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CHAPTER 5 Creative Strategy. Whats Happening? generates-over-12-million-tweets-in-60-minutes/

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Presentation on theme: "CHAPTER 5 Creative Strategy. Whats Happening? generates-over-12-million-tweets-in-60-minutes/"— Presentation transcript:

1 CHAPTER 5 Creative Strategy

2 Whats Happening? generates-over-12-million-tweets-in-60-minutes/ generates-over-12-million-tweets-in-60-minutes/ Term assignment – Groups, topics, deliverables and timing.

3 The Creative Strategy Establish objective Identification of target market/consumer Create a message theme Supporting Information Identify constraints Need a creative concept, or big idea to express that message Examples: Bells Whiskey - United Church of Canada – wonder café campaign Sonys waterproof walkman waterproof-selling-bottles-water html?vp=1 waterproof-selling-bottles-water html?vp=1

4 The Creative Brief o A document used to articulate a strategy to the creative department. o Each creative brief may vary, but generally answer the following questions: o Who are we talking to? o What is the objective? o What is the message? o Why should they believe us? o Where and when are we telling them (timing and source(s))?

5 Marketing Communications Theory o There are three primary theoretical frameworks used to evaluate the creative development process: o Hierarchy of Effects Model o Means-end chain Model o Elaboration likelihood Model

6 Hierarchy of Effects Model

7 Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative

8 Means-End Theory o Model suggests that marketing communication should contain a message, means that leads the consumer to a desired end state. o The end states include personal values, listed in Figure 5.4 o The theory is the basis of a model called the Means- End Conceptualization of Components for Advertising Strategy (MECCAS) o The MECCAS is also used in Business to business messages

9 Means-End Theory o The MECCAS model suggests using five elements in creating ads: o The product attributes o Consumer benefits o Leverage points o Personal values o Message tactics

10 Means-End Chain Theory Product Attributes Consumer Benefits Leverage Point Personal Value Executional Framework

11 Importance of the Leverage Point Both the hierarchy of effects model and the means- end chain model lead to a leverage point The feature of the ad that leads the viewer to transform the advertising message into a personal value. To be effective, it must build a pathway that connects a products benefits with the potential buyers value system.

12 Whats Happening?

13 Elaboration Likelihood Model (ELM) o This model examines how likely a person is to spend time thinking deeply (elaborating) about any specific piece of marketing communication o Premise is that marketing communication influences audiences based on how much the audience thinks about the message. o There are three routes in which consumers process messages: o Central Route o Peripheral Route o Low Involvement Route

14 Elaboration Likelihood Model (ELM)

15 Rational Appeals Emotional Appeals o Price o Performance o Scarcity o Fear o Humor o Sex Types of Marketing Communication Appeals

16 The decision-making process for cars involves both emotional and rational elements Copyright 2013 Pearson Canada Inc.

17 Rational Appeals o Based on hierarchy of effects model. o Print media is well suited for rational appeals. o Used by business-to-business advertisers. o Well suited for complex and high involvement products.

18 Rational Appeals Price Appeals o Commonly used as a base for messages o Price is often relative to competitors prices o Typical in sales promotions such as coupons Performance Appeals o Usually involve some sort of value equation by the consumer o A premise of outperforming their competitors

19 Rational Appeals Scarcity Appeals o Based on limited supply o Based on limited time to purchase o Often tied with promotion tools such as contests, sweepstakes and coupons o Encourages customers to take action

20 Emotional Appeals o Based on three ideas: o Consumers ignore most ads. o Rational ads go unnoticed. o Emotional ads can capture attention. o Viewed by creatives as key to developing brand loyalty

21 Emotions Used in Advertisements

22 Emotional Appeals Fear Appeals o Numerous companies use fear to sell their products, i.e., life insurance, dandruff shampoo o Fear appeals can be highly effective if used correctly o o The behaviour response model helps to explain the way a fear appeal can work

23 Emotional Appeals Humour Appeals o Used in 30% of all advertisements o Excellent at capturing attention o Score high in recall tests o Should be related directly to customer benefit o Humour causes audiences to: o Watch o Laugh o Remember o o PpAO8qiw PpAO8qiw

24 o Captures attention o Holds attention o Often wins creative awards o High recall scores o Consumers enjoy funny ads o Evaluated as likeable ads F I G U R E Reasons for Using Humor in Ads

25 Emotional Appeals Sex Appeals o Like humor, this type of appeal can break through clutter o Sex appeals can be presented in different manners: o Subliminal techniques o Nudity or partial nudity o Sexual suggestiveness o Gay and lesbian themes o Encourages use of imagination o Requires greater mental processing o Overt sexuality o Sensuality

26 Are Sex Appeals Effective? o Sex and nudity do increase attention o Rated as being more interesting o Often leads to strong feelings about the advertisement o Brand recall is lower o Often interferes with message comprehension o May impact feelings toward the brand

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