Chapter Nine Creative Advertising Strategy. Chapter Nine Objectives Understand the role of...

Chapter Nine

Creative Advertising Creative Advertising StrategyStrategy

Chapter Nine ObjectivesChapter Nine Objectives

• Understand the role of advertising agencies and the relationship between agency and client

• Appreciate the factors that promote creative and effective advertising

• Describe a five-step program used in formulating advertising strategy


• Describe the features of a creative brief

• Explain alternative creative strategies that play a role in the development of advertising messages

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


• Understand the MECCAS model and its role in guiding message formulation

• Describe the laddering method that provides the data used in constructing a MECCAS model

• Describe the role of corporate image and issue advertising

Alternative ways to performAlternative ways to perform the advertising function the advertising function

• Necessitates employing an advertising staff and absorbing the operation costs

• Unprofitable unless a company does a large and continuous advertising

In-house advertising operation


AdvantagesAdvantages• In-depth knowledge

and skills• Obtaining negotiating

muscle with the media• Coordinating

advertising and marketing efforts

DisadvantagesDisadvantages• Some control is lost• Larger clients are

favored over small clients

• Occasionally inefficient in media buying

Full-service advertising agency


AdvantagesAdvantages• Use services only

when they are needed• Availability of high-

caliber creative talent• Potential cost

efficiencies

DisadvantagesDisadvantages• Specialists approach

client problems in a stereotyped fashion

• Lack of cost accountability

• Financial instability of smaller boutiques

A la carte

Advertising Agency OrganizationAdvertising Agency Organization

• Develop advertising copy and campaigns

• Copywriters, production people, and creative directors

Creative Services

Account Management

Media Services

Research Services


• Selecting the best advertising media

• Media planners develop overall media strategy

• Media buyers procure the selected media

Creative Services

Account Management

Media Services

Research Services


• Study clients’ customers’ buying habits, purchase preferences, and responsiveness

• Focus groups, mall intercepts, acquisition of syndicated research data

Creative Services

Account Management

Media Services

Research Services


• Link the agency with the client

• Act as liaisons so that the client does not need to interact directly with several different service departments and specialists

Creative Services

Account Management

Media Services

Research Services

Agency CompensationAgency Compensation

•Commissions from media (15%)•Reduced commission system(<15%)

•Labor-based fee system

•Outcome-based

Three Sources

Memorable AdvertisingMemorable Advertising

Apple Computer’s “1984” TV Commercial

What Makes Effective Advertising?What Makes Effective Advertising?

Sound

Strategy

Consumer’s

View Persuasive

Doesn’t

Overwhelm

Deliver on

Promises

Break

Clutter

Effective

Advertising

Creating Effective AdvertisingCreating Effective Advertising

• The Role of Creativity

Being CreativeBeing Creative

Characteristics of

creative campaigns

• Differentiates itself

• Out-if-the-ordinary

Energizer Batteries

Energizer BatteriesEnergizer Batteries

• Energizer Batteries keep going, and going, and going…

• Like the drum-beating bunny that reinforces the argument


Characteristics of

creative campaigns



Energizer Batteries

Pepsi-Cola

Pepsi-ColaPepsi-Cola

Pepsi-Cola

commercial

pokes fun at its

competitor,

Coca-cola

and subtly

conveys the

message that

perhaps

Pepsi is better

than Coke


Characteristics of

creative campaigns



Energizer Batteries

Pepsi-Cola

Volkswagen Golf


Characteristics of

creative campaigns



Energizer Batteries

Pepsi-Cola

Volkswagen Golf

Bud Light

Creating Effective AdvertisingCreating Effective AdvertisingThe Role of Creativity

• Spuds MacKenzie campaign

• Budfrogs• Louie and Frank• Whassup?!

