Marketing Communications - Chapter 8 doc

© 2010 South-Western, a part of Cengage Learning All rights reserved. PowerPoint Presentation by Charlie Cook The University of West Alabama Eighth Edition Effective and Creative Advertising Messages 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. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–2 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–3 Creating Effective Advertising Creating Effective Advertising Accomplishment (Output Perspective) Composition (Input Perspective) Meaning of Effective Advertising © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–4 Effective Advertising 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 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–5 Creativity: The CAN Elements Creativity: The CAN Elements Connectedness Appropriateness Novelty The CAN Elements of Creative Ads © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–6 Getting Messages to “Stick” Getting Messages to “Stick” • Characteristics of Sticky Ads Characteristics of Sticky Ads  Their audience readily comprehends the advertiser’s Their audience readily comprehends the advertiser’s intended message intended message  They are remembered They are remembered  They change the target audience’s brand-related They change the target audience’s brand-related opinions or behavior opinions or behavior  They have lasting impact: they stick They have lasting impact: they stick © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–7 Sticky Messages: SUCCESs Sticky Messages: SUCCESs Common Elements of Sticky Ads Unexpectedness Simplicity Concreteness Storytelling Emotionality Credibility © 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 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8–9 Advertising Successes and Mistakes Advertising Successes and Mistakes • Value Proposition Value Proposition  Is the essence of a message and the reward to the Is the essence of a message and the reward to the consumer for investing his or her time attending to an consumer for investing his or her time attending to an advertisement advertisement  The reward could be information about the product or The reward could be information about the product or just an enjoyable experience just an enjoyable experience  Research indicates that starting with a strong selling Research indicates that starting with a strong selling proposition substantially increases the odds of proposition substantially increases the odds of creating effective advertisements 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 [...]... reserved 8 23 Figure 8. 6 MECCAS Illustration for Hedonism Value © 2010 South-Western, a part of Cengage Learning All rights reserved 8 24 Figure 8. 7 MECCAS Illustration for Achievement Value © 2010 South-Western, a part of Cengage Learning All rights reserved 8 25 Figure 8. 8 MECCAS Illustration for Power Value © 2010 South-Western, a part of Cengage Learning All rights reserved 8 26 Identifying Means-End... reserved 8 20 Table 8. 2 Ten Universal Values © 2010 South-Western, a part of Cengage Learning All rights reserved 8 21 Table 8. 3 A MECCAS* Model Conceptualization of Advertising Strategy © 2010 South-Western, a part of Cengage Learning All rights * Means-End Conceptualization of Components for Advertising Strategy reserved 8 22 Figure 8. 5 MECCAS Illustration for Self-Direction Value © 2010 South-Western,... generic-type ©Preemptive 2010 South-Western, a part of claim but doing so with an assertion of superiority Cengage Learning All rights reserved 8 15 Figure 8. 3 Illustration of Resonance Creative Strategy © 2010 South-Western, a part of Cengage Learning All rights reserved 8 16 Figure 8. 4 Illustration of Emotional Creative Strategy © 2010 South-Western, a part of Cengage Learning All rights reserved 8 17... offerings © 2010 South-Western, a part of Cengage Learning All rights reserved 8 18 Means-End Chaining and the Method of Laddering as Guides to Creative Advertising Formulation • Means-End Chain  Represents the linkages among brand attributes, the consequences obtained from using the brand and “consuming” the attributes, and the personal values that the consequences reinforce © 2010 South-Western, a part... appeal to consumers but is designed to achieve an advantage over competitors in the same product category © 2010 South-Western, a part of Cengage Learning All rights reserved 8 13 Table 8. 1 Styles of Creative Advertising © 2010 South-Western, a part of Cengage Learning All rights reserved 8 14 Creative Advertising Styles Creative Style Strategy Unique Selling Proposition Identifying an important difference... best interests of the firm while expressly or implicitly of © 2010 South-Western, a partchallenging an opponent’s position and denying Cengage Learning All rightsthe accuracy of their facts reserved 8 29 Figure 8. 9 Illustration of Corporate Image Advertisement © 2010 South-Western, a part of Cengage Learning All rights reserved 8 30 ... individual consumers buy certain products and brands © 2010 South-Western, a part of Cengage Learning All rights reserved 8 27 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 • Consumers may perceive clear-cut linkages between attributes and consequences but not... ©StrategySouth-Western,isathe strategy? 2010 part of Cengage Learning Whenrights and how much (budget)? All (deadline) Nitty-Gritty Details reserved 8 12 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... not necessarily between consequences and values • The resulting aggregations of A  C  V chains are assumed to represent all consumers in the target audience © 2010 South-Western, a part of Cengage Learning All rights reserved 8 28 Corporate Image and Issue Advertising • Corporate Image Advertising  Attempting to increase a firm’s name recognition, establish goodwill for the company and its products,... Learning All rights reserved 8 19 Means-End Chain • Attributes  Features or aspects of advertised brands • Consequences  What consumers hope to receive (benefits) or avoid (detriments) when consuming brands • Values  Enduring beliefs people hold regarding what is important in life Brand attributes and the consequences of consuming these attributes are the means © 2010 South-Western, a part of Cengage . issue advertising. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8 2 © 2010 South-Western, a part of. rights reserved. 8 8 Illustrations of the Aflac Advertising Campaign with the “Spokesduck.” Figure 8. 1 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8 9 Advertising. South-Western, a part of Cengage Learning. All rights reserved. 8 14 Styles of Creative Advertising Table 8. 1 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 8 15 Creative