chapter effective and creative advertising messages and c… · alternative styles of creative...
TRANSCRIPT
PowerPoint Presentation by Charlie Cook
The University of West Alabama
Eighth Edition
© 2010 South-Western, a part of Cengage Learning
All rights reserved.
Effective and Creative
Advertising Messages
CHAPTER 8
INTEGRATED MARKETING
COMMUNICATIONS
IN ADVERTISING AND PROMOTION
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 and its role in guiding
message formulation.
6. Recognize the role of corporate image and issue
advertising.
Chapter Objectives After reading this chapter you should be able to:
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–2
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Creating Effective Advertising
Accomplishment
(Output Perspective)
Composition
(Input Perspective)
Meaning of
Effective Advertising
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Effective Advertising
Takes the
Consumer’s View
Extends from
Sound Marketing
Strategy
Doesn’t Overwhelm
the Strategy Delivers on
Its Promises
Breaks through
the Clutter
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Creativity: The CAN Elements
Connectedness Appropriateness Novelty
The CAN Elements
of Creative Ads
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Getting Messages to “Stick”
• Characteristics of Sticky Ads
Their audience readily comprehends the advertiser’s
intended message
They are remembered
They change the target audience’s brand-related
opinions or behavior
They have lasting impact: they stick
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–7
Sticky Messages: SUCCESs
Common Elements
of Sticky Ads
Unexpectedness
Simplicity
Concreteness
Storytelling
Emotionality Credibility
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Illustrations of the Aflac Advertising Campaign
with the “Spokesduck.”
Figure 8.1
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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
Research indicates that starting with a strong selling
proposition substantially increases the odds of
creating effective advertisements
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Combination of Message Convincingness
and Execution Quality
Figure 8.2
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Advertising Successes and Mistakes (cont’d)
Successful
Campaigns
Agency
Mistakes
Marketing
Mistakes
Result from both the brand management team and
the creative team having done their work well
Occur when the brand manager fails to distinguish
the brand from competitive offerings
Result from the ad agency’s inability to design an
effective execution, even though its brand
management client has a convincing message
Complete
Disasters
Are caused by poor value propositions and
mediocre executions
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–12
Constructing a Creative Brief
Item Question
Background What is the background to this job?
Target Audience Whom do we need to reach with the ad campaign?
Thoughts and
Feelings
What do members of the target audience currently think and
feel about our brand?
Objectives and
Measures
What do we want the target audience to think or feel about the
brand, and what measurable effects is the advertising
designed to accomplish?
Behavioral Outcome What do we want the target audience to do?
Positioning What is the brand positioning?
Message and
Medium
What general message is to be created, and what medium is
most appropriate for reaching the target audience?
Strategy What is the strategy?
Nitty-Gritty Details When (deadline) and how much (budget)?
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Alternative Styles of Creative Advertising
• Functionally Oriented Advertising
Appeals to consumers’ needs for tangible, physical,
and concrete benefits
• Symbolically or Experientially Oriented
Advertising
Is directed at psychosocial needs
• Category-Dominance Advertising
Does not necessarily use any particular type of
appeal to consumers but is designed to achieve an
advantage over competitors in the same product
category
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Styles of Creative Advertising Table 8.1
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Creative Advertising Styles
Creative Style Strategy
Unique Selling
Proposition
Identifying an important difference that makes a brand unique
and supports a claim that competitors cannot match
Brand Image Developing an image or identity for a brand by associating the
brand with symbols that provide a transformational context
Resonance Attempting to match “patterns” in an advertisement with the
target audience’s stored experiences
Emotional Aiming to reach the consumer at a visceral level through the use
of emotional strategy
Generic Making no attempt to differentiate the dominant brand from
competitive offerings or to claim superiority
Preemptive Making a generic-type claim but doing so with an assertion of
superiority
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Illustration of
Resonance
Creative Strategy
Figure 8.3
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Illustration of
Emotional
Creative Strategy
Figure 8.4
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Section 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 and the Method
of Laddering as Guides to Creative
Advertising Formulation
• Means-End Chain
Represents the linkages among brand attributes, the
consequences obtained from using the brand and
“consuming” the attributes, and the personal values
that the consequences reinforce
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Means-End Chain
• Attributes
Features or aspects of advertised brands
• Consequences
What consumers hope to receive (benefits) or avoid
(detriments) when consuming brands
• Values
Enduring beliefs people hold regarding what is
important in life
Brand attributes and the consequences of
consuming these attributes are the means
whereby people achieve valued ends
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Ten Universal Values Table 8.2
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A MECCAS* Model Conceptualization
of Advertising Strategy
Table 8.3
* Means-End Conceptualization of Components for Advertising Strategy
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MECCAS
Illustration for
Self-Direction
Value
Figure 8.5
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MECCAS
Illustration for
Hedonism
Value
Figure 8.6
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MECCAS
Illustration for
Achievement
Value
Figure 8.7
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MECCAS
Illustration for
Power Value
Figure 8.8
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Identifying Means-End Chains:
The Method of Laddering
• Laddering Research Technique
Is used to identify linkages between attributes (A),
consequences (C), and values (V)
Constructs a hierarchy, or ladder, of relations
between a brand’s attributes and consequences (the
means) and consumer values (the end).
Attempts to get at the root or deep reasons why
individual consumers buy certain products and brands
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Practical Issues in Identifying
Means-End Chains
• The laddering method “forces” interviewees to identify
hierarchies among attributes, consequences, and values
that may actually not exist for them
• Consumers may perceive clear-cut linkages between
attributes and consequences but not necessarily
between consequences and values
• The resulting aggregations of A C V chains are
assumed to represent all consumers in the target
audience
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–29
Corporate Image and Issue Advertising
• Corporate Image Advertising
Attempting to increase a firm’s name recognition,
establish goodwill for the company and its products,
or identify the firm with some meaningful and socially
acceptable activity.
• Corporate Issue (Advocacy) Advertising
Involves a firm taking a position on a controversial
social issue of public importance with the intention of
swaying public opinion.
Supports position and best interests of the firm while
expressly or implicitly challenging an opponent’s
position and denying the accuracy of their facts.
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–30
Illustration of
Corporate Image
Advertisement
Figure 8.9