Marketing Communications - Chapter 8 doc

Effective and Creative Advertising MessagesCHAPTER 8... Appreciate the factors that promote effective, creative, and “sticky” advertising.. Explain alternative creative styles of adverti

Effective and Creative Advertising Messages

CHAPTER 8

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:

Creating Effective Advertising

Accomplishment (Output Perspective)

Composition (Input Perspective)

Meaning of Effective Advertising

Doesn’t Overwhelm the Strategy

Delivers on Its Promises

Breaks through the Clutter

Creativity: The CAN Elements

C onnectedness A ppropriateness N ovelty

The CAN Elements

of Creative Ads

© 2010 South-Western, a part of

Cengage Learning All rights

Getting Messages to “Stick”

• Characteristics of Sticky Ads

 Their audience readily comprehends the advertiser’s intended message

 They change the target audience’s brand-related

opinions or behavior

 They have lasting impact: they stick

Sticky Messages: SUCCESs

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

Advertising Successes and Mistakes (cont’d)

management client has a convincing message

Complete Are caused by poor value propositions and

Background What is the background to this job?

Target Audience Whom do we need to reach with the ad campaign?

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?

Nitty-Gritty Details When (deadline) and how much (budget)?

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

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

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

Illustration of

Emotional

Creative Strategy

Figure 8.4

• 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.

Means-End Chaining and the Method

of Laddering as Guides to Creative

Ten Universal Values

Table 8.2

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

• 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

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