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- Effective and Creative
CHAPTER 8
Advertising Messages
© 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook
All rights reserved. The University of West Alabama
Eighth Edition
- 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 and its role in guiding
message formulation.
6. Recognize the role of corporate image and issue
advertising.
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–2
- Creating Effective Advertising
Meaning of
Effective Advertising
Accomplishment Composition
(Output Perspective) (Input Perspective)
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–3
- Effective Advertising
Extends from
Sound Marketing
Strategy
Breaks through
Takes the
the Clutter
Consumer’s View
Doesn’t Overwhelm
Delivers on
the Strategy
Its Promises
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–4
- Creativity: The CAN Elements
The CAN Elements
of Creative Ads
Appropriateness
Connectedness Novelty
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–5
- Getting Messages to “Stick”
• Characteristics of Sticky Ads
Their audience readily comprehends the advertiser’s
Their
intended message
intended
They are remembered
They change the target audience’s brand-related
They
opinions or behavior
opinions
They have lasting impact: they stick
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–6
- Sticky Messages: SUCCESs
Simplicity
Concreteness
Unexpectedness
Common Elements
of Sticky Ads
Emotionality
Credibility
Storytelling
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–7
- Illustrations of the Aflac Advertising Campaign
Figure 8.1
with the “Spokesduck.”
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–8
- Advertising Successes and Mistakes
Advertising
• Value Proposition
Is the essence of a message and the reward to the
Is
consumer for investing his or her time attending to an
advertisement
advertisement
The reward could be information about the product or
The
just an enjoyable experience
just
Research indicates that starting with a strong selling
Research
proposition substantially increases the odds of
creating effective advertisements
creating
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–9
- Combination of Message Convincingness
Figure 8.2
and Execution Quality
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–10
- Advertising Successes and Mistakes (cont’d)
Successful
Successful Result from both the brand management team and
the creative team having done their work well
Campaigns
Campaigns
Marketing
Marketing Occur when the brand manager fails to distinguish
the brand from competitive offerings
Mistakes
Mistakes
Result from the ad agency’s inability to design an
Agency
Agency
effective execution, even though its brand
Mistakes
Mistakes management client has a convincing message
Complete Are caused by poor value propositions and
Disasters mediocre executions
Disasters
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–11
- Constructing a Creative Brief
Item Question
Background What is the background to this job?
Target Audience Whom do we need to reach with the ad campaign?
Thoughts and What do members of the target audience currently think and
Thoughts What
Feelings feel about our brand?
Feelings feel
Objectives and What do we want the target audience to think or feel about the
Objectives What
Measures brand, and what measurable effects is the advertising
Measures
designed to accomplish?
designed
Behavioral Outcome What do we want the target audience to do?
Positioning What is the brand positioning?
Message and What general message is to be created, and what medium is
Message What
Medium most appropriate for reaching the target audience?
Medium most
©StrategySouth-Western, is the strategy?
2010 What a part of
CNitty-Gritty Details When (deadline) and how much (budget)?
engage Learning. All rights
reserved. 8–12
- Alternative Styles of Creative Advertising
• Functionally Oriented Advertising
Appeals to consumers’ needs for tangible, physical,
Appeals
and concrete benefits
and
• Symbolically or Experientially Oriented
Symbolically
Advertising
Advertising
Is directed at psychosocial needs
• Category-Dominance Advertising
Does not necessarily use any particular type of
Does
appeal to consumers but is designed to achieve an
advantage over competitors in the same product
category
© 2010ategory
c South-Western, a part of
Cengage Learning. All rights
reserved. 8–13
- Styles of Creative Advertising
Table 8.1
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–14
- Creative Advertising Styles
Creative Style Strategy
Unique Selling Identifying an important difference that makes a brand unique
Unique Identifying
Proposition and supports a claim that competitors cannot match
Proposition and
Brand Image Developing an image or identity for a brand by associating the
Developing
brand with symbols that provide a transformational context
symbols
Resonance Attempting to match “patterns” in an advertisement with the
Attempting
target audience’s stored experiences
target
Emotional Aiming to reach the consumer at a visceral level through the use
Aiming
of emotional strategy
of
Generic Making no attempt to differentiate the dominant brand from
Making
competitive offerings or to claim superiority
competitive
©Preemptive
2010 South-Western,aa part of claim but doing so with an assertion of
Making generic-type
superiority
Cengage Learning. All rights
reserved. 8–15
- Figure 8.3
Illustration of
Resonance
Creative Strategy
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–16
- Figure 8.4
Illustration of
Emotional
Creative Strategy
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–17
- Section Summary
• An advertiser might use two or more styles
An
simultaneously.
• Some experts believe that advertising is most
Some
effective when it addresses both functional
product and symbolic benefits.
product
• Effective advertising must establish a clear
Effective
meaning of what the brand is and how it
compares to competitive offerings.
compares
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–18
- Means-End Chaining and the Method
Means-End
of Laddering as Guides to Creative
Advertising Formulation
Advertising
• Means-End Chain
Represents the linkages among brand attributes, the
Represents
consequences obtained from using the brand and
“consuming” the attributes, and the personal values
that the consequences reinforce
that
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 8–19
- Means-End Chain
• Attributes
Features or aspects of advertised brands
• Consequences
What consumers hope to receive (benefits) or avoid
What
(detriments) when consuming brands
(detriments)
• Values
Enduring beliefs people hold regarding what is
Enduring
important in life
important
Brand attributes and the consequences of
consuming these attributes are the means
© 2010 South-Western, a part of
Cengage Learning. All rights achieve valued ends
whereby people
reserved. 8–20
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