strong selling emphasis Conditions Best suited to discretionary items; effective use depends on competitor response Competitive Implications Competitors may imitate to undermine strategy of difference or pursue other alternatives

38. Alternative Creative StrategiesGeneric Definition Straight product or benefit claim with no assertion of superiority Conditions Monopoly or extreme dominance of product category Competitive Implications Brand attempts to become synonymous with product category

39. Alternative Creative Strategies Preemptive Definition Generic claim with assertion of superiority Conditions Growing or awakening market where competitive advertising is generic or nonexistent Competitive Implications May be successful in convincing customer of superiority

40. Advertising Applications ofMeans - End Chains 1. Leverage Point The manner in which the advertising will tap into, reach, or activate the key value, or end-level that serves as the advertisement’s driving force

41. Advertising Applications of Means - End Chains 2. Brand Attributes The brand’s specific attributes or features that are communicated as a means of supporting the consequences of using the brand

42. Advertising Applications of Means - End Chains 3. Brand Consequence The major positive consequences, or benefits of using the brand

43. Advertising Applications ofMeans - End Chains 4. Value - Orientation The end-level (terminal or instrumental value) to be focused on in the advertising

44. Advertising Applications ofMeans - End Chains • 10 Universal Values • Self-direction • Stimulation • Hedonism • Achievement • Power • Security • Conformity • Tradition • Benevolence • Universalism

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

46. Corporate Advertising Two Forms • Image advertising • Issue or advocacy advertising

47. Image Advertising • Jaguar