Advertising Management – Creating Effective and Creative Advertising Messages Week 3 Lecture 3

Motivation To attend to Messages To process Messages

Helping Information Processing Encoding Information Reducing processing time Knowledge structures Concretisations

5-step Program Specify the key fact from the customer’s viewpoint State the main ‘problem’/advertising issue from the viewpoint of the brand/product State the advertising objective Establish mandatory requirements/constraints Implement the creative message strategy

The Creative Brief Background – the main ‘problem’ to be addressed Target Audience Thoughts and feelings Brand Positioning Overall brand strategy Objectives Outcomes – behavioural – sales Message guidelines Media considerations Budget – Timings – AOB

The Creative Brief Brand Positioning

The Creative Brief Thoughts and feelings What do consumers think of the brand/product/company now? Why do they hold these feelings? May need research – if no answers to the questions exist.

The Creative Brief Target Audience Whom do we need to reach with the ad campaign? Segmentation/Consumer Buying Factors Based on behaviour? Demographic features Geo-demographic aspects Psychographic factors

Background – the main “problem” to be addressed The Creative Brief Background – the main “problem” to be addressed What is the overall purpose of the advertising/ communication task? Situation Audit – Brand history, competitive environment, market forces, cultural aspects Porter’s Five Forces SWOT analysis PESTLE analysis

Advertising Message Four important elements: The balance The structure The source The presentation to the target audience

Advertising Message Rational product attribute appeals High Information provision Benefit claims High involvement Emotional image-based appeals Social, ego, hedonic orientation Low involvement

Informational Appeals Factual Slice of life Demonstration Comparative

Emotional Based Appeal Fear Humour Animation Sex Music Fantasy

Poster Ad 1995 Honest Legal DECENT

Pull, Push and Profile Pull Target Result: Strategy Aims to generate and sustain dialogue with the end user customers Target Result: Consumer demand product from distributors. Strategy Focus on awareness, branding, coordination

Pull, Push and Profile Push Target result Focus on intermediary Aims to communicate with members of the channel to encourage them to ‘push’ products through the channel Target result Intermediary promotes the product to the end customer. Focus on intermediary Key account managers

Pull, Push and Profile Profile More company wide Aims to develop corporate reputation and image More company wide Offices, vehicles, people Broader stakeholder focus Investors, suppliers, staff

The Role of Endorsers Celebrities Stereotypes The TEARS model Typical Person The TEARS model Or NO TEARS

The Tears Model T Trustworthiness E Expertise A Attractiveness R Respect S Similarity

Tears Trustworthiness The property of being perceived as believable, dependable As someone who can be trusted CREDIBILITY

Tears Expertise The characteristic of having specific skills, knowledge, or abilities with respect to the endorsed brand SPORTSMEN

Tears Attractiveness The trait of being regarded as pleasant to look at in terms of a particular group’s concept of attractiveness EASY ON THE EYES

Tears Respect The quality of being admired or even esteemed due to one’s personal qualities and accomplishments DAVID BECKHAM

Tears Similarities The extent to which an endorser matches an audience in terms of characteristics relevant to the endorsement relationship Age Gender Ethnicity Psychographics Use of young people...

Agency Selection Process Define requirements – what sort of agency do you require: Ego or practical? Location? How big is the project? Use knowledge and advertisers directory to select a list Conflicts/experience Will they add value to the marketing strategy?

How to Ensure a Good Agency Relationship Have a clear understanding of costs Agencies are there to add value Let them become part of the marketing team Involve them early in any project They will also give you alternative view, they are not as close to the market Give clear briefs for each project Agree deadlines Prepare a planning calendar working back from your launch date