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Chapter Nine
Creative Advertising Creative Advertising StrategyStrategy
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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
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Chapter Nine ObjectivesChapter Nine Objectives
• 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
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Chapter Nine ObjectivesChapter Nine Objectives
• 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
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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
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Alternative ways to performAlternative ways to perform the advertising function the advertising function
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
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Alternative ways to performAlternative ways to perform the advertising function the advertising function
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
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Advertising Agency OrganizationAdvertising Agency Organization
• Develop advertising copy and campaigns
• Copywriters, production people, and creative directors
Creative Services
Account Management
Media Services
Research Services
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Advertising Agency OrganizationAdvertising Agency Organization
• 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
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Advertising Agency OrganizationAdvertising Agency Organization
• 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
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Advertising Agency OrganizationAdvertising Agency Organization
• 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
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Agency CompensationAgency Compensation
•Commissions from media (15%)•Reduced commission system(<15%)
•Labor-based fee system
•Outcome-based
Three Sources
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Memorable AdvertisingMemorable Advertising
Apple Computer’s “1984” TV Commercial
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What Makes Effective Advertising?What Makes Effective Advertising?
Sound
Strategy
Consumer’s
View Persuasive
Doesn’t
Overwhelm
Deliver on
Promises
Break
Clutter
Effective
Advertising
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Creating Effective AdvertisingCreating Effective Advertising
• The Role of Creativity
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Being CreativeBeing Creative
Characteristics of
creative campaigns
• Differentiates itself
• Out-if-the-ordinary
Energizer Batteries
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Energizer BatteriesEnergizer Batteries
• Energizer Batteries keep going, and going, and going…
• Like the drum-beating bunny that reinforces the argument
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Being CreativeBeing Creative
Characteristics of
creative campaigns
• Differentiates itself
• Out-if-the-ordinary
Energizer Batteries
Pepsi-Cola
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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
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Being CreativeBeing Creative
Characteristics of
creative campaigns
• Differentiates itself
• Out-if-the-ordinary
Energizer Batteries
Pepsi-Cola
Volkswagen Golf
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Being CreativeBeing Creative
Characteristics of
creative campaigns
• Differentiates itself
• Out-if-the-ordinary
Energizer Batteries
Pepsi-Cola
Volkswagen Golf
Bud Light
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Creating Effective AdvertisingCreating Effective AdvertisingThe Role of Creativity
• Spuds MacKenzie campaign
• Budfrogs• Louie and Frank• Whassup?!
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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
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Volkswagen GolfVolkswagen Golf
This simple ad dramatizes that the VolkswagenGolf is a roomy car while holding the viewer’s
attention in an entertaining manner
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Advertising Plans and StrategyAdvertising Plans and Strategy
Advertising plan
Provides the framework for systematic
execution of advertising strategies
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Advertising Plans and StrategyAdvertising Plans and Strategy
Advertising strategy
An advertising message that communicates the brand’s primary
benefits or how it can solve aconsumer’s problem
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Advertising Plans and StrategyAdvertising Plans and Strategy
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Advertising Plans and StrategyAdvertising Plans and Strategy
Key Fact
A single-minded statement from the
customer’s points of view that identifies
why consumers are or are not
purchasing the brand
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Advertising Plans and StrategyAdvertising Plans and Strategy
States the problem from
the marketer’s point of view
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Advertising Plans and StrategyAdvertising Plans and Strategy
What effect the advertising is intended
to have on the target market and how it
should persuade consumers
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Advertising Plans and StrategyAdvertising Plans and Strategy
• Define the target market
• Identify the primary competition
• Choose the positioning statement
• Offer reasons why
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Advertising Plans and StrategyAdvertising Plans and Strategy
• Relatively technical and uncreative
• It reminds the advertiser to include the corporate slogan or logo, any regulatory requirements and so on
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Advertising Applications ofAdvertising Applications ofMeans - End ChainsMeans - End Chains
4. Value - OrientationValue - Orientation
The end-level
(terminal or instrumental value)
to be focused on in the advertising
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Advertising Applications ofAdvertising Applications ofMeans - End ChainsMeans - End Chains
10 Universal Values• Self-direction• Stimulation• Hedonism• Achievement• Power• Security• Conformity• Tradition• Benevolence• Universalism
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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
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Corporate AdvertisingCorporate Advertising
Two Forms
• Image advertising
• Issue or advocacy advertising
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Image AdvertisingImage Advertising
• Jaguar