CHAPTER Effective and Creative Advertising Messages and C… · Alternative Styles of Creative Advertising •Functionally Oriented Advertising Appeals to consumers’ needs for tangible,

PowerPoint Presentation by Charlie Cook

The University of West Alabama

Eighth Edition

© 2010 South-Western, a part of Cengage Learning

All rights reserved.

Effective and Creative

Advertising Messages

CHAPTER 8

INTEGRATED MARKETING

COMMUNICATIONS

IN ADVERTISING AND PROMOTION

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.

Chapter Objectives After reading this chapter you should be able to:

© 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–2


Creating Effective Advertising

Accomplishment

(Output Perspective)

Composition

(Input Perspective)

Meaning of

Effective Advertising


Effective Advertising

Takes the

Consumer’s View

Extends from

Sound Marketing

Strategy

Doesn’t Overwhelm

the Strategy Delivers on

Its Promises

Breaks through

the Clutter


Creativity: The CAN Elements

Connectedness Appropriateness Novelty

The CAN Elements

of Creative Ads


Getting Messages to “Stick”

• Characteristics of Sticky Ads

Their audience readily comprehends the advertiser’s

intended message

They are remembered

They change the target audience’s brand-related

opinions or behavior

They have lasting impact: they stick


Sticky Messages: SUCCESs

Common Elements

of Sticky Ads

Unexpectedness

Simplicity

Concreteness

Storytelling

Emotionality Credibility


Illustrations of the Aflac Advertising Campaign

with the “Spokesduck.”

Figure 8.1


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

Research indicates that starting with a strong selling

proposition substantially increases the odds of

creating effective advertisements


Combination of Message Convincingness

and Execution Quality

Figure 8.2


Advertising Successes and Mistakes (cont’d)

Successful

Campaigns

Agency

Mistakes

Marketing

Mistakes

Result from both the brand management team and

the creative team having done their work well

Occur when the brand manager fails to distinguish

the brand from competitive offerings

Result from the ad agency’s inability to design an

effective execution, even though its brand

management client has a convincing message

Complete

Disasters

Are caused by poor value propositions and

mediocre executions


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

Feelings

What do members of the target audience currently think and

feel about our brand?

Objectives and

Measures

What do we want the target audience to think or feel about the

brand, and what measurable effects is the advertising

designed to accomplish?

Behavioral Outcome What do we want the target audience to do?

Positioning What is the brand positioning?

Message and

Medium

What general message is to be created, and what medium is

most appropriate for reaching the target audience?

Strategy What is the strategy?

Nitty-Gritty Details When (deadline) and how much (budget)?


Alternative Styles of Creative Advertising

• Functionally Oriented Advertising

Appeals to consumers’ needs for tangible, physical,

and concrete benefits

• Symbolically or Experientially Oriented

Advertising

Is directed at psychosocial needs

• Category-Dominance Advertising

Does not necessarily use any particular type of

appeal to consumers but is designed to achieve an

advantage over competitors in the same product

category


Styles of Creative Advertising Table 8.1


Creative Advertising Styles

Creative Style Strategy

Unique Selling

Proposition

Identifying an important difference that makes a brand unique

and supports a claim that competitors cannot match

Brand Image Developing an image or identity for a brand by associating the

brand with symbols that provide a transformational context

Resonance Attempting to match “patterns” in an advertisement with the

target audience’s stored experiences

Emotional Aiming to reach the consumer at a visceral level through the use

of emotional strategy

Generic Making no attempt to differentiate the dominant brand from

competitive offerings or to claim superiority

Preemptive Making a generic-type claim but doing so with an assertion of

superiority


Illustration of

Resonance

Creative Strategy

Figure 8.3


Illustration of

Emotional

Creative Strategy

Figure 8.4


Section 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.


Means-End Chaining and the Method

of Laddering as Guides to Creative

Advertising Formulation

• Means-End Chain

Represents the linkages among brand attributes, the

consequences obtained from using the brand and

“consuming” the attributes, and the personal values

that the consequences reinforce


Means-End Chain

• Attributes

Features or aspects of advertised brands

• Consequences

What consumers hope to receive (benefits) or avoid

(detriments) when consuming brands

• Values

Enduring beliefs people hold regarding what is

important in life

Brand attributes and the consequences of

consuming these attributes are the means

whereby people achieve valued ends


Ten Universal Values Table 8.2


A MECCAS* Model Conceptualization

of Advertising Strategy

Table 8.3

* Means-End Conceptualization of Components for Advertising Strategy


MECCAS

Illustration for

Self-Direction

Value

Figure 8.5


MECCAS

Illustration for

Hedonism

Value

Figure 8.6


MECCAS

Illustration for

Achievement

Value

Figure 8.7


MECCAS

Illustration for

Power Value

Figure 8.8


Identifying Means-End Chains:

The Method of Laddering

• Laddering Research Technique

Is used to identify linkages between attributes (A),

consequences (C), and values (V)

Constructs a hierarchy, or ladder, of relations

between a brand’s attributes and consequences (the

means) and consumer values (the end).

Attempts to get at the root or deep reasons why

individual consumers buy certain products and brands


Practical Issues in Identifying

Means-End Chains

• The laddering method “forces” interviewees to identify

hierarchies among attributes, consequences, and values

that may actually not exist for them

• Consumers may perceive clear-cut linkages between

attributes and consequences but not necessarily

between consequences and values

• The resulting aggregations of A C V chains are

assumed to represent all consumers in the target

audience


Corporate Image and Issue Advertising

• Corporate Image Advertising

Attempting to increase a firm’s name recognition,

establish goodwill for the company and its products,

or identify the firm with some meaningful and socially

acceptable activity.

• Corporate Issue (Advocacy) Advertising

Involves a firm taking a position on a controversial

social issue of public importance with the intention of

swaying public opinion.

Supports position and best interests of the firm while

expressly or implicitly challenging an opponent’s

position and denying the accuracy of their facts.


Illustration of

Corporate Image

Advertisement

Figure 8.9

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CHAPTER Effective and Creative Advertising Messages and C… · Alternative Styles of Creative Advertising •Functionally Oriented Advertising Appeals to consumers’ needs for tangible,