Transcript Slides for February 22 lecture

Creative Advertising
Strategy
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What Makes Effective Advertising?
Sound
Strategy
Consumer’s
View
Effective
Advertising
Break
Clutter
Deliver on
Promises
Doesn’t
Overwhelm
2
Memorable Advertising
Apple Computer’s “1984” TV Commercial
3
The Role of Creativity
Creative ads share
two
characteristics:
•
•
4
Original Ads: Apple iPod
5
Advertising Successes and
Mistakes
• Value Proposition is:
• The reward:
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Advertising Plans and Strategy
Advertising strategy
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Advertising Strategy: A Five-Step
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
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Step 2: State the Primary Problem
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Step 3: State the Advertising
Objective
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Step 4: Implement the Creative
Message Strategy
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Step 5: Establish Mandatory
Requirements
The final step involves including
mandatory requirements due to:
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Constructing a Creative Brief
Background
Their current
thoughts/feelings
Strategy
What do we want them
to think/feel
Task
What do we want them
to do
Positioning
Client’s Objectives
Target
Proposition
Belief in proposition
How we speak to them
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Alternative Advertising Strategies
Unique Selling Proposition (USP)
Brand Image
Resonance
Emotional
Generic
Preemptive
Alternative Strategies:
Unique Selling Proposition
Definition
Superiority claims based on
unique physical feature or
meaningful benefit
Conditions
Most useful when point of
difference cannot be readily
matched by competitors
Competitive
Implications
May force competitors to imitate
or choose more aggressive
strategy
Alternative Strategies:
Brand Image
Definition
Claims based on psychosocial
differentiation, usually symbolic
association
Conditions
Best for homogeneous good
where differences are difficult to
develop (e.g., cola)
Competitive
Implications
Often involve prestige/identity
claims; rarely challenge
competition directly
Alternative Strategies:
Resonance
Definition
Attempts to evoke stored life
experiences of prospects to
give product relevant
meaning or significance
Conditions
Best for socially visible goods;
requires considerable consumer
understanding to design
messages
Competitive
Implications
Few direct limitations on
competitor’s options; most likely
competitive response is imitation
Alternative Strategies:
Emotional
Definition
Attempts to provoke involvement
or emotion through ambiguity,
humor without strong selling
emphasis
Conditions
Best suited to discretionary
Items associated with emotions
Competitive
Implications
Competitors may imitate to
undermine strategy of difference
or pursue other alternatives
Alternative Strategies:
Generic
Definition
A claim that could be made by
any company in that category.
No attempt to differentiate the
brand.
Conditions
Best suited to brands that
dominate a product category.
Competitive
Implications
Competitors may imitate but
one’s overall dominance will
mean one gains a larger share
of an increased pie.
Alternative Strategies:
Preemptive
Definition
A generic claim made with an
assertion of superiority.
Conditions
Few real functional differences
between brands. Must be first
in product category to make
the claim, and to support it
with sufficient ad weight.
Competitive
Implications
Effectively precludes
competitors from making a
similar claim.
Values
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
SelfDirection
Value
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Security Value
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Workshop 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?