Chapter Nine Creative Advertising Strategy

Chapter 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

Chapter 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

Chapter 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

Alternative ways to perform 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

Alternative ways to perform the advertising function Advantages In-depth knowledge and skills Obtaining negotiating muscle with the media Coordinating advertising and marketing effortsDisadvantages Some control is lost Larger clients are favored over small clients Occasionally inefficient in media buying Full-service advertising agency

Alternative ways to perform the advertising function Advantages Use services only when they are needed Availability of high- caliber creative talent Potential cost efficienciesDisadvantages Specialists approach client problems in a stereotyped fashion Lack of cost accountability Financial instability of smaller boutiques A la carte

Advertising Agency Organization Develop advertising copy and campaigns Copywriters, production people, and creative directors Creative Services Account Management Media Services Research Services

Advertising 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

Advertising 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

Advertising 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

Agency Compensation Commissions from media (15%) Reduced commission system(<15%) Labor-based fee system Outcome-based Three Sources

Memorable Advertising Apple Computer’s “1984” TV Commercial

What Makes Effective Advertising? Sound Strategy Consumer’s View Persuasive Doesn’t Overwhelm Deliver on Promises Break Clutter Effective Advertising

Creating Effective Advertising The Role of Creativity

Being Creative Characteristics of creative campaigns Differentiates itself Out-if-the-ordinary YEnergizer Batteries

Energizer Batteries Energizer Batteries keep going, and going, and going… Like the drum- beating bunny that reinforces the argument

Being Creative Characteristics of creative campaigns Differentiates itself Out-if-the-ordinary YEnergizer Batteries YPepsi-Cola

Pepsi-Cola Pepsi-Cola commercial pokes fun at its competitor, Coca-cola and subtly conveys the message that perhaps Pepsi is better than Coke

Being Creative Characteristics of creative campaigns Differentiates itself Out-if-the-ordinary YEnergizer Batteries YPepsi-Cola YVolkswagen Golf

Being Creative Characteristics of creative campaigns Differentiates itself Out-if-the-ordinary YEnergizer Batteries YPepsi-Cola YVolkswagen Golf YBud Light

Creating Effective Advertising The Role of Creativity Spuds MacKenzie campaign Budfrogs Louie and Frank Whassup?!

Little 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

Volkswagen Golf This simple ad dramatizes that the Volkswagen Golf is a roomy car while holding the viewer’s attention in an entertaining manner

Advertising Plans and Strategy Advertising plan Provides the framework for systematic execution of advertising strategies

Advertising Plans and Strategy Advertising strategy An advertising message that communicates the brand’s primary benefits or how it can solve a consumer’s problem

Advertising 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

Advertising Plans and Strategy States the problem from the marketer’s point of view

Advertising Plans and Strategy What effect the advertising is intended to have on the target market and how it should persuade consumers

Advertising Plans and Strategy Define the target market Identify the primary competition Choose the positioning statement Offer reasons why

Advertising Plans and Strategy Relatively technical and uncreative It reminds the advertiser to include the corporate slogan or logo, any regulatory requirements and so on

Constructing 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

Alternative Creative Strategies Unique 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

Alternative Creative Strategies Brand Image Claims based on psychological differentiation, usually symbolic association Definition Best for homogeneous good where differences are difficult to develop; easily duplicated Conditions Most often involve prestige claims; rarely challenge competition directly Competitive Implications

Alternative Creative Strategies Resonance Attempts to evoke stored experiences of prospects to endow product with relevant meaning or significance Definition Best for socially visible goods; requires considerable consumer understanding to design messages Conditions Few direct limitations on competitor’s options; most likely competitive response is imitation Competitive Implications

Alternative Creative Strategies Emotional Attempts to provoke involvement or emotion through ambiguity, humor without strong selling emphasis Definition Best suited to discretionary items; effective use depends on competitor response Conditions Competitors may imitate to undermine strategy of difference or pursue other alternatives Competitive Implications

Alternative Creative Strategies Generic 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

Alternative Creative Strategies P reemptive 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

Advertising Applications of Means - End Chains Leverage Point 1. Leverage 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

Advertising Applications of Means - End Chains Brand Attributes 2. Brand Attributes The brand’s specific attributes or features that are communicated as a means of supporting the consequences of using the brand

Advertising Applications of Means - End Chains Brand Consequence 3. Brand Consequence The major positive consequences, or benefits of using the brand

Advertising Applications of Means - End Chains Value - Orientation 4. Value - Orientation The end-level (terminal or instrumental value) to be focused on in the advertising

Advertising Applications of Means - End Chains 10 Universal Values Self-direction Stimulation Hedonism Achievement Power Security Conformity Tradition Benevolence Universalism

Great Tasting Means - End Chains and Advertising Strategy Low fatHealthy Self-respect Wisdom Many flavors Variety of choices Freedom (of choice) High quality Lack of self-control Happiness, Pleasure Healthy Choice Attributes ConsequencesValues

Corporate Advertising Two Forms Image advertising Issue or advocacy advertising

Image Advertising Jaguar