1. Creative Advertising Strategy10

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

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

4. The Role of Creativity Creative ads share two characteristics:
American Family Life Assurance Company (AFLAC)
Nike
Honda U.K.
Apple iPod

5. Original Ads: Apple iPod

6. Advertising Successes and Mistakes
Value Proposition is the essence of a message and the reward to the consumer for investing his or her time attending to an advertisement.
The reward could be information about the product or just an enjoyable experience.

7. Advertising Plans and Strategy
Advertising strategy

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

9. Step 1: Specify the Key Fact
The key fact in an advertising strategy is a single-minded statement from the consumer’s point of view that identifies why consumers are or aren’t purchasing the brand.

10. Step 2: State the Primary Problem
Extending from the key fact, this step states the problem from the brand management’s point of view.

11. Step 3: State the Advertising Objective
This is a straightforward statement about what effect the advertising is intended to have on the target market.

12. Step 4: Implement the Creative Message Strategy
Sometimes called the creative platform, the positioning statement is the key idea that a brand is supposed to stand for in its target market’s minds.

13. Step 5: Establish Mandatory Requirements
The final step involves including mandatory requirements due to regulatory dictates, or non-regulatory requirements like the corporate logo or tag-line.

14. Constructing a Creative Brief
Background
Their current thoughts/feelings
Strategy
What do we want them to think/feel
Task
What do we want them to do
Positioning
Proposition
Client’s Objectives
Belief in proposition
Target
How we speak to them

15. Alternative Advertising Strategies
Unique Selling Proposition (USP)
Brand Image
Resonance
Emotional
Generic
Preemptive

16. Alternative Strategies: Unique Selling Proposition
Definition
Superiority claims based on
unique physical feature or
meaningful benefit
Conditions
Most useful when point of
difference cannot be readily
matched by competitors
Competitive
Implications
May force competitors to imitate
or choose more aggressive
strategy

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

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

19. Alternative Strategies: Emotional
Definition
Attempts to provoke involvement
or emotion through ambiguity,
humor without strong selling
emphasis
Conditions
Best suited to discretionary
Items associated with emotions
Competitive
Implications
Competitors may imitate to
undermine strategy of difference
or pursue other alternatives

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

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

22. Values

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

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

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

26. Self-
Direction
Value

27. Security Value

28. 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?