Creative Advertising Strategy
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2
What Makes Effective Advertising?What Makes Effective Advertising?
Sound
Strategy
Consumer’s
View
Doesn’t
OverwhelmDeliver on
Promises
Break
Clutter
Effective
Advertising
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Memorable AdvertisingMemorable Advertising
Apple Computer’s “1984” TV Commercial
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The Role of CreativityThe Role of Creativity
Creative ads share two characteristics:
• •
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Original Ads: Apple iPodOriginal Ads: Apple iPod
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Advertising Successes and Advertising Successes and Mistakes Mistakes
• Value Proposition is:
• The reward:
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Advertising Plans and StrategyAdvertising Plans and Strategy
Advertising strategy
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Advertising Strategy: A Five-Step Advertising Strategy: A Five-Step Program Program
1. Specify the key fact from the customer’s viewpoint.
2. State the primary problem, or advertising issue, from brand management’s perspective.
3. State the advertising objective. 4. Implement the creative message
strategy. 5. Establish mandatory requirements.
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Step 1: Specify the Key Fact Step 1: Specify the Key Fact
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Step 2: State the Primary ProblemStep 2: State the Primary Problem
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Step 3: State the Advertising Step 3: State the Advertising Objective Objective
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Step 4: Implement the Creative Step 4: Implement the Creative Message Strategy Message Strategy
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Step 5: Establish Mandatory Step 5: Establish Mandatory Requirements Requirements
The final step involves including mandatory requirements due to:
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Constructing a Creative BriefConstructing 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
Alternative Advertising StrategiesAlternative Advertising Strategies
Unique Selling Proposition (USP)
Brand Image
Resonance
Emotional
Generic
Preemptive
Alternative Strategies:Alternative Strategies:
Unique Selling PropositionUnique Selling Proposition
Superiority claims based on unique physical feature or meaningful benefit
Definition
Most useful when point of difference cannot be readily matched by competitors
Conditions
May force competitors to imitate or choose more aggressive strategy
Competitive
Implications
Alternative Strategies:Alternative Strategies:
Brand ImageBrand ImageClaims based on psychosocialdifferentiation, usually symbolicassociation
Definition
Best for homogeneous goodwhere differences are difficult to develop (e.g., cola)
Conditions
Often involve prestige/identity
claims; rarely challenge
competition directly
Competitive
Implications
Alternative Strategies:Alternative Strategies: ResonanceResonance
Attempts to evoke stored lifeexperiences of prospects togive product relevantmeaning or significance
Definition
Best for socially visible goods;requires considerable consumerunderstanding to design messages
Conditions
Few direct limitations oncompetitor’s options; most likelycompetitive response is imitation
CompetitiveImplications
Alternative Strategies:Alternative Strategies: EmotionalEmotional
Attempts to provoke involvement or emotion through ambiguity, humor without strong sellingemphasis
Definition
Best suited to discretionaryItems associated with emotions
Conditions
Competitors may imitate toundermine strategy of differenceor pursue other alternatives
CompetitiveImplications
Alternative Strategies:Alternative Strategies: GenericGeneric
A claim that could be made by any company in that category. No attempt to differentiate the brand.
Definition
Best suited to brands that dominate a product category.
Conditions
Competitors may imitate but one’s overall dominance will mean one gains a larger share of an increased pie.
CompetitiveImplications
Alternative Strategies:Alternative Strategies: PreemptivePreemptive
A generic claim made with an assertion of superiority.
Definition
Few real functional differences between brands. Must be first in product category to make the claim, and to support it with sufficient ad weight.
Conditions
Effectively precludes competitors from making a similar claim.
CompetitiveImplications
ValuesValues
Universal Human Values
Self-Direction
Stimulation
Hedonism
Achievement
Power
Security
Conformity
Tradition
Benevolence
Universalism
Individualistic Cultures
Self-Direction
Stimulation
Hedonism
Achievement
Power
Security
Conformity
Tradition
Benevolence
Universalism
Collectivistic Cultures
Self-Direction
Stimulation
Hedonism
Achievement
Power
Security
Conformity
Tradition
Benevolence
Universalism
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Self-Direction
Value
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Security Value
Workshop QuestionsWorkshop Questions
What 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?
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