Creative Advertising Strategy 10

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

3 Memorable Advertising Apple Computer’s “1984” TV Commercial

4 The Role of Creativity Creative ads share two characteristics:

5 Original Ads: Apple iPod

6 Advertising Successes and Mistakes Value Proposition is: The reward:

7 Advertising Plans and Strategy Advertising strategy

8 Advertising Strategy: A Five-Step Program 1.Specify the key fact from the customer’s viewpoint. 2.State the primary problem, or advertising issue, from brand management’s perspective. 3.State the advertising objective. 4.Implement the creative message strategy. 5.Establish mandatory requirements.

9 Step 1: Specify the Key Fact

10 Step 2: State the Primary Problem

11 Step 3: State the Advertising Objective

12 Step 4: Implement the Creative Message Strategy

13 Step 5: Establish Mandatory Requirements The final step involves including mandatory requirements due to:

14 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 Advertising Strategies Unique Selling Proposition (USP) Brand Image Resonance Emotional Generic Preemptive

Alternative Strategies: Unique Selling Proposition Superiority claims based on unique physical feature or meaningful 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 Strategies: Brand Image Claims based on psychosocial differentiation, usually symbolic association Definition Best for homogeneous good where differences are difficult to develop (e.g., cola) Conditions Often involve prestige/identity claims; rarely challenge competition directly Competitive Implications

Alternative Strategies: Resonance Attempts to evoke stored life experiences of prospects to give product 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 Strategies: Emotional Attempts to provoke involvement or emotion through ambiguity, humor without strong selling emphasis Definition Best suited to discretionary Items associated with emotions Conditions Competitors may imitate to undermine strategy of difference or pursue other alternatives Competitive Implications

Alternative Strategies: Generic A claim that could be made by any company in that category. No attempt to differentiate the brand. Definition Best suited to brands that dominate a product category. Conditions Competitors may imitate but one’s overall dominance will mean one gains a larger share of an increased pie. Competitive Implications

Alternative Strategies: Preemptive A generic claim made with an assertion of superiority. Definition Few real functional differences between brands. Must be first in product category to make the claim, and to support it with sufficient ad weight. Conditions Effectively precludes competitors from making a similar claim. Competitive Implications

Values

Universal Human Values Self-Direction Stimulation Hedonism Achievement Power Security Conformity Tradition Benevolence Universalism

Individualistic Cultures Self-Direction Stimulation Hedonism Achievement Power Security Conformity Tradition Benevolence Universalism

Collectivistic Cultures Self-Direction Stimulation Hedonism Achievement Power Security Conformity Tradition Benevolence Universalism

26 Self- Direction Value

27 Security Value

Workshop Questions What are the value orientations or valued end-states that are motivating to our target audiences? Do they differ across audiences? How can we find out? What are the attributes and consequences that link to those value orientations? How can our IMC strategy emphasize those attributes and consequences?