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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,
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