Creative Strategy

CHAPTER 5
 What’s Happening?

 http://www.exacttarget.com/blog/esurancesave30-
generates-over-12-million-tweets-in-60-minutes/
 http://www.youtube.com/watch?v=TNKcpHoDh_A
 http://www.youtube.com/watch?v=N60utqXf5HQ
 http://www.youtube.com/watch?v=n4CEaoNADiY

 Term assignment – Groups, topics, deliverables and timing.

 The Creative Strategy

 Establish objective
 Identification of target market/consumer
 Create a message theme
 Supporting Information
 Identify constraints
 Need a creative concept, or “big idea” to express that message
 Examples:
 Bell’s Whiskey - http://youtu.be/wkE-cbwhhNA
 United Church of Canada – wonder café campaign
 www.wondercafe.ca
 Sony’s waterproof walkman
 http://ca.news.yahoo.com/blogs/right-click/sony-proves-walkman-
waterproof-selling-bottles-water-203641753.html?vp=1
 The Creative Brief

o A document used to articulate a strategy to the creative

department.

o Each creative brief may vary, but generally answer the

following questions:
o Who are we talking to?
o What is the objective?
o What is the message?
o Why should they believe us?
o Where and when are we telling them (timing and source(s))?
 Marketing Communications Theory

o There are three primary theoretical frameworks used

to evaluate the creative development process:
o Hierarchy of Effects Model
o Means-end chain Model
o Elaboration likelihood Model
Hierarchy of Effects Model
 Hierarchy of Effects Model

Cognitive

Awareness
Affective

Knowledge
Conative
Liking

Preference

Conviction

Purchase
 Means-End Theory

o Model suggests that marketing communication

should contain a message, means that leads the
consumer to a desired end state.
o The end states include personal values, listed in
Figure 5.4
o The theory is the basis of a model called the Means-
End Conceptualization of Components for
Advertising Strategy (MECCAS)
o The MECCAS is also used in Business to business
messages
 Means-End Theory

o The MECCAS model suggests using five elements in

creating ads:
o The product attributes
o Consumer benefits
o Leverage points
o Personal values
o Message tactics
Means-End Chain Theory

Product
Attributes Executional Framework

Leverage
Point

Consumer
Benefits

Personal
Value
 Importance of the Leverage Point

 Both the hierarchy of effects model and the means-

end chain model lead to a leverage point
 The feature of the ad that leads the viewer to
transform the advertising message into a personal
value.
 To be effective, it must build a pathway that connects
a products benefits with the potential buyer’s value
system.
 What’s Happening?

 http://www.youtube.com/watch?v=AXVAiFBEpwA

 http://www.youtube.com/watch?v=Z4hnQs0w_LU
 Elaboration Likelihood Model (ELM)

o This model examines how likely a person is to spend time

thinking deeply (elaborating) about any specific piece of
marketing communication
o Premise is that marketing communication influences
audiences based on how much the audience thinks about
the message.
o There are three routes in which consumers process
messages:
o Central Route
o Peripheral Route
o Low Involvement Route
Elaboration Likelihood Model (ELM)
Types of Marketing Communication Appeals

Rational Appeals Emotional Appeals

o Price o Fear
o Performance o Humor
o Scarcity o Sex
The decision-making
process for cars
involves both
emotional and
rational elements

Copyright 2013 Pearson Canada Inc.

 Rational Appeals

o Based on hierarchy of effects model.

o Print media is well suited for rational appeals.
o Used by business-to-business advertisers.
o Well suited for complex and high involvement
products.
 Rational Appeals

Price Appeals Performance Appeals

o Commonly used as a o Usually involve some

base for messages sort of value equation
o Price is often relative to by the consumer
competitors prices o A premise of
o Typical in sales outperforming their
promotions such as competitors
coupons
 Rational Appeals

Scarcity Appeals
o Based on limited supply
o Based on limited time to purchase
o Often tied with promotion tools such as contests,
sweepstakes and coupons
o Encourages customers to take action
 Emotional Appeals

o Based on three ideas:

o Consumers ignore most ads.
o Rational ads go unnoticed.
o Emotional ads can capture attention.
o Viewed by creatives as key to developing brand loyalty
Emotions Used in Advertisements
 Emotional Appeals

Fear Appeals
o Numerous companies use fear to sell their products, i.e.,
life insurance, dandruff shampoo
o Fear appeals can be highly effective if used correctly
o http://www.youtube.com/watch?v=CGSk3L-6Vjc
o The behaviour response model helps to explain the way a
fear appeal can work
 Emotional Appeals

Humour Appeals
o Used in 30% of all advertisements
o Excellent at capturing attention
o Score high in recall tests
o Should be related directly to customer benefit
o Humour causes audiences to:
o Watch
o Laugh
o Remember
o http://www.youtube.com/watch?v=ALMGfaLhQ_Y&NR=1
o http://www.youtube.com/watch?NR=1&feature=endscreen&v=_pH
PpAO8qiw
FIGURE 5. 11
Reasons for Using Humor in Ads

o Captures attention
o Holds attention
o Often wins creative awards
o High recall scores
o Consumers enjoy funny ads
o Evaluated as likeable ads
 Emotional Appeals

Sex Appeals
o Like humor, this type of appeal can break through clutter
o Sex appeals can be presented in different manners:
o Subliminal techniques
o Nudity or partial nudity
o Sexual suggestiveness
o Gay and lesbian themes
o Encourages use of imagination
o Requires greater mental processing
 http://www.youtube.com/watch?v=SkYQ0x1lENs
o Overt sexuality
o Sensuality
 Are Sex Appeals Effective?

o Sex and nudity do increase attention

o Rated as being more interesting
o Often leads to strong feelings about the advertisement
o Brand recall is lower
o Often interferes with message comprehension
o May impact feelings toward the brand