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Creating Effective and Creative Advertising Messages

Last updated October 6, 2008

I. Advertising Planning and Strategy: Key strategy decisions

A. Promotional objective(s)

 

B. Budget

 

C. Target audience

D. Product image and personality

 

E. Competitive product advantage

F. Product position

II. Creative plan:

A. Alternative Styles of Creative Advertising:

1. Generic

 

2. Preemptive

 

 

 

3. Unique selling proposition:

 

4. Brand image

5. Resonance

6. Emotional

B. Linking product attributes to personal values.

1. Ends-Means Theory

 

2. Universal Values: (Schwartz 1992)

 

 

3. Laddering

 

4. Means-End Conceptualization of Components for Advertising Strategy

a. Brand Attitudes

 

b. Brand Consequences

 

b. Creative Strategy and Leverage point

 

c. Value Orientation

Additional Reading:

Peter, Paul J. & Jerry C. Olson. 1990. Consumer Behavior and Marketing Strategy, 2 ed. Irwin Publishing, Boston.

Scwartz, Shalom H. 1994. "Are there universal aspects in the structure and contents of human values?" Journal of Social Sciences, Vol. 50, no. 4, 19-35.

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