Chapter Ten

• Appreciate the factors that promote effective and creative advertising.
• Understand a five-step program used in formulating advertising strategy.
2

• Describe the features of a creative brief.
• Explain alternative creative styles that play a role in the development of advertising messages.
• Understand the concept of means-end chains and their role in advertising strategy.
3

• Appreciate the MECCAS model and its role in guiding message formulation.
• Describe the laddering method that provides the data used in constructing a
MECCAS model.
• Recognize the role of corporate image and issue advertising.
4

Apple Computer’s “1984” TV Commercial
5

What Makes Effective Advertising?
Sound
Strategy
Consumer’s
View Persuasive
Effective
Advertising
Break
Clutter
Deliver on
Promises
Doesn’t
Overwhelm
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Creative ads share two characteristics:
• Originality
• Appropriateness
 American Family
Life Assurance
Company (AFLAC)
 Nike
 Honda U.K.
 Apple iPod
7

• 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.
8

Advertising Successes and
Mistakes
• Value Proposition is the essence of a message and the reward to the consumer for investing his or her time attending to an advertisement.
• The reward could be information about the product or just an enjoyable experience.
9

Advertising Successes and
Mistakes
10

Advertising
Successes and
Mistakes
• Successful campaigns: both the brand management team and the creative team have done their work well.
• Marketing Mistakes: result when the brand manager fails to distinguish the brand from competitive offerings.
• Agency Mistakes: due to the ad agency’s inability to design an effective execution, even though its brand management client has a convincing message.
• Complete Disasters: caused by poor value propositions and mediocre executions.
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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: A Five-Step
Program
1.
Specify the key fact from the customer’s viewpoint.
2. State the primary problem, or advertising issue, from brand management’s perspective.
3. State the advertising objective.
4. Implement the creative message strategy.
5. Establish mandatory requirements.
13

The key fact in an advertising strategy is a single-minded statement from the consumer’s point of view that identifies why consumers are or aren’t purchasing the brand.
14

Step 2: State the Primary Problem
• Extending from the key fact, this step states the problem from the brand management’s point of view.
15

Step 3: State the Communications
Objective
This is a straightforward statement about what effect the advertising is intended to have on the target market .
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Step 4: Implement the Creative
Message Strategy
Sometimes called the creative platform, the positioning statement is the key idea that a brand is supposed to stand for in its target market’s minds.
• Define the target market
• Identify the primary competition
• Choose the positioning statement
• Offer reasons why
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Step 5: Establish Mandatory
Requirements
The final step involves including mandatory requirements due to regulatory dictates, or non-regulatory requirements like the corporate logo or tag-line.
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Background
Strategy
Task
Their current thoughts/feelings
What do we want them to think/feel
What do we want them to do
Proposition Positioning
Client’s Objectives Belief in proposition
Target How we speak to them
19

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Unique Selling Proposition Creative
Style (USP)
An advertiser makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit.
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• The brand image style involves psychosocial, rather than physical differentiation.
• Transformational advertising
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• Does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagined experience of the target audience.
• Examples: Dove’s “Real Beauty” campaign
• QuickStep laminate floors
23

Emotional
Creative
Style
An attempt to reach the consumer at a visceral level by appealing to their emotions.
24

• An advertiser employs a generic style when making a claim that could be made by any company that markets a brand in a particular category.
• Most appropriate for a brand that dominates a product category.
• Example: Campbell’s Soup
25

• An advertiser makes a generic-type claim but does it with an assertion of superiority.
• Example: “Visine gets the red out.”
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• An advertiser might use two or more styles simultaneously.
• Some experts believe that advertising is most effective when it addresses both functional product and symbolic benefits.
• Effective advertising must establish a clear meaning of what the brand is and how it compares to competitive offerings.
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Attributes-Consequences-Values
• Attributes are features or aspects of advertised brands.
• Consequences are what consumers hope to receive (benefits) or avoid (detriments) when consuming brands.
• Values represent those enduring beliefs people hold regarding what is important in life.
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1. Self-direction
2. Stimulation
3. Hedonism
4. Achievement
5. Power
6. Security
7. Conformity
8. Tradition
9. Benevolence
10.Universalism
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A MECCAS Model
Conceptualization of Advertising
Strategy
31

MECCAS: M eans E nd
C onceptualization of
C omponents for A dvertising S trategy
32

MECCAS
Illustration
For Self-
Direction
Value
33

MECCAS
Illustration for
Stimulation
Value
34

MECCAS
Illustration for
Hedonism
Value
35

MECCAS
Illustration for
Achievement
Value
36

MECCAS
Illustration for
Power Value
37

MECCAS
Illustration for
Security Value
38