1. Chapter 16 Creating the Message
Kleppner’s
Advertising
Procedure, 18e
Lane * King * Reichart

2. Learning Objectives Discuss the creative work plan.
Discuss reduction versus expansive messages.
Discuss storytelling.
Discuss the structure of an ad.
Explain copy styles.
Discuss slogans.
Discuss new format and content messages.
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3. Creativity Creative risk taking Creative vision Strategy and writing
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4. Communication objective
Creative Work Plan
Key observation
Communication objective
Consumer insight
Promise and support
Audience
Mandatories
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5. Exhibit 16.3 A Creative Work Plan
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6. Social storytelling Storytelling is a powerful way of social bonding.
Social storytelling is open-ended. You try to tell a story in a way that leaves room for the consumers to fill in the blanks, to add their own tendrils to the main storyline.
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7. Elements of Great Advertising
Potent
strategy
Always
relevant
Strong
selling idea
Can be built
into campaign
Stands out
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8. Use of Appeals
An appeal is the motive to which an advertisement is directed; it is designed to stir a person toward a goal the advertiser has set.
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9. Exhibit 16.2 Youthful Appeal
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10. Ad Structure Promise of benefit (headline)
Spelling out of promise (subheadline)
Amplification of story
Proof of claim
Action to take
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11. Evaluating an Effective Headline
Does it start with short, simple words?
Does it include an invitation to the prospect, brand name, and provoking idea?
Are the words selective, appealing only to prime prospects?
Does it use an action verb?
Does it give sufficient information for those who read only the headline?
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12. Categories of Headlines
Presents a
new benefit
Promises an
existing benefit
Invokes curiosity
Emphasizes
selectivity
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13. Exhibit 16.7 The headline is part of the visual to attract interest.
The subhead gives the benefit and transitions from headline to copy.
The copy gives the details.
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14. Amplification
The body copy amplifies what was announced in the headline or subheadline
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15. Methods of Offering “Proof” to Readers
Seals of approval
Guarantees
Trial offers and samples
Warranties
Reputation
Demonstrations
Testimonials
With people who are similar and relevant
With real people
With those who have experience and/or expertise
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16. Copy Styles Factual approach Imaginative approach Emotional approach
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17. Exhibit 16.10 An Emotional Approach
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18. Comparative Advertising
Contrasts advertiser’s product with other named or identified products
Bases of comparison must be clearly identified
Must be truthful and nondeceptive
Used by followers in field
Source of difference must be relevant
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19. Slogans Institutional slogans Think in ideas Higher standards
Ishares
Higher standards
Bank of America
Sense and simplicity
Phillips
Hard-sell slogans
Get Met. It Pays.
Metlife
We’ll pick you up.
Enterprise Rent-A-Car
Is it in you?
Gatorade
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20. Coca-Cola’s Slogans Open Happiness (2009) The Coke Side of Life (2006)
Life Tastes Good (2001)
Always Coca-Cola (1993)
Can’t Beat the Real Thing (1990)
Red, White and You (1986)
Coke is It! (1982)
Have a Coke and a Smile (1979)
I’d Like To Buy the World a Coke (1971)
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21. Guidelines for Creating Advertisements_1
Keep it simple, stupid.
You’re not selling products; you’re selling benefits.
When appropriate, spice it up with sex.
Use celebrities.
Exploit the potential of color.
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22. Guidelines for Creating Advertisements_2
Go with the flow.
Avoid ambiguity.
Heighten the contrast.
Use children and animals.
When an ad has a lot of copy, make it as inviting as possible.
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23. Social Success Appeal to what people love the most—themselves
Measurement is very important, but don’t lose the forest for the trees
Plan for success, but know you won’t always hit home runs
What they are saying is true; social media is about conversations
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24. Social Media Marketing Techniques
Blog stories
Telling the story
Webisodes
Rich media
Frito-Lay invited consumers
to submit webisodes
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25. For Discussion What is social storytelling?
How can advertisers use psychological appeals?
What are the characteristics of an effective slogan?
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