MARK250:

Advertising
Practice and
Creative Strategies
Week 3
Dr Dina Elnidani
THIS WEEK’S OUTLINE

• Advertising
• Campaign Development
• Message Strategy
• Advertising Dos and Don’ts
• Creative Idea
• The Creative Brief
• Advertising Campaign
 • Advertising can be
defined as any paid,
non-personal
communication through
various media by an
identified company,
non-profit organisation
or individual.

ADVERTISING • Advertising is a good

marketing
communications tool to
inform and persuade
people, irrespective of
whether a product, a
service, or an idea is
promoted.
 Types of Advertising

Sender Receiver Message Media

• Manufacturer • Consumer • Informational • Audiovisual

• Collective • Business-to- • Transformational • Print
• Retailer business • Institutional • Point-of-
• Co-operative • industrial • Selective vs purchase
• Idea • trade generic • Direct
• Theme vs action
Types of Advertising

Advertising can be defined based on the sender of the message.

• Manufacturer or product advertising is initiated by a manufacturing company that promotes its

own brands.
• If a government takes the initiative for a campaign, this is called collective advertising.
• Retail organisations also advertise.
• Sometimes two manufacturer companies, or a retailer and a manufacturer, jointly develop an
advertising campaign. This is called co-operative advertising.
• Besides goods and services, ideas can be promoted, mostly by not-for-profit organisations.

The intended receiver of the advertising message can be:

• A private end-consumer
• Another company. In that case, the company may buy the products to use in its own production
process (industrial advertising) or buy the products to resell them (trade advertising).
Types of Advertising

A message can be ...

• Informational: These ads focus on providing factual details about a product or service, such as
features, benefits, or uses (rational appeal).
• Transformational: These ads aim to change consumers' perceptions or experiences related to a
product. They often evoke emotions and showcase lifestyle benefits (emotional appeal).
• Institutional: Also known as corporate advertising, these messages promote a company's image,
reputation, or values rather than specific products (moral appeal).
• Selective vs Generic:
• Selective: Targets a specific audience segment with tailored messaging.
• Generic: Aims at a broad audience with a more universal appeal.
• Theme vs Action:
• Theme: Focuses on brand identity, values, or overall messaging.
• Action: Encourages immediate consumer response, like making a purchase or signing up.
Types of Advertising

Media advertising can be ...

• Audiovisual advertising: This type of advertising uses both sound and visual elements to convey
messages. It usually includes Television commercials, Online video ads (e.g., YouTube ads), Cinema
advertising, Digital billboards with sound capabilities.
• Print advertising: Static, visual ads in printed materials such as Newspapers, Magazines, Brochures,
Flyers, Posters
• Point-of-purchase: These are promotional materials placed where the actual buying decision is
made. For example, In-store displays, Shelf talkers, Product demonstrations, Digital kiosks in retail
environments.
• Direct advertising: communicating straight to the consumer without using an intermediate medium.
This includes Direct mail (postcards, catalogs, letters), Email marketing, SMS marketing,
Telemarketing, Door-to-door sales.
 Advertising Campaign Development Process

• Based on overall marketing strategy

• Consists a sequence of steps

Key Elements of Advertising Strategy:

• Target group: Who are we communicating with?

• Advertising objectives: Why are we communicating?
• Message strategy: What are we going to communicate?

From Strategy to Execution

CAMPAIGN • Challenge: Translating 'what to say' into 'how to say it'

• Developing creative strategy
• Followed by media strategy

DEVELOPMENT Evaluation and Implementation:

• Ideas evaluated based on creative brief and objectives

• Winning idea produced and implemented
• Possible ad testing during the process

Post-Campaign Assessment

• Effectiveness often assessed after campaign completion

Creative Brief

• Guides the development of creative ideas

• Ensures alignment with campaign objectives

Stages in Campaign Development

Message strategy
Importance of Message Critical element of advertising strategy
Strategy Must convince consumers
Why should they buy the product?
What makes it special?
Key Questions for How is it beneficial or advantageous?
Consumers
How can it help them?
What are its characteristics or benefits?
Know what the product can do for them
Understanding the Understand what the product means to them
Target Group
How it helps consumers reach their goals

