Download Creative Strategy

Steps in Advertising Strategy :
Marketing
Background
Marketing Objectives
Situational analysis related to advertising issues
Advertising Objectives
Target Audience
Brand positioning
Brand equity, image &
Personality
Creative Strategy
Message strategy
Media strategy
Advertising budget
Implementation & Evaluation
Integration with other
Communication tools (IMC)
1. Back Ground : Full information on the problems, situation &
competitive environment to develop Advertising Plan.
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Competitor's Campaigns; opportunities likely to emerge at market
place & specific problems faced by the organization.
2. Situational Analysis : Review of current state of the business
that is relevant to the brand’s advertising.
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Important trends affecting the market place, the competition,
consumer behavior, the company (strengths & weaknesses), the
product & the brand.
3. Marketing Objectives :
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To be market leader
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Achieving 30% market share
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Achieving 25% sales growth
4. Advertising Objectives :
Unawareness
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Sales Objectives
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Communication objectives
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Behavioral objectives
Awareness
Knowledge
Purchase
Trial
Linking
Preference
5. Target Audience :
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Identify broad market
Identify appropriate segments
Decide criteria for selecting relevant segment
Target audience
6. Brand Positioning : is to let the consumer have a clear &
definite idea of what the brand stands for
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A brand can’t be distinctively & clearly positioned if it tries to do
everything for everyone.
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Marketing Communications along with product, price & distribution
play major role in acquiring position.
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Positioning is not what you do to the product, but what you do to the
minds of the consumer through marketing communications.
“Perceptual Space” of the consumer
Distance & dissimilarity between brands
•Positioning strategy can be conceived & implemented in a variety of
ways that may come from attributes, competitors, specific applications,
the type of consumers involved or the characteristics
of the product class.
Approaches to Positioning Strategy :
Whatever my be the approach, all of them have the common objective
of either developing or reinforcing a particular image of
the brand in the minds of the consumers.
7 approaches to positioning strategy :•Using characteristics or customer benefits approach.
•The price – quality approach
•The use or applications approach
•The product user approach
•The product class approach
•The cultural symbol approach
•The competitor approach
Steps in Positioning Strategy
Identity Competitor
Determine how competitors are perceived & evaluated by consumers
Understand your customers thoroughly, identify various alternative
positioning strategies available
Determine the positioning strategy used by each of the competitors
for their specific product category
Find which position is still unused
Evaluate own strengths & weaknesses
Identify numerous possible positioning approach
Select the position
Monitor & Evaluate the position
Brand Equity, Image & Personality :
Perceived
Quality
Awareness
Brand
Loyalty
Provides Value to customer
by enhancing customer’s :
•Processing of information
•Interpretation
•Confidence in purchase
decision
•Post use satisfaction
Brand
Equity
Brand Association
Brand
Personality
Provide value to the firm by
enhancing :
• Favorable results of marketing
Programs
• Brand loyalty
• High margins
• Easy brand extensions
• Trade leverage
• Competitive advantage
Brand awareness : It is equated with recalling brand name. It is the
consumer’s ability to recognize or recall (identify) the brand within
a given product category in sufficient details to make a purchase
decision.
Brand Image : “The sets of ideas, feelings & attitude that consumers
have about the brand.” It is an image in customer’s mind that reflects
what they think & feel about a product & how they value it.
A brand has both physical & psychological dimension. Physical
dimensions are attributes, ingredients, design of the product, package,
logo, the letters, shape, colors.
Psychological aspects includes the beliefs, values, emotions
& personalities people ascribe to the product.
It is inclusive of all associations that a consumer has for brand.
Brand Personality : is the sum total of all characteristics,
psychological & physical aspects. Marketers visualize a brand in human
terms i.e. the brand is viewed on the dimensions of human personality.
When a consumer uses a brand, he/she expresses own self through the
use of brand.
