Chapter 16 Creating the Message

1. Chapter 16 Creating the Message

2. Objectives_1 Understand • The nature and the use of appeals • The creative work plan • Elements of a print advertisement • Structure of a print advertisement

3. Objectives_2 Understand • Copy styles • Slogans • New format and content messages

4. Creativity Creative risk taking Creative vision Strategy and writing

5. Use of Appeals An appeal is the motive to which an advertisement is directed; it is designed to stir a person toward a goal the advertiser has set.

6. Exhibit 16.2 Youthful Appeal

7. Elements of Great Advertising Potent strategy Always relevant Strong selling idea Can be built into campaign Stands out

8. Ad Structure Promise of benefit (headline) Spelling out of promise (subheadline) Amplification of story Proof of claim Action to take

9. Evaluating an Effective Headline • Does it start with short, simple words? • Does it include an invitation to the prospect, brand name, and provoking idea? • Are the words selective, appealing only to prime prospects? • Does it use an action verb? • Does it give sufficient information for those who read only the headline?

10. Categories of Headlines Presents a new benefit Promises an existing benefit Invokes curiosity Emphasizes selectivity

11. Exhibit 16.4 • The headline is part of the visual to attract interest. • The subhead gives the benefit. • The copy gives the details.

12. Seals of approval Guarantees Trial offers and samples Warranties Reputation Demonstrations Testimonials With people who are similar and relevant With real people With those who have experience and/or expertise Methods of Offering “Proof” to Readers

13. Copy Styles Factual approach Imaginative approach Emotional approach

14. Exhibit 16.7 An Imaginative Approach

15. Exhibit 16.8 An Emotional Approach

16. Comparative Advertising • Contrasts advertiser’s product with other named or identified products • Bases of comparison must be clearly identified • Must be truthful and nondeceptive • Used by followers in field • The source of difference must be relevant

17. Institutional slogans Think in ideas Ishares Higher standards Bank of America Sense and simplicity Phillips Hard-sell slogans Get Met. It Pays. Metlife We’ll pick you up. Enterprise Rent-A-Car Is it in you? Gatorade Slogans

18. Creative Work Plan Key observation Communication objective Consumer insight Promise and support Audience Mandatories

19. Exhibit 16.9 A Creative Work Plan

20. Guidelines for Creating Advertisements_1 • Keep it simple, stupid. • You’re not selling products; you’re selling benefits. • When appropriate, spice it up with sex. • Use celebrities. • Exploit the potential of color.

21. Guidelines for Creating Advertisements_2 • Go with the flow. • Avoid ambiguity. • Heighten the contrast. • Use children and animals. • When an ad has a lot of copy, make it as inviting as possible.

22. Exhibit 16.10 Creativity in Outdoor Messages

23. Webisodes: A Message Tool

24. Games

25. For Discussion • What is time famine? • How can advertisers use psychological appeals? • What are the characteristics of an effective slogan?