Creative Planning, Strategy and Development / Creativity Strategy

Creative Planning, Strategy and Development / Creativity Strategy
8/9 Chapter Eight Creative Planning, Strategy and Development Creative Planning, Strategy and Development / Creativity Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Creativity
Creative Strategy Determining what the advertising message will say or communicate Determining what the advertising message will say or communicate Relation to text This slide relates to material on p. 237 of the text. Summary Overview This ad shows the two basic issues associated with the creative aspects of advertising and the development of advertising messages. Creative strategy involves determining what the advertising message will say or communicate. Creative tactics involves determining how the message strategy will be executed. Use of this slide This slide can be used to introduce the two basic issues that are associated with the advertising creative process. Chapter 8 focuses on the creative strategy development process while creative tactics are examined in Chapter 9. Creative Tactics Determining how the message strategy will be executed © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Silhouettes campaign for the iPod is an Example of Creative Advertising Relation to text This slide relates to the material on pp of the text and the opening vignette to Chapter 8 which discusses the Silhouettes campaign for the iPod. Summary Overview This slide shows a billboard that is part of the advertising campaign for the iPod. As discussed in the opening vignette, the iPod has been a very successful new product and its success is in large part a result of the products unique design, its functionality and the brilliant marketing strategy that Apple devised for it. However, many observers also note that the iPod’s success is also due to its unique brand image which has helped to differentiate the brand from other MP3 players. The “Silhouettes” campaign has been very effective at communicating distinctive features of the iPod which are the white earphones and cord as well as the core product itself which is also white. Ads for the iPod, which feature the black silhouetted figure with the cord and headphones highlighted in white against bright neon colors, are highly noticeable across a variety of media including magazines, billboards, posters, and TV commercials. The campaign also extends well to television where the silhouette figures are shown dancing to hip music from popular groups Use of this slide. This slide can be used as part of a discussion of the importance of advertising creativity and how creative ads often play an important role in the success of products and services. It is probably fair to say that the Silhouettes campaign has contributed significantly to the success of the iPod by helping differentiate the brand and giving it a unique brand image that has increased its popularity among consumers, particularly teens. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Absolut’s Advertising Represents Synergy Between Creative and Media
Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows a print from the long-running campaign for Absolut vodka that plays off of the distinctive shape of its bottle and depicts it with visual puns and witty headlines that involve the brand name. Absolut’s uses what is often referred to as a “media-driven creative strategy” by tailoring the print ads for the magazines or regions where they are run. This particular ad plays off of the famous Brooklyn Bridge by showing two Absolut bottles shaped into the pillars of the famous landmark. Use of this slide The Absolut ad shown in this slide can be used to demonstrate how advertising creativity is not the exclusive domain of those work on the creative side of advertising. Many companies and agencies encourage creative thinking from everyone involved in the advertising and promotion process such as the media department. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Ideal Power Idea Should . . .
Be describable in a simple word or phrase Be describable in a simple word or phrase Be likely to attract the prospect’s attention Be likely to attract the prospect’s attention Revolve around the clinching benefit Revolve around the clinching benefit Relation to text This slide relates to material on p of the text and Figure 8-1. Summary Overview This slide shows characteristics of an Ideal Power Idea and is from the Universal Advertising Standards developed by the former D’Arcy, Masius Benton & Bowles agency. The agency developed these standards to guide its creative efforts and help achieve superior creative work. The perspective of these standards is that a creative advertising message is one that is built around a creative core or power idea which transforms the strategy into a dynamic communications concept. Use of this slide This slide can be used to discuss the concept of a power idea around which a creative campaign can be developed. Power ideas often become the central theme of the advertising message and the basis around which the campaign is planned and executed. Allow you to brand the advertising Allow you to brand the advertising Let prospects vividly experience the goods © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Two Perspectives on Advertising Creativity
