Chapter 8

strategic relevance

-How well the message strategy relates to the audience's needs and wants. -The ad must be relevant to the sponsor's strategy or it will fail. -Even if it resonates with the audience, it may not be great advertising.

message strategy

-Message Strategy: a document that helps media planners determine how messages will be delivered to consumers. It defines the target audience, the communication objectives that must be achieved, and the characteristics of the media that will be used for delivery of the messages.

action

The goal here is to motivate people to do something-send in a coupon, call the number on the screen, and visit the store-or at least to agree with the advertiser. -The call to action may be explicit ("order now") or implicit ("fly the friendly skies"). -Reaches the smallest audience but those with the most gain from the product's utility. The last step is the easiest. If the copy is clear about what readers need to do and asks or even nudges them to act, chances are they will.

ways to stimulate interest

a dramatic situation, a story, cartoons, charts. In radio, copywriters use sound effects or catchy dialogue. TV uses quick cuts to maintain interest.

the creative pyramid

a five-step model to help the creative team convert advertising strategy and the big idea into the actual physical ad or commercial. The five elements are: attention, interest, credibility, desire, and action.

creative strategy

a written statement that serves as the creative team's guide for writing and producing an ad. It decides the most important issues that should be considered in the development of the ad (the who, what, where, when, and why), including the objective of the advertising; a definition and description of the target audience; the key benefit to be promised; the product features that support that promise; the style, approach, or tone to be used; and generally, what the copy should communicate.

art director

along with graphic designers and production artists, determine how the ad's verbal and visual symbols will fit together. Responsible for the nonverbal aspect of the message, the design, which determines the look and feel of the ad.

Procter & Gamble and Leo Burnett 3 strategies

an objective statement, a support statement, the creative process.

the relevance dimension

behind the creative team's choice of tone, words, and ideas lies an advertising strategy. When the ad is completed, it must be relevant to the sponsor's strategy, or it will fail-even if it resonates with the audience. It may be great entertainment, but not great advertising.

interest

carries the prospective customer-now paying attention-to the body of the ad. Must keep the prospect excited or involved ad the information becomes more detailed. May answer questions asked in the attention step or add facts. The ad must maintain audience interest, the tone and language should be compatible with the target market's attitude. RESONATES!!! Talk about the prospects needs, problems, and how the product or service will address them. Copyrights use the word YOU a lot.

credibility

establish credibility to the product or service. Consumers want claims to be supported by facts. Proofs or independent test results must be valid, not just statistical manipulation.

Attention

for an ad to be effective it must break through the consumers' physiological screens to create the kind of attention that leads to perception. Attention is the first objective of any ad and the foundation of the creative pyramid. Triggers the ads boom factor. The attention-getting device should create drama, power, impact, and intensity. It must also be appropriate, relating to the product, the tone of the ad, and the nees or interests of the intended audience.

audience resonance (The Boom Factor)

gets the attention and catches the imagination. Music, image, etc could grab your attention and hold it.

verbal (3 components of message strategy)

guidelines for what the advertisement should say, considerations that affect the choice of words, and the relationship of the copy approach to the medium (or media) that will carry the message.

creative director

head of a creative team of agency copywriters and artists. He or she is ultimately responsible for the creative product-the form the final ad takes. Typically, a former copywriter or art director.

the role of creativity in advertising

inform, persuade, remind, puts the "boom" in advertising.

Creativity

involves combining two or more previously unconnected objects or ideas into something new. • To create means to originate or conceive a thing or idea that did not exist before. • The creative process is a systematic procedure that can be learned and used to generate original ideas.

nonverbal (3 components of message strategy)

overall nature of the ads graphics, any visuals that must be used, and the relationship of the graphics to the media in which the ad will appear.

copywriter

person who creates the words and concepts for ads and commercials. Develops the verbal message, the copy (words) within the ad. Typically works with an art director.

technical (3 components of message strategy)

preferred execution approach and mechanical outcome, including budget and scheduling limitations (often governed by the media involved), also any mandatories.

Informational ads

promising benefits that will offer relief from an undesirable situation or condition. Informational ads tend to address negatively originated purchase motives, such as problem removal or avoidance, in an attempt to provide solutions to those problems. These resonate because the consumer perceives that the brand offers a credible solution to a significant problem.

transformational ads

promising benefits that will reward consumers. Transformational ads tend to address positively originated purchase motives, such as sensory gratification, intellectual stimulation, or social approval, in an attempt to make people feel happier.

mandatories

the address, phone number, web address, etc. that the advertiser usually insists be included within an ad to give the consumer adequate information.

The creative team

the people who first conceptualize the symbols, words, and images are the members of the creative team.

creatives

the people who work in the creative department, regardless of the specialty.

desire

writer encourages prospects to imagine themselves enjoying the benefits of the product or service.