Week 5

Question 1

In a Creative Brief, who is the target person?

Answer 1

• Bring the person alive: real flesh and blood. Highlight needs of the target person. How he/she thinks, where we are in their minds, what other options they look at etc.
• This should be written in ‘consumer language’.

Question 2

What is the problem that advertising must solve?

Answer 2

a.k.a. the Role of Advertising. Why are we running this ad?

It can go from Direct to Indirect:
Immediate sales (Great! I’ll buy it now.) → Generate trial (Sounds interesting. I want to find out more.) → Problem Solution (What a good idea! It’s just right for me.) → Change Attitudes (I never looked at it like this before.) → Reinforce attitudes (I was righter than I thought.)

Question 3

What is DAGMAR: Defining Advertising Goals for Measured Advertising Results?

Answer 3

1. Unaware: Inform and generate interest
   At this stage, the target audience is not aware of the product or brand. The goal is to create awareness and capture the audience’s attention.
2. Aware: Offer solution to a problem
   Once the audience is aware of the product or brand, the advertising aims to present the product as a solution to a problem or need the consumer may have.
3. Comprehension: Form/change attitudes
   The focus shifts to ensuring that the audience understands the key features, benefits, and unique selling points of the product. The goal is to shape and influence consumer attitudes.
4. Attitude/Conviction: Reinforce attitudes
   Building on comprehension, the advertising aims to reinforce positive attitudes about the product. This stage involves strengthening the emotional connection and trust with the brand.
5. Action: Try/buy
   The ultimate goal is to move the audience toward taking action. This could involve trying out a product, making a purchase, or engaging with the brand in a meaningful way.
6. Repurchase
   After the initial action, the focus shifts to building brand loyalty and encouraging repeat purchases. This stage aims to create long-term customer relationships.

Question 4

What is the Support?

Answer 4

i.e., Why should the target person believe what you are saying? What would convince them of your message?

Evidence:
This can include statistics, research findings, testimonials, endorsements, or any factual information that strengthens the credibility of the message.

Facts:
Facts can be used to highlight specific product features, benefits, or performance metrics.

Experience:
Personal stories, case studies, or user testimonials help build a connection with the audience and demonstrate real-world applications.

Emotion:
Emotional support involves creating an emotional connection with the audience, they contribute to the overall perception and trustworthiness of the message. Emotional storytelling can enhance the persuasive impact of the advertising.

‘Key Brand Promise’:
This is a commitment or pledge made by the brand to its customers, encapsulating what the brand stands for and the value it delivers.

Question 5

What is the tone and manner?

Answer 5

Brand personality: warm, reliable, efficient, businesslike etc.

A question to ask is:
1. If this particular brand were to come alive, what kind of person would he/she be?

In synergy with that, you would use emotion, humour, drama, demonstration, celebrity, long copy, cartoon, testimonial to showcase tone and manner.

Question 6

What is Brand Positioning and Brand Personality?

Answer 6

Brand Positioning:
What a brand stands for in the minds of customers and prospects, relative to competition.

Brand Personality:
The outward “face” of a brand: its tonal characteristic often closely associated with human traits.

★ Must appear to be a natural continuation of what the positioning represents, only from a tonal, emotional, more human perspective.
★ Five Personality dimensions: Sincerity, Excitement, Competence, Ruggedness, Sophistication.

Question 7

What is the Evaluation of Creative Strategy:
1. Stopping Power
2. Transmission Power
3. Persuasive Power
4. Locking Power

Answer 7

1. Stopping Power (“Doorway” to the mind):
   Does the ad grab one’s attention? Does the ad stop you in your tracks? Are you interested enough to want to hear further?
2. Transmission Power (Comprehension & Acceptance):
   Is the message conveyed quickly and with clarity? Or does the execution have elements that distract? Does the message leave the target confused? Has to do with the comprehension of the message.
3. Persuasive Power (Comprehension & Acceptance):
   Does the ad appeal to the target person and accomplish the communication objectives and the desired positioning? Is the execution consistent with the copy platform? Is the message credible? Does the consumer buy what you say? Has to do with the acceptance of the message.
4. Locking Power (Storage):
   How strongly is the message married to the specific brand? Is there something about the message that will make it linger with the consumer? How memorable is the message? Has to do with recall and how long the message would be remembered.