The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Artists “Only artistic value and originality count” Suits “Its not creative unless it sells” Relation to text This slide relates to material on p of the text and IMC Perspective 8-1 Summary Overview This slide show the two competing perspectives on advertising creativity. The perspective taken by suits or those who work on the business side such as brand managers or account executives is that the role of advertising is to give consumers a reason to buy the product or service. Thus, they take the “It’s not creative unless it sell” perspective. The perspective taken by the artists who are involved in the creative process is that advertising should be judged more on its artistic merit and ability to get the attention and interest of the consumer. Thus, they are likely to view advertising in terms of its artistic value and originality. Use of this slide This slide can be used to discuss the perpetual debate over creative or artsy versus hard-sell advertising. IMC Perspective 8-1 provides more insight into this ongoing debate. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Wieden+Kennedy Has Developed Very Creative Ads for Nike
Relation to text This slide relates to the material on p. 243 that discusses the importance of taking creative risks in advertising. Summary Overview This slide shows one of the many print ad the Wieden+Kennedy agency has created for Nike which has been its client for many years. W+K is an agency that believes in taking creative risks and Nike is a client that is generally willing to do so. This ad was created as part of the Nike goddess campaign which is designed to change how the company does business with women. The initiative includes an advertising campaign that features ordinary women taking part in sport as well as a web site for women that includes product information, health and fitness tips and online shopping for Nike products. This particular ad shows a young woman wearing Nike shoes and apparel leaping through the airline against a brief headline stating “I smell a goddess.” The copy at the body of the ads refers women to the Nike web site where they can get more information about Nike women’s products such as tops, bottoms, shoes and accessories. Nike places these types of ads in magazines targeting women such as Jane, In Style, Self and Sports Illustrated for Women. Use of this slide This slide can be used as part of a discussion of advertising creativity and how agencies such as Wieden+Kennedy prefer to work with clients that are willing to push the envelope when it comes to developing ads. W+K has been Nike’s agency for more than 20 years and the agency has done outstanding creative work the company that has helped it develop a very strong brand image and become the leader in athletic shoes and apparel. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Young's Creative Process
Getting raw material, data, immersing one's self in the problem to get the background. Immersion Getting raw material, data, immersing one's self in the problem to get the background. Immersion Ruminating on the data acquired, turning it this way and that in the mind. Digestion Ruminating on the data acquired, turning it this way and that in the mind. Digestion Relation to text This slide relates to material on pp of the text. Summary Overview One of the most popular approaches to creativity in advertising was developed by James Webb Young, a former creative vice president at the J. Walter Thompson agency. This slide shows and describes the various steps in Young’s model of the creative process which include: Immersion Digestion Illumination Incubation Verification Use of this slide This slide can be used to discuss how the development of creative ideas is really a process which involves a series of steps. Models of the creative process are valuable to those who work in advertising as they offer an organized way to approach advertising problems and develop solutions to them. Ceasing analysis and putting the problem out of conscious mind for a time. Incubation Ceasing analysis and putting the problem out of conscious mind for a time. Incubation A sudden inspiration or intuitive revelation about a potential solution. Illumination A sudden inspiration or intuitive revelation about a potential solution. Illumination Studying the idea, evaluating it, and developing it for practical usefulness. Verification © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Wallas’ View of the Creative Process
Illumination Seeing the Solution Preparation Gathering Information Preparation Gathering Information The Creative Process Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows another approach to the creative process which was developed by English sociologist Graham Wallas. The four-step approach developed by Wallas includes: Preparation Incubation Illumination Verification Use of this slide Like the previous slide, this one can be used to discuss how the development of creative ideas is really a process which involves a series of steps. Models of the creative process are valuable to those who work in advertising as they offer an organized way to approach advertising problems and develop solutions to them. Attention should be given to what is involved at each step of the creative process. Incubation Setting Problem Aside Verification Refining the Idea Verification Refining the Idea Incubation Setting Problem Aside © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

