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1、 2010 South-Western,a part of Cengage LearningAll rights reserved.,Effective and Creative Advertising Messages,CHAPTER 8,INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION,Appreciate the factors that promote effective,creative,and“sticky”advertising.Describe the features of a creative
2、brief.Explain alternative creative styles of advertising messages.Understand the concept of means-end chains and their role in advertising strategy.Appreciate the MECCAS model and its role in guiding message formulation.Recognize the role of corporate image and issue advertising.,Chapter ObjectivesA
3、fter reading this chapter you should be able to:,2010 South-Western,a part of Cengage Learning.All rights reserved.,82,2010 South-Western,a part of Cengage Learning.All rights reserved.,83,Creating Effective Advertising,2010 South-Western,a part of Cengage Learning.All rights reserved.,84,Effective
4、Advertising,2010 South-Western,a part of Cengage Learning.All rights reserved.,85,Creativity:The CAN Elements,2010 South-Western,a part of Cengage Learning.All rights reserved.,86,Getting Messages to“Stick”,Characteristics of Sticky AdsTheir audience readily comprehends the advertisers intended mess
5、ageThey are rememberedThey change the target audiences brand-related opinions or behaviorThey have lasting impact:they stick,2010 South-Western,a part of Cengage Learning.All rights reserved.,87,Sticky Messages:SUCCESs,2010 South-Western,a part of Cengage Learning.All rights reserved.,88,Illustratio
6、ns of the Aflac Advertising Campaign with the“Spokesduck.”,Figure 8.1,2010 South-Western,a part of Cengage Learning.All rights reserved.,89,Advertising Successes and Mistakes,Value PropositionIs the essence of a message and the reward to the consumer for investing his or her time attending to an adv
7、ertisementThe reward could be information about the product or just an enjoyable experienceResearch indicates that starting with a strong selling proposition substantially increases the odds of creating effective advertisements,2010 South-Western,a part of Cengage Learning.All rights reserved.,810,C
8、ombination of Message Convincingness and Execution Quality,Figure 8.2,2010 South-Western,a part of Cengage Learning.All rights reserved.,811,Advertising Successes and Mistakes(contd),Successful Campaigns,Agency Mistakes,Marketing Mistakes,Result from both the brand management team and the creative t
9、eam having done their work well,Occur when the brand manager fails to distinguish the brand from competitive offerings,Result from the ad agencys inability to design an effective execution,even though its brand management client has a convincing message,Complete Disasters,Are caused by poor value pr
10、opositions and mediocre executions,2010 South-Western,a part of Cengage Learning.All rights reserved.,812,Constructing a Creative Brief,2010 South-Western,a part of Cengage Learning.All rights reserved.,813,Alternative Styles of Creative Advertising,Functionally Oriented AdvertisingAppeals to consum
11、ers needs for tangible,physical,and concrete benefitsSymbolically or Experientially Oriented AdvertisingIs directed at psychosocial needsCategory-Dominance AdvertisingDoes not necessarily use any particular type of appeal to consumers but is designed to achieve an advantage over competitors in the s
12、ame product category,2010 South-Western,a part of Cengage Learning.All rights reserved.,814,Styles of Creative Advertising,Table 8.1,2010 South-Western,a part of Cengage Learning.All rights reserved.,815,Creative Advertising Styles,2010 South-Western,a part of Cengage Learning.All rights reserved.,8
13、16,Illustration of Resonance Creative Strategy,Figure 8.3,2010 South-Western,a part of Cengage Learning.All rights reserved.,817,Illustration of EmotionalCreative Strategy,Figure 8.4,2010 South-Western,a part of Cengage Learning.All rights reserved.,818,Section Summary,An advertiser might use two or
14、 more styles simultaneously.Some experts believe that advertising is most effective when it addresses both functional product and symbolic benefits.Effective advertising must establish a clear meaning of what the brand is and how it compares to competitive offerings.,2010 South-Western,a part of Cen
15、gage Learning.All rights reserved.,819,Means-End Chaining and the Method of Laddering as Guides to Creative Advertising Formulation,Means-End ChainRepresents the linkages among brand attributes,the consequences obtained from using the brand and“consuming”the attributes,and the personal values that t
16、he consequences reinforce,2010 South-Western,a part of Cengage Learning.All rights reserved.,820,Means-End Chain,AttributesFeatures or aspects of advertised brandsConsequencesWhat consumers hope to receive(benefits)or avoid(detriments)when consuming brandsValuesEnduring beliefs people hold regarding
17、 what is important in life,Brand attributes and the consequences of consuming these attributes are the means whereby people achieve valued ends,2010 South-Western,a part of Cengage Learning.All rights reserved.,821,Ten Universal Values,Table 8.2,2010 South-Western,a part of Cengage Learning.All righ
18、ts reserved.,822,A MECCAS*Model Conceptualization of Advertising Strategy,Table 8.3,*Means-End Conceptualization of Components for Advertising Strategy,2010 South-Western,a part of Cengage Learning.All rights reserved.,823,MECCAS Illustration forSelf-Direction Value,Figure 8.5,2010 South-Western,a p
19、art of Cengage Learning.All rights reserved.,824,MECCAS Illustration for Hedonism Value,Figure 8.6,2010 South-Western,a part of Cengage Learning.All rights reserved.,825,MECCAS Illustration forAchievement Value,Figure 8.7,2010 South-Western,a part of Cengage Learning.All rights reserved.,826,MECCAS
20、Illustration forPower Value,Figure 8.8,2010 South-Western,a part of Cengage Learning.All rights reserved.,827,Identifying Means-End Chains:The Method of Laddering,Laddering Research TechniqueIs used to identify linkages between attributes(A),consequences(C),and values(V)Constructs a hierarchy,or lad
21、der,of relations between a brands attributes and consequences(the means)and consumer values(the end).Attempts to get at the root or deep reasons why individual consumers buy certain products and brands,2010 South-Western,a part of Cengage Learning.All rights reserved.,828,Practical Issues in Identif
22、ying Means-End Chains,The laddering method“forces”interviewees to identify hierarchies among attributes,consequences,and values that may actually not exist for themConsumers may perceive clear-cut linkages between attributes and consequences but not necessarily between consequences and valuesThe res
23、ulting aggregations of A C V chains are assumed to represent all consumers in the target audience,2010 South-Western,a part of Cengage Learning.All rights reserved.,829,Corporate Image and Issue Advertising,Corporate Image AdvertisingAttempting to increase a firms name recognition,establish goodwill
24、 for the company and its products,or identify the firm with some meaningful and socially acceptable activity.Corporate Issue(Advocacy)AdvertisingInvolves a firm taking a position on a controversial social issue of public importance with the intention of swaying public opinion.Supports position and best interests of the firm while expressly or implicitly challenging an opponents position and denying the accuracy of their facts.,2010 South-Western,a part of Cengage Learning.All rights reserved.,830,Illustration of Corporate Image Advertisement,Figure 8.9,
