creativity how it can assist in the development of advertising strategies!
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CreativityCreativityHow it can assist in the How it can assist in the
development of development of advertising advertising strategies!strategies!
What is Creativity?What is Creativity? presentation of an advertisement or presentation of an advertisement or
promotional idea that is in a unique promotional idea that is in a unique format or appeal style yielding format or appeal style yielding attention grabbing capabilityattention grabbing capability
Examples:Examples: E*Trade BabyE*Trade Baby Budweiser Clydesdales – classic long Budweiser Clydesdales – classic long
running mascots of ABrunning mascots of AB frogs, Spuds Mackenzie, iguanasfrogs, Spuds Mackenzie, iguanas
CreativityCreativity Can yield parity for brandsCan yield parity for brands not sufficient alone not sufficient alone
vampire creativityvampire creativity Successful when combined Successful when combined
with:with: Central processors - relevanceCentral processors - relevance Peripheral processors - emotionPeripheral processors - emotion
Creative Strategy Creative Strategy AlternativesAlternatives
Generic StrategiesGeneric Strategies Preemptive StrategiesPreemptive Strategies Unique Selling PropositionUnique Selling Proposition Brand ImageBrand Image PositioningPositioning ResonanceResonance EmotionalEmotional
Creative Strategy Creative Strategy DiscussionDiscussion
GenericGeneric straight benefit claimstraight benefit claim no superiority claimsno superiority claims monopolistic competition or MS monopolistic competition or MS
dominancedominance Q-tipsQ-tips
PreemptivePreemptive generic with superiority assertiongeneric with superiority assertion
Creative Strategy Creative Strategy DiscussionsDiscussions
Unique Selling Unique Selling PositionPosition claims based on claims based on
competitive competitive advantagesadvantages
may force may force competitive competitive reactions/copyingreactions/copying
useful when point of useful when point of difference cannot be difference cannot be matchedmatched
McDonalds vs. McDonalds vs. Wendy’s vs. BKWendy’s vs. BK
Brand ImageBrand Image psychological psychological
differences differences highlightedhighlighted
image positioningimage positioning physical differences physical differences
difficult to ascertaindifficult to ascertain prestige approach prestige approach
does not increase does not increase conflict conflict w/competitorsw/competitors
Designer clothing such Designer clothing such as CKas CK
Creative Strategy Creative Strategy DiscussionsDiscussions
PositioningPositioning build a mental niche in relation to build a mental niche in relation to
competitive productscompetitive products try to differentiate from the try to differentiate from the
market leadermarket leader long-term strategylong-term strategy BAD EXAMPLE: Burger KingBAD EXAMPLE: Burger King Direct comparisons can hurt Direct comparisons can hurt
position and reputationposition and reputation
Creative Strategies Creative Strategies DiscussionsDiscussions
ResonanceResonance ties to personal ties to personal
experiences to experiences to increase increase relevancerelevance
high visibility high visibility consumption consumption productsproducts
hedonic hedonic consumptionconsumption
AcuraAcura
EmotionalEmotional increase increase
involvement involvement through humor, through humor, ambiguity ambiguity
no strong selling no strong selling approaches approaches utilizedutilized
discretionary discretionary products utilizeproducts utilize
AT&T Long AT&T Long DistanceDistance
Content ApproachesContent Approaches Informational Informational
messages built messages built on logic or facton logic or fact
EmotionalEmotional built on built on
psychological psychological appeals such as appeals such as fear or lovefear or love
Image AppealsImage Appeals linking image or linking image or
products to products to lifestylelifestyle
Message AppealsMessage Appeals Product Oriented Product Oriented
(rational)(rational) slice of lifeslice of life product product
comparisonscomparisons problem solutionproblem solution demonstrationdemonstration newsnews unknown unknown
spokesperson, spokesperson, expertexpert
Message AppealsMessage Appeals
Consumer Consumer Oriented Oriented (emotional)(emotional) sexsex celebrity celebrity
spokespersonsspokespersons humorhumor animationanimation musicmusic
Use of Use of CelebritiesCelebrities
ExpensiveExpensive meaningful meaningful
connection between connection between the endorser and the endorser and the product neededthe product needed
Q ratings Q ratings helpfulhelpful familiarity, familiarity,
popularitypopularity Relationship to the Relationship to the
TMTM AttractivenessAttractiveness
Celebrity Selection Celebrity Selection ProcessProcess
Q-Ratings Q-Ratings Have you heard of this person (familiarity)Have you heard of this person (familiarity) If so, do you rate him poor, good, very If so, do you rate him poor, good, very
good, or one of your favorites (popularity)good, or one of your favorites (popularity) Rating ratio of rated as one of favorites to Rating ratio of rated as one of favorites to
# heard of the celebrity# heard of the celebrity Ratings differ by segments of consumersRatings differ by segments of consumers
CredibilityCredibility TM match up with CelebrityTM match up with Celebrity
Celebrity Selection Celebrity Selection ProcessProcess
Celebrity Product Match upCelebrity Product Match up Celebrity AttractivenessCelebrity Attractiveness Miscellaneous FactorsMiscellaneous Factors
CostCost Potential for problems with CelebrityPotential for problems with Celebrity
Personal or professional behavior Personal or professional behavior Difficulty to work with?Difficulty to work with? # products currently endorsing# products currently endorsing
Michael Jordan in his hey dayMichael Jordan in his hey day
Endorser Endorser AttributesAttributes
Attractiveness - similarity, Attractiveness - similarity, familiarity and likingfamiliarity and liking identification - willing to adopt identification - willing to adopt
attitudes of spokesperson as attitudes of spokesperson as yours!yours!