LARC – Left and Right Creativity Williams - Stockmyer
Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows another approach to the creative process which was developed by English sociologist Graham Wallas. The four-step approach developed by Wallas includes: Preparation Incubation Illumination Verification Use of this slide Like the previous slide, this one can be used to discuss how the development of creative ideas is really a process which involves a series of steps. Models of the creative process are valuable to those who work in advertising as they offer an organized way to approach advertising problems and develop solutions to them. Attention should be given to what is involved at each step of the creative process. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

An Advertising Campaign
Integrated Integrated Interrelated Interrelated Coordinated Coordinated Marketing Communication Activities Relation to text This slide relates to material on p. 252 of the text. Summary Overview This slide shows the various components of an advertising campaign which is a series of interrelated, integrated and coordinated marketing communication activities that center on a central theme or idea in different media across a specified time period. Use of this slide This slide can be used to discuss the concept of advertising campaigns. Most ads are part of a series of messages that make up an IMC or advertising campaign. Determining the unifying theme or idea around which the campaign will be built is a critical part of the creative process as it sets the tone for the individual ads and other IMC tools that will be used. Centered on a Theme or Idea In Different Media In Different Media Over a Time Period © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advertising Campaign Themes
The central message that will be communicated in all of the various IMC activities “ Marlboro country” Miller Lite “The breakfast of champions” General Mills, Wheaties “ The ultimate driving machine” BMW Philip Morris BMW Relation to text This slide relates to material on p. 252 of the text that discusses advertising campaigns. Summary Overview This slide shows that a campaign theme is the central message that will be communicated in all of the advertising and various other IMC activities. Examples of campaign themes used for various brands are shown including Philip Morris cigarettes, BMW automobiles, and General Mills cereal. Use of this slide This slide can be used along with the previous one to discuss the concept of advertising campaigns. Most ads are part of a series of messages that make up an IMC or advertising campaign. Determining the unifying theme or idea around which the campaign will be built is a critical part of the creative process as it sets the tone for the individual ads and other IMC tools that will be used. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Successful Long-Running Campaigns
Company or Brand Campaign Theme 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? Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows examples of successful, long-running campaigns that have been used for companies/brands such as Nike, All State Insurance, Hallmark, Budweiser, Intel, State Farm Insurance, Chevy Trucks and Dial soap. These campaign themes have been used for many years and have been helped make these companies/brands very successful. Use of this slide This slide can be used to discuss the concept of advertising campaigns. You might analyze several of these campaign themes and discuss why they have been so successful. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Approaches to the Major Selling Idea: USP
Unique Selling Proposition Benefit Potent Unique Benefit Unique Relation to text This slide relates to the material pp of the text that discusses approaches to the major selling idea. Summary Overview This slide show the unique selling proposition approach to the development of the major selling idea. The basis of the USP as an approach to the major selling idea is based on three factors: advertising must make a proposition to the consumer that if they buy the product they will receive a specific reward or benefit the proposition must be unique to the brand and provide a benefit that rivals cannot or do not offer the promise or proposition must be potent or strong enough to motivate consumers to buy the brand Use of this slide This slide can be used to discuss the use of the unique selling proposition approach to developing the major selling idea. This approach can be very effective when a particular brand possesses a unique attribute that is important to consumers. However, the advertiser must make sure that they can substantiate the uniqueness claim or they may face legal challenges. Buy this product or service and you will benefit this way or enjoy this reward Must be unique to this brand or claim; something rivals can't or don't offer The promise must be strong enough or attractive enough to move people © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Major Selling Ideas Use a Unique Selling Position
Positioning the Brand Create a Brand Image Use a Unique Selling Position Seeking the Major Idea Relation to text This slide relates to material on pp of the text which discusses approaches to the major selling idea. Summary Overview This slide shows various approaches that can be used to develop the major selling idea of an advertising campaign. This “big idea” should attract the consumer’s attention, get a reaction, and set the advertiser’s product or service apart from the competition. Approaches to developing the major selling idea include: Using a unique selling proposition Creating a brand image Finding the inherent drama Positioning Use of this slide This slide can be used to discuss the concept of the major selling idea and various approaches that advertisers can used to guide the creative team’s search for the big idea and offer solutions for developing effective advertising. Positioning Create the Brand Image Find the Inherent Drama © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Perspectives of Great Ad Men on the Major Selling Idea
