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8/6/2019 Designing an Advertisement
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Designing an Advertising
8/6/2019 Designing an Advertisement
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Objectives
� Appreciate the factors that promote
effective and creative advertising.
� Understand a five-step program used informulating advertising strategy.
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Objectives
� Describe the features of a creative brief.
� Explain alternative creative styles that play
a role in the development of advertisingmessages.
� Understand the concept of means-end
chains and their role in advertisingstrategy.
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Objectives
� Appreciate the MECCAS model and its
role in guiding message formulation.
� Describe the laddering method thatprovides the data used in constructing a
MECCAS model.
� Recognize the role of corporate image
and issue advertising.
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Memorable Advertising
Apple Computer¶s ³1984´ TV Commercial
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What Makes Effective Advertising?
Sound
Strategy
Consumer¶s
View Persuasive
Doesn¶t
Overwhelm
Deliver on
Pr omises
Break
Clutter
Effective
Advertising
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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.
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Advertising Successes and
Mistakes
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� Successful campaigns: both the brand managementteam and the creative team have done their work
well.� Marketing Mistakes: result when the brand manager
fails to distinguish the brand from competitiveofferings.
� Agency Mistakes: due to the ad agency¶s inability todesign an effective execution, even though its brandmanagement client has a convincing message.
� Complete Disasters: caused by poor valuepropositions and mediocre executions.
Advertising
Successes and
Mistakes
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Advertising Plans and Strategy
Advertising strategy
An advertising message thatcommunicates the brand¶s primary
benefits or how it can solve a
consumer¶s problem
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Advertising Strategy: A Five-Step
Program1. Specify the key fact from the customer¶s
viewpoint.
2. State the primary problem, or advertisingissue, from brand management¶sperspective.
3. State the advertising objective.
4. Implement the creative messagestrategy.
5. Establish mandatory requirements.
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Step 1: Specify the Key Fact
The key fact in an advertising strategy is a
single-minded statement from the
consumer¶s point of view that identifies
why consumers are or aren¶t purchasing
the brand.
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Step 2: State the Primary Problem
� Extending from the key fact, this step
states the problem from the brand
management¶s point of view.
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Step 3: State the Communications
ObjectiveThis is a straightforward statement about
what effect the advertising is intended to
have on the target market .
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Step 5: Establish Mandatory
RequirementsThe final step involves including mandatory
requirements due to regulatory dictates, or
non-regulatory requirements like the
corporate logo or tag-line.
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Constructing a Creative Brief
Backgr ound
Strategy
Task
Positioning
Client¶s Objectives
Target
Their currentthoughts/feelings
What do we want
them to think/feel
What do we want
them to do
Pr oposition
Belief in pr oposition
How we speak to them
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Styles of Creative Advertising
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Unique Selling Proposition Creative
Style (USP)
An advertiser makes a superiority claim
based on a unique product attribute thatrepresents a meaningful, distinctive
consumer benefit.
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Brand Image Creative Style
� The brand image style involves
psychosocial, rather than physicaldifferentiation.
� Transformational advertising
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Resonance Creative Style
� Does not focus on product claims or brand
images but rather seeks to present
circumstances or situations that find
counterparts in the real or imagined
experience of the target audience.
� Examples: Dove¶s ³Real Beauty´
campaign
� QuickStep laminate floors
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Emotional
CreativeStyle
An attempt to
reach theconsumer at a
visceral level by
appealing to their emotions.
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Generic Creative Style
� An advertiser employs a generic style
when making a claim that could be made
by any company that markets a brand in a
particular category.
� Most appropriate for a brand that
dominates a product category.
� Example: Campbell¶s Soup
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Preemptive Creative Style
� An advertiser makes a generic-type claim
but does it with an assertion of superiority.
� Example: ³Visine gets the red out.´
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In Summary
� An advertiser might use two or more styles
simultaneously.
� Some experts believe that advertising ismost 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.
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Means-End Chaining
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Attributes-Consequences-Values
� Attributes are features or aspects of
advertised brands.
� Consequences are what consumers hopeto receive (benefits) or avoid (detriments)
when consuming brands.
� Values represent those enduring beliefs
people hold regarding what is important in
life.
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The Nature of Values
1. Self-direction
2. Stimulation
3. Hedonism
4. Achievement
5. Power
6. Security
7. Conformity
8. Tradition
9. Benevolence
10.Universalism
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A MECCAS Model
Conceptualization of Advertising
Strategy
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The MECCAS Model
MECCAS: Means End
Conceptualization of
Components
for Advertising Strategy
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MECCAS
Illustration
For Self- Direction
Value
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MECCAS
Illustration for
Stimulation
Value
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MECCAS
Illustration for
H edonism
Value
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MECCAS
Illustration for Achievement
Value
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MECCAS
Illustration for
P ower Value
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MECCAS
Illustration for
S ecurity Value