Chapter 9: Creative Advertising Strategy

Advertising Agencies A. Trends* 1. Full service vs. boutiques 2. Decentralization B. Organization* 1. Account Management 2. Research 3. Creative 4. Media 5. Production* 6. Traffic* Agency Rankings

Advertising Strategy Framework: A Five-Step Program A. Specify the “Key Fact” B. State the Primary Marketing Problem C. State the Communications Objective D. Implement the Creative Message Strategy 1. Define the Target Market 2. Identify the Primary Competition 3. Choose the Positioning Statement *Position Statement: 1. To [target market] 2. _____ is the brand of [category need] 3. that offers [brand benefit] 4. Offer Reasons Why E. Establish Mandatory Requirements Sophia Soccer Dancers What is a "Big Idea?" Nike tapped into consumers’ desire for a healthy lifestyle by packaging it into a pair of $80 sneakers. The ads were often humorous, appealing to the cynic in all of us, while imploring consumers to take charge of their physical fitness. The ads made starting an exercise regime seem like a necessity,and the way to start exercising was to buy Nike merchandise. Constructing a Creative Brief

Alternative Creative Strategies A. Strategies that usually emphasize rational appeals 1. Generic (Category-Dominance Orientation) 2. Preemptive (Category-Dominance Orientation) 3. Unique Selling Proposition[USP](Functional O.) B. Strategies that usually use rational and/or emotional appeals 1. Brand Image (Symbolic/Experiential Orientation) C. Strategies that usually emphasize emotional appeals 1. Resonance (Experiential Orientation) 2. Emotional (Experiential Orientation) Mean Joe Green Means-End Chaining/MECCAS Corporate Image and Issue Advertising Chapter 9 Discussion Questions: 2, 3, 9