The Art of creating

Advertisements

BBA VI

Marketing communications
Marketing communications are the means
by which firms attempt to inform,
persuade & remind consumers directly or
indirectly about the products and brands
they sell

INTEGRATED MARKETING
COMMUNICATIONS
A management concept that is designed to
make all aspects of marketing
communication such as advertising, sales
promotion, public relations, and direct
marketing work together as a unified force,
rather than permitting each to work in
isolation

Marketing Communications Mix

(Promotions Mix)
4PS

Product

Advertising

Place

Personal
Selling

Promotion

Sales
Promotion

Direct
Marketing

Price

PR / Publicity

Advertising
Any paid form of non personal presentation and
promotion of ideas, goods & services by an
identified sponsor
The Advertising Association defines advertising:
Any paid for communication in media
intended
to inform and/or influence one or more people

Advertising Objectives
Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising

ADVERTISING OBJECTIVES
Trial
Continuity
Brand Switching
Switchback

What Makes Effective Advertising?

Sound
Strategy

Consumers
View

Persuasive

Effective
Advertising

Break
Clutter

Deliver on
Promises

Doesnt
Overwhelm

The Role of Creativity

Creative ads share
two characteristics:
Originality
Appropriateness

American Family
Life Assurance
Company (AFLAC)
Nike
Honda U.K.
Apple iPod

Advertising Successes and

Mistakes
Value Proposition is the essence of a
message and the reward to the consumer
for investing his or her time attending to an
advertisement.
The reward could be information about the
product or just an enjoyable experience.

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Advertising Successes and

Mistakes

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Advertising
Successes and
Mistakes
Successful campaigns: both the brand management
team and the creative team have done their work well.
Marketing Mistakes: result when the brand manager
fails to distinguish the brand from competitive offerings.
Agency Mistakes: due to the ad agencys inability to
design an effective execution, even though its brand
management client has a convincing message.
Complete Disasters: caused by poor value propositions
and mediocre executions.

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Advertising Plans and Strategy

Advertising strategy
An advertising message that
communicates the brands primary
benefits or how it can solve a
consumers problem

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Advertising Strategy: A Five-Step

Program
1. Specify the key fact from the customers
viewpoint.
2. State the primary problem, or advertising
issue, from brand managements
perspective.
3. State the advertising objective.
4. Implement the creative message
strategy.
5. Establish mandatory requirements.
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Step 1: Specify the Key Fact

The key fact in an advertising strategy is a
single-minded statement from the
consumers point of view that identifies
why consumers are or arent purchasing
the brand.

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Step 2: State the Primary Problem

Extending from the key fact, this step
states the problem from the brand
managements point of view.

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Step 3: State the Communications

Objective
This is a straightforward statement about
what effect the advertising is intended to
have on the target market.

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Step 4: Implement the Creative

Message Strategy
Sometimes called the creative platform, the
positioning statement is the key idea that a
brand is supposed to stand for in its target
markets minds.
Define the target market
Identify the primary competition
Choose the positioning statement
Offer reasons why
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Step 5: Establish Mandatory

Requirements
The final step involves including mandatory
requirements due to regulatory dictates, or
non-regulatory requirements like the
corporate logo or tag-line.

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Constructing a Creative Brief

Background

Their current
thoughts/feelings

Strategy

What do we want
them to think/feel

Task

What do we want
them to do

Positioning
Clients Objectives
Target

Proposition
Belief in proposition
How we speak to them
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Styles of Creative Advertising

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Unique Selling Proposition Creative

Style (USP)
An advertiser makes a superiority claim
based on a unique product attribute that
represents a meaningful, distinctive
consumer benefit.

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Brand Image Creative Style

The brand image style involves
psychosocial, rather than physical
differentiation.
Transformational advertising

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Resonance Creative Style

Does not focus on product claims or brand
images but rather seeks to present
circumstances or situations that find
counterparts in the real or imagined
experience of the target audience.
Examples: Doves Real Beauty
campaign
QuickStep laminate floors
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Emotional
Creative
Style
An attempt to
reach the
consumer at a
visceral level by
appealing to their
emotions.
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Generic Creative Style

An advertiser employs a generic style
when making a claim that could be made
by any company that markets a brand in a
particular category.
Most appropriate for a brand that
dominates a product category.
Example: Campbells Soup

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Preemptive Creative Style

An advertiser makes a generic-type claim
but does it with an assertion of superiority.
Example: Visine gets the red out.

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In Summary
An advertiser might use two or more styles
simultaneously.
Some experts believe that advertising is
most effective when it addresses both
functional product and symbolic benefits.
Effective advertising must establish a clear
meaning of what the brand is and how it
compares to competitive offerings.
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Attributes-Consequences-Values
Attributes are features or aspects of
advertised brands.
Consequences are what consumers hope
to receive (benefits) or avoid (detriments)
when consuming brands.
Values represent those enduring beliefs
people hold regarding what is important in
life.
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The Nature of Values

1.
2.
3.
4.
5.

Self-direction
Stimulation
Hedonism
Achievement
Power

6. Security
7. Conformity
8. Tradition
9. Benevolence
10.Universalism

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