INDIVIDUAL ASSIGNMENT

Sticky Ads are ads for which the audience comprehends the advertiser’s intended message;

they are remembered and they change the target audience’s brand related opinions or

behavior. With appropriate examples of advertisements shown in the media, explain how:

1. SUCCESs and

2. Alternative styles of creative advertising are utilized

SUCCESs advertisement

i. Simplicity

Sticky advertisements are both simple and profound. An advertisement can be said to

be simple when it represents the brand’s core idea or key positioning statement.

Simple advertisements are appropriate in the sense of the term’s CAN elements of

creativity usage.

ii. Unexpectedness

Sticky advertisements generate interest and curiosity when they deviate from audience

members’ expectations. As the marketplace is cluttered with commercial messages,

communications must overcome consumers’ natural tendency to attend selectively

only those messages that are relevant to their goals. Note the similarity of

unexpectedness to the novelty element in the list of creative CAN features. Sticky

messages also are creative.

iii. Concreteness

Sticky ideas possess concrete images as compared to abstract representations.

Concretizing is based on the straightforward idea that it is easier for people to

remember and retrieve concrete versus abstract information. For example, a marketer

of pickup trucks demonstrates concreteness when visually showing the truck lugging

a huge load versus an abstract claim of just being “tough”.

 iv. Credibility

Sticky advertisement are believable. They have a sense of authority and provide

reasons why they should be accepted as fact. For example, the American Dental

Association seal of approval for cavity prevention was advertised in Crest campaigns

in the 1960s, which aided Crest’s marker leadership position for years.

v. Emotionality

People care about ideas that generate emotions and tap into feelings. For example,

fun and upbeat commercials. ETRADE baby, Kia Soul dancing hamsters may generate

positive feelings and affect in the form of happiness, joy, cheerfulness, amusement,

and other favorable emotions.

vi. Storytelling

By definition, stories have plots, characters, and settings all features of which are

contained in the long running ad campaign for Subway restaurants based on the real

life character named James.

Alternative Styles of Creative Advertising

i. Generic Creative Style

The generic style or strategy uses a straightforward product claim with no assertion of

brand superiority. Thus, an advertiser employs a generic style when making a claim

that any company that markets a brand in that product category could make. This

strategy is most appropriate for a brand that dominates a product category. In such

instances, the firm making a generic claim will enjoy a large share of any primary

demand stimulated by advertising. For example, Campbell’s dominates the prepared

soup market in the United States, selling nearly two thirds of all soup. This strategy

explains the “Soup is good food” campaign used by Campbell’s in years past.
ii. Preemptive Creative Style

The preemptive style, a second category-dominance technique, is employed when an

advertiser makes a generic-type claim but does so with an assertion of superiority.

This approach is most often used by advertisers in product or service categories where

there are few, if any, functional differences among competitive brands. For example,

the huge JP Morgan Chase, which was the result of the merger of Chase Manhattan

and Chemical Banks, undertook a $45 million advertising campaign shortly after the

merger that referred to Chase as “the Relationship Company”.

iii. Unique Selling Proposition Creative Style

An advertiser make a superiority claim based on a unique product attribute that

represents a meaningful, distinctive consumer benefit. The main feature of USP

advertising is identifying an important difference that makes a brand unique and then

developing an advertising claim that competitors either cannot make or have chosen

not to make. For example, the Gillette Sensor razor used USP when claiming that it is

“the only razor that senses and adjusts to the individual need of your face.”
iv. Brand Image Creative Style

Advertising attempts to develop an image or identity for a brand by associating the

brand with symbols. In imbuing a brand with an image, advertisers draw meaning from

the culturally constituted world and transfer that meaning to their brands. For example,

Pepsi at one time was referred to as a soft drink for “new generation”.

v. Resonance Creative Style

The term resonance is analogous to the physical notion of noise resounding off an

object. In a similar fashion, an advertising strategy, one that is symbolic or

experimental orientated, extends from psychographic research and structures an

advertising campaign to pattern the prevailing lifestyle orientation of the intended

market segment. For example, Unilever’s Dove brand of soap introduced a campaign

that associated the brand with “real” women that is, actual women rather than models

who are depicted in ads without any imperfections.

vi. Emotional Creative Style

Emotional advertising is the third form of symbolically or experientially oriented

advertising. Much contemporary advertising aims to reach the consumer at a visceral

level through the use of emotional strategy. The use of emotion in advertising runs the

gamut of positive and negatives emotions, including appeals to romance, nostalgia,

compassion, excitement, joy, fear, guilt, disgust, and regret. For example, the

advertisement for DKNY fragrance is an obvious appeal to romance.