Marketing Communications - Chapter 8

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Effective and Creative CHAPTER 8 Advertising Messages © 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook All rights reserved. The University of West Alabama Eighth Edition
Chapter Objectives After 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 and its role in guiding message formulation. 6. Recognize the role of corporate image and issue advertising. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–2
Creating Effective Advertising Meaning of Effective Advertising Accomplishment Composition (Output Perspective) (Input Perspective) © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–3
Effective Advertising Extends from Sound Marketing Strategy Breaks through Takes the the Clutter Consumer’s View Doesn’t Overwhelm Delivers on the Strategy Its Promises © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–4
Creativity: The CAN Elements The CAN Elements of Creative Ads Appropriateness Connectedness Novelty © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–5
Getting Messages to “Stick” • Characteristics of Sticky Ads  Their audience readily comprehends the advertiser’s Their intended message intended  They are remembered  They change the target audience’s brand-related They opinions or behavior opinions  They have lasting impact: they stick © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–6
Sticky Messages: SUCCESs Simplicity Concreteness Unexpectedness Common Elements of Sticky Ads Emotionality Credibility Storytelling © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–7
Illustrations of the Aflac Advertising Campaign Figure 8.1 with the “Spokesduck.” © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–8
Advertising Successes and Mistakes Advertising • Value Proposition  Is the essence of a message and the reward to the Is consumer for investing his or her time attending to an advertisement advertisement  The reward could be information about the product or The just an enjoyable experience just  Research indicates that starting with a strong selling Research proposition substantially increases the odds of creating effective advertisements creating © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–9
Combination of Message Convincingness Figure 8.2 and Execution Quality © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–10
Advertising Successes and Mistakes (cont’d) Successful Successful Result from both the brand management team and the creative team having done their work well Campaigns Campaigns Marketing Marketing Occur when the brand manager fails to distinguish the brand from competitive offerings Mistakes Mistakes Result from the ad agency’s inability to design an Agency Agency effective execution, even though its brand Mistakes Mistakes management client has a convincing message Complete Are caused by poor value propositions and Disasters mediocre executions Disasters © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–11
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 What do members of the target audience currently think and Thoughts What Feelings feel about our brand? Feelings feel Objectives and What do we want the target audience to think or feel about the Objectives What Measures brand, and what measurable effects is the advertising Measures designed to accomplish? designed Behavioral Outcome What do we want the target audience to do? Positioning What is the brand positioning? Message and What general message is to be created, and what medium is Message What Medium most appropriate for reaching the target audience? Medium most ©StrategySouth-Western, is the strategy? 2010 What a part of CNitty-Gritty Details When (deadline) and how much (budget)? engage Learning. All rights reserved. 8–12
Alternative Styles of Creative Advertising • Functionally Oriented Advertising  Appeals to consumers’ needs for tangible, physical, Appeals and concrete benefits and • Symbolically or Experientially Oriented Symbolically Advertising Advertising  Is directed at psychosocial needs • Category-Dominance Advertising  Does not necessarily use any particular type of Does appeal to consumers but is designed to achieve an advantage over competitors in the same product category © 2010ategory c South-Western, a part of Cengage Learning. All rights reserved. 8–13
Styles of Creative Advertising Table 8.1 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–14
Creative Advertising Styles Creative Style Strategy Unique Selling Identifying an important difference that makes a brand unique Unique Identifying Proposition and supports a claim that competitors cannot match Proposition and Brand Image Developing an image or identity for a brand by associating the Developing brand with symbols that provide a transformational context symbols Resonance Attempting to match “patterns” in an advertisement with the Attempting target audience’s stored experiences target Emotional Aiming to reach the consumer at a visceral level through the use Aiming of emotional strategy of Generic Making no attempt to differentiate the dominant brand from Making competitive offerings or to claim superiority competitive ©Preemptive 2010 South-Western,aa part of claim but doing so with an assertion of Making generic-type superiority Cengage Learning. All rights reserved. 8–15
Figure 8.3 Illustration of Resonance Creative Strategy © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–16
Figure 8.4 Illustration of Emotional Creative Strategy © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–17
Section Summary • An advertiser might use two or more styles An simultaneously. • Some experts believe that advertising is most Some effective when it addresses both functional product and symbolic benefits. product • Effective advertising must establish a clear Effective meaning of what the brand is and how it compares to competitive offerings. compares © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–18
Means-End Chaining and the Method Means-End of Laddering as Guides to Creative Advertising Formulation Advertising • Means-End Chain  Represents the linkages among brand attributes, the Represents consequences obtained from using the brand and “consuming” the attributes, and the personal values that the consequences reinforce that © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–19
Means-End Chain • Attributes  Features or aspects of advertised brands • Consequences  What consumers hope to receive (benefits) or avoid What (detriments) when consuming brands (detriments) • Values  Enduring beliefs people hold regarding what is Enduring important in life important Brand attributes and the consequences of consuming these attributes are the means © 2010 South-Western, a part of Cengage Learning. All rights achieve valued ends whereby people reserved. 8–20