The “Creative Revolution” n Clutter n Clutter killing more so than bad strategy n Agency priority becomes breaking clutter

Starting Point Message Strategies & Executions

Strategy 1: Generic Message n Most basic advertising form n Non-competitive n Marketing Contexts: n Tell something new, of value, why to believe n H.I.-Source credibilityL.I.-Repeat assertion Generic Simple Statement Demonstration Testimonial Problem-Solution

Execution 1: Simple Statement n Basic info on product, price, place n Product launch awareness n “Lecture” format n One-sided persuasive argument

Execution 2: Demonstration Focus on product n Statement and proof (e.g., TV infomercials) n Claim n Demonstration (proof) n Early use of power of TV n Before and after pictures for print

Execution 3: Testimonial Focus on consumers/user n Product statement n Reason why (statement or more often demo) n Conversion (believer, e.g., IBM)

Execution 4: Problem-Solution n Demo replaced by exhibit actual “real-world” use n Start with display of problem (AIG Long TV)AIG Long TV n Product provides solution n Reason to believe solution n Conversations between friends n Still see heavily daytime & senior ads

Strategy 2: Preemptive n Generic claim & assertion of superiority n Make claim and defend, defend, defend over years n Market entry strategy (i.e. follower brand) n Selective demand emphasis Preemptive Unique Selling Proposition Expert Spokesperson Competitive

Execution 1: USP n Specific benefit, unique to product n Point: Work with what is unique and beneficial – Works well with genuine inventions – Works well with hard-to-imitate benefits n Difficult in undifferentiated modern world

Execution 2: Expert Spokesperson n Simple product benefit communicated by user testimonial n Complex product superiority by expert n Sometimes both in same ad n Expert… n Two sided arguments often employed

Execution 3: Comparative n Competitive demonstration (Pepsi challenge) – Legalized 1970s n Problem: Head-to-head battle very difficult n Problem: Sponsor confusion in L.I. – Often don’t name other brand--just implicit (Schwab TV)Schwab TV

Strategy 3: Brand Building n Build brand through positive meaningful associations Brand Building Brand personality Celebrity endorser

Execution 1: Brand Personality n Originally associated with “person” n Associated with character – Tony the Tiger n Associate with any positive symbol n Limitations

Execution 2: Celebrity Endorser n Celebrity functions as symbol--lends meaning n Increased attention n Celebrity can overshadow product n Celebrity credibility – Credibility = Trust x Expertise (NOT attractiveness) n H.I. n L.I.

Strategy 4: Emotion n “Advertising that works is advertising that makes somebody feel something.” - Hal Riney n Attention & Memory n Emotion leads to: – L.I.:Increase in active processing – H.I.:Easier attitude changes Emotion Drama Humor Fear Sex

Execution 1: Drama n Increased message involvement n Problem with 30 seconds n Can create “run-on” ads n Celebrities can ease character development

Execution 2: Humor n Humor gives: – Increased recall for ad (not product) – Increased preference for ad (not product) – Clutter breaker – 25% TV ads n Problems – High burnout – Cross-cultural differences n Again, best if “on-strategy” – Little Caesar’s – Nike’s Bo Knows for cross trainers – Timex watch (Exhibit Timex TV)Timex TV

Execution 3: Fear n More powerful than humor as motivator n Moderate levels work best – Too much and viewer blocks out message (Mercedes TV)Mercedes TV n Don’t use if not part of problem product solves – Spiders & such to get attention bad idea

Execution 4: Sex... n …sells n High attention n Problems – Cultural differences – Big gender difference in reaction n Like fear, moderate levels (just suggest) and “on strategy” best