Little Caesar’sLittle Caesar’s

The toga-clad “Pizza,

Pizza” man captures

and holds the viewer’s

attention and provides

Little Caesar’s with a

unique image vis-a-vis

its more laid-back

competitors

Volkswagen GolfVolkswagen Golf

This simple ad dramatizes that the VolkswagenGolf is a roomy car while holding the viewer’s

attention in an entertaining manner

Advertising Plans and StrategyAdvertising Plans and Strategy

Advertising plan

Provides the framework for systematic

execution of advertising strategies


Advertising strategy

An advertising message that communicates the brand’s primary

benefits or how it can solve aconsumer’s problem


Key Fact

A single-minded statement from the

customer’s points of view that identifies

why consumers are or are not

purchasing the brand


States the problem from

the marketer’s point of view


What effect the advertising is intended

to have on the target market and how it

should persuade consumers


• Define the target market

• Identify the primary competition

• Choose the positioning statement

• Offer reasons why


• Relatively technical and uncreative

• It reminds the advertiser to include the corporate slogan or logo, any regulatory requirements and so on

Constructing a Creative BriefConstructing a Creative Brief

Background

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

Alternative Creative StrategiesAlternative Creative Strategies Unique Selling PropositionUnique Selling Proposition

Superiority claims based on unique physical feature or benefit

Definition

Most useful when point of difference cannot be readily matched by competitors

Conditions

May force competitors to imitate or choose more aggressive strategy

Competitive

Implications

Alternative Creative StrategiesAlternative Creative Strategies

Brand ImageBrand ImageClaims based on psychologicaldifferentiation, usually symbolicassociation

Definition

Best for homogeneous goodwhere differences are difficult to develop; easily duplicated

Conditions

Most often involve prestige

claims; rarely challenge

competition directly

Competitive

Implications

Alternative Creative StrategiesAlternative Creative Strategies ResonanceResonance

Attempts to evoke stored experiences of prospects toendow product with relevantmeaning or significance

Definition

Best for socially visible goods;requires considerable consumerunderstanding to design messages

Conditions

Few direct limitations oncompetitor’s options; most likelycompetitive response is imitation

CompetitiveImplications

Alternative Creative StrategiesAlternative Creative Strategies EmotionalEmotional

Attempts to provoke involvement or emotion through ambiguity, humor without strong sellingemphasis

Definition

Best suited to discretionaryitems; effective use depends oncompetitor response

Conditions

Competitors may imitate toundermine strategy of differenceor pursue other alternatives

CompetitiveImplications

Alternative Creative StrategiesAlternative Creative Strategies GenericGeneric

Straight product or benefit claim

with no assertion of superiority

Definition

Monopoly or extreme dominance

of product category

Conditions

Brand attempts to become

synonymous with product

category

Competitive

Implications

Alternative Creative StrategiesAlternative Creative Strategies P Preemptivereemptive

Generic claim with assertion of

superiority

Definition

Growing or awakening market where competitive advertising is generic or nonexistent

Conditions

May be successful in convincing

customer of superiority

Competitive

Implications

Advertising Applications ofAdvertising Applications ofMeans - End ChainsMeans - End Chains

1. Leverage PointLeverage Point

The manner in which the advertising will

tap into, reach, or activate the key value, or

end-level that serves as the

advertisement’s driving force

Advertising Applications ofAdvertising Applications of Means - End Chains Means - End Chains

2. Brand AttributesBrand Attributes

The brand’s specific attributes or features

that are communicated as a means of

supporting the consequences of using the

brand

Advertising Applications of Advertising Applications of Means - End ChainsMeans - End Chains

3. Brand ConsequenceBrand Consequence

The major positive consequences,

or benefits of using the brand


4. Value - OrientationValue - Orientation

The end-level

(terminal or instrumental value)

to be focused on in the advertising


10 Universal Values• Self-direction• Stimulation• Hedonism• Achievement• Power• Security• Conformity• Tradition• Benevolence• Universalism

Great

Tasting

Means - End Chains and Means - End Chains and Advertising StrategyAdvertising Strategy

Low fat HealthySelf-respect

Wisdom

Many

flavors

Variety

of choicesFreedom(of choice)

High

quality Lack of self-control

Happiness,Pleasure

Healthy

Choice

Attributes Consequences Values

Corporate AdvertisingCorporate Advertising

Two Forms

• Image advertising

• Issue or advocacy advertising

Image AdvertisingImage Advertising

• Jaguar

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