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Creative Advertising

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This slide-show evaluates the message strategies and execution styles of advertising.

Publicada em: Marketing
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Creative Advertising

  1. 1. CREATIVE ADVERTISING T h e C r e a t i v e A s p e c t s o f A d v e r t i s i n g Picturesource:AdsoftheWorld
  2. 2. © 2015 Berlin Asong. All rights reserved. 2 I. Review the creative aspects of advertising. Learning Objective
  3. 3. © 2015 Berlin Asong. All rights reserved. 3 Which of these statements reflect your view of advertisements? 10minutes a I learn about new brands to solve problems from ads. I like being entertained by ads.b I don’t have issues with ads as long they are relevant to me.c I avoid watching or listening to ads; I use ad blocker.e
  4. 4. © 2015 Berlin Asong. All rights reserved. 4 Defining Creativity
  5. 5. © 2015 Berlin Asong. All rights reserved. 5 What is a creative advert?
  6. 6. © 2015 Berlin Asong. All rights reserved. 6 ?CREATIVITY
  7. 7. © 2015 Berlin Asong. All rights reserved. 7 Creativity is the ability to develop ideas that are novel as well as useful. Caniëls, M. C. J., Stobbeleir, K. D. and Clippeleer, I. D. (2014), “The Antecedents of Creativity Revisited: A Process Perspective”. Journal of Creativity and Innovation Management, vol. 23, issue 2, p. 97
  8. 8. © 2015 Berlin Asong. All rights reserved. 8 1 Newness. 2 Usefulness. 3 Original. Indicators of Acts of Creativity Knowledge@Wharton (2015), “Can Creativity Be Taught?” [Online] Available from http://knowledge.wharton.upenn.edu/article/can-creativity-be-taught; accessed 22 October 2015
  9. 9. © 2015 Berlin Asong. All rights reserved. 9 Does an idea need to be original to be considered creative? 10minutes
  10. 10. © 2015 Berlin Asong. All rights reserved. 10 Creativity has long been at the heart of successful advertising. “ ” Twose, D. (undated), “Creativity in Advertising”. Retrieved from www.millwardbrown.com/docs/default-source/insight- documents/points-of-view/MillwardBrown_POV_Creativity_in_Advertising.pdf, [accessed 25 October 2014]
  11. 11. © 2015 Berlin Asong. All rights reserved. 11 Though advertising is often treated, understandably, as a marketing or sales tool in most publications, at the heart of it is an artistic endeavour. It is not only about what to say, but how to say it to provoke the desirable response from an audience or target consumers.
  12. 12. © 2015 Berlin Asong. All rights reserved. 12 “Creative ad can make people stop what they’re doing and pay attention”. Picturesource:adsoftheworld.com
  13. 13. © 2015 Berlin Asong. All rights reserved. 13 The right creative treatment can plant associations so deeply that people simply can’t forget them.
  14. 14. © 2015 Berlin Asong. All rights reserved. 14 “Because I’m worth it” is a line typically associated with L'Oréal Paris’.
  15. 15. © 2015 Berlin Asong. All rights reserved. 15
  16. 16. © 2015 Berlin Asong. All rights reserved. 16 Qualities of Creative Advertising
  17. 17. © 2015 Berlin Asong. All rights reserved. 17 What criteria can be used to determine an advert is creative or isn’t creative?
  18. 18. © 2015 Berlin Asong. All rights reserved. 18 Is it a smart message? Is it a multichannel ad campaign? Is it a spontaneous, real-time ad? Is it a viral online ad? Or is it a data-driven ad?
  19. 19. © 2015 Berlin Asong. All rights reserved. 19 1 Attention grabbing 2 Interesting/likability 3 Fresh/unique Memorable4 Frames a brand experience5 Relevant to the target audience6 Criteria of Creative Advertising Source: Belch, G. E. and Belch, M. A. (2003), “Advertising and Promotion: An Integrated Marketing Communications Perspective”. 6th edition, pp.239-242 Achieves what it sets out to achieve7
  20. 20. © 2015 Berlin Asong. All rights reserved. 20 Creative Ad Development
  21. 21. © 2015 Berlin Asong. All rights reserved. 21 Wait a second … advertising in itself is creative. Isn’t it redundant to use the term, “Creative Advertising”?
