Creative Strategy Decisions

Group Assignment Consider the market for compact cars. Choose three competitors in this market. 1.Develop a positioning grid using: Attributes Benefits 2.Show how the multiattribute model can be used in this market. 3.Develop a positioning statement for your three competitors

Articulate the Message Many ways to convey an advertising message. Common to all messages are: A creative strategy determining what the message will say or communicate. Creative tactics for how the message strategy will be executed.

An Advertising Campaign Integrated Interrelated Coordinated In Different Media Over a Time Period Integrated Interrelated Coordinated In Different Media Marketing Communication Activities Centered on a Theme or Idea

Advertising Campaign Themes “The Ultimate Driving Machine” BMW “At a place called Miller time” Miller Lite Miller Lite “Like a Rock” Chevy Trucks Chevy Trucks BMW Miller Lite Miller Lite The central message that will be communicated in all of the various IMC activities

Successful Long-Running Campaigns Nike Just do it Allstate Insurance You’re in good hands with Allstate Hallmark cards When you care enough to send the very best Budweiser This Bud’s for you Intel Intel inside State Farm Insurance Like a good neighbor, State Farm is there Chevy Trucks Like a rock Dial soap Aren’t you glad you use Dial? Company or Brand Campaign Theme

This ad is part of an advertising campaign for Miller Lite Beer

Approaches to Guide the Search for a Creative Theme Positioning the Brand Use a Unique Selling Position Use a Unique Selling Position Create the Brand Image Find the Inherent Drama Seeking the Major Idea

1. Approaches to the Major Selling Idea: USP Buy this produce and you'll benefit this way or enjoy this reward Must be unique to this brand or claim; something rivals can't or don't offer Unique Benefit Unique Benefit Unique Selling Proposition The promise must be strong or attractive enough to move people Potent

2. Creating a Brand Image Often used for products such as soft drinks, perfume, liquor, clothing, airlines image advertising The creativity sales strategy is based on a strong, memorable brand identity through image advertising Used when competing brands are so similar it is difficult to find or create a unique attribute image advertising The creativity sales strategy is based on a strong, memorable brand identity through image advertising Used when competing brands are so similar it is difficult to find or create a unique attribute

Approaches to the Major Selling Idea: Unique Brand Image

No Fear Ads Create a Unique Brand Image

3. Approaches to the Major Selling Idea: Inherent Drama Inherent Drama Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg Focus on consumer benefits with an emphasis on the dramatic element in expressing them Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg

4. Approaches to the Major Selling Idea: Positioning Establish a particular place in the customer’s mind for the product or service Positioning Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

Pennzoil’s Positioning is Based on Protection

Quaker State’s Positioning is Based on Performance

This Ad Positions 3M as Highly Innovative

Creative Consistency Consistency in promotional creativity is a key success factor so that target audience retains the brand position. Involves consistency across: Time Creative executions Advertising media Promotional tools Products

Consistency Across Executions

Canadian Creative Themes Find unique ways of speaking to Canadians Canadians have a different set of social values which influence our motivation for consumption. Canadians buy products for what they do for us instead of what they say about us. Canadians have a different set of social values which influence our motivation for consumption. Canadians buy products for what they do for us instead of what they say about us.

Message Appeals To influence consumer feelings toward a product, service or cause The approach used to attract the attention of consumers The way an appeal is turned into an advertising message The way the message is presented to the consumer The approach used to attract the attention of consumers The way an appeal is turned into an advertising message Advertising Appeals Advertising Appeals Creative Execution Style Creative Execution Style

Rational Appeals Focus on the consumer’s practical, functional, or utilitarian need for product or service. Emphasize features and/or benefits. Reasons for owning or using. Informative  Deal with facts, learning, and the logic of persuasion.

Rational Appeals The features, benefits, or evaluative criteria important to consumers which can serve as the basis of a rational appeal vary: Between product or service categories. Among various market segments.

