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Strategic Advertising Management

Chapter 13: Creative Execution
 Key Concepts
• Traditional creative roles are in flux, as are the sources of creative
ideas with such things as crowdsourcing

• Creative executions must be matched to the roles the target

audience plays in the decision process

• It is essential that all aspects of a marketing communication

campaign have a consistent look so that they eventually become
immediately associated with the brand

• Social marketing communication can change attitude and behaviour

• Strategy for a campaign must be clearly communicated to the

creative team through a creative brief

• It is important to pre-test creative executions

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Importance of consistency to brand
awareness

• Attention to the brand name must be linked to the

appropriate category need and the appropriate image
• This means awareness can be achieved by gaining
reflexive attention to elements that signify the brand
and category

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Key visuals must not be exchangeable
with other brands

Brand positioning is too often based upon ‘ideal

attributes’ and runs the risk that most people tend
to visualize such attributes in similar and culturally
stereotypical ways

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Importance of consistency to brand
attitude

• Images that are used must be chosen to be consistent

with the brand’s key benefit, and the linkage to the
benefit must be easily made by the target audience
• Every exposure of a brand’s marketing
communication, when seen within the context of a
consistent, positive image, helps reinforce a
favourable attitude towards the brand

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Advert 13.1: H&M

Source: Åke Wissing & Co.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Advert 13.2: Jack Daniels

Source: Jack Daniel’s © 2011.

Reproduced with kind permission.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Crowdsourcing

• Technical advances are breaking down the barriers

that once separated amateurs from professionals
• Example: Doritos ‘Crash the SuperBowl’ program
http://www.youtube.com/watch?v=h25JmSCwx8o
• Crowdsourcing is now dominated by new agencies
and creative services that specialize in it

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Social Marketing Communication

• Social marketing aims to change attitude and behavior

• It is necessary to induce a motivation for the new behavior that is

at least as compelling as the motivation driving the socially
undesirable or pathological behavior

•Social marketing communication will treat target audience

selection differently, and a normative or social factor is added to
the expectancy-value model

• The most widely used model is the Transtheoretical Model of

Behavioural Change (Prochaska and DeClemente)

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Table 13.1: The Transtheoretical Model
& Behavioral Change

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Table 13.2: Andreason’s Modifications of the Transtheoretical
Model of Behaviour Change with Corresponding
Communication Goals

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Social Marketing Communication (2)

• Target Audience: social marketing literature looks at the

population in terms of three groups: conformers, vacillators, and
offenders
• Positioning: The answer to the ‘what is it’ question must reflect
how the target audience perceives the undesirable behaviour in
relation to their needs and the perceived benefits associated with
both the acceptable and undesirable behaviour, the answer to the
question ‘what does it offer’
• Communication Strategy: Theory of Reasoned Action. this
modified version of the expectary-value theory has two major
factors that together determine behavioural intention: a personal or
‘attitude’ factor and a social or ‘informative’ factor

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Theory of Reasoned Action
This extended model of the value expectancy theory is written as:
BI = Ab + SN, where behavioural intention (BI) is a function of one’s
personal attitude toward the behaviour (Ab) plus a social norm (SN)
associated with the behaviour. The first factor in this equation, Ab,
is essentially the same as the expectary-value model. The second
factor dealing with social norms is similar in structure to the attitude
component:
where SN = the ‘social norm’ or influence of others on a
person’s behaviour
n bi = the person’s belief that reference group or individual i think
SN =  bi mi they should or should not engage in the behaviour.
i=1 mi = the motivation to comply with the reference group or
individual i.
n = the number of relevant reference groups or individuals.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Figure 13.1: Non-monotonic Response
to Fear Appeal

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Advert 13.3: MND Association

Source: Reproduced with kind

permission of the MND Association.

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Areas to Cover in Briefing Creatives

• Market characteristics
• Consumer characteristics
• Product characteristics
• Positioning
• Competitor’s advertising
• Communication objectives
• Media considerations

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Figure 13.2: Creative Brief

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Figure 13.3: Creative Brief for an Internet
Banking Service

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Pre-testing Advertising

• We are testing the assumptions behind the

advertising

• Tailor the questions to reflect the strategy but we

are not testing strategy

• Measure all the media

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th

 Methods Unsuited For
Pre-testing Advertising

• Never use focus groups to pre-test advertising

• Advertising recall is not a valid predictor of advertising

effectiveness

• Physiological measures alone cannot help evaluate

advertising executions

Percy & Rosenbaum-Elliott: Strategic Advertising Management, 4th