message execution & creative insights
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Message Execution &Creative Insights
MKT 846
Professor West
Agenda
Continuation with Message Execution Turning a strategic plan into a creative campaign
Where do break-through ideas come from?Approaches for creative inspiration:
Unique Selling PropositionBrand Image Inherent Drama
Lessons Learned Through Copy Testing – Purvis Test your skills at identifying effective advertising
The Execution
How do you transform a message strategy into an exciting, attention getting, and memorable idea?
What words, sounds and music, images, setting, and lighting will best convey the message?
Where do break-through ideas come from?
Uncovering Valuable Insights
“Got Milk” Story (circa 1993) Facing declining sales, particularly in CA CA Milk processors formed a board and
hired Jeff Manning Manning hired Goodby, Silverstein & Partners
Objective: Increase sales, not image enhancement Target Market: People who already drink milk,
rather than nonusers
“Got Milk” Story
Results: In the first year sales rose 1.8 percent, an
increase of 13.5 million gallons, or $34 million in retail sales.
The ads win almost every major prize on the ad circuit including the coveted Cannes in 1996, 1997, 2003
“Got Milk” Story
How do you keep a good thing going? 2001 Contest to produce your
own “Got Milk” commercial 2002 Peanut butter sandwich
contest 2003 Commercial
Milk Story Continues
How does the mustache fit in? National Fluid Milk
Processors (Milk Pep) hired Bozell to change the image of milk in 1995.
Research showed that milk was viewed as unhealthy due to cholesterol and fat
Target Market: 25-44 year old women
Milk Story Continues
The two campaigns were merged Web Sites: www.whymilk.com Grassroots: SHAKE STUFF UP
TOUR, themed in conjunction with television advertising campaign encourages teens to Shake Stuff Up by drinking flavored milk.
Sources of Creative Inspiration
Using a unique selling proposition (USP) Rosser Reeves “Buy this product and you will get this benefit” The proposition must be one that the competition
doesn’t offer The proposition must be strong (relevant) enough to
pull new customers
Sources of Creative Inspiration
Creating a brand image David Ogilvy “Every advertisement should be thought of as a
contribution to the complex symbols which is the brand image”
The image or personality of the brand is particularly important when brands are similar
This approach has become the mainstay in for selling soft drinks, liquor, cars, perfume/colognes, and clothing.
Your target market must identify with the brand personality
Nike Goddess
Nike has become one of the world’s greatest brand names. The Nike ethos is captured in the “Just Do It” slogan The largest seller of athletic footwear and
apparel with sales of nearly $10 billion in 2002 While a leader in the $15.6 billion athletic market
it looked for new growth opportunities by targeting women
Women’s footwear accounts for one-third of total industry, and over fifty percent for apparel but only 20 percent of Nike’s revenue.
Nike Goddess
In 2001 Nike launched a new strategic initiative termed “Nike Goddess” with the goal of changing how the company does business with women.
Objective: To double Nike’s sales to women by 2005
Learning how women conceive of sport Spent time scouring trendy workout locations and
listening to women talk about how fitness fit into their lifestyle
Nike Goddess
Insights: For most women, high performance isn’t about
sports, it’s about fitness fitting in with their active lifestyles.
The difference between women and men is that women don’t treat athletes like heroes.
Sources of Creative Inspiration
Finding inherent drama Leo Burnett Advertising should be based on a foundation of
consumer benefits with an emphasis on the dramatic element in expressing those benefits
Using Romance to Sell Coffee
Taster’s Choice “Brewing Romance” Campaign (circa 1990) Product positioned as “tasting closest to fresh brewed” McCann-Erickson was hired to kick up the emotional
connection to the brand Research revealed that Taster’s Choice drinkers were
discriminating, self-assured, and sophisticated. A spin-off of a British soap-opera style campaign
(introduced in 1987) featuring two flirtatious neighbors, Tony and Sharon, was adopted.
“Brewing Romance” Campaign
UK Campaign quickly adopted an avid following British tabloids chronicled the series Viewers wrote in for autographs and sent script
suggestions Campaign lasted for six years and 12 episodes Sales of Gold Blend soared by 40 percent. Ended with Sharon and Tony wedding and driving
happily off into the sunset The campaign was expanded to the US, Canada, Chile,
Australia, New Zealand, and Japan
“Brewing Romance” Campaign
US Campaign launched in 1991 Generated a reaction similar to the UK The debut of each new “episode” became a major
media event, often premiering on network shows such as “Good Morning America.”
In February 1998, Taster's Choice ran a contest. The results were announced in Soap Opera Digest
Advertising Effectiveness
Just because an ad is creative or popular does not mean it will increase sales or revive a declining brand
Alka-Seltzer’s agencies developed ads believed to be some of the best of all time… “I can’t believe I ate the whole thing” “Mama Mia! That’s a spicy meatball”
However they lost the account because sales continued to decline
Advertising Effectiveness
Brand managers tend to be risk averse and want more conservative commercials than the creative people they work with, who want to maximize message impact
A major determinant of success in changing brand preferences is “likeability” or the viewer’s overall reaction to the message. Ads that are well executed and generate emotional
responses can create positive feelings that are transferred to the brand
Lessons Learned Through Copy Testing
Offer a major benefit Make it easy to followEstablish audience identityAttract by being newBe believableStress what is uniqueBe freshReward the viewer/reader for his or her time
Next Time…
Turn in Project 2 by Friday afternoon If you are interested in knowing more about
using the Digital Union… Friday, 2/6 at 10:30 in Gerlach 355
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