Transcript Ad Man_ Creative Advertising W3L2_A15

Marketing Communications & Promotional Practice
Advertising Management – Creating Effective
and Creative Advertising Messages
Week 3
Lecture 2
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Motivation
 To attend to Messages
 To process Messages
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Helping Information Processing
 Encoding Information
 Reducing processing time
 Knowledge structures
 Concretisations
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
5-step Program
1. Specify the key fact from the customer’s viewpoint
2. State the main ‘problem’/advertising issue from the
viewpoint of the brand/product
3. State the advertising objective
4. Establish mandatory requirements/constraints
5. Implement the creative message strategy
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
The Creative Brief
 Background – the main
 Objectives
‘problem’ to be
addressed
 Target Audience
 Thoughts and feelings
 Brand Positioning
 Overall brand strategy
 Outcomes – behavioural
– sales
 Message guidelines
 Media considerations
 Budget – Timings – AOB
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
The Creative Brief
 Brand Positioning
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
The Creative Brief
Thoughts and feelings
 What do consumers think of the
brand/product/company now?
 Why do they hold these feelings?
 May need research – if no answers to the questions exist.
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
The Creative Brief
Target Audience
 Whom do we need to reach with the ad campaign?
 Segmentation/Consumer Buying Factors
 Based on behaviour?
 Demographic features
 Geo-demographic aspects
 Psychographic factors
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
The Creative Brief
Background – the main “problem” to be addressed
 What is the overall purpose of the advertising/
communication task?
 Situation Audit – Brand history, competitive environment,
market forces, cultural aspects
 Porter’s Five Forces
 SWOT analysis
 PESTLE analysis
Bangor Transfer Abroad Programme
Marketing Communications
& Promotional Practice
10
Advertising Message
Four important elements:
 The balance
 The structure
 The source
 The presentation to the target audience
Bangor Transfer Abroad Programme
Marketing Communications
& Promotional Practice
11
Advertising Message
High
involvement
Low
involvement
Rational product attribute appeals
Information provision Benefit claims
Emotional image-based appeals
Social, ego, hedonic orientation
Bangor Transfer Abroad Programme
Marketing Communications
& Promotional Practice
12
Informational Appeals
 Factual
 Slice of life
 Demonstration
 Comparative
Bangor Transfer Abroad Programme
Marketing Communications
& Promotional Practice
13
Emotional Based Appeal
 Fear
 Humour
 Animation
 Sex
 Music
 Fantasy
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Poster Ad 1995 Honest Legal DECENT
Bangor Transfer Abroad Programme
Marketing Communications
& Promotional Practice
15
Pull, Push and Profile
 Pull
 Aims to generate and sustain dialogue with the end user
customers
 Target Result:
 Consumer demand product from distributors.
 Strategy
 Focus on awareness, branding, coordination
Bangor Transfer Abroad Programme
Marketing Communications
& Promotional Practice
16
Pull, Push and Profile
 Push
 Aims to communicate with members of the channel to
encourage them to ‘push’ products through the channel
 Target result
 Intermediary promotes the product to the end customer.
 Focus on intermediary
 Key account managers
Bangor Transfer Abroad Programme
Marketing Communications
& Promotional Practice
17
Pull, Push and Profile
 Profile
 Aims to develop corporate reputation and image
 More company wide
 Offices, vehicles, people
 Broader stakeholder focus
 Investors, suppliers, staff
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
The Role of Endorsers
 Celebrities
 Stereotypes
 Typical
 Person
 The TEARS model
 Or NO TEARS
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
The Tears Model
T
Trustworthiness
E
Expertise
A
Attractiveness
R
Respect
S
Similarity
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Tears Trustworthiness
 The property of being perceived as believable,
dependable
 As someone who can be trusted
 CREDIBILITY
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Tears Expertise
 The characteristic of having specific skills, knowledge, or
abilities with respect to the endorsed brand
 SPORTSMEN
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Tears Attractiveness
 The trait of being regarded as pleasant to look at in
terms of a particular group’s concept of attractiveness
 EASY ON THE EYES
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Tears Respect
 The quality of being admired or even esteemed due to
one’s personal qualities and accomplishments
 DAVID BECKHAM
Bangor Transfer Abroad Programme
Marketing Communications & Promotional Practice
Tears Similarities
 The extent to which an endorser matches an audience in
terms of characteristics relevant to the endorsement
relationship




Age
Gender
Ethnicity
Psychographics
 Use of young people...
Bangor Transfer Abroad Programme
Marketing Communications
& Promotional Practice
25
Agency Selection Process
 Define requirements – what sort of agency do you
require:
 Ego or practical?
 Location?
 How big is the project?
 Use knowledge and advertisers directory to select a list
 Conflicts/experience
 Will they add value to the marketing strategy?
Bangor Transfer Abroad Programme
Marketing Communications
& Promotional Practice
26
How to Ensure a Good Agency
Relationship
 Have a clear understanding of costs
 Agencies are there to add value
 Let them become part of the marketing team
 Involve them early in any project
 They will also give you alternative view, they are not as close
to the market
 Give clear briefs for each project
 Agree deadlines
 Prepare a planning calendar working back from your launch
date
Bangor Transfer Abroad Programme