Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
The “Creative Revolution” Clutter Clutter killing more so than bad strategy Agency priority becomes breaking clutter Starting Point Message Strategies & Executions Strategy 1: Generic Message Generic • Simple Statement • Demonstration • Testimonial • Problem-Solution Most basic advertising form Non-competitive Marketing Contexts: Tell something new, of value, why to believe H.I.-Source credibility L.I.-Repeat assertion Execution 1: Simple Statement Basic info on product, price, place Product launch awareness “Lecture” format One-sided persuasive argument Execution 2: Demonstration Focus on product Statement and proof (e.g., TV infomercials) Claim Demonstration (proof) Early use of power of TV Before and after pictures for print Execution 3: Testimonial Focus on consumers/user Product statement Reason why (statement or more often demo) Conversion (believer, e.g., IBM) Execution 4: Problem-Solution Demo replaced by exhibit actual “real-world” use Start with display of problem Product provides solution Reason to believe solution Conversations between friends Still see heavily daytime & senior ads Strategy 2: Preemptive Preemptive • Unique Selling Proposition • Expert Spokesperson • Competitive Generic claim & assertion of superiority Make claim and defend, defend, defend over years Market entry strategy (i.e. follower brand) Selective demand emphasis Execution 1: USP Specific benefit, unique to product Point: Work with what is unique and beneficial – Works well with genuine inventions – Works well with hard-to-imitate benefits Difficult in undifferentiated modern world Execution 2: Expert Spokesperson Simple product benefit communicated by user testimonial Complex product superiority by expert Sometimes both in same ad Expert… Two sided arguments often employed Execution 3: Comparative Competitive demonstration (Pepsi challenge) – Legalized 1970s Problem: Head-to-head battle very difficult Problem: Sponsor confusion in L.I. – Often don’t name other brand--just implicit Strategy 3: Brand Building Brand Building • Brand personality • Celebrity endorser Build brand through positive meaningful associations Execution 1: Brand Personality Originally associated with “person” Associated with character Associate with any positive symbol Limitations Execution 2: Celebrity Endorser Celebrity functions as symbol--lends meaning Increased attention Celebrity can overshadow product Celebrity credibility – Credibility = Trust x Expertise (NOT attractiveness) H.I. L.I. Strategy 4: Emotion Emotion • Drama • Humor • Fear • Sex “Advertising that works is advertising that makes somebody feel something.” - Hal Riney Attention & Memory Emotion leads to: – – L.I.: H.I.: Increase in active processing Easier attitude changes