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creative

advertising
strategy
delivered to you by
Yuliya An
Steve Jobs, 29, 1984

new Macintosh brand


during Superbowl football game
new Macintosh brand
during Superbowl football game
What makes effective
advertising?
What makes effective
advertising?

1.
It must extend from sound
marketing strategy.
Compatible with other elements of IMC.
What makes effective
advertising?

2.
Effective advertising must take
the consumer’s view.
Product benefits, not attributes.
What makes effective
advertising?

3.
Effective advertising is persuasive.
Benefit for the consumer.
What makes effective
advertising?

4.
Advertising must find a unique
way to break through the clutter.
Audiovisual wallpaper.
What makes effective
advertising?

5.
Good advertising should never
promise more than it can deliver.
Ethics + smart business sense.
What makes effective
advertising?

6.
Good advertising prevents the
creative idea from overwhelming
the strategy.
Persuade and influence, not for its own
sake.
What makes effective
advertising?

7.
Be creative.
What are advertising
plans and strategies?
What are advertising
plans and strategies?

Evaluation of consumer behavior


related to the brand.
What are advertising
plans and strategies?

Evaluation of consumer behavior


related to the brand.

Evaluation
of the
competition.
What are advertising
plans and strategies?

Evaluation of consumer behavior


related to the brand.

Evaluation
of the
competition.

A coordinated effort.
What are advertising
plans and strategies?

Evaluation of consumer behavior


related to the brand.

Evaluation
of the Advertising
competition. strategy

A coordinated effort.
r t is i ng
Adve
st r at e g y

Five-step
program.
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st r at e g y
1.
Specify the key fact.
a single-minded statement from the
consumer’s point of view.
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st r at e g y
2.
State the primary marketing
problem.
from the marketer’s point of view.
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st r at e g y
3.
State the communications
objective.
what effect to have and how it should
persuade consumers.
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st r at e g y
4.
Implement the creative message
strategy.
(1) define the target market; (2) identify
the primary competition; (3) choose the
promise; (4) offer reasons why.
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st r at e g y
5.
Establish mandatory
requirements.
e.g. corporate logo or slogan.
Creative
brief
What is means-end
chaining?
What is means-end
chaining?

Product
Attributes Executional Framework

Leverage
Point

Consumer
Benefits

Personal
Value
What is means-end
chaining?

Product
Attributes Executional Framework

Leverage
Point

Consumer
Benefits

Personal
Value
What is means-end
chaining?

Product
Attributes Executional Framework

Leverage
Point

Consumer
Benefits

Personal
Value
What is means-end
chaining?

Product
Attributes Executional Framework

Leverage
Point

Consumer
Benefits

Personal
Value
What is means-end
chaining?
Database with
over 25,000 Executional Framework
companies.
Success stories
of the program
interns

Internship
in U.S.

Success
Creative without strategy
is called 'art.' Creative
with strategy is called
'advertising.'
­— Jef I. Richards
Thank you.
Questions are welcome.