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MK364 INTERNATIONAL ADVERTISING THEME Three: Creative Appeals
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Creative Strategy, Appeals and Execution b Strategy - a policy guiding principle, a theme b Appeal - tactic, for example humour, universal or culture bound b Execution - centralisation or local
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Creativity “An idea can only emerge as the solution to a single market problem. After savage scrutiny, total understanding and perhaps some necessary modification, it may then apply in a second market - and then perhaps to many more. Or it may remain a single market solution” “An idea can only emerge as the solution to a single market problem. After savage scrutiny, total understanding and perhaps some necessary modification, it may then apply in a second market - and then perhaps to many more. Or it may remain a single market solution” Jeremy Bullmore in J-P Jones Jeremy Bullmore in J-P Jones
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Marlboro “America’s Most Wanted” Promotion
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Local Advertising Service? b “Not all clients will be local clients but all clients need to be serviced locally” b What are the similarities in creative execution? b Are creativity and International Advertising compatible?
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Developing Advertising Strategies What is said and where (communication theme) b Positioning - information, emotion, PLC b Appeals - value-for-money, CofO, snob
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Developing Advertising Strategies How it is said (communication concept) b b Tone - argumentative for credibility? or narrative to develop relationships b b Format - slice of life, narrative, testimonials, talking head, demonstration, cartoons, music
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Haagen Dazs “From food to fashion accessary”
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“Narrowly defined, standardised adverting refers to messages that are used internationally with virtually no change in theme, illustration or copy - except, perhaps, for translation where needed” Message Strategy
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Standardisation? No, because: 1. Mature or developing market 2. PLC 3. Brand leadership 4. Strength of competition 5. Advertising styles/people
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Situations suitable for standardisation b Audience similar b Image allowed b Luxury, upper class b Hi-tech b Nationalistic flavour
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4 creative impediments to centralisation: b 1. In each country creative people like to prove themselves. b 2. Ad agencies can be obstructive because adapting a campaign pays less than creating a new one b 3. Ad managers of subsidiaries can impede progress. b 4. The NIH (not invented here) syndrome might exist and should be replaced by NIH (now improved here). b De Mooij
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Levi Levi b b Truth and advertising b b Cultural sensitivity b b Standardised b b CofO effect
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Themes ands concepts 1. Universal b b Case history/New/improved/Everyday/New products/service/expertise/made in/demonstration/images/media- driven/lifestyle/heroes 2. Culture bound b b personal ideas/moral values/humour/motivation/roles (e.g. women)/comparative
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Advertising Appeals b Verbal b Non-verbal b Creativity
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Benetton b Provocation rather than shock b Provocation results in negative attitudes toward the message and hence the brand b Use of certain symbols e.g. animals, religious icons b Are recipients willing to accept image if it is explained to them?
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What Restrictions b b Globalisation b b Pan Europeanism b b Benefits of standardisation b b Problems with standardisation b b Glocal
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Any Questions
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