creative strategy decisions. group assignment consider the market for compact cars. choose three...

Creative Strategy Decisions

Group Assignment

Consider the market for compact cars. Choose three competitors in this market.

1. Develop a positioning grid using: Attributes Benefits

2. Show how the multiattribute model can be used in this market.

3. Develop a positioning statement for your three competitors

Articulate the Message

Many ways to convey an advertising message.

Common to all messages are:A creative strategy determining what the

message will say or communicate.Creative tactics for how the message

strategy will be executed.

An Advertising CampaignIntegratedIntegrated

InterrelatedInterrelated CoordinatedCoordinated

In Different MediaIn Different Media Over a Time Period

Over a Time Period

IntegratedIntegrated

InterrelatedInterrelated CoordinatedCoordinated

In Different MediaIn Different Media

Marketing Communication

Activities

Marketing Communication

Activities

Centered on a Theme or IdeaCentered on a Theme or Idea

Advertising Campaign Themes

“The Ultimate Driving Machine”

“The Ultimate Driving Machine”

BMWBMW

“At a place called Miller time”

“At a place called Miller time”

MillerLite

MillerLite

“Like a Rock”“Like a Rock”

ChevyTrucksChevyTrucksBMWBMWMiller

LiteMillerLite

The central message that will be communicated

in all of the various IMC activities

The central message that will be communicated

in all of the various IMC activities

Successful Long-Running Campaigns

Nike Just do it

Allstate Insurance You’re in good hands with Allstate

Hallmark cards When you care enough to send the very best

Budweiser This Bud’s for you

Intel Intel inside

State Farm Insurance Like a good neighbor, State Farm is there

Chevy Trucks Like a rock

Dial soap Aren’t you glad you use Dial?

Company or BrandCompany or Brand Campaign ThemeCampaign Theme

This ad is part of an advertising campaign for Miller Lite Beer

Approaches to Guide the Search for a Creative Theme

Positioning the Brand

Positioning the Brand

Use a UniqueSelling PositionUse a Unique

Selling Position

Create the Brand Image

Create the Brand Image

Find the Inherent Drama

Find the Inherent Drama

Seeking the Major Idea

Seeking the Major Idea

1. Approaches to the Major Selling Idea: USP

Buy this produce and you'll benefit this way or enjoy this reward

Buy this produce and you'll benefit this way or enjoy this reward

Must be unique to this brand or claim; something rivals can't or don't offer

Must be unique to this brand or claim; something rivals can't or don't offer

UniqueUniqueBenefitBenefit UniqueUniqueBenefitBenefit

Unique Selling Proposition

Unique Selling Proposition

The promise must be strong or attractive enough to move people

The promise must be strong or attractive enough to move people

PotentPotent

2. Creating a Brand Image

Often used for products such as soft drinks, perfume, liquor, clothing, airlinesOften used for products such as soft drinks, perfume, liquor, clothing, airlines

The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising


Used when competing brands are so similar it is difficult to find or create a unique attribute






Approaches to the Major Selling Idea: Unique Brand Image

No Fear Ads Create a Unique Brand Image

3. Approaches to the Major Selling Idea: Inherent Drama

Inherent Drama

Inherent Drama

Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg


Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Focus on consumer benefits with an emphasis on the dramatic element in expressing them



4. Approaches to the Major Selling Idea: Positioning

Establish a particular place in the customer’s mind for the product or service




PositioningPositioning

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

Pennzoil’s Positioning is Based on Protection

Quaker State’s Positioning is Based on Performance

This Ad Positions 3M as Highly Innovative

Creative Consistency

Consistency in promotional creativity is a key success factor so that target audience retains the brand position.

Involves consistency across:TimeCreative executionsAdvertising mediaPromotional toolsProducts

Consistency Across Executions

Canadian Creative Themes

Find unique ways of speaking to Canadians

Find unique ways of speaking to Canadians

Canadians have a different set of social values which influence our motivation for consumption.

Canadians buy products for what they do for us instead of what they say about us.

Canadians have a different set of social values which influence our motivation for consumption.

Canadians buy products for what they do for us instead of what they say about us.

Message Appeals

To influence consumer feelings toward a product, service or cause




The approach used to attract the attention of consumers


The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message

The way the message is presented to the consumerThe way the message is

presented to the consumer



The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message

AdvertisingAppeals

AdvertisingAppeals

Creative Execution

Style

Creative Execution

Style

Rational Appeals

Focus on the consumer’s practical, functional, or utilitarian need for product or service.Emphasize features and/or benefits. Reasons for owning or using.

Informative Deal with facts, learning, and the logic of persuasion.

Rational Appeals

The features, benefits, or evaluative criteria important to consumers which can serve as the basis of a rational appeal vary:Between product or service categories.Among various market segments.

Types of Rational Appeals

Popularity: Stresses the brand’s popularityPopularity: Stresses the brand’s popularity

News: News announcement about the productNews: News announcement about the product

Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point

Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product

News: News announcement about the productNews: News announcement about the product

Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point

Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product

A Very Direct, Side-by-Side Comparison Ad

A Rational, “Popularity” Appeal

Emotional Appeals

Relate to the customers’ social and/or psychological needs for purchasing a product or service.

