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Creative Advertising Strategy

Creative Advertising Strategy. 10. What Makes Effective Advertising?. Consumer’s View. Sound Strategy. Effective Advertising. Break Clutter. Doesn’t Overwhelm. Deliver on Promises. Memorable Advertising. Apple Computer’s “1984” TV Commercial.

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Creative Advertising Strategy

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  1. Creative Advertising Strategy 10

  2. What Makes Effective Advertising? Consumer’s View Sound Strategy Effective Advertising Break Clutter Doesn’t Overwhelm Deliver on Promises

  3. Memorable Advertising Apple Computer’s “1984” TV Commercial

  4. Creative ads share two characteristics: The Role of Creativity

  5. Original Ads: Apple iPod

  6. Advertising Successes and Mistakes • Value Proposition is: • The reward:

  7. Advertising Plans and Strategy Advertising strategy

  8. Advertising Strategy: A Five-Step Program • Specify the key fact from the customer’s viewpoint. • State the primary problem, or advertising issue, from brand management’s perspective. • State the advertising objective. • Implement the creative message strategy. • Establish mandatory requirements.

  9. Step 1: Specify the Key Fact

  10. Step 2: State the Primary Problem

  11. Step 3: State the Advertising Objective

  12. Step 4: Implement the Creative Message Strategy

  13. Step 5: Establish Mandatory Requirements The final step involves including mandatory requirements due to:

  14. Constructing a Creative Brief Background Their current thoughts/feelings Strategy What do we want them to think/feel Task What do we want them to do Positioning Proposition Client’s Objectives Belief in proposition Target How we speak to them

  15. Alternative Advertising Strategies Unique Selling Proposition (USP) Brand Image Resonance Emotional Generic Preemptive

  16. Alternative Strategies:Unique Selling Proposition Definition Superiority claims based on unique physical feature or meaningful benefit Conditions Most useful when point of difference cannot be readily matched by competitors Competitive Implications May force competitors to imitate or choose more aggressive strategy

  17. Alternative Strategies:Brand Image Definition Claims based on psychosocial differentiation, usually symbolic association Conditions Best for homogeneous good where differences are difficult to develop (e.g., cola) Competitive Implications Often involve prestige/identity claims; rarely challenge competition directly

  18. Alternative Strategies:Resonance Attempts to evoke stored life experiences of prospects to give product relevant meaning or significance Definition Best for socially visible goods; requires considerable consumer understanding to design messages Conditions Competitive Implications Few direct limitations on competitor’s options; most likely competitive response is imitation

  19. Alternative Strategies:Emotional Definition Attempts to provoke involvement or emotion through ambiguity, humor without strong selling emphasis Conditions Best suited to discretionary Items associated with emotions Competitive Implications Competitors may imitate to undermine strategy of difference or pursue other alternatives

  20. Alternative Strategies:Generic Definition A claim that could be made by any company in that category. No attempt to differentiate the brand. Conditions Best suited to brands that dominate a product category. Competitive Implications Competitors may imitate but one’s overall dominance will mean one gains a larger share of an increased pie.

  21. Alternative Strategies:Preemptive Definition A generic claim made with an assertion of superiority. Conditions Few real functional differences between brands. Must be first in product category to make the claim, and to support it with sufficient ad weight. Competitive Implications Effectively precludes competitors from making a similar claim.

  22. Values

  23. Self-Direction Stimulation Hedonism Achievement Power Security Conformity Tradition Benevolence Universalism Universal Human Values

  24. Self-Direction Stimulation Hedonism Achievement Power Security Conformity Tradition Benevolence Universalism Individualistic Cultures

  25. Self-Direction Stimulation Hedonism Achievement Power Security Conformity Tradition Benevolence Universalism Collectivistic Cultures

  26. Self- Direction Value

  27. SecurityValue

  28. Workshop Questions What 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 consequences?

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