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The Creative Side and Message Strategy (Continued) Muhammad Waqas Lecture 14 Recap Chapter Key Points The Art and Science of Creative Advertising III. Creative Strategy Muhammad Waqas I. II. Chapter Outline Chapter Key Points The Art and Science of Creative Advertising III. Creative Strategy IV. Facets of Creative Strategy V. Planning and Managing Creative Strategy Muhammad Waqas I. II. 12 – 3 Facets of Creative Strategy Muhammad Waqas 1. 2. 3. 4. 5. Messages that Drive Perception Messages that Drive Cognition Messages that Touch Emotions Messages that Persuade Messages that Transform Product into a Brand 6. Messages that Drive Action Messages that Drive Perception Muhammad Waqas • Attention and awareness • Interest • Memory Muhammad Waqas Attention and Awareness Muhammad Waqas Attention and Awareness Muhammad Waqas Attention and Awareness Muhammad Waqas Attention and Awareness Muhammad Waqas Attention and Awareness Play… Muhammad Waqas 1. Bangkok Insurance - Tire 2. I am Mumbai Muhammad Waqas Interest Muhammad Waqas Interest Muhammad Waqas Interest Muhammad Waqas Memory Repitition Muhammad Waqas Memory Tag lines Muhammad Waqas Memory Muhammad Waqas Memory Shape Play… Muhammad Waqas 1. Nike Commercial - HD 2011 2. Orbit - Ultimate Clean Up w Snoop Dogg 3. Orbit Gum Wedding Reception Commercial Messages that Drive Cognition Muhammad Waqas • Features • Point of Differentiation • Claim Messages that Touch Emotions Muhammad Waqas • Highlight psychological attraction of the product to the target audience through emotional responses Messages that Persuade Muhammad Waqas • Appeal • Selling premises • Conviction Play… Muhammad Waqas 1. 2010 Toyota Prius Harmony TV Commercial Messages that Transform a Product into a Brand Muhammad Waqas • Branding • Image advertising is used to create a representation in the customer’s mind • Associations Play… Muhammad Waqas 1. THE SKINNY COW Feel the Love Perfect Cups Vide0 2. Liberation - Harley-Davidson Commercial Messages that Drive Actions Muhammad Waqas • A signature that serves to identify the company or brand • Also serves as a call to action if it gives direction to the consumer about how to respond • Viral Marketing or Buzz Marketing. Message Approaches Muhammad Waqas • • • • Straightforward Demonstration Comparison Problem solving/Problem avoidance • • • • • Humor Slice of Life Spokesperson Teasers Shockvertising Styles of Creative Advertising Muhammad Waqas • Functional Needs: Needs associated with current consumption related problem e.g. Convenience, safety, good health, cleanliness, etc. • Symbolic Needs: Positioning in terms of symbolic needs associates brand with desired group, role or self-image. Personal beauty products, alcoholic beverages, cigarettes and jewellery usually appeal to symbolic needs. Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC Muhammad Waqas Styles of Creative Advertising • Experiential Needs: Refers to need for sensory pleasure, variety and in some cases cognitive stimulation. Sensory pleasure brings joy to senses such as looking elegent, feeling good, tasty, smelling good, sounding divine, etc. Experiences rich in Cognitive stimulation are exciting, entertaining, mentally challenging, etc. Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC Styles of Creative Advertising 1. Unique Selling Proposition Creative Style - an advertiser makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit. Muhammad Waqas 2. Brand Image Creative Style - an advertiser attempts to develop an image or identity for a brand by associating the brand with symbols. Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC Styles of Creative Advertising 3. Resonance Creative Style - an advertiser resonates or patterns the audience’s life experiences and prevailing life style of target market. 4. Emotional Creative Advertising Muhammad Waqas - an advertiser aims to reach the consumer through the use of emotional strategy. Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC Styles of Creative Advertising 5. Generic Creative Style - an advertiser makes no attempt to differentiate its brand from competitive offerings or to claim superiority. 6. Preemptive Creative Style Muhammad Waqas - an advertiser makes a generic-type claim but does so with an assertion of superiority. Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC Summary Muhammad Waqas I. II. Facets of Creative Strategy Planning and Managing Creative Strategy References Muhammad Waqas • Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, PrenticeHall, New Delhi, ND. • Shimp T, 2010, Advertising, Promotion and other Aspects of Marketing Communications, 8th edition, SouthWestern.