Creative Strategy :
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How product will be positioned
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Copy theme or platform (appeals)
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Target audience
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Message (Tone, Manner, format, source, structure &
sidedness)
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An advertisement needs to contain a persuasive message that
convinces people to take action.
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For a campaign to be creative an advertising must make a relevant
connection with its audience & present a selling idea
in an unexpected way.
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Creative strategy determines what the advertising messages will
say or communicate & creative tactics determine how the
message strategy will be executed.
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The most important aspects of creative strategy is to find
& determine the big idea that will be used as central theme
of the advertising campaign & translated into attention
getting, distinctive & memorable message.
Brand
Big Idea or Theme
Thumps Up
Nike
Coca Cola
Intel
BMW
Taste the thunder
Just do it
Matlab thanda
Intel Inside
Ultimate driving machine
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Creative elements & the key execution details are spelled out in a
document called creative brief (creative platform, worksheet or
blue- print)
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The brief is the document prepared by account manager to summarize
the basic marketing & advertising strategy. It gives direction to the
creative team as they search for the theme. A copy platform is
prepared by the account planner & approved by brand manager.
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The copy platform should be understood & agreed upon both by
advertising agency & the client team.
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It is a simple written statement of the most significant issues to
consider & guide the creative team in developing an advertising
campaign.
The copy platform outline is indicated as under :•Basic problem the advertising must address
•Advertising & communications objectives
•Target audience
•Major selling idea or key benefits to communicate
•Creative strategy statement (campaign theme, appeal & execution
techniques to be used)
•Supporting information & requirements.
2 points of views on Advertising Creativity
Creative Team
Judge creative of an ad. in
terms of its artistic or aesthetic
value & originality. Creative
ads. can break through the
competitive clutter, grab the
consumer’s attention & have
some impact.
Account Planner &
Marketing Manager
Judge the creativity of an ad.
in terms of promotional tools
whose primary purpose is to
communicate favorable
impressions to the market.
evaluate the creative ads. in
terms to maximizing the impact
of the message.
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Irrespective of the agreement on the definition of a creative ad. it is
imperative that everyone involved in planning & developing an
advertising campaign must understand the importance of balancing
the “it’s not creative unless it sells” perspective
wit “novelty, uniqueness & impact position.”
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Brand managers or account executive must recognize that imposing
too many sales & marketing – oriented communications objectives
on the creative team can result in mediocre advertising which is often
ineffective in today’s competitive & cluttered media environment
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Similarly creative team must realize that the goal of advertising is to
assist in selling product & Ads. should help in this.
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Advertising Creativity is the ability to generate fresh, unique &
appropriate ideas that can be used as solutions to communications
problems.
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To be appropriate & effective, a creative idea must be relevant to the
needs, wants & aspirations of the target audience & should come from
those who are involved with promotional aspect of the product.
Message Strategy :
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The way marketing communications are presented is important in
determining its effectiveness.
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The message is often considered most vital component in the
communications process.
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“Message is the thought, idea, attitude, image or other information
that the advertiser wishes to convey to target audience”.
Following Aspects :
i.Message content :Revolves around major benefits
& brand offers 4 types of benefits –
rational, sensory, social & ego satisfaction
ii) How message will be structured :Should be rated on :
Desirability (interesting)
Exclusiveness (distinctive)
Believability.
iii) Message execution :Positioning to be used
iv) Who should say – Message Source
Message Content : It is called appeal, theme, idea & USP.
It’s the reason for audience to think about or investigate the product.
Basic appeals are :
(a) Rational : Based on audience’s self – interest like benefits in terms
of quality, economy, value, performance, saving time etc. (Recova –
30 days formula & Fair & Lovely)
(b) Emotional : It stir – up positive or negative emotions that motivate
purchase. Negative emotions are fear, guilt & shame while positive
emotions are love, humor, pride & joy (Birla Sun Life Insurance)
( c) Moral – are directed at audience’s sense of what is right & proper.
Used more for social cause.
Message Format – Sequence & the manner in which message
has to be presented. It depends on the type of medium used.
