Creative Advertising Strategy10
*What Makes Effective Advertising?
*Memorable AdvertisingApple Computers 1984 TV Commercial
*The Role of CreativityCreative ads share two characteristics:
American Family Life Assurance Company (AFLAC) Nike Honda U.K. Apple iPod
*Original Ads: Apple iPod
*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.
*Advertising Plans and StrategyAdvertising strategy
*Advertising Strategy: A Five-Step Program Specify the key fact from the customers viewpoint.State the primary problem, or advertising issue, from brand managements perspective. State the advertising objective. Implement the creative message strategy. Establish mandatory requirements.
*Step 1: Specify the Key Fact The key fact in an advertising strategy is a single-minded statement from the consumers point of view that identifies why consumers are or arent purchasing the brand.
*Step 2: State the Primary ProblemExtending from the key fact, this step states the problem from the brand managements point of view.
*Step 3: State the Advertising Objective This is a straightforward statement about what effect the advertising is intended to have on the target market.
*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 markets minds.
*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.
*Constructing a Creative BriefBackgroundStrategyTaskPositioningClients ObjectivesTargetTheir current thoughts/feelingsWhat do we want them to think/feelWhat do we want them to doPropositionBelief in propositionHow we speak to them
Alternative Advertising Strategies
Unique Selling Proposition (USP)Brand ImageResonanceEmotionalGenericPreemptive
Alternative Strategies: Unique Selling PropositionSuperiority claims based on unique physical feature or meaningful benefitDefinitionMost useful when point of difference cannot be readily matched by competitorsConditionsMay force competitors to imitate or choose more aggressive strategyCompetitiveImplications
Alternative Strategies: Brand ImageClaims based on psychosocialdifferentiation, usually symbolicassociationDefinitionBest for homogeneous goodwhere differences are difficult to develop (e.g., cola)ConditionsOften involve prestige/identityclaims; rarely challengecompetition directlyCompetitiveImplications
Alternative Strategies: ResonanceAttempts to evoke stored lifeexperiences of prospects togive product relevantmeaning or significanceDefinitionBest for socially visible goods;requires considerable consumerunderstanding to design messagesConditionsFew direct limitations oncompetitors options; most likelycompetitive response is imitationCompetitiveImplications
Alternative Strategies: EmotionalAttempts to provoke involvement or emotion through ambiguity, humor without strong sellingemphasisDefinitionBest suited to discretionaryItems associated with emotionsConditionsCompetitors may imitate toundermine strategy of differenceor pursue other alternativesCompetitiveImplications
Alternative Strategies: GenericA claim that could be made by any company in that category. No attempt to differentiate the brand.DefinitionBest suited to brands that dominate a product category.ConditionsCompetitors may imitate but ones overall dominance will mean one gains a larger share of an increased pie.CompetitiveImplications
Alternative Strategies: PreemptiveA generic claim made with an assertion of superiority.DefinitionFew real functional differences between brands. Must be first in product category to make the claim, and to support it with sufficient ad weight.ConditionsEffectively precludes competitors from making a similar claim.CompetitiveImplications
Universal Human Values
Workshop QuestionsWhat are the value orientations or valued end-states that are motivating to our target audiences? Do they differ across audiences? How can we find out?
What are the attributes and consequences that link to those value orientations? How can our IMC strategy emphasize those attributes and consequences?