Download Chapter 5

The Communications Process
Sender
Message
Media
Noise
Feedback
Action by Receiver
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Receiver
Taking in Messages
Certain behaviour must happen before a
consumer will buy. An individual passes
through four stages:
1. Awareness
2. Comprehension
3. Conviction
4. Action
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Creative Development Process
Creative Brief
Creative Objectives
Creative Strategy
Client Evaluation
Creative Execution
5-3
Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Creative Brief Document
A discussion document prepared by the
client. It contains relevant information
that the agency creative team can use to
develop the creative strategy.
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Creative Brief
1. Market Information
Market
Brand
Competitor
2. Target Market Description
3. Budget
4. Problem Identification
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Creative Brief
5. Communications Objectives
Awareness
Preference
Trial
Other
6. Positioning Strategy Statement
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Creative Brief
7. Creative Objectives
Key Benefit Statement
Support Claims Statements
8. Creative Strategy
Tone and Style
Appeal Techniques
Theme Considerations
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Common Communications Objectives
 To increase awareness and preference
 To increase frequency or variety of use
 To attract new targets
 To communicate improvements
 To introduce line extensions
 To communicate promotion incentives
 To alter a perception or image
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Creative Strategy
How will the message be communicated?
Several appeal techniques are common.

Positive
 Negative
 Factual
 Comparative
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Creative Strategy
More appeal techniques:
 Humorous
 Emotional
 Sexual
 Lifestyle
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Creative Execution
What is the most convincing way to present
the message?

Testimonials
 Endorsements
 Demonstrations
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Creative Execution
Other convincing tactics include:
 Exaggerated Demonstrations
 Product as Hero
 Product Comparisons
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Creative Execution
Are there production considerations?
 Length of Commercial
 Size of Ad
 Use of Colour
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Influences on Creative Objectives
and Strategies
• Product Characteristics
• Image and Reputation
• Competitor Strategy
• Target Market Profile
• Budget
• Primary Goal of Campaign
• Positioning Statement
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Creative Objectives
Creative Strategy
Creative Execution
Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Creative Evaluation
In the managerial approach to creative evaluation,
clients consider the following criteria:
 Is it on strategy?
 Does it mislead or misrepresent?
 Is it memorable?
 Is there effective brand recognition?
 Is there a need for research?
I like it! I don’t like it!
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Creative Research
Recognition
Tests
Recall
Tests
Tests for awareness of
brand advertising
Tests for comprehension
and impact
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Some Research Methods
Starch Readership Test
• Noted
• Associated
• Read Most
Day After Recall
•Exposure to and recall of commercials
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.
Other Research Methods
 Opinion Measure Testing
 Physiological Testing
 Inquiry Tests (Split Runs)
 Controlled Experiments (Test Markets)
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Canadian Advertising in Action, 6th ed. Keith J. Tuckwell
© 2003 Pearson Education Canada Inc.