David Ogilvy Leo Burnett Brand image or personality is particularly important when brands are similar Find the inherent drama or characteristic of the product that makes consumers buy it Brand image or personality is particularly important when brands are similar Relation to text This slide relates to material on pp of the text which discusses approaches to the major selling idea. Summary Overview This slide shows approaches to developing the major selling idea that are associated with legendary ad men David Ogilvy and Leo Burnett. David Ogilvy popularized the idea of brand image in his famous book Confessions of an Advertising Man. According to Ogilvy, every advertisement should contribute to the complex symbol that is brand image. Leo Burnett was an advocate of the inherent drama approach to the major selling idea which is based on a foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits. He advocated a down-home type of advertising that presents the message in a warm and realistic way. Use of this slide This slide can be used to discuss various approaches to developing the major selling idea. David Ogilvy and Leo Burnett are two of the most influential individuals to ever work in advertising and their creative styles have been the basis of many successful advertising campaigns. “Every ad must contribute to the complex symbol that is the brand image.” “(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.” © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creating a Brand Image Used when competing brands are so similar it is difficult to find or create a unique attribute Used when competing brands are so similar it is difficult to find or create a unique attribute The creativity sales strategy is based on a strong, memorable brand identity through image advertising Relation to text This slide relates to the material p. 257 of the text that discusses approaches to the major selling idea. Summary Overview This slide show the basis of brand image as an approach to the development of the major selling idea. A brand image approach is often used by advertisers when it is difficult to differentiate a product or service on the basis of attributes or benefits. Image advertising is designed to create an identity for a product or service by emphasizing psychological meaning or symbolic association of the brand with certain values, lifestyles, traits or other meaningful factors. Use of this slide This slide can be used to discuss the use of the brand image as an approach to developing the major selling idea for an advertising campaign. Image advertising is often used for products and services such as cosmetics, clothing, liquor, soft drinks, and airlines. The creativity sales strategy is based on a strong, memorable brand identity through image advertising Often used for products such as soft drinks, perfume, liquor, clothing, airlines © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Reebok Uses Image Advertising
Relation to text This slide relates to material on pp and Exhibit 8-11 of the text. Summary Overview This slide shows an ad from Reebok’s “I am what I am” campaign which uses image advertising to promote the number-two athletic shoe company as the brand for young consumers. The campaign is designed to create an image for Reebok as a brand that is about being yourself rather than trying to become something you are not. Use of this slide This slide can be used to discuss the creative strategies used to sell products based on the development of a strong, memorable identity for the brand through image advertising. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Approaches to the Major Selling Idea: Inherent Drama
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg Messages generally presented in a warm, emotional way McDonald’s, Maytag, Kellogg Focus on consumer benefits with an emphasis on the dramatic element in expressing them Relation to text This slide relates to the material pp. 258 of the text that discusses approaches to the major selling idea. Summary Overview This slide show the basis of using inherent drama as an approach to the development of the major selling idea. The idea behind this approach is that advertising is based on a foundation of consumer benefits with an emphasis on the dramatic element in expressing those benefits. Messages based on inherent drama are generally expressed in a warm, emotional way. Use of this slide This slide can be used to discuss the use of inherent drama as an approach to developing the major selling idea for an advertising campaign. The inherent drama approach is used often used in advertising for companies/brands such as McDonald’s, Maytag appliances, and Kellogg cereal brands. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Approaches to the Major Selling Idea: Positioning
Establish a particular place in the customer’s mind for the product or service Establish a particular place in the customer’s mind for the product or service Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved Relation to text This slide relates to the material on pp of the text that discusses approaches to the major selling idea. Summary Overview This slide show the basis of positioning as an approach to the development of the major selling idea. The basis of positioning as an approach to the major selling idea is that advertising is used to establish a particular place in the customer’s mind for the product or service. This can be done on the basis of product/service attributes or benefits, price/quality, use or application, type of user or the ability to solve a problem. Use of this slide This slide can be used to discuss the use of positioning as an approach to developing the major selling idea for an advertising campaign. May of the top brands in various product and service categories have retained their market leadership because they have established and maintained a strong position or identity in the minds of consumers. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Burger King searches for the right ad campaign
76 Have it your way. 77-78 America loves burgers and we’re America’s Burger King. 78-80 Who’s got the best darn burger? 80-82 Make it special. Make it Burger King. 82 Aren’t you hungry for Burger King now? 82-83 Battle of the burgers. 83 Aren’t you hungry? 83-85 The big switch. 85-86 Search for Herb. 86-87 This is a Burger King town 87 The best food for fast times. 87-89 We do it like you’d do it. 89-91 Sometimes you gotta break the rules. 91-92 Your way. Right away. 92-94 BK Tee Vee: I love this place! 94 Back to basics 94-96 Get your burger’s worth. 96-98 It just tastes better. Go the distance Got the Urge 01-02 The Whopper Says 02-03 At Burger King You Got It

