Aaalecture Note
LECTURE 5 Effective and Creative Ad Messages & Strategies
(Part I)
FURTHER READING: Shimp (2013) – Chapters’ 10 & 11 (p. 297-307)
1
Advertising Creativity
(1.) Determines what the advertising message will say or communicate
Creative Strategy
(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 Role of Creativity
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)
4
Creative Strategy – the starting point
1.
What are you Advertising & why (i.e, the brand, product, service, 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.e, what are the deliverables)? Who are you talking to? (Demographics)
5
2.
3.
4.
Creative Strategy – the starting point
(Cont…)
5. 6.
Who are you talking to? (Psychographics) What is the personality & tone (i.e, the behaviour, character & manner)? What is the selling idea (i.e, 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
7.
8.
Creativity: The CAN 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)
Novelty
(creative & simple)
7
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
Absolut Vodka (novel & appropriate)
Creative Copy
8
Means-End Chain
The value orientation is the driving force behind the message and Ad execution. Every
(Part I)
FURTHER READING: Shimp (2013) – Chapters’ 10 & 11 (p. 297-307)
1
Advertising Creativity
(1.) Determines what the advertising message will say or communicate
Creative Strategy
(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 Role of Creativity
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)
4
Creative Strategy – the starting point
1.
What are you Advertising & why (i.e, the brand, product, service, 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.e, what are the deliverables)? Who are you talking to? (Demographics)
5
2.
3.
4.
Creative Strategy – the starting point
(Cont…)
5. 6.
Who are you talking to? (Psychographics) What is the personality & tone (i.e, the behaviour, character & manner)? What is the selling idea (i.e, 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
7.
8.
Creativity: The CAN 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)
Novelty
(creative & simple)
7
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
Absolut Vodka (novel & appropriate)
Creative Copy
8
Means-End Chain
The value orientation is the driving force behind the message and Ad execution. Every