Integrated Marketing Communications Fifth Canadian Edition Chapter 4 Advertising Planning: Creative Copyright © 2018 Pearson Canada Inc. Learning Objectives 1. Identify the basic elements of the communications process. 2. Explain the various stages of creative planning. 3. Explain the role of a creative brief and describe the content of such a document. 4. Distinguish among creative objectives, creative strategies, and creative execution. 5. Describe the role of creative objective statements. 6. Appreciate the variety of appeal techniques for developing creative strategies. 7. Identify the various execution techniques for best presenting creative strategies. Copyright © 2018 Pearson Canada Inc. Communications Essentials Copyright © 2018 Pearson Canada Inc. Noise Examples • Message not in line with customer attitudes. • Message did not reach intended target with desired frequency. • Competition’s message more convincing. • Competition spent more and had higher share of mind. • New competitors entered the market and invested heavily in advertising. Copyright © 2018 Pearson Canada Inc. DAGMAR • Defining Advertising Goals for Measured Advertising Response (DAGMAR) – An advertising goal is a specific communication task to be accomplished among a defined audience in a given period. – Task should be measurable with benchmarks to assess achievements. Advertising is a paid-for message communicated through the media by an identified sponsor. Make sure your objectives are S. ______________ M. ______________ A. ______________ R. ______________ T. ______________ Copyright © 2018 Pearson Canada Inc. S.M.A.R.T. Objectives Copyright © 2018 Pearson Canada Inc. Marketing Communications Planning Process Copyright © 2018 Pearson Canada Inc. The Creative Brief (1 of 2) • Starting point for any new advertising project. • Business document developed by the company that contains vital information about the advertising task. • Discussion document that can be changed based on the direction determined between client and agency. Copyright © 2018 Pearson Canada Inc. The Creative Brief (2 of 2) Market Information Problem and Overall Objective Advertising Objectives Positioning Strategy Statement Creative Objectives Creative Strategy Creative Execution Copyright © 2018 Pearson Canada Inc. Problem Identification • Advertising plans are designed to resolve brand problem or pursue a brand opportunity. • Depending on which briefing model is used, may contain: – Problem Statement summarizing what needs to be resolved or opportunity to pursue, or – Overall goal outlining what the campaign will achieve Copyright © 2018 Pearson Canada Inc. Campaign Focus • Every campaign must have a central focus: – To create/increase brand awareness – To alter current consumer perceptions – To present a new image – To launch a new product – To attract a new target market – To encourage trail purchase Copyright © 2018 Pearson Canada Inc. Advertising Objectives • Determined once problem or overall goal has been identified • Should be quantitative in nature, or have ability to be measured • Could be written in the following format: – To achieve an awareness level of 60% for Brand X in the defined target market within 12 months of product launch. – To reposition Brand Z in the customer’s mind by presenting images that will attract a younger target market. Copyright © 2018 Pearson Canada Inc. Advertising Objective Challenges • Creating or increasing brand awareness • Encouraging trial purchase • Attracting new target markets • Encouraging preference • Altering consumers’ perceptions Awareness Comprehension Conviction Action To achieve an awareness level of 75% within 12 months To achieve a trial purchase rate of 25% within 12 months Copyright © 2018 Pearson Canada Inc. Encouraging Trial Purchase Copyright © 2018 Pearson Canada Inc. Positioning Strategy Statement Identifies Key Brand Benefits States What Brand Stands For Reflection of Brand’s Personality Copyright © 2018 Pearson Canada Inc. Creative Objectives • Creative Objectives – Statements that clearly indicate the information to be communicated to the target audience. Key Benefit Statement Support Claims Statement The primary benefit; the promise The substantiation; the proof of the promise Copyright © 2018 Pearson Canada Inc. Writing a Creative Brief Copyright © 2018 Pearson Canada Inc. Advertising’s Role Advertising is the placement of persuasive messages in any medium by an identified sponsor. The basic objective of advertising is: 1. To influence the thought patterns of the target audience in a favourable manner 2. To motivate purchase of a specific brand of good or service Copyright © 2018 Pearson Canada Inc. 14-18 Copyright © 2016 Pearson Canada Inc. Advertising Agency’s Role Advertising agencies usually create the ad campaigns for marketing organizations. Creative Planning Media Planning Advertising Agency Copyright © 2018 Pearson Canada Inc. 14-19 Copyright © 2016 Pearson Canada Inc. Creating the Message Key decisions of a creative campaign Creative Objectives