Creating Effective and Creative Advertising

Messages

Memorable Advertising

Apple Computer’s “1984” TV Commercial

What Makes Effective Advertising?

Sound

Strategy

Consumer’s

View Persuasive

Doesn’t

Overwhelm

Deliver on

Promises

Break

Clutter

Effective

Advertising

The Role of Creativity

Creative ads share two characteristics:

• Originality • Appropriateness

Nike

Apple iPod

Original 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.

Constructing a Creative Brief

Background

Strategy

Task

Positioning

Client’s Objectives

Target

Their current thoughts/feelings

What do we want them to think/feel

What do we want them to do

Proposition

Belief in proposition

How we speak to them

Styles of Creative Advertising

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.

Brand Image Creative Style

• The brand image style involves psychosocial, rather than physical differentiation.

• Transformational advertising

Resonance Creative Style

• 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

Emotional Creative

Style

An attempt to reach the consumer at a visceral level by appealing to their emotions.

Generic Creative Style

• 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.

Preemptive Creative Style

• An advertiser makes a generic-type claim but does it with an assertion of superiority.

In Summary

• 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.