Effective and Creative Ad Messages

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Effective and Creative Ad Messages

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©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Chapter ObjectivesAfter reading this chapter you should be able to:1. Appreciate the factors that promote effective, creative, and

“sticky” advertising.2. Describe the features of a creative brief.3. Explain alternative creative styles of advertising messages.4. Understand the concept of means-end chains and their role

in advertising strategy.5. Appreciate the MECCAS model, laddering techniques, and

their role in guiding message formulation.6. Recognize the role of corporate image and issue advertising.

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Memorable Advertising

Apple Computer’s “1984” TV Commercial

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What Makes Effective Advertising?

SoundStrategy

Consumer’sView Persuasive

Doesn’tOverwhelm

Deliver onPromises

BreakClutter

Effective Advertising

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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?

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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.

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Creativity: The CAN Elements

Connectedness Appropriateness Novelty

The CAN Elements of Creative Ads

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Sticky Messages: SUCCESs

Common Elements of Sticky Ads

Unexpectedness

Simplicity

Concreteness

Storytelling

EmotionalityCredibility

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

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Making an Impression

•One view of “being creative” is making an impression

•Impression hierarchy:1. Brand name (simplest level)2. “Generics”3. Attitudinal response4. Commercial specifics5. Specific sales message (highest level)

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Advertising Plan

Advertising Plan

Provides the framework for systematic execution of advertising strategies

(analogous to marketing plan: analysis, planning, implementation, control of

marketing programs)

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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: 5 Steps

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Key Fact

A single-minded statement from the customer’s point of view that identifies

why consumers are or are notpurchasing the brand

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States the problem fromthe marketer’s point of view

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What effect the advertising is intendedto have on the target market and how it

should persuade consumers

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“Creative Platform”• Define the target market• Identify the primary

competition• Choose the promise• Offer reasons why

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

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Constructing a Creative BriefAdvertising Objectives

Target Audience

Motivations, Thoughts, and Feelings

Brand Positioning

Primary Outcome

Why we are advertising

Who we are talking to

Target audience motivations

Proposition

Single most important thing, or “take away”

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Means-End Chaining

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Means-End Chains and Advertising Strategy

GreatTasting

Low fat HealthySelf-respect

WisdomMany flavors

Varietyof choices

Freedom(of choice)

Highquality Lack of

self-control

Happiness,Pleasure

Healthy Choice

Attributes Consequences Values

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The MECCAS Model

MECCAS: Means End Conceptualization of

Components for Advertising Strategy

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A MECCAS* Model Conceptualization of Advertising Strategy

* Means-End Conceptualization of Components for Advertising Strategy

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Universal Values

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Figure 10.2: MECCAS Illustration for Self-Direction Value

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Figure 10.3: MECCAS Illustration of Hedonism Value

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Figure 10.4: MECCAS Illustration for Achievement Value

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Figure 10.5: MECCAS Illustration of Power Value

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Alternative Creative Strategies

•Generic strategy•Preemptive strategy•Unique selling proposition•Brand image strategy•Positioning strategy•Resonance strategy•Affective (emotional) strategy

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Figure 10.6: Illustration of Resonance Creative Strategy

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Figure 10.7: Illustration of Emotional Creative Strategy

An attempt to reach the consumer at a visceral level by appealing to their emotions.

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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”

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Figure 10.8: Illustration of Corporate Image Advertising

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Effective and Creative Ad Messages