LECTURE 5 Effective and Creative Ad Messages & Strategies

(Part I)

FURTHER READING: Shimp (2013) – Chapters’ 10 & 11 (p. 297-307)
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Advertising Creativity

(1.) Determines what the advertising message will say or communicate

Creative Strategy
(2.)
Defines the values and brand attributes that need to be communicated to the consumer in a distinctive and compelling way that takes advantage of the medium
(i.e., TV, Billboards etc)
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The Role of Creativity

Creative Ads share TWO key characteristics:



Originality Appropriateness
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

The Silhouettes campaign for the iPod is an Example of Creative Advertising (it is both original and appropriate)

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Creative Strategy – the starting point
1.

What are you Advertising & why (i.e, the brand, product, service, a promotion, some news etc)? What is the Brand’s communication past (i.e, looking at the brand’s positioning, personality & focus)? What needs to be done (i.e, what are the deliverables)? Who are you talking to? (Demographics)
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2.

3.

4.

Creative Strategy – the starting point
(Cont…)

5. 6.

Who are you talking to? (Psychographics) What is the personality & tone (i.e, the behaviour, character & manner)? What is the selling idea (i.e, the most persuasive thing you can focus on to change customers’ behaviour/attitude)? What do you want the consumer to do (i.e, evoke emotion/action, feelings etc)?
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7.

8.

Creativity: The CAN Elements
CREATIVITY: Ability to generate fresh & unique ideas appropriate for solving communications objectives The CAN Elements of Creative Ads

Connectedness
(relevant & empathetic)

Appropriateness
(consistent & coherence)

Novelty
(creative & simple)
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Absolut Vodka (novel & appropriate)

Creative Copy

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