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Effective and
Creative Ad
Messages
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Chapter Objectives
After reading this chapter you should be able to:
1. Appreciate the factors that promote effective, creative, and
“sticky” advertising.
2. Describe the features of a creative brief.
3. Explain alternative creative styles of advertising messages.
4. Understand the concept of means-end chains and their role
in advertising strategy.
5. Appreciate the MECCAS model, laddering techniques, and
their role in guiding message formulation.
6. Recognize the role of corporate image and issue advertising.
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Memorable Advertising
Apple Computer’s “1984” TV Commercial
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What Makes Effective Advertising?
Sound
Strategy
Consumer’s
View
Persuasive
Effective
Advertising
Break
Clutter
Deliver on
Promises
Doesn’t
Overwhelm
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Qualities of Successful Advertising
• Newsworthiness
• Rational stimulus (high involvement)
• Emphasis (low involvement) (see Krugman, Herbert,
“What makes advertising effective?” Harvard Business Review, 1975)
• What does “being creative” mean??
• Does the notion of “being creative” vary by
country or culture?
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Creativity in Ads: Apple iPod
• Silhouetted figures against the neon
backgrounds holding iPods.
• Simplicity of the design and a different
look than most commercials, which
feature identifiable figures engaging in
dialogue.
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Creativity: The CAN Elements
The CAN Elements
of Creative Ads
Connectedness
Appropriateness
Novelty
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Sticky Messages: SUCCESs
Simplicity
Concreteness
Unexpectedness
Common Elements
of Sticky Ads
Emotionality
Credibility
Storytelling
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Figure 10.1: Illustrations of the Aflac
Advertising Campaign with the “Spokesduck”
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Making an Impression
• One view of “being creative” is making an
impression
• Impression hierarchy:
1.
2.
3.
4.
5.
Brand name (simplest level)
“Generics”
Attitudinal response
Commercial specifics
Specific sales message (highest level)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Advertising Plan
Advertising Plan
Provides the framework for systematic
execution of advertising strategies (analogous
to marketing plan: analysis, planning,
implementation, control of marketing
programs)
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Advertising Strategy
Advertising Strategy
An advertising message that
communicates the brand’s primary
benefits or how it can solve a
consumer’s problem
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Advertising Strategy: 5 Steps
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Advertising Strategy
Key Fact
A single-minded statement from the
customer’s point of view that identifies
why consumers are or are not
purchasing the brand
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Advertising Strategy
States the problem from
the marketer’s point of view
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Advertising Strategy
What effect the advertising is intended
to have on the target market and how it
should persuade consumers
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Advertising Strategy
•
•
•
•
“Creative Platform”
Define the target market
Identify the primary
competition
Choose the promise
Offer reasons why
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Advertising Strategy
It reminds the advertiser to
include the corporate slogan or
logo, headlines, claim
substantiation, any other
regulatory requirements, etc.
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Constructing a Creative Brief
Advertising Objectives
Target Audience
Why we are advertising
Who we are talking to
Motivations, Thoughts, and
Feelings
Target audience
motivations
Brand Positioning
Proposition
Primary Outcome
Single most important
thing, or “take away”
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Means-End Chaining
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Means-End Chains and Advertising Strategy
Attributes Consequences
Low fat
Healthy
Values
Self-respect
Wisdom
Healthy
Choice
Many
flavors
Variety
of choices
Freedom
(of choice)
High
quality
Great
Tasting
Happiness,
Pleasure
Lack of
self-control
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The MECCAS Model
MECCAS: Means End
Conceptualization of
Components
for Advertising Strategy
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A MECCAS* Model Conceptualization of
Advertising Strategy
* Means-End Conceptualization of Components for Advertising Strategy
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Universal Values
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Figure 10.2: MECCAS Illustration for SelfDirection Value
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Figure 10.3: MECCAS Illustration of Hedonism
Value
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Figure 10.4: MECCAS Illustration for
Achievement Value
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Figure 10.5: MECCAS Illustration of Power
Value
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Alternative Creative Strategies
• Generic strategy
• Preemptive strategy
• Unique selling proposition
• Brand image strategy
• Positioning strategy
• Resonance strategy
• Affective (emotional) strategy
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Figure 10.6: Illustration of Resonance
Creative Strategy
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Figure 10.7: Illustration of Emotional Creative
Strategy
An attempt to
reach the consumer
at a visceral level
by appealing to
their emotions.
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Corporate Image and Corporate Issue
Advertising
• Corporate Image Advertising
• Attempts to gain ....
• Name recognition
• Product goodwill
• Identification with meaningful social activities
• Corporate Issue Advertising is “Paid communication
concerned with propagating ideas and explaining
controversial social issues of public importance”
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Figure 10.8: Illustration of Corporate Image
Advertising
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