2007 Thomson South-Western

Creating Effective and Creative Advertising

Messages

Chapter Ten

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Chapter Ten Objectives

• Appreciate the factors that promote effective and creative advertising.

• Understand a five-step program used in formulating advertising strategy.

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Chapter Ten Objectives

• Describe the features of a creative brief.• Explain alternative creative styles that

play a role in the development of advertising messages.

• Understand the concept of means-end chains and their role in advertising strategy.

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Chapter Ten Objectives• Appreciate the MECCAS model and its

role in guiding message formulation. • Describe the laddering method that

provides the data used in constructing a MECCAS model.

• Recognize the role of corporate image and issue advertising.

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What Makes Effective Advertising?

SoundStrategy

Consumer’sView Persuasive

Doesn’tOverwhelm

Deliver onPromises

BreakClutter

Effective Advertising

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The Role of Creativity

Creative ads share two characteristics:

• Originality • Appropriateness

American Family Life Assurance Company (AFLAC)

Nike Honda U.K. Apple iPod

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Advertising Successes and Mistakes

• Value Proposition is the essence of a message and the reward to the consumer for investing his or her time attending to an advertisement.

• The reward could be information about the product or just an enjoyable experience.

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Advertising Successes and Mistakes

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Advertising Plans and Strategy

Advertising strategy

An advertising message that communicates the brand’s primary

benefits or how it can solve aconsumer’s problem

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Advertising Strategy: A Five-Step Program

1. Specify the key fact from the customer’s viewpoint.

2. State the primary problem, or advertising issue, from brand management’s perspective.

3. State the advertising objective. 4. Implement the creative message

strategy. 5. Establish mandatory requirements.

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Constructing a Creative BriefBackground

Strategy

Task

Positioning

Client’s Objectives

Target

Their current thoughts/feelings

What do we want them to think/feel

What do we want them to do

Proposition

Belief in proposition

How we speak to them

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Styles of Creative Advertising

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Unique Selling Proposition Creative Style (USP)

An advertiser makes a superiority claim based on a unique product attribute that

represents a meaningful, distinctive consumer benefit.

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Brand Image Creative Style

• The brand image style involves psychosocial, rather than physical differentiation.

• Transformational advertising

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Resonance Creative Style

• Does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagined experience of the target audience.

• Examples: Dove’s “Real Beauty” campaign

• QuickStep laminate floors

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Generic Creative Style

• An advertiser employs a generic style when making a claim that could be made by any company that markets a brand in a particular category.

• Most appropriate for a brand that dominates a product category.

• Example: Campbell’s Soup

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Preemptive Creative Style

• An advertiser makes a generic-type claim but does it with an assertion of superiority.

• Example: “Visine gets the red out.”

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In Summary

• An advertiser might use two or more styles simultaneously.

• Some experts believe that advertising is most effective when it addresses both functional product and symbolic benefits.

• Effective advertising must establish a clear meaning of what the brand is and how it compares to competitive offerings.

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Means-End Chaining

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Attributes-Consequences-Values

• Attributes are features or aspects of advertised brands.

• Consequences are what consumers hope to receive (benefits) or avoid (detriments) when consuming brands.

• Values represent those enduring beliefs people hold regarding what is important in life.

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The Nature of Values

1. Self-direction 2. Stimulation 3. Hedonism 4. Achievement 5. Power

6. Security 7. Conformity 8. Tradition 9. Benevolence 10.Universalism

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The MECCAS Model

MECCAS: Means End Conceptualization of

Components for Advertising Strategy