Week 6 s2 2021 MKTG30010 Creative Strategies (PPT Slides) PDF

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Week 6 lecture slides creative strategies...

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WEE K 6 LE CTURE

IMC STRATEGIC DECISIONS III: v CREATIVE STRATEGIES

MKTG 30010 A dve rtis ing & Promotion s

Se m e ste r 2

| Dr Danie lle Chm ie le wski-Raimo ndo

RECAP from Week 5 LEARNING OBJECTIVES 1.1 Understand the importance of Storytelling in Persuasion 1.2 Be familiar with Cialdini’s Tools of Persuasion 1.3 Understand Source Attribute Theory 1.4 Understand the determinants of Creative Strategy Development 1.5 Understand the importance of Mood Boards and the Unique Value Proposition in the Creative Strategy Development Process 1.6 I also gave some pointers for both Essay Topics for your Assignment #1!!

KEY CONCEPTS Week 6 LEARNING OBJECTIVES

1.1 Understand the importance of the message strategy underpinning the creative strategy 1.2 Be able to explain the key features and differences of the Eight Key Creative Message Strategies Chapter 10

REMINDER: ASSIGNMENT #1 – ESSAY SUBMISSION DUE THIS WEEK!

You Yo ur Assignment #1 essay is due at the end of THIS we ek (Week 6) by wee 5pm Fr id vas Frid idaay 3 September vi viaa Can Canvas online Submission ((go go to the ASSI GNMENTS n n tab) ASSIGNMENTS naaviga igattio ion ab)..

Don’t forget to make sure you have a look through the ‘Assignment 1 Essay” presentation/activities put together for you by Morag Burnie from Academic Skills (see WEEK 3 MODULE). This will be very very helpful!

1.1 MESSAGE STRATEGY AND CREATIVITY

Ch 10

THE MESSAGE STRATEGY

Message strategy defined: ‘The major selling idea (unique value proposition) should emerge as the strongest singular thing you can say about your product or service. This should be the claim with the broadest and most meaningful appeal to your target audience.’ A. Jerome Jeweler, Creative Strategy in Advertising, 2007

q The message strategy is the specific message to be disseminated in the current campaign based on the circumstances and objectives 6

THE CREATIVE PROCESS

Figure 10.1 From the message strategy to the big idea to an amazing execution 7

HOW TO GENERATE A GOOD MESSAGE STRATEGY ** THIS IS WHY A BACKGROUND/SITUATION ANALYSIS IS SO IMPORTANT!!

Has to be relevant for the consumer, has to be based on a product truth and has to be distinct vs the competition (if possible)

i.e., “what is the consumer’s crying need or desire that my product will solve better than that of the competition?”

Figure 10.2 The strategic triad

8

ADVERTISING CREATIVITY

9

1.2 THE EIGHT KEY CREATIVE MESSAGE STRATEGIES

Ch 10

WHAT IS CREATIVITY?

Figure 10.3 Types of creative message strategies

11

CREATIVE MESSAGE STRATEGIES (1.) GENERIC STRATEGY

q

A straight product or benefit claim that could be made by any company that markets a brand in a particular category. There is no assertion of competitive superiority

v

Most appropriate where company has a dominant market position

v Promoting

the category more than the brand

v

Company benefits most from an increase in primary demand

v

Makes the brand synonymous with the product category

CREATIVE MESSAGE STRATEGIES (2.) PRE-EMPTIVE STRATEGY q An advertiser makes a generic-type claim but WITH an assertion of competitive superiority (even though competitors’ products are equal). v Used where

there are few functional differences between competing

alternatives v It’s about

being the first to make the claim, which therefore appears ‘unique’ (even though it is not)

v Pre-emptive

claim precludes competitors from using a similar line

v Useful in growth markets

where there is little competitive advertising

13

CREATIVE MESSAGE STRATEGIES (2.) PRE-EMPTIVE STRATEGY

฀

Pre-emptive Strategy: An assertion of competitive superiority: Ø

Visine ‘gets the red out’

CREATIVE MESSAGE STRATEGIES (3.) UNIQUE SELLING PROPOSITION STRATEGY (USP)

q Superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit (i.e., there is a physical, functional point-of-differentiation). It is a testable claim that can be supported or substantiated in some manner.

v Most useful when point of difference cannot be readily matched by

competitors. v It needs to be strong enough to v May force competitors to

pull new customers to the brand!

imitate or choose more aggressive strategy.

15

CREATIVE MESSAGE STRATEGIES (3.) UNIQUE SELLING PROPOSITION STRATEGY (USP) ¢ “Etihad Airways will have a “flying nanny” on long-haul flights.”

