1. Creating Effective and Creative Advertising Messages
Chapter Ten
Creating Effective and Creative Advertising Messages
 2007 Thomson South-Western

2. Chapter Ten Objectives
Appreciate the factors that promote effective and creative advertising.
Understand a five-step program used in formulating advertising strategy.

3. Chapter Ten Objectives
Describe the features of a creative brief.
Explain alternative creative styles that play a role in the development of advertising messages.
Understand the concept of means-end chains and their role in advertising strategy.

4. Chapter Ten Objectives
Appreciate the MECCAS model and its role in guiding message formulation.
Describe the laddering method that provides the data used in constructing a MECCAS model.
Recognize the role of corporate image and issue advertising.

5. Memorable Advertising
Apple Computer’s “1984” TV Commercial

6. What Makes Effective Advertising?
Consumer’s
View
Sound
Strategy
Persuasive
Effective
Advertising
Break
Clutter
Deliver on
Promises
Doesn’t
Overwhelm

7. The Role of Creativity Creative ads share two characteristics:
Originality
Appropriateness
American Family Life Assurance Company (AFLAC)
Nike
Honda U.K.
Apple iPod

8. Original Ads: Apple iPod
Silhouetted figures against the neon backgrounds holding iPods.
Simplicity of the design and a different look than most commercials, which feature identifiable figures engaging in dialogue.

9. Advertising Successes and Mistakes
Value Proposition is the essence of a message and the reward to the consumer for investing his or her time attending to an advertisement.
The reward could be information about the product or just an enjoyable experience.

10. Advertising Successes and Mistakes

11. Advertising Successes and Mistakes
Successful campaigns: both the brand management team and the creative team have done their work well.
Marketing Mistakes: result when the brand manager fails to distinguish the brand from competitive offerings.
Agency Mistakes: due to the ad agency’s inability to design an effective execution, even though its brand management client has a convincing message.
Complete Disasters: caused by poor value propositions and mediocre executions.

12. Advertising Plans and Strategy
Advertising strategy
An advertising message that
communicates the brand’s primary
benefits or how it can solve a
consumer’s problem

13. Advertising Strategy: A Five-Step Program
Specify the key fact from the customer’s viewpoint.
State the primary problem, or advertising issue, from brand management’s perspective.
State the advertising objective.
Implement the creative message strategy.
Establish mandatory requirements.

14. Step 1: Specify the Key Fact
The key fact in an advertising strategy is a single-minded statement from the consumer’s point of view that identifies why consumers are or aren’t purchasing the brand.

15. Step 2: State the Primary Problem
Extending from the key fact, this step states the problem from the brand management’s point of view.

16. Step 3: State the Communications Objective
This is a straightforward statement about what effect the advertising is intended to have on the target market.

17. Step 4: Implement the Creative Message Strategy
Sometimes called the creative platform, the positioning statement is the key idea that a brand is supposed to stand for in its target market’s minds.
Define the target market
Identify the primary competition
Choose the positioning statement
Offer reasons why

18. Step 5: Establish Mandatory Requirements
The final step involves including mandatory requirements due to regulatory dictates, or non-regulatory requirements like the corporate logo or tag-line.

19. Constructing a Creative Brief
Background
Their current thoughts/feelings
Strategy
What do we want them to think/feel
Task
What do we want them to do
Positioning
Proposition
Client’s Objectives
Belief in proposition
Target
How we speak to them

20. Styles of Creative Advertising

21. Unique Selling Proposition Creative Style (USP)
An advertiser makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit.

22. Brand Image Creative Style
The brand image style involves psychosocial, rather than physical differentiation.
Transformational advertising

23. Resonance Creative Style
Does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagined experience of the target audience.
Examples: Dove’s “Real Beauty” campaign
QuickStep laminate floors

24. Emotional Creative Style
An attempt to reach the consumer at a visceral level by appealing to their emotions.

25. Generic Creative Style
An advertiser employs a generic style when making a claim that could be made by any company that markets a brand in a particular category.
Most appropriate for a brand that dominates a product category.
Example: Campbell’s Soup

26. Preemptive Creative Style
An advertiser makes a generic-type claim but does it with an assertion of superiority.
Example: “Visine gets the red out.”

27. In Summary An advertiser might use two or more styles simultaneously.
Some experts believe that advertising is most effective when it addresses both functional product and symbolic benefits.
Effective advertising must establish a clear meaning of what the brand is and how it compares to competitive offerings.

28. Means-End Chaining

29. Attributes-Consequences-Values
Attributes are features or aspects of advertised brands.
Consequences are what consumers hope to receive (benefits) or avoid (detriments) when consuming brands.
Values represent those enduring beliefs people hold regarding what is important in life.

30. The Nature of Values Self-direction Stimulation Hedonism Achievement
Power
Security
Conformity
Tradition
Benevolence
Universalism

31. A MECCAS Model Conceptualization of Advertising Strategy

32. The MECCAS Model MECCAS: Means End Conceptualization of Components
for Advertising Strategy

33. MECCAS
Illustration
For Self-
Direction
Value

34. MECCAS
Illustration for
Stimulation
Value

35. MECCAS
Illustration for
Hedonism
Value

36. MECCAS
Illustration for
Achievement Value

37. MECCAS
Illustration for
Power Value

38. MECCAS
Illustration for
Security Value