Advertising

Message Strategy
Content
How product benet would solve consumer problem/ satisfy the need

Source Structure/Format
Appeal: form of underlying content. attract the attention and inuence feelings towards the product/ service/ cause Execution style: way the content/ appeal is presented.

Articulated in Creative Brief Alternatively called communication strategy, creative strategy or copy strategy

Source factors
Message Sources: Celebrity, employee, common man, spokes characters, experts (testimonials/endorsement/ acting) 3 key attributes of source (Herbert Kelman)
Credibility
Perceived knowledge, skills, experience, trustworthiness of the source Message adoption by process of internalization Likely to inhibit counterargument Two dimensions: Expertise (knowledge, skills, experience) and Trustworthy (honest, ethical, believable)

Source factors
Attractiveness
3 dimensions: Similarity, Familiarity, Likeability Persuasion through a process of identication Receiver seeks a kind of relationship with the source and adopts the similar beliefs, attitudes, preferences, etc. Familiarity/ Likeability : Celebrity endorsers Celebrity selection

Overshadowing the product, overexposure, Target audiences receptivity, Risk to advertiser Matching of celebrity personality, product image and characteristics of target audience becomes important Meaning moves in 3 stages in endorsement process: from context, objects, persons to celebrity (through culture), meaning moves from celebrity to product by endorsement and it moves from product to consumer by purchase/ consuption

Power

Likeability: Decorative models. May attract attention to ad but not always to the product/ brand Ability to administer reward/ punishment to the audience 3 dimensions : perceived control, perceived concern, perceived scrutiny More seen in personal communications

Appeals
Informational/ Rational
Feature News Competitive Advantage Popularity Favorable price

ELM: Elaboration Likelihood Model

Advertisement

Peripheral Route
Motivation to Process Information Yes Ability to Process Information Yes High Elaboration/ Logical Arguments/ Reasons No Surrounding Cue Present No No No Attitude Change

Emotional Other

Personal State ( Fear, Love, Happiness, Pleasure, Pride, Grief, etc.) Social-based (Recognition, Status, Respect, Rejection, Approval) Reminder Teaser

Central Route

Yes

Enduring Attitude Change

Temporary Attitude Change

Rossiter-Percy Grid
Informational Motive Low Involvement
Detergent Proprietary Medicine

FCB Planning Model

Thinking Feeling Self-satisfaction
Products: Cigarettes, Liquor, Chocolates Model: Do-Feel-Learn Media: electronic, POS Outdoor Creative: Drama, Humour, Celebrity, Attention,

Transformational Motive
Chocolate Beer/Beverages Cigarettes
Low Involvement

Habit Formation Strategy

Products: Food, Household Items Model: Do-Learn-Feel Media: electronic, repetitive Creative: Problem solution, Exaggeration, Reminder , Demonstration

Problem-solution Format

Drama/Humour format
Jewelry Motorbike Fashion Clothing

Informative Strategy

Aective Strategy
Products: Jewelry, Fashion, cosmetics Model: Feel-Learn-Do Media: Large Space, Image Creative: Executional Impact, Sexy

High Involvement

Cars Financial Services Durables

High Involvement

Products: Car, House, nancial products Model: Learn-Feel-Do Media: Long Copy formats, reective/ interactive Vehicles Creative: Specic Information, Demonstration, Comparative

Comparative/ Refutational

Lifestyle

LI-Thinking

LI-Thinking

LI-Thinking

LI-Thinking

LI-Feeling

LI-Feeling

LI-Feeling

HI-Feeling

HI-Feeling

HI-Feeling

Teaser Appeal

Mountain Dew
Selecting a creative approach/ ads

Issues
What is Motts decision problem? What should be the decision? Why (What are the decision criteria used)?

Motts Problem
Selection of Creative options How to extend Do the Dew campaign in the year 2000 or How to keep the campaign fresh in light of
Changing consumer culture Overexposure of extreme sports

How to ght threat of non CSD drinks

Functional Gatorade, Snapple Alternative - esp. highly caeinated and energy drink, Red Bull

The Storyboards

1. Brand benets lter

Is the framing of brand benets compelling?
Energizing or Exhilarating feeling one gets from the sugar and caeine Secondary Benet: Thirst Quench

2. Brand Symbolism Filter

What does the brand represent in terms of values, sensibilities and identities?
Irreverence, individual expression Daring, taking risks, getting wild and creating your own fun Do the Dew: Slacker Counter Culture

3. Brand Resonance Filter

Will the target make sense of , and identify with, the cultural reference in the ad (the characters, music, action and so on)?
Age
Epicenter: 18 year old males Ensure appeal to 20-39 year old

Psychographic
Free-spirited, Rebellious Adventurous, Daring, Athletic Cool, Youthful

4. Story Filter
Is the story simple, understandable? Is it entertaining, dramatic? Is it creative, original?

5. Product Integration Filter

How does the product integrate into the story?
Weave desired benets and symbolism to a the product product must be a central component of the story More powerful and daring than the most high risk stunts

6. Campaign Extension Filter

Is it building on the previous campaigns?
Campaigns- Thematic structure Extend the campaign to attain the strategic goals Leverage Campaign properties Dew dudes four slacker guys High risk, extreme sports Pop culture parodies Dew cans rocketing Rock music to animate athletics Playful signature do the dew

Criteria/ Option

Labor of Love

Cheetah
High High Excellent Excellent Excellent

Dew or Die
Medium
Lazy slacker instead of daredevils

Mock Opera
High High
Repetition, Should work

Show stopper
Low
Dance and not adventure

Low Benefits filter (exhilaration)

Symbolism filter (wild fun)

High

Resonance Irrelevant Filter Story Filter Product Integration filter Campaign Extension Filter
High/ offensive Low

Repetition, Should work

Poor
No character/ narrative building

Confused narrative Odd

Average Fomulaic

Low

Symbolism yes but benefits no

Excellent

Formulaic

Formulaic

New elements but extension of campaign

Weighting the criteria

How would you weigh the criteria for superbowl? Story, resonance (Large diverse audience) symbolism would weigh higher Production lter would play a role

Evaluating Ads with decision lters

Brand lters
Is framing of brand benets persuasive? Is expression of brand symbolism apt? Will the ad jell with target audience (language, outlook, behavior, needs)?

Communication lters
Is the ad simple and easy to grasp? Is it original and creative (dramatic, striking, strong)? Does it integrate product into story?

Evaluating Ads with decision lters

Campaign lters
Is it eective extension of campaign equities

What happened?
Cheetah, Mock Opera and show stopper were produced Cheetah, Mock Opera were decided to air at super bowl Mock opera- unanimously selected
Formulaic, less risky

Production lters
How much is the cost? How long will it take to produce? How condent are we that the creative treatment would be delivered on lm/ photography? Do we have director/ photographer in mind?

Cheetah
Bill Bruce pushed hard Mons liked it

Showstopper
Agency choice for third spot

Key Lessons
Choosing creative is a complex multi-dimensional decision which is strategic and taken at the top. It may not be a gut decision but complexity can be managed through systematic set of decision process/ lters Brand communication rely upon drama and metaphors to persuade which are rooted in consumer culture Evaluating an ad require perceiving the ad from multiple perspectives: from the brands historic equity. From consumers cultural understanding and campaigns communication code apart from product benets Success of a communication campaign for consumer lifestyle products rely on perceived value created by symbolism Iconic brands draw on cultural knowledge, build stories that lead culture, speak rebels voice, use cultural authority to rebuild the stories,