the creative concept developement
TRANSCRIPT
Creativity and IMC
Kinds of messages
Message consistency
Messagestrategy and
execution
Message structure
Messages and IMC
Guidelines for
evaluation
Barriers to big ideas
Client inspiration and
evaluation
Message strategy
The big idea
Creative process
How to say it
Appeals ExecutionTypes of strategies
Message strategystatement
Strategic triad
Creativity
Persuasive Communications The ‘right’ message:
connects emotionally with the target audience
may need to connect in different ways for different audiences
contains a key insight or big idea
is distinctive, memorable and creative.
• Independent variables: Controllable components of communication process
• Dependent Variables: Steps a receiver goes through in being persuaded
• This helps a marketer see how each controllable element interacts with the consumer’s responsive process
Types of messages
The Consistency Triangle
Message ArgumentsOne-sided messages
Mention only positive attributes or benefits
Two-sided messages
Present both good and bad points
Refutational messages
Present both sides of an issue, before refuting the opposing viewpoint
The Creative Process
Message strategy
• What to say • Major selling argument
Big idea
• Brings strategy to life
Execution
• How to say it• Appeals and techniques
Creative Inspiration
Talking to customersSources Of Creative
Insight
Ruminating on Data
Store visits
Market research
Ask
QuestionsObse
rvat
ion
Use the product
Strategic Triad
Message Strategies
Creative Principles
To influence consumer feelings toward a product, service or cause
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 message
The way the message is presented to the consumer
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
Defining Appeals and Execution
AdvertisingAppeals
ExecutionStyle
3. Others: Reminder ads, Teaser ads, Image ads
2. Emotional
1. Informational/Rational
Types of Appeals
Popularity: Stresses the brand’s popularity
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
Types of Informational/Rational Appeals
Achievement AccomplishmentActualization Affection
Ambition ArousalStimulation ComfortExcitement Fear
Grief HappinessJoy Love
Nostalgia PleasurePride Safety
Security Self-esteemSentiment Sorrow
Achievement AccomplishmentActualization Affection
Ambition ArousalStimulation ComfortExcitement Fear
Grief HappinessJoy Love
Nostalgia PleasurePride Safety
Security Self-esteem
Bases for emotional appeals(Appealing to Personal States or Feelings)
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-ment
Involvement
Bases for emotional appeals(Appealing to Social-Based feelings)
Social-BasedFeelings
Message appeals
Comparative Advertising •The practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes
Fear Appeals • Ads sometimes use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat
Humor Appeals •Humorous ads are often the best known and best remembered of all advertising messages
Message Appeals
Personality Symbol Personality Symbol
Straight sell
Scientific
Demonstration
Comparison
Testimonial Humor
Slice of life
Imagery
Animation
DramatizationDramatization
Testimonial
Comparison
Animation
Demonstration Imagery
Scientific
Slice of life
Straight sell
3. Ad Execution Techniques
Humor
Combinations
Executional techniques
Execution technique
Brief description Type of appeal
Straight sell Straight presentation of product information
Rational
Scientific/ technical
Provides technical information or endorsements by scientific organisations
Rational
Demonstration ‘Seeing is believing’: shows product in operation
Rational/ emotional
Comparison Compares product advantages with competitors or substitutes
Rational/ emotional
Testimonial/endorsement
Person, staff or celebrity discusses personal satisfaction
emotional/ Rational
Executional techniques (cont.)
Execution technique
Brief description Type of appeal
Slice of life Product solves a problem in a real-life, everyday situation
Emotional/rational
Animation Stylised execution Emotional
Imagery Focus on visual elements: pictures, illustrations and symbols
Emotional
Dramatisation A narrative where the product is the hero
Emotional/ rational
Humour Uses humour to appeal to the target audience
Emotional
Ads for High Involvement Products Often Use Straight Sell Executions
Mentadent Uses a Demonstration
Apple Uses a Testimonial
Listerine Uses a Slice-of-Life Execution
Jeep Uses Imagery for the Wrangler
Layout:How Elements Are Blended Into a Finished Ad
Visual Elements: Illustrations Such As Drawings or Photos
Body Copy:The Main Text Portion of a Print Ad
Subheads:Smaller Than the Headline, Larger Than the Copy
Headline:Words in the Leading Position of the Ad
Visual Elements: Illustrations Such As Drawings or Photos
Body Copy:The Main Text Portion of a Print Ad
Subheads:Smaller Than the Headline, Larger Than the Copy
Headline:Words in the Leading Position of the Ad
Creative tactic for Print Ad Components
Print ad layout
Format Arrangement of the elements on the printed page
Size Expressed in columns, column inches or portions of a page
Colour Mono, spot colour or four colour
Whitespace
Marginal and intermediate space that remains unprinted
Creative tactics for video and digital
Audio Jingles
Voiceovers
Interactivity
Click throughs
Advergames
Planning and production of TVCs
Barriers to big ideas
The copy platform
1. Advertising problem2. Advertising objectives3. Distinctive feature4. Target audience5. Target competitor6. Positioning7. Creative strategy8. Execution9. Supporting copy points
The copy platform, also known as
creative platform or work plan, focuses energy and keeps
the creative team ‘on strategy’.
