Aaalecture Be aware

 Aaalecture Be aware Essay

LECTURE 5 Effective and Creative Advertisement Messages & Strategies

(Part I)

FURTHER MORE READING: Shimp (2013) – Chapters' 15 & eleven (p. 297-307) 1

Advertising Creativity

(1. ) Determines what the advertising� message will say or communicate

Creative Approach

(2. )

Defines the values and brand attributes� that need to be communicated to the� consumer in a distinctive and compelling� way that takes advantage of the medium (i. e.,  TV,  Billboards etc)

2

The Part of Creativeness

Creative Ads share TWO key� characteristics:

Originality� Appropriateness

3

The Silhouettes campaign for the iPod is an Example of Creative� Advertising (it is both original and appropriate)

5

Creative Strategy – the starting point

1 .

What are you Advertising &  why (i. e,  the brand,  product, � assistance,  a promotion,  some news etc)? What is the Brand's communication past (i. e,  looking at the� brand's positioning,  personality &  focus)? What needs to be done (i. at the,  what are the deliverables)? Who are you talking to?  (Demographics) a few

2 .

a few.

4.

Imaginative Strategy – the starting point

(Cont…)

your five. 6.

Who are you talking to?  (Psychographics) What is the personality &  tone (i. e,  the behaviour,  character & � manner)? What is the selling idea (i. electronic,  the most persuasive thing you can� focus on to change customers' behaviour/attitude)? What do you want the consumer to do (i. e,  evoke� emotion/action,  feelings etc)? 6

several.

8.

Creativity: The MAY Elements

CREATIVITY:  Ability to generate fresh &  unique ideas appropriate for� solving communications objectives The CAN Elements� of Creative Ads

Connectedness

(relevant &  empathetic)

Appropriateness

(consistent &  coherence)

Originality

(creative &  simple)

7

© 2010 South-Western, a part of Cengage Learning. All rights arranged.

Absolut Vodka (novel & appropriate)

Creative Copy

almost 8

Means-End Cycle

The value orientation is the driving force behind the message� and Ad execution.  Every other component is geared towards� achieving that end.

on the lookout for

Attributes-Consequences-Values

Attributes are features or aspects of advertised� brands. Effects are what consumers hope to receive� (benefits) or avoid (detriments) when consuming� brands. � Values represent those enduring beliefs people hold� regarding what is important in life. � 10

Means-End Chain -- example

What is the value underlying this Ad,  and what are the� attributes and consequences that facilitate this value?

eleven

The Most Relevant Values to Advertising

1 ) 2 . several. 4. 5. 6.

Self‐direction� Stimulation� Hedonism� Achievement� Power� Security doze

[6 of the 10 values (also CONFORMITY,  TRADITION,  BENEVOLENCE, � UNIVERSALISM)]

The MECCAS Model

MECCAS:  Means End Conceptualisation of Parts for Advertising Approach

13

A MECCAS Model Conceptualisation of Advertising Approach

14

Advertising and marketing applications of the means-end stores: MECCAS version (cont. )

Advertisement focusing on self‐expression &  direction

12-15

Advertising applying the means-end chains: MECCAS model (cont. )

Advertisement focusing on� self‐expression &  security

18 © 2009 CENGAGE Learning (Chitty, Barker & Shimp, 2009, subsequent Ed)

Advertising applications of the means-end chains: MECCAS unit (cont. )

Appeal to stimulation value

seventeen

Advertising applying the means-end chains: MECCAS model (cont. )

Appeal to stimulation value

18 © 2009 CENGAGE Learning (Chitty, Barker & Shimp, 2009, 2nd Ed)

Advertising applications of the meansend chains: MECCAS model (cont. )

Appeal to the� need to enjoy� life (also,  gives� a sense of� power)

19

Marketing applications of the meansend organizations: MECCAS model (cont. )

Appeal to the� achievement benefit

20

Marketing applications of the meansend chains: MECCAS style (cont. ) 

Appeal to the need to enjoy life value ( &  hedonism and� achievement)

twenty-one © 2009 CENGAGE...