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					       Chapter 6
Creative Strategy Decisions
                         Chapter Objectives


• To discuss the importance and definition of
  advertising objectives.

• To examine the creative strategy planning
  process.




                Chapter 6 : Creative Strategy Decisions
                        Chapter Objectives

• To identify three key decisions that comprise a
  creative strategy: creative theme/idea, message
  appeal, and message source.

• To explore various approaches used for
  determining the creative theme/idea that forms
  the basis of an advertising campaign.




                Chapter 6 : Creative Strategy Decisions
                 Chapter Objectives

• To summarize the different types of message
  appeals that advertisers use to persuade their
  target audience.

• To highlight the source or communicator options a
  marketer has for a promotional message.




                Chapter 6 : Creative Strategy Decisions
        Importance of Advertising Creativity

• Good creative strategy is often central to
  determining the success of a product or service.

• Advertising campaign that is poorly conceived or
  executed can be a liability.

• An ad or commercial that is creative does not
  mean it will effectively communicate the intended
  message.

                Chapter 6 : Creative Strategy Decisions
              Burger King Tries Again . . .
           and Again and Again and Yet Again


76     Have it your way.                   86-87 This is a Burger King town.
77-78 America loves burgers and            87        The best food for fast times.
      we’re America’s Burger
      King.                                88-89 We do it like you’d do it.
78-80 Who’s got the best darn              89-91 Sometimes you gotta break
      burger?                                    the rules.
80-82 Make it special. Make it             91-92 Your way. Right away.
      Burger King.                         92-94 BK Tee Vee: I love this
82     Aren’t you hungry for                     place!
       Burger King now?                    94- 98 Get your burger’s worth.
82-83 Battle of the burgers.               98-99 It just tastes better.
83     Aren’t you hungry?                  99-?? Go the distance
83-85 The big switch.
85-86 Search for Herb.


                      Chapter 6 : Creative Strategy Decisions
        Definition of Advertising Creativity

• Ability to generate fresh, unique and appropriate
  ideas to solve communications problems.

• To be appropriate and effective the idea must be
  relevant to the target audience.

• Break through the clutter.



                 Chapter 6 : Creative Strategy Decisions
              Planning Creative Strategy

•   Creative challenges
•   Creative personnel
•   Creative process
•   Preparation incubation, illumination
•   Verification and revision
•   Copy platform
•   Creative theme/idea
•   Message appeals

                  Chapter 6 : Creative Strategy Decisions
                 Creative Challenges

• Creative specialists face challenge of taking
  research, creative briefs, strategy statements,
  communication objectives and other input and
  transforming them into an advertising message.

• Many people follow a proven formula when
  creating ads, because they are safe.




                Chapter 6 : Creative Strategy Decisions
                  Creative Personnel

• Use their artistic talents to translate
  communication objectives into advertising
  campaign.

• Account planning: plays important role during
  creative strategy development by driving process
  from the customers’ point of view.




                Chapter 6 : Creative Strategy Decisions
                        Creative Process

• Wallas’ Four-Step Approach:
  – Preparation
     • Gathering background information
  – Incubation
     • Idea development
  – Illumination
     • Seeing the solution
  – Verification
     • Refining the idea and finding the appropriate solution


                    Chapter 6 : Creative Strategy Decisions
        Preparation, Incubation, Illumination

• Learn as much as possible about product or
  service, target market, competition and any other
  relevant research
• Focus groups:
  – Give insight as to why and how consumers use a
    product or service
  – What is important to them in choosing a particular
    brand
  – What they like and dislike about certain products or
    services

                  Chapter 6 : Creative Strategy Decisions
             Verification and Revision

• Evaluate ideas generated

• Reject inappropriate ideas

• Refine remaining ideas

• Give them final expression



                Chapter 6 : Creative Strategy Decisions
                 Verification and Revision

• Techniques used:
   –   Directed focus groups
   –   Message communication studies
   –   Portfolio tests
   –   Viewer reaction profiles


• Storyboard
  – Series of drawings used to present the visual plan or
       layout of a proposed commercial


                    Chapter 6 : Creative Strategy Decisions
                        Copy Platform

1. Basic problem or issue the advertising must
   address


2. Advertising and communications objectives


3. Target audience




               Chapter 6 : Creative Strategy Decisions
                         Copy Platform

4. Major selling idea or key benefits to
   communicate


5. Creative strategy statement (campaign theme,
   appeal, execution technique)


6. Supporting information and requirements



                 Chapter 6 : Creative Strategy Decisions
                 Creative Theme/Idea

• Campaign theme
  – Should be a strong idea

  – Central message that will be communicated in all
    advertising and other promotional activities

  – Short term in nature, done on annual basis




                 Chapter 6 : Creative Strategy Decisions
           Successful Long-run Campaigns

• Nike
  – Just do it

• Allstate Insurance
  – You’re in good hands with Allstate

• Hallmark cards
  – When you care enough to send the very best

• De Beers
  – A diamond is forever



                   Chapter 6 : Creative Strategy Decisions
              Successful Long-run Campaigns

• Intel
  – Intel inside

• State farm insurance
  – Like a good neighbor, state farm is there

• Timex watches
  – It takes a licking and keeps on ticking

• Dial soap
  – Aren’t you glad you use dial?