best when product/celebrity well best when product/celebrity well matchedmatched
Credibility - expertise and Credibility - expertise and trustworthinesstrustworthiness internalizationinternalization
Fear and Its Fear and Its ConsequencesConsequences
social social disapproval - disapproval - deodorantdeodorant
physical harm or physical harm or danger - Volvodanger - Volvo
Intensity - too Intensity - too much causes much causes avoidance avoidance behaviors!behaviors!
Should be of Should be of moderate levelsmoderate levels
Use of HumorUse of Humor Gains Attention!Gains Attention! Enhances liking of ad and brand Enhances liking of ad and brand
- increasing A(AD) and A(B)- increasing A(AD) and A(B) May not interfere with May not interfere with
comprehensioncomprehension Can hurt CredibilityCan hurt Credibility If too good - vampire creativity If too good - vampire creativity
can resultcan result
Use of MusicUse of Music Attracts attentionAttracts attention Enhances Enhances
memorabilitymemorability Improves moodImproves mood Can play a role in Can play a role in
conditioningconditioning unconditioned unconditioned
stimulus feelings stimulus feelings transferred to the transferred to the conditioned conditioned stimulusstimulus
Sex AppealsSex Appeals Nudity vs. Nudity vs.
SuggestivenessSuggestiveness effectiveness?effectiveness?
Stopping Power!Stopping Power! Attention LureAttention Lure Enhancement of Enhancement of
RecallRecall Offense?Offense? Inappropriate Inappropriate
match?match?
Comparative Comparative AdvertisementsAdvertisements
Direct or IndirectDirect or Indirect Factors to ConsiderFactors to Consider
Situational FactorsSituational Factors Preexisting favorable opinion about Preexisting favorable opinion about
competition?competition? More suitable for LI productsMore suitable for LI products Good for New brands with distinct Good for New brands with distinct
advantagesadvantages Increase credibility with experts or sealsIncrease credibility with experts or seals Increase sales of established products Increase sales of established products
with flat growthwith flat growth Print betterPrint better
Designing Print AdsDesigning Print Ads
Key Elements to Print Key Elements to Print AdsAds
CopyCopy headlines, underlines, headlines, underlines,
overlines, subheads, body overlines, subheads, body copy, the captions, slogans, copy, the captions, slogans, taglinestaglines
Key Elements to Print Key Elements to Print AdvertisementsAdvertisements
ArtArt visual visual
elementselements illustrations, illustrations, photographyphotography, logotypes, , logotypes, signatures, signatures, layout itselflayout itself
Design PrinciplesDesign Principles BalanceBalance
optical centeroptical center formal balance - symmetryformal balance - symmetry informal balanceinformal balance
MovementMovement z-patternz-pattern Guttenberg diagonalGuttenberg diagonal
Design PrinciplesDesign Principles ProportionProportion
space according to importancespace according to importance avoid monotony and consistencyavoid monotony and consistency
ContrastContrast reverse the ad and printreverse the ad and print bordersborders
Focal PointsFocal Points main product benefit, draw in the main product benefit, draw in the
reader, can be copy or visualreader, can be copy or visual
Design Design PrinciplesPrinciples UnityUnity
singular impressionsingular impression use borders to hold togetheruse borders to hold together overlapoverlap use of white spaceuse of white space
ContinuityContinuity same tone. design format, same tone. design format, consistent slogansconsistent slogans
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