Two Broad Categories of Appeals
Advertising Appeals Two Broad Categories of Appeals Informational/Rational Appeals Emotional Appeals Focuses on the consumer’s practical, functional,or utilitarian need for the product or service Emphasizes the features or benefits Messages emphasize facts and logic Relate to consumers’ social and/or psychological needs for purchasing a product or service Many advertisers believe consumers’ emotions work better at selling brands that do not differ markedly from competing brands

Rational Appeals Feature appeals Competitive appeals
Focus on the dominant traits of the product Competitive appeals Makes comparisons to other brands Favorable price appeals Makes price offer the dominant point News appeals News or announcement about the product Product/service popularity appeals Stresses the brand’s popularity

Informational/Rational Appeals
Rational Motives Comfort Convenience Economy Health Quality Dependability Durability Performance Efficiency

Personal States or Feelings
Emotional Appeals Personal States or Feelings Achievement / Accomplishment Actualization Affection Ambition Arousal / stimulation Comfort Excitement Fear Happiness Joy Love Nostalgia Pleasure Pride Safety Security Self-esteem Sentiment Sorrow/grief

Social-Based Feelings
Emotional Appeals Social-Based Feelings Acceptance Approval Affiliation / belonging Embarrassment Involvement Recognition Rejection Respect Status Sophistication

Other Types of Appeals Reminder Advertising – the objective is to build and/or maintain awareness and keep the name of the company and/or brand in front of the customer. Often used by well known brands and market leaders that are well-established in the market. Teaser advertising – goal is to create curiosity, interest, and/or excitement about a product, brand or topic by mentioning it but not actually showing it. Often used for new products/models and for movies.

Lee Jeans used teaser advertising to create interest and excitement for its new jeans

Classic songs used in commercials
Title Artist Brand/Company Revolution Beatles Nike Start Me Up Rolling Stones Microsoft Windows 95 Come Together Beatles Nortel Desert Rose Sting Jaguar Ray of Light Madonna Microsoft Windows XP Rock and Roll Led Zeppelin Cadillac

Evaluation and Approval of Creative Work
Guidelines for Evaluating Creative Output Evaluation and Approval of Creative Work Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with creative strategy, objectives? Does it communicate what it’s suppose to? Approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Is the advertisement truthful and tasteful?