  22. 22. © 2015 Berlin Asong. All rights reserved. 22 The task of creating advertisement or ad concept is the domain of the creative team of an ad agency.
  23. 23. © 2015 Berlin Asong. All rights reserved. 23 The Creative Team Creative Director. Art Director. Copywriter. Etc.
  24. 24. © 2015 Berlin Asong. All rights reserved. 24 1 2 Creative Director is head of the creative team. Art Director is responsible for the layout and design of the ad. 3 Copywriter crafts the words. 4 Others.
  25. 25. © 2015 Berlin Asong. All rights reserved. 25 1 2 Creative brief Message strategy 3 Execution style The Ad Message Design Process
  26. 26. © 2015 Berlin Asong. All rights reserved. 26 The Creative Brief A creative brief is a document that specifies the brand and its target audience, the advertising problem/objective, and how the latter could be solved. Also, called the creative blueprint
  27. 27. © 2015 Berlin Asong. All rights reserved. 27 The creative brief must be approved by the client. And understandably, the creative brief reflects the input of the client and creative team. Picturesource:theguardian.com
  28. 28. © 2015 Berlin Asong. All rights reserved. 28 the problem the client wants to solve through communication, the ad objective (desired response the ad message seeks to extract from the target audience), the client’s product or service, the product or service features and benefits, the market position of the product or service, the target audience, the proposed media platforms, the message strategy, the execution style of the message, etc. a b c d e f g h i The Content of a Creative Brief
  29. 29. © 2015 Berlin Asong. All rights reserved. 29 To inform. To persuade. To generate buzz. To induce demand. To remind, reassure, reinforce. To change perception. To build relationships. To change attitude. To differentiate. Advertising Objectives Solomon,M.,Marshall,G.W.andStuart,E.W.(2012),“MarketingRealPeople,RealChoices”. 7thedition,PrenticeHall:London,p.350 ChrisFillandBarbaraJamieson(2011),“MarketingCommunications”.EdinburghBusiness School:Edinburgh,pp.4-5
  30. 30. © 2015 Berlin Asong. All rights reserved. 30 Creative Elements of Advertising
  31. 31. © 2015 Berlin Asong. All rights reserved. 31 The creative elements describe what to say and how to say it. It should be understood that creative elements of advertising are not limited to message design but also media planning, etc.
  32. 32. © 2015 Berlin Asong. All rights reserved. 32 — The Message Strategy/Appeal — The message strategy is the approach an ad message adopts to extract some consumer response or to influence consumer feelings towards a product, service, or cause. The message strategy is simply what to say The message strategy is also called the advertising appeal or message type.
  33. 33. © 2015 Berlin Asong. All rights reserved. 33 1 Generic message 2 Pre-emptive message 3 Unique selling proposition Positioning message4 Brand image message5 Resonance message6 Message Strategies/Appeals Source: Belch, G. E. and Belch, M. A. (2003), “Advertising and Promotion: An Integrated Marketing Communications Perspective”. 6th edition, pp.255-260 Affective message7
  34. 34. © 2015 Berlin Asong. All rights reserved. 34 Generic Message A generic message has informational statements about the brand without making a claim of superiority over a rival brand.
  35. 35. © 2015 Berlin Asong. All rights reserved. 35
  36. 36. © 2015 Berlin Asong. All rights reserved. 36
  37. 37. © 2015 Berlin Asong. All rights reserved. 37
  38. 38. © 2015 Berlin Asong. All rights reserved. 38 Generic messages are effective when the intention is to educate the audience, to create an informed customer base, or when the advertiser is a market leader. — When To use Generic Messages —
  39. 39. © 2015 Berlin Asong. All rights reserved. 39 Pre-emptive Message A pre-emptive message states a claim about the brand before a rival brand uses the claim. The rival brand “cannot” use the same claim as a point of differentiation.
  40. 40. © 2015 Berlin Asong. All rights reserved. 40
  41. 41. © 2015 Berlin Asong. All rights reserved. 41
  42. 42. © 2015 Berlin Asong. All rights reserved. 42 Unique-Selling Preposition Message A unique-selling message makes a claim (e.g. benefit) that is unique to the brand, product or service.
