The Creative Side and Message Strategy (Continued)

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Presentation transcript:

The Creative Side and Message Strategy (Continued) Lecture 14

Recap Chapter Key Points The Art and Science of Creative Advertising Creative Strategy

Chapter Outline Chapter Key Points The Art and Science of Creative Advertising Creative Strategy Facets of Creative Strategy Planning and Managing Creative Strategy

Facets of Creative Strategy Messages that Drive Perception Messages that Drive Cognition Messages that Touch Emotions Messages that Persuade Messages that Transform Product into a Brand Messages that Drive Action

Messages that Drive Perception Attention and awareness Interest Memory

Attention and Awareness

Attention and Awareness

Attention and Awareness

Attention and Awareness

Attention and Awareness

Play… Bangkok Insurance - Tire I am Mumbai

Interest

Interest

Interest

Memory Repitition

Memory Tag lines

Memory

Memory Shape

Play… Nike Commercial - HD 2011 Orbit - Ultimate Clean Up w Snoop Dogg Orbit Gum Wedding Reception Commercial

Messages that Drive Cognition Features Point of Differentiation Claim

Messages that Touch Emotions Highlight psychological attraction of the product to the target audience through emotional responses

Messages that Persuade Appeal Selling premises Conviction

Play… 2010 Toyota Prius Harmony TV Commercial

Messages that Transform a Product into a Brand Branding Image advertising is used to create a representation in the customer’s mind Associations

Play… THE SKINNY COW Feel the Love Perfect Cups Vide0 Liberation - Harley-Davidson Commercial

Messages that Drive Actions A signature that serves to identify the company or brand Also serves as a call to action if it gives direction to the consumer about how to respond Viral Marketing or Buzz Marketing.

Message Approaches Straightforward Demonstration Comparison Problem solving/Problem avoidance Humor Slice of Life Spokesperson Teasers Shockvertising

Styles of Creative Advertising Functional Needs: Needs associated with current consumption related problem e.g. Convenience, safety, good health, cleanliness, etc. Symbolic Needs: Positioning in terms of symbolic needs associates brand with desired group, role or self-image. Personal beauty products, alcoholic beverages, cigarettes and jewellery usually appeal to symbolic needs. Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC

Styles of Creative Advertising Experiential Needs: Refers to need for sensory pleasure, variety and in some cases cognitive stimulation. Sensory pleasure brings joy to senses such as looking elegent, feeling good, tasty, smelling good, sounding divine, etc. Experiences rich in Cognitive stimulation are exciting, entertaining, mentally challenging, etc. Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC

Styles of Creative Advertising Unique Selling Proposition Creative Style - an advertiser makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit. Brand Image Creative Style - an advertiser attempts to develop an image or identity for a brand by associating the brand with symbols. Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC

Styles of Creative Advertising 3. Resonance Creative Style - an advertiser resonates or patterns the audience’s life experiences and prevailing life style of target market. Emotional Creative Advertising - an advertiser aims to reach the consumer through the use of emotional strategy. Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC

Styles of Creative Advertising Generic Creative Style - an advertiser makes no attempt to differentiate its brand from competitive offerings or to claim superiority. Preemptive Creative Style - an advertiser makes a generic-type claim but does so with an assertion of superiority. Source: Shimp, T.A. 2004, Advertising, Promotion and Other aspects of IMC

Summary Facets of Creative Strategy Planning and Managing Creative Strategy

References Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND. Shimp T, 2010, Advertising, Promotion and other Aspects of Marketing Communications, 8th edition, South-Western.