Appeals and Execution Style
The approach used to attract the attention of consumers The approach used to attract the attention of consumers Advertising Appeals To influence consumer feelings toward a product, service or cause To influence consumer feelings toward a product, service or cause Relation to text This slide relates to material on p. 267 of the text. Summary Overview Advertisers have various choices relative to advertising appeals and execution style. Advertising appeal – the approach used to attract the attention of consumers an/or influence their feelings toward the product, service, or cause Execution style – the way the particular appeal is turned into an advertising message presented to the consumer Use of this slide This slide can be used to introduce the concepts of advertising appeals and execution styles. Various types of appeals and execution styles are examined in this chapter. The way an appeal is turned into an advertising message The way an appeal is turned into an advertising message Execution Style The way the message is presented to the consumer © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Types of Informational/Rational Appeals
Feature: Focus on dominant traits of the product Feature: Focus on dominant traits of the product Competitive: Makes comparisons to other brands Competitive: Makes comparisons to other brands Price: Makes price offer the dominant point Price: Makes price offer the dominant point Relation to text This slide relates to material on pp of the text. Summary Overview Rational appeals focus on the consumer’s practical, functional, or utilitarian need for using the product or service. These messages emphasize the features of the product or services and/or benefits or reasons for owning or using a particular brand. There are several types of rational appeals including: feature appeals competitive advantage appeals price appeals news appeals popularity appeals Use of this slide This slide can be used to discuss the various types of rational appeals. The content of the rational appeal message emphasizes facts, learning, and the logic of persuasion. They tend to be informative in nature and attempt to convince the consumer to use the brand because it is the best available or does a better job of meeting their needs. News: News announcement about the product News: News announcement about the product Popularity: Stresses the brand’s popularity © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Rational, “Popularity” Appeal
Relation to text This slide relates to material on pp of the text and Exhibit 9-4.. Summary Overview This slide shows an ad for Neutrogena’s Healthy Skin Anti-Wrinkle cream. The ad is promoting the popularity of Neutrogena among dermatologists by pointing out that it is the brand most recommended by dermatologists as well as the sales leader in the category. Use of this slide This slide can be used to show an example of a popularity appeal. The main point of a popularity appeal is that the wide use of the brand proves its quality and/or value and other customers should consider using it. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Appealing to Personal States or Feelings
Achievement Accomplishment Achievement Accomplishment Actualization Affection Actualization Affection Ambition Ambition Arousal Arousal Stimulation Stimulation Comfort Comfort Excitement Fear Excitement Fear Relation to text This slide relates to material on pp of the text and Figure 9-1. Summary Overview Emotional appeals relate to the customers’ social and/or psychological needs for purchasing the product or service. Many feelings or needs can serve as the bases for advertising appeals designed to influence consumers on an emotional level. These include psychological states or feeling directed to the self as shown on this slide such as achievement, self esteem, fear, joy, nostalgia, pleasure, and many others. Use of this slide The slide can be used to discuss emotional appeals and the various personal feelings that can be the basis for advertising appeals based on emotion. Grief Grief Happiness Happiness Joy Love Joy Love Nostalgia Pleasure Nostalgia Pleasure Pride Pride Safety Safety Security Security Self-esteem Self-esteem Sentiment Sorrow © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Appealing to Social-Based Feelings
Approval Approval Affiliation Affiliation Acceptance Acceptance Embarrass-ment Embarrass-ment Social-Based Feelings Status Relation to text This slide relates to material on pp and Figure 9 of the text. Summary Overview Emotional appeals relate to the customers’ social and/or psychological needs for purchasing the product or service. This slide shows the many social-based feelings that can be used in advertising appeals such as affiliation, belonging, respect, status, recognition, respect, and others. Use of this slide The slide can be used to discuss emotional appeals and the various socially based feelings that can be the basis for advertising appeals. Belonging Belonging Respect Respect Rejection Rejection Recognition Recognition Involvement Involvement © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