  43. 43. © 2015 Berlin Asong. All rights reserved. 43
  44. 44. © 2015 Berlin Asong. All rights reserved. 44
  45. 45. © 2015 Berlin Asong. All rights reserved. 45 Positioning Message A positioning message seeks to create a favourable impression of the brand, product or service in the minds of the customer.
  46. 46. © 2015 Berlin Asong. All rights reserved. 46 Positioning by product features• • • • • • • • • Types of Positioning Positioning by service features Positioning by quality Positioning by price Positioning by personality Positioning by social status Positioning by lifestyle Positioning by aspiration Positioning by values • Positioning by product/service user
  47. 47. © 2015 Berlin Asong. All rights reserved. 47 Positioning by product benefits
  48. 48. © 2015 Berlin Asong. All rights reserved. 48 The Galaxy S6 Edge+ is positioned as a chic phone for the uncompromising user.
  49. 49. 49 "The Great British All Nighter". © 2015 Berlin Asong. All rights reserved.
  50. 50. © 2015 Berlin Asong. All rights reserved. 50
  51. 51. © 2015 Berlin Asong. All rights reserved. 51 Brand Image Message A brand image message emphasises the brand, and usually uses visuals to communicate the brand message. It’s suited for established brands, luxury or beauty products.
  52. 52. © 2015 Berlin Asong. All rights reserved. 52
  53. 53. © 2015 Berlin Asong. All rights reserved. 53 A brand image message as shown in this Stella Artois billboard ad. The focus is not the product but an inner need, an experience.
  54. 54. © 2015 Berlin Asong. All rights reserved. 54 Resonance Message A resonance message uses statements or phrases that the audience can identify with. The message appears to speak on behalf of the audience.
  55. 55. © 2015 Berlin Asong. All rights reserved. 55 "I want to buy my own place".
  56. 56. © 2015 Berlin Asong. All rights reserved. 56 "Compromise is not my style".
  57. 57. © 2015 Berlin Asong. All rights reserved. 57 Affective Message Affective messages create feeling-based responses such as love, fear, anxiety, envy, sexual attraction, happiness and joy, shock, sorrow, safety and security, pride, pleasure, embarrassment, and nostalgia.
  58. 58. © 2015 Berlin Asong. All rights reserved. 58 Affective message as shown in this advert. This ad may extract feelings of regret, sympathy, immediacy. Picturesource:adsoftheworld.com
  59. 59. © 2015 Berlin Asong. All rights reserved. 59 Picturesource:fastcocreate.com
  60. 60. © 2015 Berlin Asong. All rights reserved. 60 Generic message. Pre-emptive message. Unique selling proposition. Positioning message. Brand image message. Resonance message. Affective message. Rational appeals Emotional appeals Message Strategies/Appeals
  61. 61. © 2015 Berlin Asong. All rights reserved. 61 What type of appeal is this Coca- Cola ad: rational or emotional? 5minutes
  62. 62. © 2015 Berlin Asong. All rights reserved. 62 Are rational appeals more effective than emotional appeals? Under what circumstances should an emotional appeal be used? Can emotional and rational appeals be used in a single ad message?
  63. 63. © 2015 Berlin Asong. All rights reserved. 63 You are to flip through a copy of today’s metro newspaper. Identify the message strategy of each advert. 20minutes A copy of the metro newspaper would be handed to you. If not, visit http://e-edition.metro.co.uk/home.html
  64. 64. © 2015 Berlin Asong. All rights reserved. 64 — The Execution Style— The execution style, also called the execution format, is the manner in which an ad appeal is presented. The execution style is simply how to say it
  65. 65. © 2015 Berlin Asong. All rights reserved. 65 1 Straight talk 2 Slice of life 3 Storytelling Testimonials4 Authoritative5 Demonstration6 8 Humour 9 Spokesperson 10 Animation Musical11 Fantasy12 Shocking13 Teasers14Comparison7 Execution Styles of Ad Messages Source: Belch, G. E. and Belch, M. A. (2003), “Advertising and Promotion: An Integrated Marketing Communications Perspective”. 6th edition, pp.274 - 283
  66. 66. © 2015 Berlin Asong. All rights reserved. 66 This TV licence message is presented in a straight talk style. Straight talk, also called lecture, delivers factual information. Picturesource:©GreyKodiak
  67. 67. © 2015 Berlin Asong. All rights reserved. 67 A straight-talk commercial presents factual details (e.g. attributes) of a product or service as evidenced in this advert.
