creative advertising strategy

Creative Advertising Strategy

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What Makes Effective Advertising?What Makes Effective Advertising?

Sound

Strategy

Consumer’s

View

Doesn’t

OverwhelmDeliver on

Promises

Break

Clutter

Effective

Advertising

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Memorable AdvertisingMemorable Advertising

Apple Computer’s “1984” TV Commercial

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The Role of CreativityThe Role of Creativity

Creative ads share two characteristics:

• •

American Family Life Assurance Company (AFLAC)

Nike Honda U.K. Apple iPod

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Original Ads: Apple iPodOriginal Ads: Apple iPod

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Advertising Successes and Advertising Successes and Mistakes 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.

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Advertising Plans and StrategyAdvertising Plans and Strategy

Advertising strategy

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Advertising Strategy: A Five-Step Advertising Strategy: A Five-Step Program Program

1. Specify the key fact from the customer’s viewpoint.

2. State the primary problem, or advertising issue, from brand management’s perspective.

3. State the advertising objective. 4. Implement the creative message

strategy. 5. Establish mandatory requirements.

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Step 1: Specify the Key Fact Step 1: Specify the Key Fact

The key fact in an advertising strategy is a single-minded statement from the consumer’s point of view that identifies why consumers are or aren’t purchasing the brand.

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Step 2: State the Primary ProblemStep 2: State the Primary Problem

• Extending from the key fact, this step states the problem from the brand management’s point of view.

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Step 3: State the Advertising Step 3: State the Advertising Objective Objective

This is a straightforward statement about what effect the advertising is intended to have on the target market.

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Step 4: Implement the Creative Step 4: Implement the Creative Message Strategy 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 market’s minds.

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Step 5: Establish Mandatory Step 5: Establish Mandatory Requirements Requirements

The final step involves including mandatory requirements due to regulatory dictates, or non-regulatory requirements like the corporate logo or tag-line.

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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 Advertising StrategiesAlternative Advertising Strategies

Unique Selling Proposition (USP)

Brand Image

Resonance

Emotional

Generic

Preemptive

Alternative Strategies:Alternative Strategies:

Unique Selling PropositionUnique Selling Proposition

Superiority claims based on unique physical feature or meaningful 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 Strategies:Alternative Strategies:

Brand ImageBrand ImageClaims based on psychosocialdifferentiation, usually symbolicassociation

Definition

Best for homogeneous goodwhere differences are difficult to develop (e.g., cola)

Conditions

Often involve prestige/identity

claims; rarely challenge

competition directly

Competitive

Implications

Alternative Strategies:Alternative Strategies: ResonanceResonance

Attempts to evoke stored lifeexperiences of prospects togive product 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 Strategies:Alternative Strategies: EmotionalEmotional

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

Definition

Best suited to discretionaryItems associated with emotions

Conditions

Competitors may imitate toundermine strategy of differenceor pursue other alternatives

CompetitiveImplications

Alternative Strategies:Alternative Strategies: GenericGeneric

A claim that could be made by any company in that category. No attempt to differentiate the brand.

Definition

Best suited to brands that dominate a product category.

Conditions

Competitors may imitate but one’s overall dominance will mean one gains a larger share of an increased pie.

CompetitiveImplications

Alternative Strategies:Alternative Strategies: PreemptivePreemptive

A generic claim made with an assertion of superiority.

Definition

Few real functional differences between brands. Must be first in product category to make the claim, and to support it with sufficient ad weight.

Conditions

Effectively precludes competitors from making a similar claim.

CompetitiveImplications

ValuesValues

Universal Human Values

Self-Direction

Stimulation

Hedonism

Achievement

Power

Security

Conformity

Tradition

Benevolence

Universalism

Individualistic Cultures

Self-Direction

Stimulation

Hedonism

Achievement

Power

Security

Conformity

Tradition

Benevolence

Universalism

Collectivistic Cultures

Self-Direction

Stimulation

Hedonism

Achievement

Power

Security

Conformity

Tradition

Benevolence

Universalism

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Self-Direction

Value

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Security Value

Workshop QuestionsWorkshop Questions

What are the value orientations or valued end-states that are motivating to our target audiences?

Do they differ across audiences?

How can we find out?

What are the attributes and consequences that link to those value orientations?

How can our IMC strategy emphasize those attributes and consequences?