Types of Rational Appeals Popularity: Stresses the brand’s popularity News: News announcement about the product Price: Makes price offer the dominant point Competitive: Makes comparisons to other brands Feature: Focus on dominant traits of the product News: News announcement about the product Price: Makes price offer the dominant point Competitive: Makes comparisons to other brands Feature: Focus on dominant traits of the product

A Very Direct, Side-by-Side Comparison Ad

A Rational, “Popularity” Appeal

Emotional Appeals Relate to the customers’ social and/or psychological needs for purchasing a product or service. Many consumer motives for purchases are emotional.

Using Emotional Appeals Many advertisers believe appeals to consumers’ emotions work better at selling brands that do not differ markedly from competing brands. i.e. When rational differentiation is difficult. Advertising must resonate with the target audience and evoke relevant processing responses connected to the purchase decision or consumption experience.

Appealing to Socially-Based Feelings Status Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Social-Based Feelings Social-Based Feelings

Music and Visual Effects Excite Feelings

Transformational Ads Richer More Exciting More Exciting Warmer Feelings Meanings Images Beliefs More Exciting More Exciting Warmer Richer Beliefs Images Meanings Feelings More Enjoyable More Enjoyable It must make the product use experience... The ads create...

Norwegian Uses Transformational Advertising

Fear Appeals Fear  An emotional response to a threat that expresses or implies some sort of danger. Ads sometimes use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat. Often used for social change issues.

Threat Plus Solution Gently Persuades

Humour Appeals Best known and best remembered of all advertising. Used for many reasons: Attract and hold consumers’ attention Create positive mood Distract receiver from counterarguing the message

Using Humour Appeals StrengthsWeaknesses

Does Not Aid Persuasion in General Aids Attention and Awareness StrengthsWeaknesses May Harm Recall and Comprehension May Harm Complex Copy Registration Does Not Aid Source Credibility Is Not Effective in Bringing About Sales May Wear Out Faster Than Non-humorous Ads May Aid Retention of the Message Creates a Positive Mood and Enhances Persuasion May Aid Name and Simple Copy Registration May Serve As a Distracter, Reducing Counterarguing Does Not Aid Persuasion in General Aids Attention and Awareness May Harm Recall and Comprehension May Harm Complex Copy Registration Does Not Aid Source Credibility Is Not Effective in Bringing About Sales May Aid Retention of the Message Creates a Positive Mood and Enhances Persuasion May Aid Name and Simple Copy Registration May Serve As a Distracter, Reducing Counterarguing

Clever Execution of Humour in a Print Ad

Combined Rational and Emotional Appeals In many situations, creative specialists don’t choose, but determine a method to combine the two approaches. “Few purchases of any kind are made for entirely rational reasons. Even a purely functional product such as laundry detergent may offer what is now called an emotional benefit – say, the satisfaction of seeing one’s children in bright clean clothes.” David Ogilvy and Joel Raphaelson

Teaser Advertising A unique example of combining rational and emotional appeals.

Teaser Ads May Not Show the Product

Teaser Ads Excite Curiosity

MasterCard Creates an Emotional Bond

Source of the Message Appeal Source  The person involved in communicating a marketing message, either directly or indirectly. Direct source A spokesperson who delivers a message and/or demonstrates a product or service. Andre Agassi endorsing Head tennis rackets. Indirect Source Doesn’t actually deliver a message. Draws attention to and/or enhances the appearance of the ad. A model.

1. Source Credibility Expertise Trustworthiness CREDIBILITY

Endorsement by Both a Celebrity and an Expert

2. Source Attractiveness Resemblance between the source and recipient of the message Similarity Knowledge of the source through repeated or prolonged exposure Familiarity Affection for the source resulting from physical appearance, behaviour, or other personal traits Likeability Similarity Familiarity

Attractive Models are Often Used in Cosmetics Ads

Popular Celebrities Help Attract Attention to Commercials

Risks of Using Celebrities The celebrity’s behaviour may pose a risk to the company The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility The celebrity may overshadow the product being endorsed The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility The celebrity may overshadow the product being endorsed

Understanding the Meaning of Celebrity Endorsers