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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