  68. 68. © 2015 Berlin Asong. All rights reserved. 68 Authoritative style is the use of survey findings, expert organisation, professional bodies to endorse factual messages.
  69. 69. © 2015 Berlin Asong. All rights reserved. 69 This ASDA ad uses “The Grocer Gold Awards” to legitimise its claim.
  70. 70. © 2015 Berlin Asong. All rights reserved. 70 A slice-of-life commercial shows how the advertised product or service solves everyday problems as shown in this iPhone 5s ad. Click slide to watch video. Internet connection is required.
  71. 71. © 2015 Berlin Asong. All rights reserved. 71 Click slide to watch video. Internet connection is required. Use the comparison style to show your brand is superior over a rival brand, as shown in this video ad for the Samsung Galaxy S6.
  72. 72. © 2015 Berlin Asong. All rights reserved. 72 Click slide to watch video. Internet connection is required. A demonstration commercial shows how the advertised product or service works as shown in this Vanish Gold ad.
  73. 73. © 2015 Berlin Asong. All rights reserved. 73 A testimonial style features statements from brand users to present the message.
  74. 74. © 2015 Berlin Asong. All rights reserved. 74 A testimonial style is used to deliver the message as shown in this diet chef TV ad. Click slide to watch video. Internet connection is required.
  75. 75. © 2015 Berlin Asong. All rights reserved. 75 Picture source: adsoftheworld.com This Colgate Plax ad uses humour.
  76. 76. © 2015 Berlin Asong. All rights reserved. 76 Specsavers advert uses humour Click slide to watch video. Internet connection is required.
  77. 77. © 2015 Berlin Asong. All rights reserved. 77 Based on the Specsavers's advert, is the use of humour creative and effective? Explain your answer. 10minutes
  78. 78. © 2015 Berlin Asong. All rights reserved. Benefits of Using a Humour Style 78
  79. 79. © 2015 Berlin Asong. All rights reserved. Downsides of Using a Humour Style 79
  80. 80. © 2015 Berlin Asong. All rights reserved. 80 Nike’s “Risk Everything” ad campaign uses a mix of animation, humour and storytelling styles. Click slide to watch video. Internet connection is required. Picturesource:nike.com
  81. 81. © 2015 Berlin Asong. All rights reserved. 81 1 2 To express complex ideas. To express fantasy ideas. 3 To appeal to a younger audience. When to use animation in advertising:
  82. 82. © 2015 Berlin Asong. All rights reserved. 82 A spokesperson style uses a public figure, celebrity or professional body to communicate the message.
  83. 83. © 2015 Berlin Asong. All rights reserved. 83
  84. 84. © 2015 Berlin Asong. All rights reserved. 84 The Christian Dior lipstick ad uses Jennifer Lawrence to deliver the message. What are the reasons for using a spokesperson style? 10minutes
  85. 85. © 2015 Berlin Asong. All rights reserved. 85 To grab attention. To establish credibility. To extend the qualities of the spokesperson to a brand. To stir interest and likeness in the brand. To create a strong brand association. To make the ad memorable. Benefits of Using the Spokesperson Style
  86. 86. © 2015 Berlin Asong. All rights reserved. 86 Are there dangers of using spokespersons to deliver ad messages? 10minutes
  87. 87. © 2015 Berlin Asong. All rights reserved. 87 Woods + Nike Armstrong + Nike Moss + Burberry + H&M Pistorius + Nike Brown + Milk Celebrity endorsements gone wrong.
  88. 88. © 2015 Berlin Asong. All rights reserved. 88 Armani Code advert uses a fantasy style to stir the imagination of the audience. The audience is left to build their own understanding of the message. Click slide to watch video. Internet connection is required.
  89. 89. A shocking style delivers a message to stretch the moral compass of an audience; intended to surprise or offend the audience; and sometimes, to create buzz. 89 Picturesource:adsoftheworld.com © 2015 Berlin Asong. All rights reserved.
  90. 90. © 2015 Berlin Asong. All rights reserved. 90 Shocking style: an anti-smoking ad campaign
  91. 91. © 2015 Berlin Asong. All rights reserved. 91 Can more than one execution style be used to present a single ad appeal?
