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MCLecturewk5CreativeStrategystu.pptx

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Lecture Week 5 Creative Strategy

UTS 24736 Marketing Communications

SPRING 2019

Subject Coordinator: Dr. Valeria Noguti

Early Feedback Survey

Thank you all who sent feedback!

Generally good, most people are happy with the subject 

On the improvements:

Couple of comments on being similar to buyer behavior

Second class was to set the concepts we need to discuss marcomms

Format with 1hr workshops

Workshops being spent working in groups

Too fast/feeling unclear: we will spend more time discussing (addresses point above too)

Any other feedback? Please send at any time or come for a chat!

Subject Structure

MC Strategy

Integrated MC and Budgeting

Creative Strategy

Media Strategy

Evaluation and Metrics

Introduction to MC

MC Industry

Buyers

#1: Advertising, sponsorship

#2: Direct marketing, personal selling, sale promotion, field and experiential marketing, placement, exhibitions, packaging, licensing

#3: Digital, PR

Foundations

Managing Marketing Communications

Marketing Communications Mix

Advertising Creativity

The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communications problems

Determining what the advertising message will say or communicate

Creative

Strategy

Creative

Tactics

Determining how the message strategy will be executed

Marcomms Campaigns

Set of interrelated and coordinated marketing communications activities that center on a single theme or idea

Appear in different media across a specified time period

Campaign theme

Central message communicated in all the advertising and promotional activities

Expressed through a slogan or tagline

Slogan

Summation line that briefly expresses the company or brand’s positioning and the message it is trying to deliver to the target audience

Successful, Long-Running Campaigns

Nike Just do it

Qantas The Spirit of Australia

Avis We try harder

Yellow Pages Let your fingers do the walking

L’Oréal Because I am worth it

Carlton United Made from beer

Twisties Life’s pretty straight without Twisties

Company or Brand

Campaign Theme

Creative Brief Outline

Basic problem or issue the advertising must address

Advertising and communications objectives

Target audience

Major selling idea or key benefits/thoughts to communicate

Relevant brand values and suggested tone of voice

Supporting information and requirements

Example of Creative Brief: This Girl Can (Sport England)

Basic problem: to get more women from the age of 14-40 regularly active and into sport and to keep them playing

Communication objective: to liberate women from the judgements that hold them back.

Target audience: women aged 14-40 who are currently inactive. They know that they should be exercising and say they want to do more, but aren't. We know that there are many barriers stopping women from exercising, but underlying them all is a single, unifying barrier: a fear of judgement. Women worry about being judged on their appearance, during and after exercise; on their ability, whether they are a beginner or 'too good'; or for spending time exercising instead of prioritising their children or studying.

Key thoughts: it doesn't matter how you do it; the brilliant thing is that you are doing it.

Relevant brand values and suggested tone of voice: empowering, inclusive & authentic with a 'don't give a damn' attitude

(Baskin & Waters WARC 2017)

https://www.youtube.com/watch?v=toH4GcPQXpc

Appeals and Execution Style

Communication Appeals

The approach used to attract the attention of consumers and/or to influence consumer feelings toward the product, service or cause

E.g., rational vs emotional

Execution Style

The way a particular appeal is turned into a communications message

The way the message is presented to the consumer

E.g., specifically what will be said, what images will be included, etc

Rational Appeals

Focus on the consumer’s practical, functional, or utilitarian need for the product or service

Emphasise:

Features of a product or service and/or the benefits

Reasons for owning or using a particular brand

Emotional Appeals

Relate to the customers’ social and psychological needs for purchasing a product or service

Create favourable effect on consumers’ evaluations of a brand

Personal states or feelings: achievement/accomplishment, actualisation, affection, ambition, arousal/stimulation, comfort, excitement, fear, happiness, joy, love, nostalgia, pleasure, pride, safety, security, self-esteem, sentiment, sorrow/grief

Social-based feelings: acceptance, approval, affiliation/belonging, embarrassment, involvement, recognition, rejection, respect, status

Executional techniques: Rational/Information-based appeals

Factual

Feature appeals: Focus on the dominant traits of the product

Favourable price appeals: Makes price offer the dominant point

News appeals: News or announcement about the product

Product/service popularity appeals: Stresses the brand’s popularity

Slice of life

https://www.youtube.com/watch?v=4tf0-WV8TBs

Demonstration

https://www.youtube.com/watch?v=_fvk2cbnlJY

Comparative advertising, e.g., Clorox vs Lysol

Executional techniques: Emotions/feelings-based appeals

Fear

https://www.youtube.com/watch?time_continue=2&v=6vlFFIVxpFM

Humour

https://www.youtube.com/watch?time_continue=1&v=fHH3QfBSs7I

Shock (deliberately offends the audience)

Sex (good for ad, not so much for brands in unrelated categories)

https://www.youtube.com/watch?v=W93AiQkgZa4

Music: great to connect emotionally, works as a cue resulting in several memory, perceptual, and attitudinal effects, works in conditioning, etc https://www.youtube.com/watch?v=BYLD6kXHjgk

Fantasy and surrealism

Shock ad example

Fantasy and Surrealism example

Risk of rejection

Socially disconcerting

“what’s going on here?” leads to high involvement processing

When to use rational vs emotional appeals?