¢ Read more: http://www.theage.com.au/travel/etihad-turns-flight-attendants-into-nannies-201309032t20f.html#ixzz2dno1Ij5w

16

CREATIVE MESSAGE STRATEGIES (3.) UNIQUE SELLING PROPOSITION STRATEGY (USP)

฀

Unique Selling Proposition

CREATIVE MESSAGE STRATEGIES (4.) BRAND IMAGE STRATEGY Message involves psychological rather than physical differentiation (usually symbolic) to create a strong brand identity

q

Used when competing brands are so similar it is difficult to find or create a unique attribute The creativity sales strategy is based on a strong, memorable brand identity through image advertising. It leads to transformational advertising It uses Classical Conditioning: pairing a conditioned stimulus (ie the brand name) with an unconditional stimulus (the peripheral cue) to create a conditioned response

CREATIVE MESSAGE STRATEGIES (4.) BRAND IMAGE STRATEGY q The classic Brand Image campaign (it is transformational – giving the brand a ‘personality’)

19

CREATIVE MESSAGE STRATEGIES (4.) BRAND IMAGE STRATEGY q The classic Brand Image campaign in practice (NIKE: their Ads always focus on symbolic differentiation)

20

CREATIVE MESSAGE STRATEGIES (4.) BRAND IMAGE STRATEGY q The classic Brand Image campaign in practice (NIKE: their Ads always focus on symbolic differentiation, their Ads are transformational)

https://www.youtube.com/watch?v=XcbSCnUXOkk

21

CREATIVE MESSAGE STRATEGIES (4.) BRAND IMAGE STRATEGY q The classic Brand Image campaign in practice (Pepsi often uses celebrity endorsers in their Campaigns to generate classical conditioning)

https://www.youtube.com/watch?v=5fugLhNbwoY

22

BREAK TIME

CREATIVE MESSAGE STRATEGIES (5.) POSITIONING STRATEGY (comparative advertising)

A Positioning Strategy gives a product a place in the consumer’s mind relative to competition.

q

This strategy implants a clear meaning of what the product is and how it compares with competing alternatives.

q

vThe relationship

to competitors is the defining characteristic of this strategy—otherwise, it becomes a USP!!!

v Consumer

perceptions of the brand are crucial here.

CREATIVE MESSAGE STRATEGIES (5.) POSITIONING STRATEGY (comparative advertising)

q Benefit Positioning v

Emphasise unique value from product

v

Typically used by the market leader or dominant firm

v

Comparison with competitors implied (there is no direct comparison with competitors)

q Competitive Positioning v

Usually used by market followers OR by smaller brands which are seeking legitimacy (i.e., to belong to a particular market)

v

Must have strong competitive awareness

v

Comparative message (explicit comparison with competitors) 25

CREATIVE MESSAGE STRATEGIES (5.) POSITIONING STRATEGY (comparative advertising)

Benefit Positioning (no direct comparison with competitors comparison is implied!!)

CREATIVE MESSAGE STRATEGIES (5.) POSITIONING STRATEGY (comparative advertising)

Competitive Positioning (direct explicit comparison with competitor)

CREATIVE MESSAGE STRATEGIES (5.) POSITIONING STRATEGY (comparative advertising) A clever “Competitive Positioning” Ad

https://www.youtube.com/watch?v=350tD8E7htM

28

CREATIVE MESSAGE STRATEGIES (5.) POSITIONING STRATEGY (comparative advertising)

To Compare? ... or Not to Compare? q

Better in enhancing brand awareness

q

Promotes better recall

q

Effective especially when the brand is a new

q

Generates more purchases è Do not want to legitimise a challenger/competitor è Do not want to draw attention to a competitor’s brand (i.e., consumers might remember the wrong brand!)

Warning! è Legal issues must be considered è Might start an all-out advertising war

29

CREATIVE MESSAGE STRATEGIES (5.) POSITIONING STRATEGY (comparative advertising) The dangers of using competitive positioning… legitimizing and drawing attention to your competitor…

https://www.youtube.com/watch?v=ZTgSzw3zbK8

30

CREATIVE MESSAGE STRATEGIES (6.) INHERENT DRAMA STRATEGY

Inherent drama

Finding the inherent drama of the product that makes consumers want to purchase it; it focuses on the dramatic element of expression

Messages based on inherent drama are often expressed in a warm, emotional way

35

CREATIVE MESSAGE STRATEGIES (7.) RESONANCE (‘SLICE-OF-LIFE’) STRATEGY

q

Advertising resonates (patterns) the audience’s life experiences

This strategy does NOT focus on product claims or images. Rather, it works by ‘striking a chord’ with consumers by evoking meanings, experiences, thoughts, associations or aspirations that are relevant, meaningful & significant to consumers.

q

ØSuited to socially visible goods ØMemorability results from the familiarity of the situation in the Ad (when compared with stored experiences) 37

The 2016 “Dolmio Pepper Hacker’ campaign (in collaboration with Clemenger), is a classic Resonance ‘slice-of-life’ strategy, using your typical, average Aussie family to connect with the viewing audience

https://youtu.be/HUgv5MDF0cQ 38 http://www.adnews.com.au/news/dolmio-brings-pepper-hacker-to-life-in-customer-giveaway#WuUteVmgBW9GWkrv.99