  92. 92. © 2015 Berlin Asong. All rights reserved. 92 Nike’s “Risk Everything” ad campaign is a mix of animation, humour and storytelling. Click slide to watch video. Internet connection is required.
  93. 93. © 2015 Berlin Asong. All rights reserved. 93 The danger of using a mix of execution styles is that the actual message can get clouded. However, when use effectively as in the Nike’s “Risk Everything” campaign the result can be powerful in terms sustaining the audience interest and delivering a compelling message.
  94. 94. © 2015 Berlin Asong. All rights reserved. 94 I. Review the creative aspects of advertising. Learning Objective
  95. 95. © 2015 Berlin Asong. All rights reserved. 95 Brazilian model Aline Weber is featured in the "We Are Fashion" 2013 ad campaign for Westfield.
  96. 96. © 2015 Berlin Asong. All rights reserved. 96 The ad features the names of fashion brands like Hugo Boss, Ted Baker, French Connection, Topshop, etc.
  97. 97. © 2015 Berlin Asong. All rights reserved. 97 Picturesource:AdsoftheWorld
  98. 98. © 2015 Berlin Asong. All rights reserved. 98 Advertising objective Message strategy Execution style 1 2 3 Worth noting, the advertising objective influences the message strategy, which in turn influences the execution style. Guide to Reviewing Creative Effectiveness
  99. 99. © 2015 Berlin Asong. All rights reserved. 99 To inform. To persuade. To generate buzz. To induce demand. To remind, reassure, reinforce. To change perception. To build relationships. To change attitude. To differentiate. Advertising Objectives Solomon,M.,Marshall,G.W.andStuart,E.W.(2012),“MarketingRealPeople,RealChoices”. 7thedition,PrenticeHall:London,p.350 ChrisFillandBarbaraJamieson(2011),“MarketingCommunications”.EdinburghBusiness School:Edinburgh,pp.4-5
  100. 100. © 2015 Berlin Asong. All rights reserved. 100 Generic message. Pre-emptive message. Unique selling proposition. Positioning message. Brand image message. Resonance message. Affective message. Rational appeals Emotional appeals Message Strategies/Appeals
  101. 101. © 2015 Berlin Asong. All rights reserved. 101 1 Straight talk 2 Slice of life 3 Storytelling Testimonials4 Authoritative5 Demonstration6 8 Humour 9 Spokesperson 10 Animation Musical11 Fantasy12 Shocking13 Teasers14Comparison7 Execution Styles of Ad Messages Source: Belch, G. E. and Belch, M. A. (2003), “Advertising and Promotion: An Integrated Marketing Communications Perspective”. 6th edition, pp.274 - 283
  102. 102. © 2015 Berlin Asong. All rights reserved. 102 1 Attention grabbing 2 Interesting/likability 3 Fresh/unique Memorable4 Frames a brand experience5 Relevant to the target audience6 Criteria of Creative Advertising Source: Belch, G. E. and Belch, M. A. (2003), “Advertising and Promotion: An Integrated Marketing Communications Perspective”. 6th edition, pp.239-242 Achieves what it sets out to achieve7
  103. 103. © 2015 Berlin Asong. All rights reserved. 103 Worth noting that the ad platform (e.g. radio, TV, newspaper, magazine, billboard, ambient, street furniture, social media and webpage) influences the assessment of creative strategies or elements.
  104. 104. © 2015 Berlin Asong. All rights reserved. 104 For example, your assessment of this press advert for Head & Shoulders would be slightly…
  105. 105. © 2015 Berlin Asong. All rights reserved. 105 …different from your assessment of this billboard for Head & Shoulders.
  106. 106. © 2015 Berlin Asong. All rights reserved. 106 Would you fill a billboard ad with many words? Justify your answer. 10minutes
  107. 107. © 2015 Berlin Asong. All rights reserved. 107 Less is more. Let the visuals convey the message, as shown in this Axe body spray advert.
  108. 108. © 2015 Berlin Asong. All rights reserved. 108 Picturesource:adforum.com
  109. 109. © 2015 Berlin Asong. All rights reserved. 109 NEXT CLASS Examine ways of working with advertising agencies.

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