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Advertising  Message  Strategy  

•  Content  • How  product  benefit  would  solve  consumer  problem/  satisfy  the  need    

•  Source  •  Structure/Format  

• Appeal:  form  of  underlying  content.  attract  the  attention  and  influence  feelings  towards  the  product/  service/  cause  

• Execution  style:  way  the  content/  appeal  is  presented.  

• Articulated  in  Creative  Brief  • Alternatively  called  communication  strategy,  

creative  strategy  or  copy  strategy  

Source  factors  

• Message  Sources:  Celebrity,  employee,  common  man,  spokes  characters,  experts  (testimonials/endorsement/acting)  

•  3  key  attributes  of  source  (Herbert  Kelman)  • Credibility  

»  Perceived  knowledge,  skills,  experience,  trustworthiness  of  the  source  

»  Message  adoption  by  process  of  internalization  »  Likely  to  inhibit  counterargument  »  Two  dimensions:  Expertise  (knowledge,  skills,  experience)  

and  Trustworthy  (honest,  ethical,  believable)  

Source  factors  

•  Attractiveness  •  3  dimensions:  Similarity,  Familiarity,  Likeability  •  Persuasion  through  a  process  of  identification  •  Receiver  seeks  a  kind  of  relationship  with  the  source  and  adopts  the  similar  

beliefs,  attitudes,  preferences,  etc.  •  Familiarity/  Likeability  :  Celebrity  endorsers  •  Celebrity  selection    

»  Overshadowing  the  product,  overexposure,  Target  audiences’  receptivity,  Risk  to  advertiser  

»  Matching  of  celebrity  personality,  product  image  and  characteristics  of  target  audience  becomes  important    

»  Meaning  moves  in  3  stages  in  endorsement  process:  from  context,  objects,  persons  to  celebrity  (through  culture),  meaning  moves  from  celebrity  to  product  by  endorsement  and  it  moves  from  product  to  consumer    by  purchase/  consuption  

•  Likeability:  Decorative  models.  May  attract  attention  to  ad  but  not  always  to  the  product/  brand  

•  Power  •  Ability  to  administer  reward/  punishment  to  the  audience  •  3  dimensions  :  perceived  control,  perceived  concern,  perceived  scrutiny  •  More  seen  in  personal  communications  

Appeals  

•  Informational/  Rational  • Feature  • News  • Competitive  Advantage  • Popularity  • Favorable  price  

•  Emotional    • Personal  State  (  Fear,  Love,  Happiness,  Pleasure,  Pride,  Grief,  etc.)  

• Social-­‐based  (Recognition,  Status,  Respect,  Rejection,  Approval)  • Other  

• Reminder  • Teaser  

ELM:  Elaboration  Likelihood  Model  

Advertisement

Motivation to Process Information

Ability to Process Information

High Elaboration/ Logical Arguments/

Reasons

Surrounding Cue Present

No

No

Yes

Yes

Enduring Attitude Change Temporary Attitude Change

No

Yes

No Attitude Change

Central Route

Peripheral Route

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Rossiter-­‐Percy  Grid  

Informational Motive

Transformational Motive

• Detergent • Chocolate • Proprietary Medicine • Beer/Beverages

• Cigarettes

Low Involvement

‘Problem-solution Format’

‘Drama/Humour’ format

• Cars • Jewelry • Financial Services • Motorbike • Durables • Fashion Clothing

High Involvement

‘Comparative/ Refutational’

‘ Lifestyle’

FCB  Planning  Model  

Informative  Strategy  

Products:  Car,  House,  financial  products  

Model:  Learn-­‐Feel-­‐Do  

Media:  Long  Copy  formats,  reflective/  interactive  Vehicles  

Creative:  Specific  Information,  Demonstration,  Comparative  

Affective  Strategy  

Products:  Jewelry,  Fashion,  cosmetics  

Model:  Feel-­‐Learn-­‐Do  

Media:  Large  Space,  Image  

Creative:  Executional  Impact,  Sexy    

Habit  Formation  Strategy  

Products:  Food,  Household  Items  

Model:  Do-­‐Learn-­‐Feel  

Media:  electronic,  repetitive  

Creative:  Problem  solution,  Exaggeration,  Reminder  ,  Demonstration    

Self-­‐satisfaction  

Products:  Cigarettes,  Liquor,  Chocolates  

Model:  Do-­‐Feel-­‐Learn  

Media:  electronic,  POS  Outdoor  

Creative:  Drama,  Humour,  Celebrity,  Attention,    

Thinking     Feeling    

High  Involvement    

Low  Involvement    

LI-­‐Thinking   LI-­‐Thinking  

LI-­‐Thinking   LI-­‐Thinking  

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LI-­‐Feeling  

LI-­‐Feeling   LI-­‐Feeling  

HI-­‐Feeling  

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HI-­‐Feeling   HI-­‐Feeling  

Teaser  Appeal   Mountain  Dew  

Selecting  a  creative  approach/  ads  

Issues  

• What  is  Moffitt’s  decision  problem?  • What  should  be  the  decision?  Why  (What  are  the  decision  criteria  used)?  

