The Creative Side and Message
Strategy
(Continued)
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Lecture 14
Recap
Chapter Key Points
The Art and Science of Creative
Advertising
III. Creative Strategy
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I.
II.
Chapter Outline
Chapter Key Points
The Art and Science of Creative
Advertising
III. Creative Strategy
IV. Facets of Creative Strategy
V. Planning and Managing Creative Strategy
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I.
II.
12 – 3
Facets of Creative
Strategy
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1.
2.
3.
4.
5.
Messages that Drive Perception
Messages that Drive Cognition
Messages that Touch Emotions
Messages that Persuade
Messages that Transform Product into a
Brand
6. Messages that Drive Action
Messages that Drive
Perception
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• Attention and awareness
• Interest
• Memory
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Attention and
Awareness
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Attention and
Awareness
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Attention and
Awareness
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Attention and
Awareness
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Attention and
Awareness
Play…
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1. Bangkok Insurance - Tire
2. I am Mumbai
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Interest
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Interest
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Interest
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Memory
Repitition
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Memory
Tag lines
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Memory
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Memory
Shape
Play…
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1. Nike Commercial - HD 2011
2. Orbit - Ultimate Clean Up w Snoop Dogg
3. Orbit Gum Wedding Reception Commercial
Messages that Drive
Cognition
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• Features
• Point of Differentiation
• Claim
Messages that
Touch Emotions
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• Highlight psychological attraction of the
product to the target audience through
emotional responses
Messages that
Persuade
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• Appeal
• Selling premises
• Conviction
Play…
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1. 2010 Toyota Prius Harmony TV Commercial
Messages that Transform
a Product into a Brand
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• Branding
• Image advertising is used to create a
representation in the customer’s mind
• Associations
Play…
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1. THE SKINNY COW Feel the Love Perfect
Cups Vide0
2. Liberation - Harley-Davidson Commercial
Messages that Drive
Actions
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• A signature that serves to identify the
company or brand
• Also serves as a call to action if it gives
direction to the consumer about how to
respond
• Viral Marketing or Buzz Marketing.
Message Approaches
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•
•
•
•
Straightforward
Demonstration
Comparison
Problem
solving/Problem
avoidance
•
•
•
•
•
Humor
Slice of Life
Spokesperson
Teasers
Shockvertising
Styles of Creative
Advertising
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• Functional Needs: Needs associated with current
consumption related problem e.g. Convenience,
safety, good health, cleanliness, etc.
• Symbolic Needs: Positioning in terms of symbolic
needs associates brand with desired group, role or
self-image. Personal beauty products, alcoholic
beverages, cigarettes and jewellery usually appeal
to symbolic needs.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
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Styles of Creative
Advertising
• Experiential Needs: Refers to need for
sensory pleasure, variety and in some cases
cognitive stimulation. Sensory pleasure
brings joy to senses such as looking elegent,
feeling good, tasty, smelling good, sounding
divine, etc. Experiences rich in Cognitive
stimulation are exciting, entertaining,
mentally challenging, etc.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Styles of Creative
Advertising
1. Unique Selling Proposition
Creative Style
- an advertiser makes a superiority claim
based on a unique product attribute that
represents a meaningful, distinctive
consumer benefit.
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2. Brand Image Creative Style
- an advertiser attempts to develop an
image or identity for a brand by associating
the brand with symbols.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Styles of Creative
Advertising
3. Resonance Creative Style
- an advertiser resonates or patterns the
audience’s life experiences and prevailing
life style of target market.
4. Emotional Creative Advertising
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- an advertiser aims to reach the consumer
through the use of emotional strategy.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Styles of Creative
Advertising
5. Generic Creative Style
- an advertiser makes no attempt to
differentiate its brand from competitive
offerings or to claim superiority.
6. Preemptive Creative Style
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- an advertiser makes a generic-type claim
but does so with an assertion of superiority.
Source: Shimp, T.A. 2004, Advertising,
Promotion and Other aspects of IMC
Summary
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I.
II.
Facets of Creative Strategy
Planning and Managing Creative Strategy
References
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• Wells, W., Burnett, J. and Moriarty, S. (2006),
Advertising Principles and Practice, PrenticeHall, New Delhi, ND.
• Shimp T, 2010, Advertising, Promotion and
other Aspects of Marketing
Communications, 8th edition, SouthWestern.