The Art of creating AdvertisementsBBA VI

Marketing communications Marketing communications are the means by which firms attempt to inform, persuade & remind consumers directly or indirectly about the products and brands they sell

INTEGRATED MARKETING COMMUNICATIONS A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation

* Marketing Communications Mix (Promotions Mix)4PSProductPlacePromotionPrice

DirectMarketing

SalesPromotionAdvertisingPR / Publicity Personal Selling

Advertising Any paid form of non personal presentation and promotion of ideas, goods & services by an identified sponsor

The Advertising Association defines advertising: Any paid for communication in media intended to inform and/or influence one or more people *

Advertising Objectives Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising

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ADVERTISING OBJECTIVES Trial Continuity Brand Switching Switchback

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*What Makes Effective Advertising?

*The Role of CreativityCreative ads share two characteristics:

Originality AppropriatenessAmerican Family Life Assurance Company (AFLAC) Nike Honda U.K. Apple iPod

*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.

*Advertising Successes and Mistakes

*Successful campaigns: both the brand management team and the creative team have done their work well. Marketing Mistakes: result when the brand manager fails to distinguish the brand from competitive offerings. Agency Mistakes: due to the ad agencys inability to design an effective execution, even though its brand management client has a convincing message. Complete Disasters: caused by poor value propositions and mediocre executions.

Advertising Successes and Mistakes

*Advertising Plans and StrategyAdvertising strategy

An advertising message that communicates the brands primarybenefits or how it can solve aconsumers problem

*Advertising Strategy: A Five-Step Program Specify the key fact from the customers viewpoint.State the primary problem, or advertising issue, from brand managements perspective. State the advertising objective. Implement the creative message strategy. Establish mandatory requirements.

*Step 1: Specify the Key Fact The key fact in an advertising strategy is a single-minded statement from the consumers point of view that identifies why consumers are or arent purchasing the brand.

*Step 2: State the Primary ProblemExtending from the key fact, this step states the problem from the brand managements point of view.

*Step 3: State the Communications Objective This is a straightforward statement about what effect the advertising is intended to have on the target market.

*Step 4: Implement the Creative Message Strategy Sometimes called the creative platform, the positioning statement is the key idea that a brand is supposed to stand for in its target markets minds. Define the target market Identify the primary competition Choose the positioning statement Offer reasons why

*Step 5: Establish Mandatory Requirements The final step involves including mandatory requirements due to regulatory dictates, or non-regulatory requirements like the corporate logo or tag-line.

*Constructing a Creative BriefBackgroundStrategyTaskPositioningClients ObjectivesTargetTheir current thoughts/feelingsWhat do we want them to think/feelWhat do we want them to doPropositionBelief in propositionHow we speak to them

*Styles of Creative Advertising

*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.

*Brand Image Creative Style The brand image style involves psychosocial, rather than physical differentiation. Transformational advertising

*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: Doves Real Beauty campaign QuickStep laminate floors

*Emotional Creative Style An attempt to reach the consumer at a visceral level by appealing to their emotions.

*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: Campbells Soup

*Preemptive Creative StyleAn advertiser makes a generic-type claim but does it with an assertion of superiority.Example: Visine gets the red out.

*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.

*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.

*The Nature of Values Self-direction Stimulation Hedonism Achievement Power Security Conformity Tradition Benevolence Universalism