Moffitt’s  Problem  

• Selection  of  Creative  options  • How  to  extend  ‘Do  the  Dew’  campaign  in  the  year  2000  or  How  to  ‘keep  the  campaign  fresh’  in  light  of  

• Changing  consumer  culture  • Overexposure  of  extreme  sports  

• How  to  fight  threat  of  non  –CSD  drinks  • Functional  –  Gatorade,  Snapple  • Alternative    -­‐  esp.  highly  caffeinated  and  energy  drink,  ‘Red  Bull’  

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The  Storyboards   1.  Brand  benefits  filter  

Is  the  framing  of  brand  benefits  compelling?  • Energizing  or  Exhilarating  feeling  one  gets  from  the  sugar  and  caffeine  

• Secondary  Benefit:  Thirst  Quench  

2.  Brand  Symbolism  Filter  

What  does  the  brand  represent  in  terms  of  values,  sensibilities  and  identities?  

• Irreverence,  individual  expression  • Daring,  taking  risks,  getting  wild  and  creating  your  own  fun  

• Do  the  Dew:  Slacker  Counter  Culture  

3.  Brand  Resonance  Filter  

• Will  the  target  make  sense  of  ,  and  identify  with,  the  cultural  reference  in  the  ad  (the  characters,  music,  action  and  so  on)?    

• Age  »  Epicenter:  18  year  old  males  »  Ensure  appeal  to  20-­‐39  year  old  

• Psychographic  »  Free-­‐spirited,  Rebellious  »  Adventurous,  Daring,  Athletic  »  Cool,  Youthful  

4.  Story  Filter  

• Is  the  story  simple,  understandable?  • Is  it  entertaining,  dramatic?  • Is  it  creative,  original?  

5.  Product  Integration  Filter  

• How  does  the  product  integrate  into  the  story?  

• Weave  desired  benefits  and  symbolism  to  a  the  product  

• product  must  be  a  central  component  of  the  story  

• More  powerful  and  daring  than  the  most  high  risk  stunts  

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6.  Campaign  Extension  Filter  

• Is  it    building  on  the  previous  campaigns?    • Campaigns-­‐  Thematic  structure  • Extend  the  campaign  to  attain  the  strategic  goals  • Leverage  Campaign  properties  

• Dew  dudes  –  four  slacker  guys  • High  risk,  extreme  sports  • Pop  culture  parodies  • Dew  cans  rocketing  • Rock  music  to  animate  athletics  • Playful  signature  –  ‘do  the  dew’  

Criteria/ Option

Labor of Love

Cheetah Dew or Die

Mock Opera

Show stopper

Benefits filter (exhilaration)

Low High Medium High Low

Symbolism filter (wild fun)

High High Lazy slacker instead of daredevils

High Dance and not adventure

Resonance Filter

Irrelevant Excellent Repetition, Should work

Repetition, Should work

Poor

Story Filter High/ offensive

Excellent Confused narrative

Average No character/ narrative building

Product Integration filter

Low Excellent Odd Fomulaic Low

Campaign Extension Filter

Symbolism yes but benefits no

Excellent Formulaic Formulaic New elements but extension of campaign

Weighting  the  criteria  

• How  would  you  weigh  the  criteria  for  superbowl?  

• Story,  resonance  (Large  diverse  audience)  symbolism  would  weigh  higher  

• Production  filter  would  play  a  role  

Evaluating  Ads  with  decision  filters  

• Brand  filters  • Is  framing  of  brand  benefits  persuasive?  • Is  expression  of  brand  symbolism  apt?  • Will  the  ad  jell  with  target  audience  (language,  outlook,  behavior,  needs)?  

• Communication  filters  • Is  the  ad  simple  and  easy  to  grasp?  • Is  it  original  and  creative  (dramatic,  striking,  strong)?  • Does  it  integrate  product  into  story?  

Evaluating  Ads  with  decision  filters  

•  Campaign  filters  •  Is  it  effective  extension  of  campaign  equities  

• Production  filters  • How  much  is  the  cost?  • How  long  will  it  take  to  produce?  • How  confident  are  we  that  the  creative  treatment  would  be  delivered  on  film/  photography?  

• Do  we  have  director/  photographer  in  mind?  

What  happened?  

•  Cheetah,  Mock  Opera  and  show  stopper  were  produced  

•  Cheetah,  Mock  Opera  were  decided  to  air  at  super  bowl  

• Mock  opera-­‐  unanimously  selected  •  Formulaic,  less  risky  

•  Cheetah  •  Bill  Bruce  pushed  hard  • Moffins  liked  it  

•  Showstopper  •  Agency  choice  for  third  spot  

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Key  Lessons  •  Choosing  creative  is  a  complex  multi-­‐dimensional  decision  

which  is  strategic  and  taken  at  the  top.    •  It  may  not  be  a  ‘gut’  decision  but  complexity  can  be  managed  

through  systematic  set  of  decision  process/  filters  •  Brand  communication  rely  upon  drama  and  metaphors  to  

persuade  which  are  rooted  in  consumer  culture  •  Evaluating  an  ad  require  perceiving  the  ad  from  multiple  

perspectives:  from  the  brand’s  historic  equity.  From  consumers’  cultural  understanding  and  campaign’s  communication  code  apart  from  product  benefits  

•  Success  of  a  communication  campaign  for  consumer  lifestyle  products  rely  on  perceived  value  created  by  ‘symbolism’  

•  Iconic  brands  draw  on  cultural  knowledge,  build  stories  that  lead  culture,  speak  rebel’s  voice,  use  cultural  authority  to  rebuild  the  stories,