Print Media – headline, copy, illustration & color
Radio – Words & Voice Quality (Speech rate, rhythm pitch, tone,
articulation) & vocalization (pauses, sighs, yawns) matters.
TV – words, voice quality, vocalization, body language (non – verbal
clues), picture quality (presenter has to pay attention to their facial
expression, gestures, dress, posture & hair style.
Message Source : Attractive sources achieve higher attention & recall.
Celebrities are used AS spokes person. Messages delivered by
highly credible sources are more persuasive.
Pharma products – Testified by doctors
Sports goods – recommended by sports person
3 factors that underline source credibility are expertise, trustworthiness
& likeability.
Message Structure : it is the way to communicate the various message
points & overcome any opposing view points that the audience may
hold.
The message structure –
•Order of presentation
•Conclusion drawing
•Message sidedness
•Refutation
•Verbal vs. visual message characteristics
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Order presentation – Argument’s order of presentation
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Whether most important point be in beginning, middle & end
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In two – sided message – whether to present positive argument first
(primary effect) or last (recency effect)
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It depends on – whether target audience is opposed to the
communicator’s position, presenting strong point first reduces the
level of counter arguing
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Interest of the audience in the topic – low interest ,put first
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When audience is predisposed or highly interested issue, strong point
could be at the end.
Conclusion Drawing : Whether the communicator draws conclusion
for the audience.
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The best ads ask questions & allow readers & viewers to form their
own conclusion.
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Messages with explicit conclusion are easily understood & effective
in influencing attitudes.
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Highly educated people prefer to draw their conclusions
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Conclusion drawing depends on – target audience, the type of issue
or topic & the nature of situations.
Message Sidedness – Whether the communicator should praise the
product or also mention some short comings.
One sided – only positive attributes & benefits. Works better with
audiences that are predisposed &/or less educated.
2 sided – Both good & bad points. When audiences are opposed &
better educated. Enhances credibility of source
Refutation – In 2 sided message, the communicator presents both sides
of an issue & then refutes the opposing view points. This is to defend
attacks by opposition.
Verbal vs. visual message : Some ads. provide minimal information but
heavy visuals. Pictures are used to convey information
or reinforce message claims.
Theme
Advertising theme is the core advertising message or a great advertising
idea about the brand that will place the brand in a better position
vis–a–vis competitor brands. This core shall be used to develop the
entire campaign.
How do we come up with such Ideas :
•Creative Deptt. of the agency to generate alternative advertising
ideas & ultimately to pick up one or few that will go to the production.
•The creative process is concerned with taking the broadly stated
marketing proposition, usually derived from marketing research &
indicated in manufacturing specifications & turning it into powerful
& persuasive idea to be conveyed to the consumer what the brand
does for them & why it should matter to them.
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A powerful “big idea” can add immeasurably to the
effectiveness of an Ad. Campaign.
How to find the “big idea” –
(a) Fact Finding
(i) Problem definition : Picking out & pointing out the problem
(ii) Preparation : Gathering & analyzing the pertinent data
(b)Idea Finding :
(i) Idea Production : thinking up tentative ideas as possible leads
(ii) Idea Development : selecting from resultant ideas, adding others
& reprocessing by means of modification, combination & so on.
The theme provides necessary ingredients to writing a creative copy &
developing illustrations.
Theme
7–up is not a cola
Milk is good for you
No hard sell, Just a good car
Our technology can help you
Do almost anything
Creative Copy
The un – cola
Got Milk (US milk industry)
Drivers Wanted (Volkswagen)
Where do you want to go today?
(Microsoft)
Steps in Creative Process that brings a good theme
equally good creative copy alive?
•Creating idea (Idea Generation)
•Generation of copy (Copy Writing)
•Art work of various kind (illustrations)
•A preliminary & comprehensive vision of ad (layout)
Developing Advertising Campaign :
•A campaign is a systematic effort to accomplish some pre – determined
objectives where as creative strategy concerns what message to deliver
to the audience to accomplish the objectives.
