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BUS 448 Chapter Notes -Root Mean Square, Projective Test, Unique Selling Proposition

Business Administration
Course Code
BUS 448
Anjali S Bal

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TERMINOLOGY is highlighted in Purple
Ch7. Creative Strategy Decisions
Bellʼs Talking Beavers
Advertising Message
(marketerʼs perspective) way to tell a consumers how the product can solve a problem or help satisfy
desires or achieve goals.
Create images or associations and establish a brand position as well as transform the experience of
buying and/or using a product.
Everyone involved in the promotional process should understand the strategic decisions that underlie the
development of advertising campaigns and messages, as well as the creative options available to the
Creative Strategy determines what the advertising message will communicate
Creative Tactics how the message will be executed.
Advertising Creativity
Good advertising creativity can often be central to determining the success of a product as it clearly
contributes to a strong brand position with its intended target audience.
Creativity probably one of the most commonly used terms in advertising.
Ads = creative.
People who develop ads and commercials
= creative specialists
Advertising Creativity is the ability to generate fresh, unique, and appropriate ideas that can be used as
effective solutions to communications problems.
Appropriate and effective = creative idea must be relevant to the target audience and support the Brand
Positioning Strategy
Target audience:
capturing their attention
generate critical brand associations through specific cognitive and emotional responses
link to the brand, its benefits, why they would purchase it
selective attention
selective comprehension
many competing promotional messages

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is brand understood/clear?
Perspectives on what constitutes creativity:
Break through competitive clutter and have positive communication effect
Good public exposure
Contributes to a brand positioning strategy
Contributes to sales
Dependent on Roles
Product Managers and Account Executives:
communicate favourable impressions to the marketplace
fulfills clientʼs market and communicative objectives
communicated unique creative talents
Creative positive feelings from an ad are transferred to the product or service being advertised.
Communicate a relevant / meaningful message that will lead consumers to purchase the product or
Itʼs not creative unless it sells - balancing perspectives
Planning Creative Strategy
Creative specialists must take all the research, creative briefs, strategy statements, communications
objectives, and other input and transform them into an advertising message.
Their job is to write copy, design layouts and illustrations, or produce commercials that effectively
communicate the central theme on which the campaign is based.
Rather than simply stating the features or benefits of a product or service they must put the advertising
message into a form that will engage the audienceʼs interest and make the ads memorable.
Guidelines developed for creating effective advertising.
Follow proven formulas because theyʼre safe.
Clients uncomfortable with advertising thatʼs too different
At least 50 percent of an agencyʼs successful work resides in the client
some risk need to be taken if they want breakthrough advertising that will get noticed

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Process of Creativity:
(sociological view developed by James Webb Young, former creative vice president at J. Walter
Thompson agency)
Preparation. Read background information regarding the problem. Learning about product, target
audience, competition, and any other relevant research.
Incubation. Get away and let ideas develop
Illumination. See the light or solution.
Verification. Refine the idea and see if it is an appropriate solution.
Fact-finding techniques
read anything related to the product or market
talk to people (marketing personnel, designers, engineers, consumers)
visit stores and malls
use products or service and become familiar with it
work in and learn about the business
General Preplanning Input books, periodicals, trade publications, scholarly journals, pictures, and
clipping services. Gather and organize magazine and newspaper articles on
the product
the market trends and developments
the competition (ads)
Product / Service-specific preplanning input
information from specific studies conducted on the product or service, the target audience, or a
combination of the two.
Quantitative consumer research: attitude studies, market structure, positioning studies (perceptual
mapping, psychographic or lifestyle profiles)
Better understanding of the target audience for whom they are developing ads.
Qualitative Research: in-depth interviews, projective techniques, association tests, focus groups.
Gain insight into the underlying causes of consumer behaviour. Often referred to as motivation
research: how and why consumers buy. Get around stereotypical or socially desirable responses.
In-depth interviews
face-to face
interviewer asks consumer to talk freely
unstructured interview
specific questions to obtain insights into his/her motives, ideas, or opinions
Projective Techniques
gain insight into consumersʼ values, motives, attitudes or needs that re difficult to express / identify
projecting internal states upon some external object
Association Tests
A technique used to ask individuals to respond with the first thing that comes to mind when he/she is
presented with a stimulus (word, picture, ad, etc)
Focus Group
small number of people with similar backgrounds / interest brought together to discuss a product , idea,
or issue
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