It must make the product use experience . . .
Transformational Ads Feelings Feelings Images Images The ads create . . . Meanings Meanings Beliefs Beliefs Relation to text This slide relates to material on pp of the text. Summary Overview Transformational ads are defined as those, which associate the experience of using the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement. Transformational ads create feelings, images, and beliefs about the product or service that may be activated when consumers use it. A transformational ad has two characteristics: It must make the experience of using the product richer, warmer, more exciting, and/or more enjoyable than that obtained from a general description of the advertised brand. It must connect the experience of the ad so tightly with the experience of using the brand that the consumer cannot remember the brand without recalling the experience generated by the advertisement. Use of this slide This slide can be used to discuss transformational advertising and its distinctive characteristics. Transformational advertising can differentiate a product or service by making the consumption experience more enjoyable and/or meaningful. It must make the product use experience . . . Richer Richer Warmer Warmer More Exciting More Exciting More Enjoyable © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Transformational Advertising for Skyy Vodka
Relation to text This slide relates to material on p. 270, which discusses transformational advertising and IMC Perspective 9-1. Summary Overview This slide shows a print ad form the “Skyy Cinema” for Skyy vodka and campaign is a good example of transformational advertising as it associates the brand with cinematic-based cocktail moments. The advertising campaign resonates very well with the target market of 21 to 34 year-old, urban metro consumers and has helped establish an emotional connection between them and the brand. Other forms of marketing communication to build the cinematic image for Skyy including sponsorship of independent film festivals, event marketing the commissioning of short films that include a “cocktail moment” which can be shown at film festivals and on the Skyy vodka web site. In terms of transformational advertising, the strong association between Skyy vodka and cinema should be activated when consumers are using the brand which will enhance the consumption experience. Use of this slide This slide can be used to show an example of transformational advertising. A transformational ad is one which associates the experience of using (consuming) the advertised brand with a unique set of psychological characteristics which would not be typically be associated with the brand experience to the same degree without exposure to the advertisement. Transformational ads create feelings, images meanings, and beliefs about the product or service that may be activated when consumers use it and thus "transforms" their interpretation of the usage experience. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Levels of Relationship with Brands
Emotions Relation to text This slide relates to material on pp and Figure 9-2 of the text. Summary Overview This slide relates to the different levels of relationships consumers might have with brands. The McCann Erickson Worldwide advertising agency developed a proprietary research technique known as emotional bonding that is used to assess how consumers feel about brands and the nature of any emotional rapport they may have them. The three levels of relationships consumer have with brands are based on: Product benefits – how consumers think about brands with respect to product benefits. This occurs through a rational learning process. Personality – the consumer assigns a personality to the brand (aggressive, adventurous, timid, etc.). This personality is determined on the basis of cues found in advertising. Emotions – the strongest relationship between brand and consumer and is based on feelings and emotional attachment to the brand. Use of this slide This slide can be used to discuss the concept of emotional bonding and the three levels of relationships a consumer might have with brands. The goal of some advertising campaigns is to develop an emotional linkage between the brand and the consumer. Personality Personality Product Benefits Product Benefits © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