Some of the successful Campaign –
Campaign
Brand
Just do it
Intel Inside
Yeh Dil Mange More
Coca Cola enjoy
Let’s do the dew
Nike
Intel
Pepsi
Coca – Cola
Mountain Dew
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A campaign is a complex set of interrelated & coordinated
activities strategically designed to meet a set of objectives &
to solve some critical problem within a specified time period
(usually a year or so).
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A campaign is designed around a creative theme that extends across
time & different advertising vehicles or marketing communication
activities.
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A campaign may focus on the single specific product attribute
or one audience or it may cover a variety of attributes
& reach all the audiences.
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A campaign plan summarizes the marketplace situation,
the underlying campaign strategy, main creative strategy &
tactics, media & other marketing integrated communication tools.
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A campaign theme should be a strong idea, as it is the central
message that will be communicated in all the advertising &
promotional activities.
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A creative strategy that focuses on what must be communicated
will guide the selection of the campaign theme & he development
of all messages used in the ad campaign.
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The two critical components of the copy platform – major selling
idea & creative strategy statement – from the basis of the
advertising campaign theme.
Deciding Advertising Appeal
•Advertising appeals are used to communicate & influence the
purchase & consumption behavior of existing & potential customers.
•The advertising appeal refers to the approach used to attract the
attention of consumers and/or to influence their feelings toward the
product or their wants or needs & excites their interests.
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The appeal can be said to form the underlying content of the
advertising & the execution is the way in which that content is
presented.
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A particular appeal can be executed in a variety of ways & a particular
means of execution can be applied to a variety of advertising appeals.
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Advertising appeals tend to adapt themselves to all media, whereas
some kinds of execution devices are more adaptable to some media
than others.
Types of Advertising Appeals : Informational/ rational/ logical
Emotional
Moral
(a) Informational/ rational/logical appeal :
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Focuses on the consumer’s practical, functional or utilization need
for the product or service & emphasizes features, benefits or reasons
for owning or using a particular brand contents of such messages
emphasize facts, learning & the logic or persuasion.
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A large number of rational motives – comfort, health, sensory benefits,
quality, dependability, efficiency, performance, durability,
convenience & economy etc. can be used as a basis for adv. appeals.
(b) Emotional Appeals :
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Relates to consumer’s psychological &/or social needs for purchasing
a product or service.
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Many purchase motives relate to emotions & feelings about a brand.
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Positive Emotional Appeals
Emotional appeals
Negative Emotional Appeals
Positive emotional appeals : Love, Affection, joy, pride, humor,
prestige, status etc.
Negative emotional appeals : Shame, guilt, fear, rejection,
embarrassment
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Using Deo or After Shave lotion, Stop Smoking, Chewing tobacco &
edible oils which are not refined.
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Ads. using humor, sex & many other appeals are very entertaining,
arousing, upbeat, &/or exciting that influence the emotions of the
consumers & put them in a favorable frame of mind.
Moral appeal :
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Moral appeals attempt to draw audience attention to what is right.
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Used to urge people to support or show concern to social causes such
as AIDS prevention, polio eradication, environment protection,
population control, donation to support victims of natural calamity.
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Prevention of child labor or equal rights for women etc.
Advertising Execution : (Execution Style)
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Creative execution is the way or style an advertising appeal is
presented.
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In advertising, it is not just enough “what you say”, but it is equally
important how do you say what you say.
An advertising message can be presented or executed in
numerous ways :
a)
b)
c)
d)
Straight sell or factual message
Animation
Scientific/technical evidence
Personality symbol (central character – personality animated
character or animals)
e) Demonstration
f) Fantasy
g) Testimonial/ spokes person/ endorsers
h) Dramatization (Telling short story with the product)
i) Slice of life (problem/Solution approach)
in daily lives – dandruff, body odor, bad breath
j) Humor
k) Combinations
l) Teasers (blank pages in print)
m) Comparisons