Many consumer motives for purchases are emotional.

Using Emotional Appeals

Many advertisers believe appeals to consumers’ emotions work better at selling brands that do not differ markedly from competing brands. i.e. When rational differentiation is difficult.

Advertising must resonate with the target audience and evoke relevant processing responses connected to the purchase decision or consumption experience.

Appealing to Socially-Based Feelings

StatusStatus

AcceptanceAcceptance

RespectRespect

ApprovalApproval AffiliationAffiliation

BelongingBelonging

RejectionRejection RecognitionRecognition

Embarrass-ment

Embarrass-ment

InvolvementInvolvement

AcceptanceAcceptance

RespectRespect

ApprovalApproval AffiliationAffiliation

BelongingBelonging

RejectionRejection RecognitionRecognition

Embarrass-ment

Embarrass-ment

InvolvementInvolvement

Social-BasedFeelings

Social-BasedFeelings

Music and Visual Effects Excite Feelings

Transformational Ads

RicherRicher

MoreExcitingMore

Exciting

WarmerWarmer

FeelingsFeelings

MeaningsMeanings

ImagesImages

BeliefsBeliefs

MoreExcitingMore

Exciting

WarmerWarmerRicherRicher

BeliefsBeliefs

ImagesImages

MeaningsMeanings

FeelingsFeelings

MoreEnjoyable

MoreEnjoyable

It must make the product use experience . . .

It must make the product use experience . . .

The ads create . . .The ads

create . . .

Norwegian Uses Transformational Advertising

Fear Appeals

Fear An emotional response to a threat that expresses or implies some sort of danger.

Ads sometimes use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat.

Often used for social change issues.

Threat Plus Solution Gently Persuades

Humour Appeals

Best known and best remembered of all advertising.

Used for many reasons:Attract and hold consumers’ attentionCreate positive moodDistract receiver from counterarguing the

message

Using Humour Appeals

StrengthsStrengths WeaknessesWeaknesses

Using Humour Appeals

Does Not Aid Persuasion in General


Aids Attention and Awareness


StrengthsStrengths WeaknessesWeaknesses

May Harm Recall and Comprehension


May Harm Complex Copy Registration


Does Not Aid Source Credibility


Is Not Effective in Bringing About Sales


May Wear Out Faster Than Non-humorous Ads

May Wear Out Faster Than Non-humorous Ads

May Aid Retention of the Message


Creates a Positive Mood and Enhances PersuasionCreates a Positive Mood

and Enhances Persuasion

May Aid Name and Simple Copy Registration


May Serve As a Distracter, Reducing Counterarguing
















Creates a Positive Mood and Enhances PersuasionCreates a Positive Mood

and Enhances Persuasion





Clever Execution of Humour in a Print Ad

Combined Rational and Emotional Appeals

In many situations, creative specialists don’t choose, but determine a method to combine the two approaches.

“Few purchases of any kind are made for entirely rational reasons. Even a purely functional product such as laundry detergent may offer what is now called an emotional benefit – say, the satisfaction of seeing one’s children in bright clean clothes.” David Ogilvy and Joel Raphaelson

Teaser Advertising

A unique example of combining rational and emotional appeals.

Teaser Ads May Not Show the Product

Teaser Ads Excite Curiosity

MasterCard Creates an Emotional Bond

Source of the Message Appeal

Source The person involved in communicating a marketing message, either directly or indirectly.

Source The person involved in communicating a marketing message, either directly or indirectly.

Direct source

•A spokesperson who delivers a message and/or demonstrates a product or service.

•Andre Agassi endorsing Head tennis rackets.

Indirect Source

•Doesn’t actually deliver a message.

•Draws attention to and/or enhances the appearance of the ad.

•A model.

1. Source Credibility

Expertise Expertise TrustworthinessTrustworthiness

CREDIBILITYCREDIBILITY

Endorsement by Both a Celebrity and an Expert

2. Source Attractiveness

Resemblance between the source and

recipient of the message

Resemblance between the source and

recipient of the message

SimilaritySimilarity

Knowledge of the source

through repeated or prolonged exposure

Knowledge of the source

through repeated or prolonged exposure

FamiliarityFamiliarity

Affection for the source resulting

from physical appearance, behaviour, or other personal

traits

Affection for the source resulting

from physical appearance, behaviour, or other personal

traits

LikeabilityLikeabilitySimilaritySimilarity FamiliarityFamiliarity

Attractive Models are Often Used in Cosmetics Ads

Popular Celebrities Help Attract Attention to Commercials

Risks of Using Celebrities

The celebrity’s behaviour may pose a risk to the company

The celebrity’s behaviour may pose a risk to the company

The target audience may not be receptive to celebrity endorsers


The celebrity may be overexposed, reducing his or her credibility


The celebrity may overshadow the product being endorsed








Understanding the Meaning of Celebrity Endorsers

creative strategy decisions. group assignment consider the market for compact cars. choose three...

Documents

major selling idea

message strategy

unique brand image3

unique attributeapproaches

brand position

major idea1

brand imageused

creative themeseeking