MKTG 2202 - Lec 9 - Ch 7 Creative Strategies

Advertising Creativity

• Defined as the ability to generate fresh, unique, and suitable ideas to solve communication problems.

• Impacts consumer responses (cognitive, affective, behavioral) to advertising messages.

Key Elements of Advertising Creativity

• Appropriate: Relevant to the target audience.

• Effective: Successfully conveys the message.

Creative Challenge

• Critical relevance of creativity to target audience in linking brand to benefits and purchase rationale.

• Risk-taking is often necessary for breakthrough advertising.

• Many managers prefer traditional ads that primarily communicate product features.

The Process for a Campaign

1. Client defines the problem or challenge.

2. Understanding target audience is established.

3. A Creative Brief is prepared.

4. Creative Team briefed on objectives.

5. Development of concepts and examples.

6. Presentation of alternatives to the client.

7. Client selects the best option.

8. Production of ad materials for the target audience.

Account Planning

• Involves researching and gathering information about products/services and target consumers.

• Focus on consumer’s perspective.

• Collect qualitative consumer research:

  • In-depth interviews.

  • Projective techniques.

  • Association tests.

  • Focus groups.

Creative Brief

• Summarizes core elements of the creative strategy.

• Includes:

  • Advertising objective.

  • Target audience.

  • Current perceptions and opportunities.

  • Desired actions and key messages.

  • Benefits, positioning, and brand character.

  • Required materials and budget.

Sample Creative Brief Outline

1. Basic problem or opportunity.

2. Target audience and behavior objectives.

3. Communication objectives.

4. Brand positioning strategy.

5. Creative strategy (theme, message appeal, source characteristics).

6. Supporting information and requirements.

Advertising Campaign Definition

• A set of coordinated marketing communications centered on a single theme or concept, appearing across various media over a specified period.

Advertising Campaign Elements

• Incorporates:

  • Advertising.

  • Direct marketing.

  • Public relations.

  • Internet marketing.

  • Sales promotion.

Creative Strategy Components

• Consists of four main parts:

  • Appeal.

  • Creative Theme.

  • Source.

  • Message.

Teaser Advertising

• Combines rational and emotional appeals to create curiosity and excitement.

• Rarely used, primarily for new product launches, movie releases, and special events.

Creative Theme

• A strong central message communicated across all advertising efforts.

• Must align with market positioning and directly communicate brand positioning.

Source Credibility

• Refers to the recipient's perception of the source's knowledge, skill, and trustworthiness.

• Essential attributes:

  • Expertise.

  • Trustworthiness.

Source Attractiveness

• Likability based on:

  • Physical appearance and behavior.

  • Familiarity through exposure.

  • Similarity to the recipient.

Risks of Using Celebrities

• Possible overshadowing of the product by the celebrity.

• Celebrity behavior may pose risks.

• Overexposure could reduce credibility.

• Target audience might not resonate with celebrity endorsers.