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Creative Advertising
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I. Review the creative aspects of advertising.
Learning Objective
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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
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Defining Creativity
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What is a creative advert?
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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
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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
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Does an idea need to be original
to be considered creative?
10minutes
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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]
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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.
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“Creative ad can make people stop
what they’re doing and pay attention”.
Picturesource:adsoftheworld.com
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The right creative treatment can plant associations
so deeply that people simply can’t forget them.
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“Because I’m worth it” is a line typically
associated with L'Oréal Paris’.
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Qualities of Creative Advertising
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What criteria can be used to determine
an advert is creative or isn’t creative?
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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?
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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
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Creative Ad Development
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Wait a second … advertising in itself is creative. Isn’t it
redundant to use the term, “Creative Advertising”?
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The task of creating advertisement or ad concept
is the domain of the creative team of an ad agency.
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The Creative Team
Creative Director.
Art Director.
Copywriter.
Etc.
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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.
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1
2
Creative brief
Message strategy
3 Execution style
The Ad Message Design Process
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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
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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
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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
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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
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Creative Elements of Advertising
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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.
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— 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.
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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
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Generic Message
A generic message has informational statements about the
brand without making a claim of superiority over a rival brand.
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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 —
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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.
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Unique-Selling Preposition Message
A unique-selling message makes a claim (e.g. benefit)
that is unique to the brand, product or service.
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Positioning Message
A positioning message seeks to create a favourable impression
of the brand, product or service in the minds of the customer.
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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
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Positioning by product benefits
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The Galaxy S6 Edge+ is positioned as a
chic phone for the uncompromising user.
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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.
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A brand image message as shown in this Stella Artois billboard ad.
The focus is not the product but an inner need, an experience.
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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.
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"I want to buy my own place".
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"Compromise is not my style".
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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.
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Affective message as shown in this advert. This ad
may extract feelings of regret, sympathy, immediacy.
Picturesource:adsoftheworld.com
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Picturesource:fastcocreate.com
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Generic message.
Pre-emptive message.
Unique selling proposition.
Positioning message.
Brand image message.
Resonance message.
Affective message.
Rational appeals
Emotional appeals
Message Strategies/Appeals
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What type of appeal is this Coca-
Cola ad: rational or emotional?
5minutes
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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?
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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
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— 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
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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
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This TV licence message is presented in a straight talk style.
Straight talk, also called lecture, delivers factual information.
Picturesource:©GreyKodiak
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A straight-talk commercial
presents factual details (e.g.
attributes) of a product or service
as evidenced in this advert.
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Authoritative style is the use of
survey findings, expert organisation,
professional bodies to endorse
factual messages.
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This ASDA ad uses
“The Grocer Gold
Awards” to legitimise
its claim.
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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.
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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.
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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.
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A testimonial style features statements
from brand users to present the message.
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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.
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Picture source: adsoftheworld.com
This Colgate Plax ad uses humour.
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Specsavers advert uses humour
Click slide to watch video.
Internet connection is required.
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Based on the Specsavers's advert, is the use of
humour creative and effective? Explain your answer.
10minutes
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Benefits of Using a Humour Style
78
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Downsides of Using a Humour Style
79
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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
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1
2
To express complex ideas.
To express fantasy ideas.
3 To appeal to a younger audience.
When to use animation in advertising:
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A spokesperson style uses a public figure, celebrity
or professional body to communicate the message.
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The Christian Dior lipstick ad uses Jennifer Lawrence to deliver
the message. What are the reasons for using a spokesperson
style?
10minutes
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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
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Are there dangers of using
spokespersons to deliver ad messages?
10minutes
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Woods + Nike Armstrong + Nike Moss + Burberry + H&M
Pistorius + Nike Brown + Milk
Celebrity
endorsements
gone wrong.
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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. 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.
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Shocking style: an anti-smoking ad campaign
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Can more than one execution style be
used to present a single ad appeal?
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Nike’s “Risk Everything” ad campaign is
a mix of animation, humour and storytelling.
Click slide to watch video.
Internet connection is required.
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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.
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I. Review the creative aspects of advertising.
Learning Objective
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Brazilian model Aline Weber is featured in the "We
Are Fashion" 2013 ad campaign for Westfield.
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The ad features the names of fashion brands like Hugo
Boss, Ted Baker, French Connection, Topshop, etc.
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Picturesource:AdsoftheWorld
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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
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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
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Generic message.
Pre-emptive message.
Unique selling proposition.
Positioning message.
Brand image message.
Resonance message.
Affective message.
Rational appeals
Emotional appeals
Message Strategies/Appeals
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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
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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
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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.
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For example, your assessment
of this press advert for Head &
Shoulders would be slightly…
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…different from your assessment of
this billboard for Head & Shoulders.
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Would you fill a billboard ad with
many words? Justify your answer.
10minutes
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Less is more. Let the visuals
convey the message, as shown
in this Axe body spray advert.
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Picturesource:adforum.com
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NEXT CLASS
Examine ways of working with advertising agencies.