For Message Tactics: Informational Motives and Emotions

For Message Tactics: Transformational Motives and Emotions

Example: Is the ad appealing to an emotional state?

Barbara Bank Manager Ad

https://www.youtube.com/watch?v=vC58URpEqn4

Example: Is the ad appealing to an emotional state?

Advertising/message Tactics: High involvement

Informational Motives Transformational Motives

https://www.youtube.com/watch?v=VohEkWMkbsI

https://www.youtube.com/watch?v=Td3OJGfRYv4

https://www.ispot.tv/ad/w3oT/amica-mutual-insurance-company-let-the-block-find-you

High involvement tactics: examples

Transformational overstating benefits, plus additional information

https://www.youtube.com/watch?v=nXQgcOhzal8

Informational; effective when initial positive or neutral brand attitude

Advertising/message Tactics: Low involvement

Informational Motives Transformational Motives

Example: Clorox Ads prior to 2016

Example: Clorox Ads after 2016

Exercise

Ad1: Coke Energy

Ad2: Coke Taste the Feeling – “Friends”

Ad3: ANZ Barbara

Ad4: TipTop bread

Ad5: Wells Fargo bank https://www.ispot.tv/ad/dVfX/wells-fargo-earning-back-your-trust-song-by-black-keys

Where do they sit on the grid (don’t forget to look at message tactics)?

	Informational Motives	Transformational Motives
Low Involvement
High Involvement

Using the above tactics

Pre-creative strategy

Use grid to set parameters in the creative brief

Be careful not to stifle creativity

Post-creative strategy

Use specific creative tactics within the classification to screen the resulting communications

This is a disciplined way to check creative tactics

Elements of Storytelling

Stories are used to frame understanding, to encourage individuals to want to be part of the story, and to identify with the characters. Stories consist of a theme and a plot. The most common ones are:

https://www.campaignlive.co.uk/article/arla-skyr-the-messenger-wieden-kennedy-london/1344352

Is the creative execution consistent with the brand's marketing and advertising objectives?

Is the creative execution consistent with the creative strategy and objectives? Does it communicate what it is supposed to?

Is the creative execution appropriate for the target audience?

Does the creative execution communicate a clear and convincing message to the customer?

Does the creative execution overwhelm the message?

Is the creative execution appropriate for the media environment in which it is likely to be seen?

Is the advertisement truthful and tasteful?

Criteria for Evaluating Creative Executions

Completing Assignment #1

Read the whole brief again to make sure you are not missing anything

Check report contains all elements specified in assignment brief

A good format is to be more descriptive in each heading and include the positive/negatives in a final section (or long paragraph), with your judgement about the campaign (how successful it is and why), together with suggestion of one thing that you would change and why

Check how you would score on the marking criteria:

Check body word count =< 800 words

Submit online

Bring hard copy to hand-in in class

Subject Structure

MC Strategy

Integrated MC and Budgeting

Creative Strategy

Media Strategy

Evaluation and Metrics

Introduction to MC

MC Industry

Buyers

#1: Advertising, sponsorship

#2: Direct marketing, personal selling, sale promotion, field and experiential marketing, placement, exhibitions, packaging, licensing

#3: Digital, PR

Foundations

Managing Marketing Communications

Marketing Communications Mix

Wrapping up

Creative Strategy discussed

Next week: * Media Planning and Strategy

* Assignment # 1 due

* GUEST: KATRINA ALVAREZ-JARRATT

(CREATIVE DIRECTOR AT TBWA)

Conviction (50%) Quality of the argument: strong, sensible, deep, focused, conclusive

Completeness (40%) How well the topic/issue is covered; both positive and negative aspects are covered; supported by reliable sources/material

Presentation (10%) How well the paper is presented; written-expression; proper referencing

Conviction (50%)

Quality of the argument: strong,

sensible, deep, focused, conclusive

Completeness (40%) How well the topic/issue is covered;

both positive and negative aspects are

covered; supported by reliable

sources/material

Presentation (10%) How well the paper is presented;

written-expression; proper referencing

Conviction (50%)	Quality of the argument: strong, sensible, deep, focused, conclusive
Completeness (40%)	How well the topic/issue is covered; both positive and negative aspects are covered; supported by reliable sources/material
Presentation (10%)	How well the paper is presented; written-expression; proper referencing