tài liệu truyền thông - chap 08 - hiệu quả và sáng tạo thông điệp quảng cáo

Effective and Creative Advertising MessagesEffective and Creative Advertising Messages CHAPTER 8 CHAPTER 8... Appreciate the factors that promote effective, creative, and “sticky” advert

Effective and Creative Advertising Messages

Effective and Creative Advertising Messages

CHAPTER 8

CHAPTER 8

1 Appreciate the factors that promote effective, creative,

and “sticky” advertising

2 Describe the features of a creative brief

3 Explain alternative creative styles of advertising

messages

4 Understand the concept of means-end chains and

their role in advertising strategy

5 Appreciate the MECCAS model and its role in guiding

message formulation

6 Recognize the role of corporate image and issue

advertising

and “sticky” advertising

messages

their role in advertising strategy

After reading this chapter you should be able to:

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Creating Effective Advertising

Accomplishment (Output Perspective)

Composition (Input Perspective)

Meaning of Effective Advertising

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Effective Advertising

Takes the

Consumer’s View

Extends from Sound Marketing Strategy

Doesn’t Overwhelm the Strategy

Delivers on Its Promises

Breaks through the Clutter

Creativity: The CAN Elements

C onnectedness A ppropriateness N ovelty

The CAN Elements

of Creative Ads

© 2010 South-Western, a part of Cengage Learning All rights reserved 8–6

Getting Messages to “Stick”

• Characteristics of Sticky Ads

 Their audience readily comprehends the advertiser’s intended message

opinions or behavior

 They have lasting impact: they stick

Sticky Messages: SUCCESs

© 2010 South-Western, a part of Cengage Learning All rights reserved 8–8

Illustrations of the Aflac Advertising Campaign with the “Spokesduck.”

Figure 8.1

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

 Research indicates that starting with a strong selling proposition substantially increases the odds of

creating effective advertisements

© 2010 South-Western, a part of Cengage Learning All rights reserved 8–10

Combination of Message Convincingness and Execution Quality

Figure 8.2

Advertising Successes and Mistakes (cont’d)

management client has a convincing message

Complete Are caused by poor value propositions and

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Constructing a Creative Brief

Item Question

Background What is the background to this job?

Target Audience Whom do we need to reach with the ad campaign?

Behavioral Outcome What do we want the target audience to do?

Positioning What is the brand positioning?

Message and

Medium What general message is to be created, and what medium is most appropriate for reaching the target audience?

Strategy What is the strategy?

Nitty-Gritty Details When (deadline) and how much (budget)?

Alternative Styles of Creative Advertising

• Functionally Oriented Advertising

 Appeals to consumers’ needs for tangible, physical, and concrete benefits

• Symbolically or Experientially Oriented

Advertising

 Is directed at psychosocial needs

• Category-Dominance Advertising

 Does not necessarily use any particular type of

appeal to consumers but is designed to achieve an advantage over competitors in the same product

© 2010 South-Western, a part of Cengage Learning All rights reserved 8–14

Styles of Creative Advertising

Table 8.1

Creative Advertising Styles

Creative Style Strategy

Unique Selling

Proposition Identifying an important difference that makes a brand unique and supports a claim that competitors cannot match

Brand Image Developing an image or identity for a brand by associating the

Resonance Attempting to match “patterns” in an advertisement with the

target audience’s stored experiences

Emotional Aiming to reach the consumer at a visceral level through the use

of emotional strategy

Generic Making no attempt to differentiate the dominant brand from

competitive offerings or to claim superiority

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Illustration of

Resonance

Creative Strategy

Figure 8.3

Illustration of

Emotional

Creative Strategy

Figure 8.4

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Section 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.

Means-End Chaining and the Method

of Laddering as Guides to Creative

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Brand attributes and the consequences of

consuming these attributes are the means

whereby people achieve valued ends

Ten Universal Values

Table 8.2

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A MECCAS* Model Conceptualization

of Advertising Strategy

Table 8.3

* Means-End Conceptualization of Components for Advertising Strategy

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MECCAS

Illustration for

Power Value

Figure 8.8

Identifying Means-End Chains:

The Method of Laddering

• Laddering Research Technique

 Is used to identify linkages between attributes (A),

consequences (C), and values (V)

 Constructs a hierarchy, or ladder, of relations

between a brand’s attributes and consequences (the means) and consumer values (the end)

 Attempts to get at the root or deep reasons why

individual consumers buy certain products and brands

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Practical Issues in Identifying

Means-End Chains

• The laddering method “forces” interviewees to identify

hierarchies among attributes, consequences, and values that may actually not exist for them

attributes and consequences but not necessarily

between consequences and values

assumed to represent all consumers in the target

audience

Corporate Image and Issue Advertising

• Corporate Image Advertising

 Attempting to increase a firm’s name recognition,

establish goodwill for the company and its products,

or identify the firm with some meaningful and socially acceptable activity

• Corporate Issue (Advocacy) Advertising

 Involves a firm taking a position on a controversial

social issue of public importance with the intention of swaying public opinion

 Supports position and best interests of the firm while

© 2010 South-Western, a part of Cengage Learning All rights reserved 8–30

Illustration of

Corporate Image

Advertisement

Figure 8.9