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Creative Strategy Chapter 5.

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Presentation on theme: "Creative Strategy Chapter 5."— Presentation transcript:

1 Creative Strategy Chapter 5

2 What’s Happening? 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: Bell’s Whiskey - United Church of Canada – wonder café campaign Sony’s waterproof walkman

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

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

6 Hierarchy of Effects Model

7 Hierarchy of Effects Model
Cognitive Awareness Affective Knowledge Conative Liking Preference Conviction Purchase

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

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

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

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 buyer’s value system.

12 What’s Happening?

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

14 Elaboration Likelihood Model (ELM)

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

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

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

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

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

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

21 Emotions Used in Advertisements

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

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

24 F I G U R E 5. 11 Reasons for Using Humor in Ads Captures attention
Holds attention Often wins creative awards High recall scores Consumers enjoy funny ads Evaluated as likeable ads

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

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

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