Slide 1Slide 2Slide 3Slide 4Slide 5Slide 6Slide 7Slide 8Slide 9Slide 10Slide 11Slide 12Slide 13Slide 14Slide 15Slide 16Slide 17Slide 18Slide 19Slide 20Slide 21Slide 22Slide 23Slide 24Slide 25Slide 26Slide 27Slide 28Creative Advertising Strategy102What Makes Effective Advertising?What Makes Effective Advertising?SoundStrategyConsumer’sViewDoesn’tOverwhelmDeliver onPromisesBreakClutterEffective Advertising3Memorable AdvertisingMemorable AdvertisingApple Computer’s “1984” TV Commercial4The Role of CreativityThe Role of CreativityCreative ads share two characteristics:• •5Original Ads: Apple iPodOriginal Ads: Apple iPod6Advertising Successes and Advertising Successes and Mistakes Mistakes •Value Proposition is:•The reward:7Advertising Plans and StrategyAdvertising Plans and StrategyAdvertising strategy8Advertising Strategy: A Five-Step Advertising Strategy: A Five-Step Program Program 1. Specify the key fact from the customer’s viewpoint.2. State the primary problem, or advertising issue, from brand management’s perspective. 3. State the advertising objective. 4. Implement the creative message strategy. 5. Establish mandatory requirements.9Step 1: Specify the Key Fact Step 1: Specify the Key Fact10Step 2: State the Primary ProblemStep 2: State the Primary Problem11Step 3: State the Advertising Step 3: State the Advertising Objective Objective12Step 4: Implement the Creative Step 4: Implement the Creative Message Strategy Message Strategy13Step 5: Establish Mandatory Step 5: Establish Mandatory Requirements Requirements The final step involves including mandatory requirements due to:14Constructing a Creative BriefConstructing a Creative BriefBackgroundStrategyTaskPositioningClient’s ObjectivesTargetTheir current thoughts/feelingsWhat do we want them to think/feelWhat do we want them to doPropositionBelief in propositionHow we speak to themAlternative Advertising StrategiesAlternative Advertising StrategiesUnique Selling Proposition (USP)Brand ImageResonanceEmotionalGenericPreemptiveAlternative Strategies:Alternative Strategies: Unique Selling PropositionUnique Selling PropositionSuperiority claims based on unique physical feature or meaningful benefitDefinitionMost useful when point of difference cannot be readily matched by competitorsConditionsMay force competitors to imitate or choose more aggressive strategyCompetitiveImplicationsAlternative Strategies:Alternative Strategies: Brand ImageBrand ImageClaims based on psychosocialdifferentiation, usually symbolicassociationDefinitionBest for homogeneous goodwhere differences are difficult to develop (e.g., cola)ConditionsOften involve prestige/identityclaims; rarely challengecompetition directlyCompetitiveImplicationsAlternative Strategies:Alternative Strategies: ResonanceResonanceAttempts to evoke stored lifeexperiences of prospects togive product relevantmeaning or significanceDefinitionBest for socially visible goods;requires considerable consumerunderstanding to design messagesConditionsFew direct limitations oncompetitor’s options; most likelycompetitive response is imitationCompetitiveImplicationsAlternative Strategies:Alternative Strategies: EmotionalEmotionalAttempts to provoke involvement or emotion through ambiguity, humor without strong sellingemphasisDefinitionBest suited to discretionaryItems associated with emotionsConditionsCompetitors may imitate toundermine strategy of differenceor pursue other alternativesCompetitiveImplicationsAlternative Strategies:Alternative Strategies: GenericGenericA claim that could be made by any company in that category. No attempt to differentiate the brand.DefinitionBest suited to brands that dominate a product category.ConditionsCompetitors may imitate but one’s overall dominance will mean one gains a larger share of an increased pie.CompetitiveImplicationsAlternative Strategies:Alternative Strategies: PreemptivePreemptiveA generic claim made with an assertion of superiority.DefinitionFew real functional differences between brands. Must be first in product category to make the claim, and to support it with sufficient ad weight.ConditionsEffectively precludes competitors from making a similar claim.CompetitiveImplicationsValuesValuesUniversal Human ValuesSelf-DirectionStimulationHedonismAchievementPowerSecurityConformityTraditionBenevolenceUniversalismIndividualistic CulturesSelf-DirectionStimulationHedonismAchievementPowerSecurityConformityTraditionBenevolenceUniversalismCollectivistic CulturesSelf-DirectionStimulationHedonismAchievementPowerSecurityConformityTraditionBenevolenceUniversalism26Self-Direction Value27Security ValueWorkshop QuestionsWorkshop QuestionsWhat are the value orientations or valued end-states that are motivating to our target audiences? Do they differ across audiences? How can we find out? What are the attributes and consequences that link to those value orientations? How can our IMC strategy emphasize those attributes and