CHAPTER 5

Creative Strategy

What’s Happening?

http://www.exacttarget.com/blog/esurancesave30-generates-over-12-million-tweets-in-60-minutes/

http://www.youtube.com/watch?v=TNKcpHoDh_A

http://www.youtube.com/watch?v=N60utqXf5HQ

http://www.youtube.com/watch?v=n4CEaoNADiY

Term assignment – Groups, topics, deliverables and timing.

The Creative Strategy

Establish objective Identification of target market/consumer Create a message theme Supporting Information Identify constraints Need a creative concept, or “big idea” to express that

message Examples:

Bell’s Whiskey - http://youtu.be/wkE-cbwhhNA United Church of Canada – wonder café campaign

www.wondercafe.ca Sony’s waterproof walkman

http://ca.news.yahoo.com/blogs/right-click/sony-proves-walkman-waterproof-selling-bottles-water-203641753.html?vp=1

The Creative Brief

o A document used to articulate a strategy to the creative department.

o Each creative brief may vary, but generally answer the following questions:o Who are we talking to?o What is the objective?o What is the message?o Why should they believe us?o Where and when are we telling them (timing and source(s))?

Marketing Communications Theory

o There are three primary theoretical frameworks used to evaluate the creative development process:o Hierarchy of Effects Modelo Means-end chain Modelo Elaboration likelihood Model

Hierarchy of Effects Model

Hierarchy of Effects Model

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Cognitive

Affective

Conative

Means-End Theory

o Model suggests that marketing communication should contain a message, means that leads the consumer to a desired end state.

o The end states include personal values, listed in Figure 5.4

o The theory is the basis of a model called the Means-End Conceptualization of Components for Advertising Strategy (MECCAS)

o The MECCAS is also used in Business to business messages

Means-End Theory

o The MECCAS model suggests using five elements in creating ads:o The product attributeso Consumer benefitso Leverage pointso Personal valueso Message tactics

Means-End Chain Theory

ProductAttributes

ConsumerBenefits

LeveragePoint

PersonalValue

Executional Framework

Importance of the Leverage Point

Both the hierarchy of effects model and the means-end chain model lead to a leverage point

The feature of the ad that leads the viewer to transform the advertising message into a personal value.

To be effective, it must build a pathway that connects a products benefits with the potential buyer’s value system.

What’s Happening?

http://www.youtube.com/watch?v=AXVAiFBEpwA

http://www.youtube.com/watch?v=Z4hnQs0w_LU

Elaboration Likelihood Model (ELM)

o This model examines how likely a person is to spend time thinking deeply (elaborating) about any specific piece of marketing communication

o Premise is that marketing communication influences audiences based on how much the audience thinks about the message.

o There are three routes in which consumers process messages:o Central Routeo Peripheral Routeo Low Involvement Route

Elaboration Likelihood Model (ELM)

Rational Appeals Emotional Appeals

o Priceo Performanceo Scarcity

o Fearo Humoro Sex

Types of Marketing Communication Appeals

The decision-making process for cars involves both emotional and rational elements

Copyright 2013 Pearson Canada Inc.

Rational Appeals

o Based on hierarchy of effects model.o Print media is well suited for rational

appeals.o Used by business-to-business advertisers.o Well suited for complex and high involvement

products.

Rational Appeals

Price Appeals

o Commonly used as a base for messages

o Price is often relative to competitors prices

o Typical in sales promotions such as coupons

Performance Appeals

o Usually involve some sort of value equation by the consumer

o A premise of outperforming their competitors

Rational Appeals

Scarcity Appealso Based on limited supplyo Based on limited time to purchaseo Often tied with promotion tools such as contests,

sweepstakes and couponso Encourages customers to take action

Emotional Appeals

o Based on three ideas:o Consumers ignore most ads.o Rational ads go unnoticed.o Emotional ads can capture attention.

o Viewed by creatives as key to developing brand loyalty

Emotions Used in Advertisements

Emotional Appeals

Fear Appealso Numerous companies use fear to sell their

products, i.e., life insurance, dandruff shampooo Fear appeals can be highly effective if used

correctly o http://www.youtube.com/watch?v=CGSk3L-6Vjc

o The behaviour response model helps to explain the way a fear appeal can work

Emotional Appeals

Humour Appealso Used in 30% of all advertisementso Excellent at capturing attentiono Score high in recall testso Should be related directly to customer benefito Humour causes audiences to:

o Watcho Laugho Remembero http://www.youtube.com/watch?v=ALMGfaLhQ_Y&NR=1o http://www.youtube.com/watch?NR=1&feature=endscreen

&v=_pHPpAO8qiw

o Captures attentiono Holds attentiono Often wins creative awardso High recall scoreso Consumers enjoy funny adso Evaluated as likeable ads

F I G U R E 5. 11

Reasons for Using Humor in Ads

Emotional Appeals

Sex Appealso Like humor, this type of appeal can break through cluttero Sex appeals can be presented in different manners:

o Subliminal techniqueso Nudity or partial nudityo Sexual suggestiveness

o Gay and lesbian themeso Encourages use of imaginationo Requires greater mental processing http://www.youtube.com/watch?v=SkYQ0x1lENs

o Overt sexualityo Sensuality

Are Sex Appeals Effective?

o Sex and nudity do increase attentiono Rated as being more interestingo Often leads to strong feelings about the

advertisemento Brand recall is lowero Often interferes with message comprehensiono May impact feelings toward the brand