Young’s Creative Process
Get raw material and data, and immerse yourself in the problemImmersion
Take the information, work it over, wrestle with it in your mindDigestion
Turn the information over to the subconscious to do the workIncubation
“Eureka! I have it!” phenomenonIllumination
Study the idea, evaluate it, reshape it for practical usefulnessVerification
Guidelines for evaluating creative Strategy/Work
Consistent with brand’s marketing objectives?
Consistent with brand’s advertising objectives?
Consistent with creative strategy, objectives?
Does it communicate what it’s supposed to?
Approach appropriate to target audience?
Communicate clear, convincing message?
Does execution overwhelm the message?
Appropriate to the media environment?
Is the advertisement truthful and tasteful?
Source Factors
Source: The person involved in communicating a marketing message
Direct Source: A spokesperson who delivers a message and/or demonstrates a product or service
Indirect Source: Doesn’t actually deliver a message but draws attention to and/or enhances the appearance of the ad
Three basic categories of source attributes: credibility, attractiveness and power
Source Credibility
Credibility is the extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information
Expertise and trustworthiness are two important dimensions to credibility
Information from a credible source influences beliefs, opinions, attitudes, and/or behaviour through a process known as internalization, which occurs when the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate
Source Attractiveness
Attractiveness encompasses similarity, familiarity, and likability
Source attractiveness leads to persuasion through a process of identification, whereby the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behaviour
Source Power
A source has power when he or she can actually administer rewards and punishments to the receiver
The source must be perceived as being able to administer positive or negative sanctions to the receiver (perceived control)
The receiver must think the source cares about whether or not the receiver conforms (perceived concern)
The receiver’s estimate of the source’s ability to observe conformity is also important (perceived scrutiny)
When a receiver perceives a source as having power, the influence process occurs through a process known as compliance
Message structureAn important aspect of message strategy is knowing the best way to communicate these points and overcome any opposing viewpoints audience members may hold
Order Of Presentation
Ad message recall as a function of order of presentation
• Presenting the strongest arguments at the beginning of the message assumes a primacy effect is operating, whereby information presented first is most effective.
• Putting the strong points at the end assumes a recency effect, whereby the last arguments presented are most persuasive
Conclusion Drawing: • Messages with explicit conclusions are more easily understood and effective in
influencing attitudes• The effectiveness of conclusion drawing may depend on the target audience, the type of
issue or topic, and the nature of the situation
Message Sidedness:• A one-sided message mentions only positive attributes or benefits• One-sided messages are most effective when the target audience already holds a
favourable opinion about the topic• A two-sided message presents both good and bad points• Two-sided messages are more effective when the target audience holds an opposing
opinion or is highly educated
Refutation:• The communicator presents both sides of an issue and then refutes the opposing
viewpoint• They are more effective than one-sided messages in making consumers resistant to an
opposing message
Verbal vs. visual messages:• The use of a visual that is inconsistent with the verbal content leads to more recall and
greater processing of the information presented
Channel factors
While a variety of methods are available to transmit marketing communications, they can be classified into two broad categories, personal and non-personal media. Information received from personal influence channels is generally more persuasive than information received via the mass media.
Effects of Alternative Mass Media:• The various mass media that advertisers use to transmit their messages differ in many
ways, including the number and type of people they reach, costs, information processing requirements, and qualitative factors
• Information from ads in print media, such as newspapers, magazines, or direct mail, is self-paced; readers process the ad at their own rate and can study it as long as they desire.
• In contrast, information from the broadcast media of radio and television is externally paced; the transmission rate is controlled by the mediumEffects of context and environment:
• A qualitative media effect is the influence the medium has on a message media• Buyers are advised to follow the conventional wisdom of placing their ads during “feel-
good” programming, especially if the message is intended to work through a central route to persuasion.
• Messages intended to operate through a peripheral route to persuasion might be more effective if they are shown during more negative programs, where presumably viewers will not analyse the ad in detail because of their negative mood state
Clutter:• Clutter is the amount of advertising in medium• Clutter is of increasing concern to advertisers since there are so many messages in
various media competing for the consumer’s attention• Clutter has become a major concern among television advertisers as a result of increases
in non-program time and the trend toward shorter commercials
Advertorials Vs InfomercialsInformative advertisements in Print are called Advertorials and when informative advertising is done on television it is called as Infomercials.
Information may include anything and everything from productusage to product features to product demonstrations