Copy of day 9-creativity in advertising
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Transcript

  • 1. Creating Effective and Creative Advertising Messages
  • 2. Memorable Advertising
    • Apple Computer’s “1984” TV Commercial
  • 3. What Makes Effective Advertising? Sound Strategy Consumer’s View Persuasive Doesn’t Overwhelm Deliver on Promises Break Clutter Effective Advertising
  • 4. The Role of Creativity
    • Creative ads share two characteristics:
    • Originality
    • Appropriateness
    • Nike
    • Apple iPod
  • 5. Original Ads: Apple iPod
    • Silhouetted figures against the neon backgrounds holding iPods.
    • Simplicity of the design and a different look than most commercials, which feature identifiable figures engaging in dialogue.
  • 6. Constructing a Creative Brief Background Strategy Task Positioning Client’s Objectives Target Their current thoughts/feelings What do we want them to think/feel What do we want them to do Proposition Belief in proposition How we speak to them
  • 7. Styles of Creative Advertising
  • 8. Unique Selling Proposition Creative Style (USP)
    • An advertiser makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit.
  • 9. Brand Image Creative Style
    • The brand image style involves psychosocial, rather than physical differentiation.
    • Transformational advertising
  • 10. Resonance Creative Style
    • Does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagined experience of the target audience.
    • Examples: Dove’s “Real Beauty” campaign
  • 11. Emotional Creative Style
    • An attempt to reach the consumer at a visceral level by appealing to their emotions.
  • 12. Generic Creative Style
    • An advertiser employs a generic style when making a claim that could be made by any company that markets a brand in a particular category.
    • Most appropriate for a brand that dominates a product category.
  • 13. Preemptive Creative Style
    • An advertiser makes a generic-type claim but does it with an assertion of superiority.
  • 14. In Summary
    • An advertiser might use two or more styles simultaneously.
    • Some experts believe that advertising is most effective when it addresses both functional product and symbolic benefits.
    • Effective advertising must establish a clear meaning of what the brand is and how it compares to competitive offerings.