L3 - Ad Creation and Design Flashcards
The Creative Brief
- The objective
- The target audience
- The message theme
- The support
- The constraints
Developing a campaign
- Objectives?
- Target audience?
- One thing? What is the most important point to make about your brand?
- What is the current position of your brand?
- What do you want the position to be?
- Why should they think this? (features, benefits, USP)
- What is our message? ‘The big idea’
- Tone? Formal/abstract/fun/serious
- Call to action? What do you want them to do?
Hierarchy of Effects Theory:
The hierarchy of effects model suggests six steps to consumer buying behaviour.
The Hierarchy of Effects Model, Message Strategies, and Advertising Components:
Means-End Chain =
Suppose that a customer values organic food compared to everyday regular food. The product attribute is that it is organic and healthy. Due to this product attribute the functional consequence is a healthy life and a healthy food. This leads to a satisfied customer who is emotionally happy and satisfied with his lifestyle. This step by step analysis gives valuable insight to consumer behaviour and provides an opportunity to design marketing plans for influencing customer decisions.
Means-End Chain for Milk:
Creating an Advertisement (ad analysis/planning):
Executional frameworks:
- Animation
- Slice-of-life
- Dramatization
- Testimonial
- Authoritative
- Demonstration
- Fantasy
- Informative
Types of Appeals:
- Fear
- What level of fear is appropriate?
- Humor
- Used in 30% of all ads.
- Should be related directly to customer benefit.
- Sex
- Music
- Rationality
- Emotions
- Scarcity
Reasons for Using Humor in Ads:
- Captures attention
- Holds attention
- Often wins creative awards
- High recall scores
- Consumers enjoy funny ads
- Evaluated as likeable ads
- BUT – the product is often FORGOTTEN!
Sex Appeal:
- Breaks through clutter
- Use has increased
- Not as effective as in the past
- Advertisers shifting to more subtle sexual cues.
Sexuality Approaches:
- Subliminal techniques
- Sensuality
- Sexual suggestiveness
- Nudity or partial nudity
- Overt sexuality
Sex Appeal - Subliminal Approaches:
- Sex cues or icons placed in ads
- Goal is to affect subconscious
- Not effective
- Ad clutter requires stronger ads to get attention
Sex Appeal - Sensuality
- Women respond to sensuality approach
- Viewed as more sophisticated
- Relies on imagination
- Requires greater mental processing
- Can be more enticing than raw sexuality
Sex Appeal - Nudity or Partial Nudity
- Used for wide variety of products
- Attract attention
- Not always designed to solicit sexual response
- Underwear commercials
- Decorative models
Factors to Consider Before Using Decorative Models:
- Improves ad recognition, not brand recognition.
- Influences emotional and objective evaluations.
- Produces higher purchase intentions when the product is sexually relevant.
- Attractive models produce a higher level of attention than less attractive models.
Are Sex Appeals Effective?
Research Results:
- Sex and nudity do increase attention.
- Rated as being more interesting.
- Often leads to strong feelings about the ad.
- Brand recall is lower.
- Often interferes with message comprehension.
- May impact feelings toward the brand
Disadvantages of Sex Appeals:
- Less influence today
- Reduces brand recall
- Affects comprehension
- Creates dissatisfaction with one’s body
- Females
- Males
- Stereotyping of females
Rational Appeals:
- Based on hierarchy of effects model.
- Print media is well suited for rational appeals.
- Used by business-to-business advertisers.
- Well suited for complex and high involvement products.
Emotional Appeals:
Based on three ideas:
- Consumers ignore most ads.
- Rational ads go unnoticed.
- Emotional ads can capture attention.
Creatives believe emotional appeals are the key to developing brand loyalty.
- Effie Awards – humor and emotions
- B-to-B advertisements using more emotional appeals.
- Works well when tied with other appeals.
Emotions Used in Advertisements:
- Trust
- Reliability
- Friendship
- Happiness
- Security
- Glamour/luxury
- Serenity
- Anger
- Protecting loved ones
- Romance
- Passion
- Family Bonds
Scarcity Appeals:
- Based on limited supply.
- Based on limited time to purchase.
- Often tied with promotion tools such as contests, sweepstakes, and coupons.
- Encourages customers to take action.
Fear Of Missing Out
Super Bowl Appeals
Principles of Effective Advertising:
- Visual consistency
- Campaign duration
- Repeated taglines
- Consistent positioning- avoid ambiguity
- Simplicity
- Identifiable selling point
- Create an effective flow
- Relevant
Advertising elasticity:
The rate of return in sales of dollars spent on advertising
In real life cases this requires really complex modelling!
