1. Advertising Management – Creating Effective and Creative Advertising Messages
Week 3
Lecture 3

2. Motivation
To attend to Messages
To process Messages

3. Helping Information Processing
Encoding Information
Reducing processing time
Knowledge structures
Concretisations

4. 5-step Program Specify the key fact from the customer’s viewpoint
State the main ‘problem’/advertising issue from the viewpoint of the brand/product
State the advertising objective
Establish mandatory requirements/constraints
Implement the creative message strategy

5. The Creative Brief Background – the main ‘problem’ to be addressed
Target Audience
Thoughts and feelings
Brand Positioning
Overall brand strategy
Objectives
Outcomes – behavioural – sales
Message guidelines
Media considerations
Budget – Timings – AOB

6. The Creative Brief
Brand Positioning

7. 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.

8. 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

9. Background – the main “problem” to be addressed
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

10. Advertising Message Four important elements: The balance The structure
The source
The presentation to the target audience

11. Advertising Message Rational product attribute appeals High
Information provision Benefit claims
High
involvement
Emotional image-based appeals
Social, ego, hedonic orientation
Low
involvement

12. Informational Appeals
Factual
Slice of life
Demonstration
Comparative

13. Emotional Based Appeal
Fear
Humour
Animation
Sex
Music
Fantasy

14. Poster Ad 1995 Honest Legal DECENT

15. Pull, Push and Profile Pull Target Result: Strategy
Aims to generate and sustain dialogue with the end user customers
Target Result:
Consumer demand product from distributors.
Strategy
Focus on awareness, branding, coordination

16. Pull, Push and Profile Push Target result Focus on intermediary
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

17. Pull, Push and Profile Profile More company wide
Aims to develop corporate reputation and image
More company wide
Offices, vehicles, people
Broader stakeholder focus
Investors, suppliers, staff

18. The Role of Endorsers Celebrities Stereotypes The TEARS model
Typical
Person
The TEARS model
Or NO TEARS

19. The Tears Model T Trustworthiness E Expertise A Attractiveness R
Respect S
Similarity

20. Tears Trustworthiness
The property of being perceived as believable, dependable
As someone who can be trusted
CREDIBILITY

21. Tears Expertise
The characteristic of having specific skills, knowledge, or abilities with respect to the endorsed brand
SPORTSMEN

22. 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

23. Tears Respect
The quality of being admired or even esteemed due to one’s personal qualities and accomplishments
DAVID BECKHAM

24. 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...

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?

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