Designing an Advertisement

8/6/2019 Designing an Advertisement

http://slidepdf.com/reader/full/designing-an-advertisement 1/38

Designing an Advertising



2

Objectives

� Appreciate the factors that promote

effective and creative advertising.

� Understand a five-step program used informulating advertising strategy.



3

Objectives

� Describe the features of a creative brief.

� Explain alternative creative styles that play

a role in the development of advertisingmessages.

� Understand the concept of means-end

chains and their role in advertisingstrategy.



4

Objectives

� Appreciate the MECCAS model and its

role in guiding message formulation.

� Describe the laddering method thatprovides the data used in constructing a

MECCAS model.

� Recognize the role of corporate image

and issue advertising.



5

Memorable Advertising

Apple Computer¶s ³1984´ TV Commercial



6

What Makes Effective Advertising?

Sound

Strategy

Consumer¶s

View Persuasive

Doesn¶t

Overwhelm

Deliver on

Pr omises

Break

Clutter

Effective

Advertising







9

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.



10

Advertising Successes and

Mistakes



11

� Successful campaigns: both the brand managementteam and the creative team have done their work

well.� Marketing Mistakes: result when the brand manager

fails to distinguish the brand from competitiveofferings.

� Agency Mistakes: due to the ad agency¶s inability todesign an effective execution, even though its brandmanagement client has a convincing message.

� Complete Disasters: caused by poor valuepropositions and mediocre executions.

Advertising

Successes and

Mistakes



12

Advertising Plans and Strategy

Advertising strategy

An advertising message thatcommunicates the brand¶s primary

benefits or how it can solve a

consumer¶s problem



13

Advertising Strategy: A Five-Step

Program1. Specify the key fact from the customer¶s

viewpoint.

2. State the primary problem, or advertisingissue, from brand management¶sperspective.

3. State the advertising objective.

4. Implement the creative messagestrategy.

5. Establish mandatory requirements.



14

Step 1: Specify the Key Fact

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.



15

Step 2: State the Primary Problem

� Extending from the key fact, this step

states the problem from the brand

management¶s point of view.



16

Step 3: State the Communications

ObjectiveThis is a straightforward statement about

what effect the advertising is intended to

have on the target market .





18

Step 5: Establish Mandatory

RequirementsThe final step involves including mandatory

requirements due to regulatory dictates, or

non-regulatory requirements like the

corporate logo or tag-line.



19

Constructing a Creative Brief

Backgr ound

Strategy

Task

Positioning

Client¶s Objectives

Target

Their currentthoughts/feelings

What do we want

them to think/feel

What do we want

them to do

Pr oposition

Belief in pr oposition

How we speak to them



20

Styles of Creative Advertising



21

Unique Selling Proposition Creative

Style (USP)

An advertiser makes a superiority claim

based on a unique product attribute thatrepresents a meaningful, distinctive

consumer benefit.



22

Brand Image Creative Style

� The brand image style involves

psychosocial, rather than physicaldifferentiation.

� Transformational advertising



23

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 ³Real Beauty´

campaign

� QuickStep laminate floors



24

Emotional

CreativeStyle

An attempt to

reach theconsumer at a

visceral level by

appealing to their emotions.



25

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.

� Example: Campbell¶s Soup



26

Preemptive Creative Style

� An advertiser makes a generic-type claim

but does it with an assertion of superiority.

� Example: ³Visine gets the red out.´



27

In Summary

� An advertiser might use two or more styles

simultaneously.

� Some experts believe that advertising ismost 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.



28

Means-End Chaining



29

Attributes-Consequences-Values

� Attributes are features or aspects of

advertised brands.

� Consequences are what consumers hopeto receive (benefits) or avoid (detriments)

when consuming brands.

� Values represent those enduring beliefs

people hold regarding what is important in

life.



30

The Nature of Values

1. Self-direction

2. Stimulation

3. Hedonism

4. Achievement

5. Power

6. Security

7. Conformity

8. Tradition

9. Benevolence

10.Universalism



31

A MECCAS Model

Conceptualization of Advertising

Strategy



32

The MECCAS Model

MECCAS: Means End

Conceptualization of

Components

for Advertising Strategy



33

MECCAS

Illustration

For Self- Direction

Value



34

MECCAS

Illustration for

Stimulation

Value



35

MECCAS

Illustration for

H edonism

Value



36

MECCAS

Illustration for Achievement

Value



37

MECCAS

Illustration for

P ower Value



38

MECCAS

Illustration for

S ecurity Value

Documents

Designing an Advertisement