1. What’s Happening?

2. Creative Strategy
Chapter 5

3. The Creative Strategy Establish objective
Identification of target market/consumer
Create a message theme
Supporting Information
Identify constraints
Need a creative concept, or “big idea” to express that message
Examples:
United Church of Canada – wonder café campaign

4. The Creative Brief
A document used to articulate a strategy to the creative department.
Each creative brief may vary, but generally answer the following questions:
Who are we talking to?
What is the objective?
What is the message?
Why should they believe us?
Where and when are we telling them (timing and source(s))?

5. Marketing Communications Theory
There are three primary theoretical frameworks used to evaluate the creative development process:
Hierarchy of Effects Model
Means-end chain Model
Elaboration likelihood Model

6. Hierarchy of Effects Model

7. Attitude Sequence Cognitive  Affective  Conative
Affective  Conative  Cognitive
Conative  Cognitive  Affective

8. Hierarchy of Effects Model
Cognitive
Awareness
Affective
Knowledge
Conative
Liking
Preference
Conviction
Purchase

9. The FCB Grid
A useful tool in the evaluation of the hierarchy of effects model for a given product

10. Means-End Theory
Model suggests that marketing communication should contain a message, means that leads the consumer to a desired end state.
The end states include personal values, listed in Figure 5.4
The theory is the basis of a model called the Means-End Conceptualization of Components for Advertising Strategy (MECCAS)
The MECCAS is also used in Business to business messages

11. Means-End Theory
The MECCAS model suggests using five elements in creating ads:
The product attributes
Consumer benefits
Leverage points
Personal values
Message tactics

12. Means-End Chain Theory
Product
Attributes
Executional Framework
Leverage
Point
Consumer
Benefits
Personal
Value

13. Importance of the Leverage Point
Both the hierarchy of effects model and the means-end chain model lead to a leverage point
The feature of the ad that leads the viewer to transform the advertising message into a personal value.
To be effective, it must build a pathway that connects a products benefits with the potential buyer’s value system.

14. Elaboration Likelihood Model (ELM)
This model examines how likely a person is to spend time thinking deeply (elaborating) about any specific piece of marketing communication
Premise is that marketing communication influences audiences based on how much the audience thinks about the message.
There are three routes in which consumers process messages:
Central Route
Peripheral Route
Low Involvement Route

15. Elaboration Likelihood Model (ELM)

16. Types of Marketing Communication Appeals
Rational Appeals
Emotional Appeals
Price
Performance
Scarcity
Fear
Humor
Sex

17. The decision-making process for cars involves both emotional and rational elements
Copyright Pearson Canada Inc.

18. Rational Appeals Based on hierarchy of effects model.
Print media is well suited for rational appeals.
Used by business-to-business advertisers.
Well suited for complex and high involvement products.

19. Rational Appeals Commonly used as a base for messages
Price Appeals
Performance Appeals
Commonly used as a base for messages
Price is often relative to competitors prices
Typical in sales promotions such as coupons
Usually involve some sort of value equation by the consumer
A premise of outperforming their competitors

20. Rational Appeals Scarcity Appeals Based on limited supply
Based on limited time to purchase
Often tied with promotion tools such as contests, sweepstakes and coupons
Encourages customers to take action

21. Emotional Appeals Based on three ideas:
Consumers ignore most ads.
Rational ads go unnoticed.
Emotional ads can capture attention.
Viewed by creatives as key to developing brand loyalty

22. Emotions Used in Advertisements

23. Emotional Appeals Fear Appeals
Numerous companies use fear to sell their products, i.e., life insurance, dandruff shampoo
Fear appeals can be highly effective if used correctly
The behaviour response model helps to explain the way a fear appeal can work

24. Emotional Appeals Humour Appeals Used in 30% of all advertisements
Excellent at capturing attention
Score high in recall tests
Should be related directly to customer benefit
Humour causes audiences to:
Watch
Laugh
Remember

25. F I G U R E 5. 11 Reasons for Using Humor in Ads Captures attention
Holds attention
Often wins creative awards
High recall scores
Consumers enjoy funny ads
Evaluated as likeable ads

26. Emotional Appeals Sex Appeals
Like humor, this type of appeal can break through clutter
Sex appeals can be presented in different manners:
Subliminal techniques
Nudity or partial nudity
Sexual suggestiveness
Gay and lesbian themes
Encourages use of imagination
Requires greater mental processing
Overt sexuality
Sensuality

27. Are Sex Appeals Effective?
Sex and nudity do increase attention
Rated as being more interesting
Often leads to strong feelings about the advertisement
Brand recall is lower
Often interferes with message comprehension
May impact feelings toward the brand