                   Chapter 6 : Creative Strategy Decisions
                  Creative Theme/ Idea

• Best approaches for developing effective
  advertising:

  – Using a unique selling position

  – Creating a brand image

  – Finding the inherent drama

  – Positioning



                  Chapter 6 : Creative Strategy Decisions
             Unique Selling Proposition

• Each advertisement makes a proposition to the
  customer

• It must be one the competition cannot or does not
  offer

• It must be strong enough to pull over new
  customers to the brand




                Chapter 6 : Creative Strategy Decisions
              Unique Selling Proposition

• Benefit
  – Buy this produce and you'll benefit this way or enjoy
    this reward
• Unique
  – Must be unique to this brand or claim; Something rivals
    can't or don't offer
• Potent
  – The promise must be strong enough or attractive
    enough to move people


                  Chapter 6 : Creative Strategy Decisions
                Creating a Brand Image

• David Ogilvy’s approach

  – Brand image or personality is particularly important
    when brands are similar

  – Every ad must contribute to the complex symbol that is
    the brand image




                  Chapter 6 : Creative Strategy Decisions
             Finding the Inherent Drama

• Characteristic of the product that makes the
  consumer purchase it

• Leo Burnett’s approach
  – Find the inherent drama or characteristic of the product
    that makes consumers buy it
  – “(Inherent drama) is often hard to find but it is always
    there, and once found it is the most interesting and
    believable of all advertising appeals.”



                  Chapter 6 : Creative Strategy Decisions
                             Positioning


• Establish the brand position in the consumers’
  mind

• Done for companies as well as brands




                Chapter 6 : Creative Strategy Decisions
                  Message Appeals

• Approach used to attract the attention of
  consumers and /or influence toward the product
  or service

• Types of appeals:
  –   Rational appeals
  –   Emotional appeals
  –   Fear appeals
  –   Humor appeals


                  Chapter 6 : Creative Strategy Decisions
                     Rational Appeals



• Persuade the target audience to buy the brand
  because it is the best available or does a better
  job at meeting needs




                 Chapter 6 : Creative Strategy Decisions
                        Rational Appeals

• Examples:
  –   Feature appeal
  –   Comparative appeal
  –   Favorable price appeal
  –   News appeal
  –   Product/service popularity appeal
  –   Reminder appeal




                   Chapter 6 : Creative Strategy Decisions
                 Emotional Appeals



• Relate to the customers’ social and/or
  psychological needs for purchasing product or
  service




                Chapter 6 : Creative Strategy Decisions
                   Fear Appeals


• Evoke emotional response and arouse individuals
  to take steps to remove the threat

• More effective among nonusers of a product than
  users




                Chapter 6 : Creative Strategy Decisions
        Relationship Between Fear Levels
            and Message Acceptance

• Figure 6-6




               Chapter 6 : Creative Strategy Decisions
                    Humour Appeals


• Often the best known and best remembered of all
  advertising messages

• Do not aid in persuasion in general




                Chapter 6 : Creative Strategy Decisions
               Source Characteristics


• Source credibility

• Source attractiveness

• Source power




                 Chapter 6 : Creative Strategy Decisions
                     Source Credibility



• Credibility: 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




                 Chapter 6 : Creative Strategy Decisions
                      Source Credibility


• Applying expertise
  – Use communicators with high credibility


• Applying trustworthiness
  – Target audience must find the source believable




                  Chapter 6 : Creative Strategy Decisions
                      Source Credibility

• Using corporate leaders as spokespeople
  – Use company president or chief executive officer in
    firm’s advertising


• Limitations of credible sources
  – High and low credibility sources are equally effective
    when arguing a position opposing their own best
    interest




                  Chapter 6 : Creative Strategy Decisions
                  Source Attractiveness



• Applying similarity
   – Marketers recognize that people are more likely to be
     influenced by a message coming from someone with
     whom they feel a sense of similarity




                   Chapter 6 : Creative Strategy Decisions
                   Source Attractiveness

• Applying likeability: using celebrities
   – Draw attention to advertising message
   – Popular celebrity will influence consumers’ feelings,
     attitudes and purchase behaviors


• Understanding the meaning of celebrity endorsers

• Applying likeability: decorative models


                   Chapter 6 : Creative Strategy Decisions
                       Source Power



• Source has power when he or she can actually
  administer rewards and punishments to the
  receiver




               Chapter 6 : Creative Strategy Decisions

				
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