Advertising Management – Creating Effective and Creative Advertising Messages Week 3 Lecture 3
Motivation • To attend to Messages • To process Messages
Helping Information Processing • Encoding Information • Reducing processing time • Knowledge structures • Concretisations
5-step Program • Specify the key fact from the customer’s viewpoint • State the main ‘problem’/advertising issue from the viewpoint of the brand/product • State the advertising objective • Establish mandatory requirements/constraints • Implement the creative message strategy
The Creative Brief • Background – the main ‘problem’ to be addressed • Target Audience • Thoughts and feelings • Brand Positioning • Overall brand strategy • Objectives • Outcomes – behavioural – sales • Message guidelines • Media considerations • Budget – Timings – AOB
The Creative Brief • Brand Positioning
The Creative Brief Thoughts and feelings • What do consumers think of the brand/product/company now? • Why do they hold these feelings? • May need research – if no answers to the questions exist.
The Creative Brief Target Audience • Whom do we need to reach with the ad campaign? • Segmentation/Consumer Buying Factors • Based on behaviour? • Demographic features • Geo-demographic aspects • Psychographic factors
The Creative Brief Background – the main “problem” to be addressed • What is the overall purpose of the advertising/ communication task? • Situation Audit – Brand history, competitive environment, market forces, cultural aspects • Porter’s Five Forces • SWOT analysis • PESTLE analysis
Advertising Message Four important elements: • The balance • The structure • The source • The presentation to the target audience
Advertising Message Rational product attribute appeals Information provision Benefit claims High involvement Emotional image-based appeals Social, ego, hedonic orientation Low involvement
Informational Appeals • Factual • Slice of life • Demonstration • Comparative
Emotional Based Appeal • Fear • Humour • Animation • Sex • Music • Fantasy
Pull, Push and Profile • Pull • Aims to generate and sustain dialogue with the end user customers • Target Result: • Consumer demand product from distributors. • Strategy • Focus on awareness, branding, coordination
Pull, Push and Profile • Push • Aims to communicate with members of the channel to encourage them to ‘push’ products through the channel • Target result • Intermediary promotes the product to the end customer. • Focus on intermediary • Key account managers
Pull, Push and Profile • Profile • Aims to develop corporate reputation and image • More company wide • Offices, vehicles, people • Broader stakeholder focus • Investors, suppliers, staff
The Role of Endorsers • Celebrities • Stereotypes • Typical • Person • The TEARS model • Or NO TEARS
Tears Trustworthiness • The property of being perceived as believable, dependable • As someone who can be trusted • CREDIBILITY
Tears Expertise • The characteristic of having specific skills, knowledge, or abilities with respect to the endorsed brand • SPORTSMEN
Tears Attractiveness • The trait of being regarded as pleasant to look at in terms of a particular group’s concept of attractiveness • EASY ON THE EYES
Tears Respect • The quality of being admired or even esteemed due to one’s personal qualities and accomplishments • DAVID BECKHAM
Tears Similarities • The extent to which an endorser matches an audience in terms of characteristics relevant to the endorsement relationship • Age • Gender • Ethnicity • Psychographics • Use of young people...
Agency Selection Process • Define requirements – what sort of agency do you require: • Ego or practical? • Location? • How big is the project? • Use knowledge and advertisers directory to select a list • Conflicts/experience • Will they add value to the marketing strategy?
How to Ensure a Good Agency Relationship • Have a clear understanding of costs • Agencies are there to add value • Let them become part of the marketing team • Involve them early in any project • They will also give you alternative view, they are not as close to the market • Give clear briefs for each project • Agree deadlines • Prepare a planning calendar working back from your launch date