Creative Approaches

advertisement
Creative Approaches
What kind of appeal should the
ad have?



Rational
Emotional
Endorsement
Comparative Advertising



Explicit – where the identity of
competitive products are known
Implicit – where the the identity is not
disclosed
Limitations – consumers don’t like the
hard – sell, sponsor misidentification,
unsuitable for market leaders
2 – sided vs 1 – sided ads
2 sided ads are seen to be more credible
 Consumers appreciate the ‘honesty’ of the
company in admitting its shortcomings
 The –ve points are relatively unimportant, but
not trivial
 Perceived to be negatively correlated to the
attribute where the product claims superiority
Open ended vs Close ended



Where the risk of the message being
understood is low, open – ended ads
are likely to to succeed and build
greater brand attitudes
Since consumer generates the beliefs, it
is that much powerful.
“The consumer is not a moron. She’s
your wife.” – David Ogilvy
Inoculative advertising


Defensive – when leaders are under
threat from upstarts - reactive
Premptive – taking proactive action
before the threat emerges - proactive
Refutational Advertising



It is a preferred approach to market
situations in which the advertising goal
is to build resistance to attitude change
against competitive attack
Myth vs Reality
Putting the facts straight
Emotional Creative Advertising


Rely on emotions elicited through ads to
create positive attitudes to product.
Product attributes/benefits, if at all are
referred to indirectly.
Lifestyle advertising (‘Slice of life’ ads)
Endorsement Advertising




Celebrity
Expert
Satisfied consumer
Announcer
The personality characteristics of the
endorser can get associated with brand
imagery
Status products and snob value
product advertising



Aspirational
Exclusive
Depends on the target segment
Distraction

Elements in the ad which distract are
deliberately inserted so that CAs are
not formed to influence attitude
Download