CREATIVE MESSAGE STRATEGIES (8.) AFFECTIVE (‘EMOTIONAL’) STRATEGIES Use of strong emotional content in an Ad to build product or brand involvement. There is a weak selling emphasis; aiming to reach consumers at a visceral (i.e., peripheral) level. Music is often used in this strategy to strengthen the emotional effects.

q

v

Suited more to discretionary items (low involvement products)

Affecti v e E mo (i ) Fear/Sh o ck Ap p e a l s

(ii) Sex Ap p e a l s

tional S

trategi

es

(i i i ) Gu i lt Ap p e a l s

(i v ) H u mou Ap p e a r ls 39

CREATIVE MESSAGE STRATEGIES (8.) AFFECTIVE STRATEGIES: FEAR/SHOCK APPEALS

Highlight the risk or negative consequences of not using the advertised brand or of engaging in unsafe behaviour; trying to ‘scare/shock’ people into action

q

ØFear of physical harm OR social disapproval ØFear stimulates message involvement, provokes message acceptance, and enhances motivation

40

CREATIVE MESSAGE STRATEGIES (8.) AFFECTIVE STRATEGIES: FEAR/SHOCK APPEALS

Appropriate Intensity of FEAR Appeals Degree of Persuasive Effectiveness

Low

Moderate

High

Level of Fear Intensity

CREATIVE MESSAGE STRATEGIES (8.) AFFECTIVE STRATEGIES: FEAR/SHOCK APPEALS Level of Fear Intensity – HIGH (sometimes, too high)

42

CREATIVE MESSAGE STRATEGIES (8.) AFFECTIVE STRATEGIES: GUILT APPEALS q

Guilt is a very powerful emotion ØIt appeals to consumers on both the emotional level, as well as on a rational level (i.e., linking the appeal to the product’s practical dimensions)., i.e., taking more of a dual route to persuasion. ØNot-for-Profit organisations often use guilt appeals

43

CREATIVE MESSAGE STRATEGIES (8.) AFFECTIVE STRATEGIES: SEX APPEALS Advertising with sexual content in forms of nudity or suggestiveness

q

ØGenerates attention ØEnhances recall of the message point ØEvokes emotional response (arousal, lust etc)

q

NB: BUT, the use of sexual content SHOULD be consistent with product’s primary selling point…

CREATIVE MESSAGE STRATEGIES (8.) AFFECTIVE STRATEGIES: HUMOUR APPEALS

q Attracts attention q

Enhances liking of the Ad and brand

q

Does not hurt comprehension

q

Does not harm the persuasion process

BUT: The nature of the product being advertised can affect the appropriateness of using humor

q

45

CREATIVE MESSAGE STRATEGIES (8.) AFFECTIVE STRATEGIES: HUMOUR APPEALS Humour Appeal to communicate company’s key selling point

https://www.youtube.com/watch?v=HBdi0q6TXbw

46

CREATIVE MESSAGE STRATEGIES (8.) AFFECTIVE STRATEGIES: HUMOUR APPEALS Humour Appeal to communicate main benefit of the brand _(*this is my favourite Ad!!)

https://www.youtube.com/watch?v=VSdxqIBfEAw

47

LINKING WEEK 6 LECTURE MATERIAL TO YOUR GROUP IN-CLASS WEEK 9 PRESENTATION & ASSIGNMENT #2 Toyota Mirai CAMPAIGN BRIEF

Mood Board

A Mood Board is something like a collage of photos, images, descriptive words, colours etc used to illustrate the overall ideas and inspiration for the concept underlying your Campaign Brief.

Unique Value Proposition

What is the key value proposition the campaign? This must be relevant to the target segments you have identified.

Key IMC

What are the key Media and IMC selected that will allow the organisation to reach the target segments you have identified and will help you to fulfill the objectives you have identified and to communicate your key messages?

KEY TAKEAWAYS LEARNING OBJECTIVES

By now you should be able to 1. Understand what the message strategy is and how it underpins the creative strategy 2. Be able to explain the key features and differences of the Eight Key Creative Message Strategies

NEXT WEEK (7)

Ch 11 & 13

§ Tutorial 6 – Assignment #2 & Tutorial 8 UVP/Mood Board presentation discussion § Week 7 Lecture topic is Media Strategy; and Advertising Tutorials: Nike and Adidas PoDs ments ings; 1 & General Read text Chapter 4 & 8 ps Formed & registered .

§ There will also be a live Assignment #2 Background Briefing & Q&A Session on your Toyota Mirai Brief by Saatchi & Saatchi (ZOOM Link available on LMS, will also be recorded): Monday 6 September, 10am – 11.15am. Remember that this has been rescheduled from Week 6.

Thank you for listening, and stay well!

MKTG 20006 BRA ND MANAGE ME NT -

SE M 1 2020

| SHALA AHME D

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