What to say The message includes the key benefit the brand offers. Creative Strategy How to say it Copyright © 2018 Pearson Canada Inc. 14-20 Copyright © 2016 Pearson Canada Inc. Creative Strategy • The search for the “BIG IDEA,” the concept or central theme that campaign will be built around • Creative strategy developed to outline how the message will be communicated • Creative Strategy Elements: – Central Theme: must be transferable from one medium to another (eg. Molson Canadian – patriotic theme – “I am Canadian”. – Tone and Style: knowledge about the target audience plays a key role – friendly, persuasive, informative manner, etc) – Appeal Techniques: key decision is how to make an advertising appealing to the customer. Copyright © 2018 Pearson Canada Inc. Creative Objectives: What to Say? The key aspect of the message (primary benefit) must be clearly communicated. Copyright © 2018 Pearson Canada Inc. 14-22 Copyright © 2016 Pearson Canada Inc. Creative Strategy Agencies get paid to come up with the “big idea” to market a brand. Their message strategy considers potential themes and a variety of appeal techniques. • Humour • Comparison • Emotion • Lifestyle Copyright © 2018 Pearson Canada Inc. 14-23 Copyright © 2016 Pearson Canada Inc. Copyright © 2018 Pearson Canada Inc. Appeal Techniques - match the ads Humorous Comparative Lifestyle Emotional Sexual Factual Negative Positive Copyright © 2018 Pearson Canada Inc. Creative Strategy • The search for the “BIG IDEA,” the concept or central theme that campaign will be built around • Creative strategy developed to outline how the message will be communicated • Creative Strategy Elements: – Central Theme – Tone and Style – Appeal Techniques Copyright © 2018 Pearson Canada Inc. Creative Strategy • Celebrity Endorsement • Testimonial • Sex • Product Demonstrations Copyright © 2018 Pearson Canada Inc. 14-27 Copyright © 2016 Pearson Canada Inc. Copyright © 2018 Pearson Canada Inc. Creative Execution • These are specific decisions made regarding how to best present the message. • Agency team must answer two questions: – What is the best or most convincing way to present the brand’s benefits to motivate action? – Is there a specific technique that will effectively communicate to the target that this is the right brand for them? Copyright © 2018 Pearson Canada Inc. Key Benefit: Post-workout Recovery Beverage Copyright © 2018 Pearson Canada Inc. Molson Canadian’s National Pride Theme Copyright © 2018 Pearson Canada Inc. Appeal Techniques Positive Negative Humorous Sexual Emotional Lifestyle Comparative Factual Copyright © 2018 Pearson Canada Inc. Sexual Appeal: Diesel Jeans Copyright © 2018 Pearson Canada Inc. Emotional Appeals: Budweiser Copyright © 2018 Pearson Canada Inc. Creative Execution • These are the decisions made regarding how to best present the message. • Agency team must answer two questions: – What is the best or most convincing way to present the brand’s benefits to motivate action? – Is there a specific technique that will effectively communicate to the target that this is the right brand for them? Copyright © 2018 Pearson Canada Inc. Executional Tactics Some of the more commonly used tactics are: • Product Demonstrations • Testimonials • Endorsements • Taglines and Slogans Copyright © 2018 Pearson Canada Inc. Executional Tactics Some of the more commonly used tactics are: • Product Demonstrations • Testimonials • Endorsements • Taglines and Slogans Tagline – short phrase that captures the essence of an advertised message (individual ads). Slogan – short phrase that captures the essence of an entire advertising campaign (all forms of advertising). Copyright © 2018 Pearson Canada Inc. Popular Brands and Slogans Figure 4.19 Some Popular Brands and Slogans • Subway “Eat fresh” • KFC “It’s finger lickin’ good” • McDonald’s “I’m lovin’ it” Copyright © 2018 Pearson Canada Inc. Popular Brands and Slogans Figure 4.19 Some Popular Brands and Slogans • Nike “Just do it.” • M&Ms “Melts in your mouth, not in your hands.” • Maxwell House “Good to the last drop.” A slogan is a key element of brand identification. Many of these slogans have stood the test of time. They are strongly associated with the brand name and appear in all forms of advertising. Copyright © 2018 Pearson Canada Inc. Native Advertising • Form of paid advertising that matches the form and function of the user experience in the platform on which it appears. a.k.a. advertorial Copyright © 2018 Pearson Canada Inc. Chapter Review 1. Briefly explain the basic elements of the communications process. 2. Outline the role of a creative brief. 3. What is meant by the “Big Idea”? 4. Identify three objectives a campaign may try to achieve. 5. How important is a positioning statement and what role does it play in creative planning? 6. Distinguish between a key benefit statement and support claims. 7. Differentiate between a tagline and slogan. 8. What is native advertising and how does it work? Copyright © 2018 Pearson Canada Inc.
Purchase answer to see full attachment