Flashcards in Ch. 8 Deck (80)
provides direction for the execution of the Big Idea and for the evaluation of the creative strategy
Effective advertising is..
both an art in its creativity and a science in its strategy
is a rational analysis of a problem and what's needed to solve that problem
media and message must..
work together to create effective advertising
manages the creative process and plays an important role in focusing the strategy of ads and making sure the creative concept is strategically on target.
ad agencies represent
"think tank", to inspire creativity and research into creative thinking
agencies are natural incubators for the three P's : place, person, and process
creative strategy ...
solves problems, and problem solving demands creative thinking. Both Big Ideas and big Plans call for creative thinking
- Has to be both creative and strategic
ex: Launch of the iPod - the creativity begins with the look of the product, works, and feels. - This all happened before the agency got involved to promote
(creative platform, worksheet, or blueprint) is the document prepared by the account planner to summarize the basic ,marketing and advertising strategy.
- gives direction to creative team members as they search for a creative concept, or Big Idea.
-EX: of a creative brief
-Why are we advertising at all?
-What is the message trying to do
-What are their current attitudes and perceptions
-What is the main promise we need to communicate
-What is the key moment to which we tie this message
creative strategy or message strategy
what the advertisement says
is how it is said
- problem that can be solved by communication
-target audience and key insights into their attitudes and behavior
-brand position and other branding decisions, such as personally and image
communication objectives that specify the desired response to the message by the target audience
-proposition or selling idea that will motivate the target to respond
-media considerations about where and when the message should be delivered
-creative direction that provides suggestions on how to stimulate the desired consumer response
tone of voice
Touch on such execution or stylistic direction
Facet Model of Effects (Message Objectives)
create attention, awareness, interest, and recognition
touch emotions and create feelings
deliver information, aid understanding, and create recall
establish brand identity and associations and transform a product into a brand with distinctive personality and image
change attitudes, create conviction and preference and stimulate trust
stimulate trial, purchase, repurchase, or some other form of action, such as visiting a store or website
EX: the road crew campaign had to ..
awareness, attitudes, and behavior
targeting with road crew example
the 21 to 34 year old single men with. high school education and blue collard jobs... these are the ones that needed to be targeted for ride service
brand position and brand images
are created through message strategies and brought to life through advertising execution
ex: "think small" VW Beetle - position itself in the automobile market and created a powerful brand
creates symbols and cues that make brands distinctive, such as characters, colors, slogans, and tagline
ex: the geico from Gecko,
that is the brand is visible and has a presence in the market place, consumers are aware of it and the brand is important to its target market
top of mind awareness
another objective for branding and positioning campaigns is to create trust
planners search for the best message design - the approach that makes the most sense given the brand's marketing situation and the target audience needs and interests ----- this is not graphics but rather problem solving
head and heart
the cognitive objectives generally speak to the head and the affective objectives are more likely to speak to the heart
an informational message that is designed to touch the mind and create a response based on logic
assumption: the target audience wants information and will make a rational product decision
emotional appeals or images to create a response based on attitudes, moods, and feelings
assumption: the target audience has little interest in a n information search and will respond more favorably to a message that touches their emotions or presents an attractive brand image
ex: a NAPA auto-parts commercial with a dog --- selling a hard product with an emotion twist
ex: high emotion - texting a n driving ad