Advertising Management Overview, Effective and Creative Messages Overview Advertising is a paid, mediated form of communication from an identifiable source, designated to persuade the receiver to take some action, now or in the future. The magnitude of advertising Advertising expenditures in US were estimated to have exceeded $294 billion in This amounts to nearly $1000 in advertising for each of the approximately 300 million men, women and children living in US. In other words, advertising in US is serious business. Advertising to sales ratios in US, the average advertising to sales ratio across nearly 200 categories of B2C and B2B products was 3,1 percent. That is on average, the advertising spend for company is approximately 3 cents out of every dollar of sales revenue.

Advertising Management Overview, Effective and Creative Messages Advertising effects are uncertain Advertising is costly and its effects often uncertain. For this reasons that many companies think it appropriate at times to reduce advertising expenditures or to eliminate advertising entirely. Marketing manager, sometimes consider it unnecessary to advertise when their brands already are enjoying great success. Companies find it particularly needs to pull funds out of advertising during economic downturns.

Advertising Management Overview, Effective and Creative Messages Advertising function In general, advertising is valued because it is recognized as performing five critical communications functions: 1.Informing 2.Influencing 3.Reminding and increasing salience (uniqueness) 4.Adding value 5.Assisting other company efforts / other promotions

Advertising Management Overview, Effective and Creative Messages Creating Effective advertising Advertising is effective if it accomplishes the advertiser’s objectives. At a minimum, effective advertising satisfies the following considerations: 1.It extends from sound marketing strategy; if it is compatible with other elements of an integrated promotional strategy. 2.Effective advertising takes the consumer’s view; must be stated in a way that the consumers are looking for when making decisions.

Advertising Management Overview, Effective and Creative Messages 3.It finds a unique way to break through the clutter; advertisers continually compete for the consumer’s attention. 4.Effective advertising never promises more than it can deliver; at this point speaks for itself, both with respect to ethics and in terms of smart business sense.

Advertising Management Overview, Effective and Creative Messages 5.It prevents the creative idea from overwhelming the strategy; the purpose of advertising is to inform, inspire and ultimately sell products, not to be creative for the sake of being clever. Sometimes advertising agencies place excessive emphasis on winning awards.

Advertising Management Overview, Effective and Creative Messages Getting messages to “Stick” Beyond being creative, advertisers want their advertising to “stick”. Sticky ads = the audience comprehends the advertiser’s intended message that they are remember with the hope advertiser can change the target audience’s opinion or behavior.

Advertising Management Overview, Effective and Creative Messages There are six common features of messages that tend to stick and relatively lasting impact. 1.Simplicity; sticky advertisements are both simple and profound (KISS). An advertisement can be said to be simple when it represents the brand’s core idea or key positioning statement. 2.Unexpectedness; sticky advertisement generate interest and curiosity when they deviate from audience members’ expectations. Sticky messages also are creative.

Advertising Management Overview, Effective and Creative Messages 4.Concreteness; sticky ideas possess concrete images as compared to abstract representations. Concretizing is based on the straight forward idea that it is easier for people to remember and retrieve tangible rather than abstract information. Concretizing is accomplished by using tangible, substantive words and demonstrations. 5.Credibility; it should be believable. They have a sense of authority and provide reasons why they should be accepted as fact.

Advertising Management Overview, Effective and Creative Messages 6.Emotionally; people care about ideas that generate emotions and tap into feelings. 7.Storytelling; story have plots, characters and setting. Advertisers also occasionally tell stories in order to capture the key elements of their brands.

Advertising Management Overview, Effective and Creative Messages Creative messages Constructing a creative brief The work of copywriters and other creative advertising practitioners is directed by a framework known as creative brief, which is a document. Ideally, a brief is consisting of these elements: Background; what is the background of this job. Target audience; whom do we need to reach with the ad campaign.

Advertising Management Overview, Effective and Creative Messages Thoughts and feelings (Audience Insight); what do members of the target audience currently think and feel about the brand? Objectives and measures; what do we want the target audience to think or fell about the brand and what measureable effects is the advertising designed to accomplish?

Advertising Management Overview, Effective and Creative Messages Behavioral outcome / expected response; what do we want the target audience to do? Positioning; what is the brand positioning. Message and medium; what general message is to be created and what medium is most appropriate. Strategy; what is the strategy. Nitty-gritty detail; when and how much?

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