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Creative Advertising Message Strategies

The document discusses creative advertising strategies and message objectives. It explains that an effective creative strategy jumps from the overall advertising strategy to an original idea that conveys the message in an interesting way. It also outlines six main message objectives including perception, cognition, affective, persuasion, transformation, and behavior. Additionally, it describes two approaches to creative strategy as either hard-sell or soft-sell and lists various message approaches and facets of creative strategy.

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Crisant Dema-ala
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428 views12 pages

Creative Advertising Message Strategies

The document discusses creative advertising strategies and message objectives. It explains that an effective creative strategy jumps from the overall advertising strategy to an original idea that conveys the message in an interesting way. It also outlines six main message objectives including perception, cognition, affective, persuasion, transformation, and behavior. Additionally, it describes two approaches to creative strategy as either hard-sell or soft-sell and lists various message approaches and facets of creative strategy.

Uploaded by

Crisant Dema-ala
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

The Creative Side and Message Strategy

Effective Advertising Messages

The Art and Science of Creative Advertising


The ROI of effective advertising
Relevant, original, and has impact

The Big Idea


Implements the advertising strategy so that the message is both attention getting and memorable

The Creative Leap


Jumping from the strategy statement to an original idea that conveys the strategy in an interesting way
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Creative Thinking
Creative Roles
Copywriters and art directors develop the creative concept and draft the execution of the advertising idea

The Creative Person


In advertising, creativity is both a job description and a goal

Creative Characteristics Problem solving Ability to visualize Openness to new experiences Conceptual thinking

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Creative Strategy
Where the art and science of advertising come together A Big Idea must be
Creative Strategic

Creative strategy
What the advertisement says Also called message strategy

Creative execution
How it is said

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Message Objectives
1. Perception: create attention, awareness, interest, recognition, and recall 2. Cognitive: deliver information and understanding 3. Affective: touch emotions and create feelings 4. Persuasion: change attitudes, create conviction and preference 5. Transformation: establish brand identity and associations 6. Behavior: stimulate some form of action
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Head and Heart Strategies


Two basic approaches to translating message objectives into strategy Hard- and Soft-Sell strategies
Hard Sell: touches the mind and creates a response based on logic Soft Sell: uses emotional appeals or images to create a response

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Facets of Creative Strategy


Drive Perception Attention and awareness Interest Memory Drive Cognition These messages get consumers to learn about products by focusing on a products features

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Facets of Creative Strategy


Touch Emotions Highlight psychological attraction of the product to the target audience through emotional responses Persuade Appeal Selling premises Conviction

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Facets of Creative Strategy


Transform Product Branding Image advertising is used to create a representation in the customers mind Associations Drive Action A signature that serves to identify the company or brand Also serves as a call to action if it gives direction to the consumer about how to respond
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Message Approaches
Straightforward Demonstration Comparison Problem solving/Problem avoidance Humor Slice of Life Spokesperson Teasers Shockvertising

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Planning and Managing Creative Strategy


Creative brief
Prepared by the account planner, summarizes the marketing and advertising strategy Vary in format, but must combine basic strategy decisions

Strategy Decisions The problem The objectives The target market Positioning strategy Type of creative strategy Selling premise Execution suggestions
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Planning and Managing Creative Strategy


Message execution
The form in which the ads message is presented

Global campaigns
Require ad work that addresses advertising objectives and reflects the positioning strategy Usually desirable to adapt the creative execution to the local market

Message tone
Reflects the emotion or attitude behind the ad

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