Appeals and Creative Execution Which Source of

Appeals and Creative Execution

Which Source of Product Information Do Consumers Most Trust? • Nielsen conducts a study biannually • More than 26, 000 participants from 47 countries Recommendations from consumers 78 % Newspapers 63 % Consumer opinions posted online 61 % Brand Web sites 60 % Television 56 % Magazines 56 % Radio 54 % Brand sponsorships 49 % Email I signed up for 49 % Ads before movies 38 % Search engine ads 34 % Online banner ads 26 % Text ads on mobile phones 18 %

The Top Five and Bottom Five Countries in Terms of Trust in Advertising Top Five Philippines 67 % Brazil 67 % Mexico 66 % South Africa 64 % Taiwan 63 % Bottom Five Latvia 38 % Germany 35 % Lithuania 34 % Italy 32 % Denmark 28 %

WHAT IS EFFECTIVE ADVERTISING?

Effective Advertising Extends from Sound Marketing Strategy Takes the Consumer’s View Delivers on Its Promises Breaks through the Clutter Doesn’t Overwhelm the Strategy

WHAT IS CREATIVITY?

Creativity: The ‘CAN’ Elements The CAN Elements of Creative Ads Connectedness Appropriateness Novelty

Getting Messages to “Stick” • Characteristics of Sticky Ads – Their audience readily comprehends the advertiser’s intended message – They are remembered – They change the target audience’s brandrelated opinions or behavior – They have lasting impact: they stick

Sticky Messages: SUCCESs Simplicity Concreteness Unexpectedness Common Elements of Sticky Ads Emotionality Credibility Storytelling

Creative Advertising Styles Creative Style Strategy Unique Selling Proposition Identifying an important difference that makes a brand unique and supports a claim that competitors cannot match Brand Image Developing an image or identity for a brand by associating the brand with symbols that provide a transformational context Resonance Attempting to match “patterns” in an advertisement with the target audience’s stored experiences Emotional Aiming to reach the consumer at a visceral level through the use of emotional strategy Generic Making no attempt to differentiate the dominant brand from competitive offerings or to claim superiority Preemptive Making a generic-type claim but doing so with an assertion of superiority

Illustration of Resonance Creative Strategy

Illustration of Emotional Creative Strategy

Styles of Creative Advertising

Some Points to Note • An advertiser might use two or more styles simultaneously. • Some experts believe that advertising is most effective when it addresses both functional product and symbolic benefits. • Effective advertising must establish a clear meaning of what the brand is and how it compares to competitive offerings.

Advertising appeals • The approach used – to attract the attention of consumers – to influence consumer feelings toward the product, service or idea • Something that moves people, speaks to their wants or need, and excites their interest. The underlying content of the advertisement (~“movie script”).

Decision over appeal type • • The preferences of the client The nature of the product Common sense and gut feeling Two major types: – Rational – Emotional – Others: sex, music, scarcity…

Rational appeals • Focus on the consumer’s – practical, functional, or utilitarian need for the product or service – features of a product or service – benefits or reasons for owning or using a particular brand • Needed with complex and high involvement products. • Print media is well-suited for rational appeals. • Important in business-to-business context.

Example: Rational Appeal

Emotional appeal • Relate to the customers’ social and/or psychological needs for purchasing a product or service. • Used when – Consumers have emotional motives for purchase decisions. – Emotional appeal works better at selling brands that do not differ significantly from competing brands.

Example: Emotional Appeal

Emotional appeals based on personal feelings • • • Fear, safety or security Love, affection Humor Happiness and joy or sorrow and grief Nostalgia and sentiment Excitement arousal/stimulation Pride and self-esteem Ambition, achievement/accomplishment Pleasure and comfort …

Emotional appeals based on social interaction • • • Recognition Status Respect Embarrassment Involvement Affiliation/belonging Acceptance and approval Rejection …

Fear and humor • Fear appeals – Increase viewer’s interest and the persuasiveness of the ad. – Limited applicability, but used e. g. with health and beauty products, idea marketing, insurance… – Moderate level of fear is most effective. • Humor appeals – Excellent at capturing attention and score high in recall tests – Should be related to customer benefit (joke can overpower the message) – Used in 30% of all advertisements. – Requires knowledge of what kind of humor hits

Sex appeals • Sex and nudity increase attention. • Rated as being more interesting. • Often leads to strong feelings about the advertisement, but: – Brand recall is lower – Often interferes with message comprehension • Effective use of sex appeals – Should be an integral part of the product. – Make sure that sex doesn’t overpower the message shifting towards sensuality? – Awareness of acceptability differences in international context.

Music appeals • Strong effect in the atmosphere of the commercial • Gains attention and increases the retention of visual information • Can increase persuasiveness of an advertisement. • Design questions: – – What is the role of music? Familiar or new song What emotional feeling should song solicit? How does the music fit in to the message of the ad?

Scarcity appeals • Based on limited supply or limited time to purchase. • Often tied with promotion tools such as contests, sweepstakes and coupons. • Puts pressure or encourages customers to take action.

Combining appeals • Consumer purchase decisions are often made on the basis of both emotional and rational motives, and attention must be given to both elements in developing effective advertising.

The Role of Celebrity Endorsers in Advertising • Endorsements – Celebrity endorsers – Typical-person endorsers • Endorser Effectiveness – Credibility • Consumer’s acceptance of the endorser’s position on an issue as his or her own – Attractiveness • Identifying with the endorser and adopting of the endorser’s attitudes, behaviors, interests, or preferences

The Five Components in the TEARS Model of Endorser Attributes T = Trustworthiness The property of being perceived as honest, believable, dependable—as someone who can be trusted but not an expert. E = Expertise The characteristic of having specific skills, knowledge, or abilities with respect to the endorsed brand. A = Physical attractiveness The trait of being regarded as pleasant to look at in terms of a particular group’s concept of attractiveness. R = Respect The quality of being admired or even esteemed due to one’s personal qualities and accomplishments. S = Similarity The extent to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship (age, gender, ethnicity, etc. ). (to the target audience)

Creative message execution • Execution style is the way a particular appeal is turned into an advertising message and presented to the consumer. • Some types of creative message execution: – Straight Sell – buy now! – Demonstration/scientific and technical evidence • Illustrates the key advantages of the product/service • Print media not always suitable.

More types of creative message execution • Testimonial: the source delivering the testimonial must be someone the target audience can trust in/identify with. • Personality symbol: Developing a central character that can deliver the advertising message: “I’ve been pedaling the prices…” • Slice of Life: Presenting a problem or conflict that consumers face in their daily lives Dramatization: more excitement, overshooting • Comparison: e. g. comparing a less know brand with industry leader • Description of mood, image, lifestyle or fantasy. • Forms: Animation, imagery, musical…

Illustration of a Direct Comparison Advertisement

Illustration of an Indirect Comparison Advertisement

Design the contents of your ads and commercials • Using the brief you have created, define – Appeals that you will use – Slogans and core messages advertising storyboards and scripts for your campaign. • Design storyboards for both print & TV ad separately if you plan to use both supportive and consistent! • In storyboard or script you should describe your ideas based on your brief.