1 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.) • Socialbased (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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Transcript
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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,
• 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
» 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
• 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,