Consumer-Centric Advertising effective only if it benefits the consumer

Approach Focus on consumer motives, not seller objectives

Tailoring Messages to Example: Car buyers

Different Consumer Functional buyers: Focus on attributes (airbag, engine) or benefits (reliability, safety)
Types Image-conscious buyers: Emphasize lifestyle, status, product identity

Flexibility in Adapt message based on consumer motivations

Communication Balance between functional information and emotional appeal
Advertising
Dos and
Don’ts
The Creative Brief

Purpose of Essential Background

Creative Brief Elements Information
• Starting point for • Target group • Company
advertising information background
agency • Advertising • Product details
• Provided by objectives • Market analysis
advertiser before • Message strategy • Competitor
creative strategy information
development
The Creative Brief

Temporal Perspective Specific Details to Include Goal of Creative Brief

• Past information • Long-term company and brand • Provide agency with accurate,
• Present status strategy comprehensive view of brand
• Future projections • Past, current, and desired and its environment
positioning
• Previous advertising campaigns
• Former message strategies and
execution styles
• Desired media channels
• Available budget
• Timing for different stages:
• Creative idea development
• Execution strategies
• Campaign running periods
The Creative Brief
Advertising Campaign
The key to successful ad is planned ad. The good way to plan promotional activities is
through a campaign that related all activities to one another.

Ads that are interrelated have greater retentive value than a series of different one-shot ads.

Sometimes, there may be situations where it’s better to release and unrelated ad as
elements within a situation change.

Definition: A series of advertisements, and the activities that help produce them, which are
designed to achieve interrelated goals.

In many cases the advertiser will broaden its promotional focus to include other types of MC
sales promotion, publicity, & direct marketing. This is why it may be more accurate to think of
advertising campaign as a marketing communication campaign.
 Ads within a campaign share
Definition of Unity in recognizable elements
Advertising Campaigns Creates a sense of family among
advertisements

Weaves a thread of continuity

Purpose of Unity throughout the campaign
Ties all ads together

Unity Of An Each ad contains an element that

Advertising Implementation
leaves a similar impression
Creates feeling of continuation
across ads

Campaign
Increases retentive value
Benefits of Unity Cost-effective approach

Types of Unifying Physical: Observable elements

Psychological: Elements that
Elements influence thought or perception
 Slogans

• A short, memorable phrase used in advertising and

marketing to capture the essence of a brand, product, or
campaign.
• Designed to be catchy, easily repeatable, and to convey a
key benefit or attribute of what's being advertised.
• Usually just a few words long

Physical • Easy to remember and repeat

• Sets the brand apart from competitors

Continuity • Often used across multiple campaigns over time

• Communicates a core brand promise or product benefit

Examples of famous slogans:

• Nike: "Just Do It"

• McDonald's: "I'm Lovin' It"
• L'Oréal: "Because You're Worth It"
• Apple: "Think Different"
 Taglines: A phrase conveying key
product attribute or benefit.
• Often serves as a campaign theme.
• Slogans differ from taglines in that slogans are
typically more enduring and associated with the
Physical overall brand, while taglines are often
campaign-specific and may change more
Continuity frequently.

Example: Coca-Cola

• "Open Happiness" (2009-2015)

• "Taste the Feeling" (2016-2021)
 Ad Characters: A fictional character, animal, or
object used consistently in a brand's advertising.
• Creates a strong, recognizable brand identity
• Makes advertisements more memorable and engaging
• Builds an emotional connection between consumers and the
brand

Physical
• Consistent across different advertising mediums and
campaigns

Continuity
• Can last for decades, and may evolve over time to stay
relevant

Examples:

• Ronald McDonald
• Michelin Man
• Energizer Bunny
• M&M's characters
 What Makes a Campaign Work?

• Ads need to "feel" the same to viewers

• It's not just about looking or sounding
alike
• Unified thinking is key
Psychological • Use consistent: • Themes • Images •
Continuity Tone • Attitude

Example: Apple's "Shot on

iPhone"
• All ads share the same underlying
message: "You can take amazing photos
with an iPhone"