effective and creative ad messages Flashcards
what makes effective advertising?
- sound strategy : clear plan about who is your target audience, appropriate channel to reach your target audience
- consumer’s view : needs and wants
- persuasive
- break clutter : must be creative
- deliver on premises : truthful to build trust
- doesn’t overwhelm : avoid too much information
qualities of successful advertising
- newsworthiness : whether the
advertiser has important news to share with the world - rational stimulus : “reason why”
one should purchase or consider the advertised brand - emphasis : focuses on repeating a single theme or aspect of the product
CAN ELEMENTS
- connectedness : connect with target audience
- appropriateness : suitable for the brand, product and target market
- novelty : introduce something new or unexpected
sticky messages : SUCCES
- simplicity
- unexpectedness
- concreteness
- credibility
- emotionality
- storytelling
making an impression
Impression hierarchy
1. brand name (simplest level) - basic recognition, build awareness
2. generics - general ideas/concepts about the brand
3. attitudinal response - emotional reaction
4. commercial specifics - details (attributes, features, functions, etc)
5. specific sales message (highest level) - key message
advertising plan
provides the framework for systematic execution of advertising strategies (analogous to marketing plan : analysis, planning, implementation, control of marketing programs)
advertising strategy
definition : communicates the brand’s primary benefits or how it can solve a consumer’s problem
step 1 : specify the key fact : customer’s pov on why are or why they’re not purchasing the brand
step 2 : state the marketing problem from the marketer’s pov
step 3 : state the communications objective : what effect the advertising is intended to have on the target market and how it should persuade consumers.
step 4 : implement the creative message strategy
creative platform
- define the target market
- identify the primary competition
- choose the promise
- offer reasons why
step 5 : establish mandatory corporate/divisional requirements - include corporate slogan or logo, headlines, claim substantiation, any other regulatory requirements
means-end chaining
- attributes (means) : something we can feel, touch, smell, eat, etc.
- consequences(means) : outcome/benefits
- values(end) : personal values
MECCAS : Means End Conceptualization of Components for Advertising Strategy
- value orientation : end level, driving force
- brand consequences
- brand attributes
- creative strategy and leverage point
10 universal values
- self direction
- stimulation
- hedonism
- achievement
- power
- security
- conformity
- tradition
- benevolence
- universalism
alternative creative strategies
- generic
- preemptive
- USP
- brand image
- positioning
- resonance
- affective (emotional)
corporate image and corporate issue advertising
corporate image: enhance the company’s overall reputation and public perception based on the image of the brand
- name recognition
- product goodwill
- identification with meaningful social activities
corporate issue advertising : focus on promoting specific ideas or viewpoints not just based on the brand image
- paid communication concerned with propagating ideas and explaining controversial social issues of public importance
celebrity endorsers
Internalization
When an information
source, such as an
endorser, is perceived
as credible, audience
attitudes are changed
through this psychological process; it occurs
when the receiver
accepts the source’s
position on an issue as
his or her own.
Two important dimensions of source credibility
expertise and trustworthiness
problems with celebrity endorsers
- overexposure - reduce credibility
- risk of negative reputation
- mis-match brand image with the celebrity
typical-person endorsements
- regular people
- avoid the backlash from using “beautiful people”
- real personal experience
- use multiple people rather than a single individual
practical considerations in the selection of endorsers
- celebrity and audience match up
- celebrity and brand match up
- celebrity credibility
- celebrity attractiveness
- cost considerations
- working ease and difficulty factor
- saturation factor
- Trouble factor
Q-rating (Q-scores)
Q = (popularity/familiarity) x 100
athlete endorsers
- attention getters
- easier
- large market exposure
- good rapport with media
- charisma, honesty
- known by everyone
the role of humor in advertising
- attracts attention
- enhances liking of ad and brand
- elevate consumers’ recall of message
points in advertisements - Humor does not necessarily harm comprehension and may in fact increase memory for advertising claims if the humor is relevant to the advertised
brand
negative effects
- effective only when consumers’ evaluations of the advertised brand are already positive
- effect of humor can differ due to differences in audience and geographical characteristics
- may be distracting
appeal to consumer fears
- can be effective as a means of enhancing motivation
- can identify the negative consequences of : not using the product, engaging in unsafe behavior
- can take the forms of either : social disapproval or physical danger
functions of music in advertising
- attracts attention
- promotes positive mood
- increase receptivity of message
- communicates meanings
sex appeal
-hold attention for longer period
- evoke emotions feelings
- enhance recall of message points
2-sided message
- used if the audience does not already agree with the topic
- counterarguments are anticipated
- audience uses the competitor’s brand - acknowledge the competitor’s strengths
- audience is better educated
comparative advertising
definition : advertisers directly
or indirectly compare
their products against
competitive offerings
and claim superiority
- use with low involvement purchases
- new brands that possess distinct advantages over competition
- claims are credible
- use if the audience does not have a prior preference for the comparative brand
- use if sales are static and non-comparative ads ineffective
- use in print(vs broadcast) media
- relative framing of questions on comparative ad effects is important
