1. Creative Strategy Decisions

2. Group Assignment
Consider the market for compact cars. Choose three competitors in this market.
1. Develop a positioning grid using:
Attributes
Benefits
2. Show how the multiattribute model can be used in this market.
3. Develop a positioning statement for your three competitors

3. Articulate the Message
Many ways to convey an advertising message.
Common to all messages are:
A creative strategy determining what the message will say or communicate.
Creative tactics for how the message strategy will be executed.

4. An Advertising Campaign
Integrated
Integrated
Interrelated
Interrelated
Coordinated
Coordinated
Marketing Communication Activities
Centered on a Theme or Idea
In Different Media
In Different Media
Over a Time Period

5. Advertising Campaign Themes
The central message that will be communicated in all of the various IMC activities
“ At a place called Miller time”
Miller
Lite
“Like a Rock”
Chevy
Trucks
“ The Ultimate Driving Machine”
BMW
Miller
Lite
BMW

6. Approaches to Guide the Search for a Creative Theme
Positioning the Brand
Use a Unique
Selling Position
Seeking the Major Idea
Find the Inherent Drama
Create the Brand Image

7. Approaches to the Major Selling Idea: USP
Unique Selling Proposition
Benefit
Potent
Unique
Benefit
Unique
Buy this produce and you'll benefit this way or enjoy this reward
Must be unique to this brand or claim; something rivals can't or don't offer
The promise must be strong or attractive enough to move people

8. Creating a Brand Image
Used when competing brands are so similar it is difficult to find or create a unique attribute
Used when competing brands are so similar it is difficult to find or create a unique attribute
The creativity sales strategy is based on a strong, memorable brand identity through image advertising
The creativity sales strategy is based on a strong, memorable brand identity through image advertising
Often used for products such as soft drinks, perfume, liquor, clothing, airlines

9. Approaches to the Major Selling Idea: Inherent Drama
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg
Focus on consumer benefits with an emphasis on the dramatic element in expressing them

10. Approaches to the Major Selling Idea: Positioning
Establish a particular place in the customer’s mind for the product or service
Establish a particular place in the customer’s mind for the product or service
Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

11. Creative Consistency
Consistency in promotional creativity is a key success factor so that target audience retains the brand position.
Involves consistency across:
Time
Creative executions
Advertising media
Promotional tools
Products

12. Canadian Creative Themes
Find unique ways of speaking to Canadians
Canadians have a different set of social values which influence our motivation for consumption.
Canadians buy products for what they do for us instead of what they say about us.

13. Message Appeals Advertising Appeals Creative Execution Style
The approach used to attract the attention of consumers
The approach used to attract the attention of consumers
Advertising
Appeals
To influence consumer feelings toward a product, service or cause
To influence consumer feelings toward a product, service or cause
The way an appeal is turned into an advertising message
The way an appeal is turned into an advertising message
Creative Execution
Style
The appeal …. The approach used to attract the attention of consumers and influence their behaviour
The way the message is presented to the consumer

14. Rational Appeals
Focus on the consumer’s practical, functional, or utilitarian need for product or service.
Emphasize features and/or benefits.
Reasons for owning or using.
Informative  Deal with facts, learning, and the logic of persuasion.
Advertisers using rational appeals attempt to convince consumers that their product or service has particular attributes or provides a specific benefit.
Objective is to persuade target audience to buy brand because it is best available or does a better job of meeting needs.

15. Rational Appeals
The features, benefits, or evaluative criteria important to consumers which can serve as the basis of a rational appeal vary:
Between product or service categories.
Among various market segments.

16. Types of Rational Appeals
Feature: Focus on dominant traits of the product
Feature: Focus on dominant traits of the product
Competitive: Makes comparisons to other brands
Competitive: Makes comparisons to other brands
Price: Makes price offer the dominant point
Price: Makes price offer the dominant point
News: News announcement about the product
News: News announcement about the product
Popularity: Stresses the brand’s popularity

17. Emotional Appeals
Relate to the customers’ social and/or psychological needs for purchasing a product or service.
Many consumer motives for purchases are emotional.

18. Using Emotional Appeals
Many advertisers believe appeals to consumers’ emotions work better at selling brands that do not differ markedly from competing brands.
i.e. When rational differentiation is difficult.
Advertising must resonate with the target audience and evoke relevant processing responses connected to the purchase decision or consumption experience.

19. Appealing to Socially-Based Feelings
Approval
Approval
Affiliation
Affiliation
Acceptance
Acceptance
Embarrass-ment
Embarrass-ment
Social-Based
Feelings
Status
Belonging
Belonging
Respect
Respect
Rejection
Rejection
Recognition
Recognition
Involvement
Involvement

20. It must make the product use experience . . .
Transformational Ads
Feelings
Feelings
Images
Images
The ads create . . .
Meanings
Meanings
Beliefs
Beliefs
It must make the product use experience . . .
Richer
Richer
Warmer
Warmer
More
Exciting
More
Exciting
More
Enjoyable

21. Fear Appeals
Fear  An emotional response to a threat that expresses or implies some sort of danger.
Ads sometimes use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat.
Often used for social change issues.

22. Humour Appeals Best known and best remembered of all advertising.
Used for many reasons:
Attract and hold consumers’ attention
Create positive mood
Distract receiver from counterarguing the message

23. Using Humour Appeals
Strengths
Weaknesses

24. Combined Rational and Emotional Appeals
In many situations, creative specialists don’t choose, but determine a method to combine the two approaches.
“Few purchases of any kind are made for entirely rational reasons. Even a purely functional product such as laundry detergent may offer what is now called an emotional benefit – say, the satisfaction of seeing one’s children in bright clean clothes.”
David Ogilvy and Joel Raphaelson

25. Teaser Advertising
A unique example of combining rational and emotional appeals.

26. Source of the Message Appeal
Source  The person involved in communicating a marketing message, either directly or indirectly.
Direct source
A spokesperson who delivers a message and/or demonstrates a product or service.
Andre Agassi endorsing Head tennis rackets.
Indirect Source
Doesn’t actually deliver a message.
Draws attention to and/or enhances the appearance of the ad.
A model.
The extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.

27. 1. Source Credibility
Expertise
Trustworthiness
CREDIBILITY

28. 2. Source Attractiveness
Resemblance between the source and recipient of the message
Similarity
Similarity
Familiarity
Knowledge of the source through repeated or prolonged exposure
Familiarity
Affection for the source resulting from physical appearance, behaviour, or other personal traits
Likeability

29. Risks of Using Celebrities
The celebrity may overshadow the product being endorsed
The celebrity may overshadow the product being endorsed
The celebrity may be overexposed, reducing his or her credibility
The celebrity may be overexposed, reducing his or her credibility
The target audience may not be receptive to celebrity endorsers
The target audience may not be receptive to celebrity endorsers
The celebrity’s behaviour may pose a risk to the company