MasterCard Creates an Emotional Bond
Relation to text This slide relates to material on p. 274 and Exhibit 9-8 of the text. Summary Overview This slide shows a print ad from MasterCard’s award-winning “Priceless” campaign which was based on emotional bonding research. When the McCann-Erickson agency took over the account a few years ago, MasterCard was perceived as an ordinary credit card you keep in your wallet. The challenge was to create an emotional bond between consumers and MasterCard without losing the brand’s functional appeal. The “Priceless” campaign has helped build an emotional bond with consumer by positioning MasterCard as the best way to pay for everything that truly matters and can enrich one’s daily life. Use of this slide This slide can be used to show an example of an ad campaign that was developed on the basis of research using emotional bonding. The “Priceless” campaign has been extremely successful and now is used in 80 different countries. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Ad Execution Techniques
Straight sell Straight sell Animation Animation Scientific Scientific Personality Symbol Personality Symbol Demonstration Demonstration Imagery Imagery Relation to text This slide relates to material on pp of the text. Summary Overview Creative execution is the way an advertising appeal is presented. There are a variety of ways creative specialists can present the advertising message including: Straight-sell Scientific Demonstration Comparison Testimonial Slice of life Animation Personality symbol Imagery Dramatization Humor Combinations Use of this slide This slide can be used to discuss the various options available to advertisers for executing their ads. The slides that follow show some examples of advertisements using several of these techniques. Comparison Comparison Dramatization Dramatization Testimonial Testimonial Humor Humor Slice of life Slice of life Combinations © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Ads for High Involvement Products Often Use Straight Sell Executions
Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows a print ad for the new Sharp Aquos liquid television. Advertising for high involvement products such as televisions often uses a straight sell message consisting of a picture of the product and information about its features and/or benefits. This particular ad uses a sports-related theme as the copy notes how the world awaits the next great sports story while the visual shows a shot of SBC Park in San Francisco. A major reason for purchasing liquid crystal display and plasma TV sets is for better viewing of sporting events. This ad suggests that consumers will enjoy sporting events even more on a Sharp Aquos TV set. Use of this slide This ad can be used as an example of how a straight sell execution is used in advertising for a high involvement product. This type of execution format works well for communicating product features and benefits and appealing to rational purchase motives. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Mentadent Uses a Demonstration
Relation to text This slide relates to material on pp and Exhibit 9-13 of the text. Summary Overview This slide shows an ad for Mendadent Replenishing White toothpaste. This ad uses the demonstration technique to show how the brand’s Liquid Calcium technology replenishes the surface enamel to whiten teeth and guard against stains. Use of this slide This ad can be used as an example of how a demonstration execution is used in print advertising. The three figures at the bottom of the ad show how the toothpaste replenishes surface enamel, resulting in whiter teeth and a more youthful appearance. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Apple Uses a Testimonial
Relation to text This slide relates to material on p. 277 and Exhibit 9-14 of the text. Summary Overview This slide shows an advertisement from Apple Computer’s “Switch” campaign which uses a testimonial execution whereby the person in the ad discusses her positive experience with the product. The “Switch” campaign included testimonials from individuals in various walks of life including a writer, publisher, and computer programmer, all of whom talked about why they switched from Windows-based personal computers to Macintosh PCs. Use of this slide This slide can be used to show an example of a testimonial ad execution method. The use of satisfied customers discussing their own experiences with the brand and benefits of using it can be a very effective persuasion technique. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Listerine Uses a Slice-of-Life Execution
Relation to text This slide relates to material on pp and Exhibit 9-15 of the text. Summary Overview This slide shows stills from a Listerine television ad designed to address the problem that some consumers have with the intense taste of the original flavor of the product. The spot opens with a mother returning home from the store with two surprises: danish and Listerine. However, when her husband and two kids see the mouthwash they run and hide. The mother then tells them it is Natural Citrus Listerine, which tastes less intense. The humorous spot ends with the father coming out of a kitchen cupboard and pots and pans dangling as one of the boys climbs down from the top of the kitchen island as the voiceover says, “You can handle it. Germs can’t”. Use of this slide This ad can be used as an example of how slice-of-life advertising is used in television ads. Many marketers like to use the slice-of-life genre as they believe it can be an effective way of addressing a problem or issue and offering a solution. Execution is critical in using the technique effectively as these ads are designed to be dramatizations of a supposedly real-life situation that consumers might encounter. Getting viewers to identify with the situation and/or characters depicted in the ad can be very challenging. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Jeep Uses Imagery for the Wrangler
Relation to text This slide relates to material on pp and Exhibit 9-17 of the text. Summary Overview This slide shows a print ad for Jeep, which associates the Jeep Wrangler with images of the outdoors and adventure. Advertising for trucks and SUVs often shows the vehicles navigating tough terrain or in challenging situations such as towing a heavy load. Notice how this clever Jeep ad uses only the image of the vehicle on the bottom of a snowboard to associate the vehicle with the outdoors and adventuresome activities. Use of this slide This ad can be used as an example of how imagery advertising is used in print ads. These advertisements use imagery executions whereby the ad consists primarily of visual elements such as pictures, illustrations, and/or symbols rather than information. An imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Creative Planning, Strategy and Development / Creativity Strategy

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Creative Planning, Strategy and Development / Creativity Strategy

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