Message strategy is very important element of
advertising since it aims to convince the customer. The key is to make the consumers
understand why they should buy the product, to learn in what way this product
is special, how it is beneficial or how it can help them and what value its
characteristics have. To be able to decide what to communicate the advertiser
needs to understand the target group well. Especially what the product can do
for the target group, what the product can mean to them and how the product can
help them should be clearly understood. The advertising cannot be focused on the seller’s
objectives, but needs to begin from the target group’s motives. (Pelsmacker, Geuens & Van Den Bergh 2013, 206.) So in other words the customer comes always first. To be able to advertise this message the advertising needs to go from various creative ideas to the key message that opens up the eyes of the customers as hoped and wanted. So in this PBL the aim to is to understand how the creative ideas are developped into messages(for example ads and commercials) reaching the marketing objectives.
What is the process of creating a message? How do advertising agencies turn their ideas into a
clear message?
Referring to Pelsmacker, Geuens and Van Den Berg (2013, 209), the process starts with a phenomena called the creative brief, which they define as the starting point for advertising agengies. This naturally includes the customer insight information that I already mentioned to be the key element of producing advertising. But in addition there are other things included also like finding out the advertising objectives, understanding the message strategy and important information concerning the company, product, market and competitors. All the information listed to the creative brief can be seen from the figure below.
Referring to Pelsmacker, Geuens and Van Den Berg (2013, 209), the process starts with a phenomena called the creative brief, which they define as the starting point for advertising agengies. This naturally includes the customer insight information that I already mentioned to be the key element of producing advertising. But in addition there are other things included also like finding out the advertising objectives, understanding the message strategy and important information concerning the company, product, market and competitors. All the information listed to the creative brief can be seen from the figure below.
Figure 1. Elements of the creative brief (Pelsmacker & al. (2013, 209),
This briefing enables the advertising agencies to see a big picture of the "information concerning the past, present and future" (Pelsmacker & al. (2013, 209), when starting the process of creating a message (creative strategy). This process can be seen in the figure below.
Figure 2. Creative strategy (Pelsmacker & al. (2013, 202)
After the briefing comes the action of developing the creative ideas. What is meant by a creative idea exactly? Creative idea can be defined in many ways, but the one that I found appealing and interesting was the definition of Charlie Mingus (a jazz musician) who claims that creative ideas are more than just being different. He states that: " Everybody can play weir, that's easy. What's hard is to be as simple as Bach. Making the simple complicated is commonplace, making the complicated simple, awesomely simple, that's creativity." (Pelsmacker & al. (2013, 209). So if I understand correctly generating creative ideas lead to one goal: making the message as simple as possible.
A more theoretical definition for creative idea is stated by Pelsmacker & al. (2013, 209) as following: "An original and imaginative thought designed to produce goal-directed and problem-solving advertisements and commercials." (Pelsmacker & al. (2013, 209).
In addition to creating an idea the idea needs to be executed well. What factors need to be considered when creating a message?
- customer insight (qualitative research)
- knowing the problems, preferences and aspirations of the target group might be helpful when deciding the right message
- advertising must meet the marketing objectives: translating the creative ideas
--> multiple appeals (Pelsmacker & al. (2013, 206-208)
Figure 3. Creative advertising appeals (Pelsmacker & al. (2013, 213),
How to make the message appealing? How do advertisements reach people emotionally and rationally?
(Source: https://www.youtube.com/watch?v=K9vFWA1rnWc)
What makes this add appealing in my eyes?
-problem solving, warmth, gratitude, the need to relate & to become a part of it, happiness
(Source: https://www.youtube.com/watch?v=MKvKXGMDc5E)
What makes these add so appealing?
- fear, sadness, sympathy, love, slice of life and dramatization
(Source: https://www.youtube.com/watch?v=opPt7DYc9F0)
Figure 2. Creative strategy (Pelsmacker & al. (2013, 202)
After the briefing comes the action of developing the creative ideas. What is meant by a creative idea exactly? Creative idea can be defined in many ways, but the one that I found appealing and interesting was the definition of Charlie Mingus (a jazz musician) who claims that creative ideas are more than just being different. He states that: " Everybody can play weir, that's easy. What's hard is to be as simple as Bach. Making the simple complicated is commonplace, making the complicated simple, awesomely simple, that's creativity." (Pelsmacker & al. (2013, 209). So if I understand correctly generating creative ideas lead to one goal: making the message as simple as possible.
A more theoretical definition for creative idea is stated by Pelsmacker & al. (2013, 209) as following: "An original and imaginative thought designed to produce goal-directed and problem-solving advertisements and commercials." (Pelsmacker & al. (2013, 209).
In addition to creating an idea the idea needs to be executed well. What factors need to be considered when creating a message?
- customer insight (qualitative research)
- knowing the problems, preferences and aspirations of the target group might be helpful when deciding the right message
- advertising must meet the marketing objectives: translating the creative ideas
--> multiple appeals (Pelsmacker & al. (2013, 206-208)
Figure 3. Creative advertising appeals (Pelsmacker & al. (2013, 213),
How to make the message appealing? How do advertisements reach people emotionally and rationally?
(Source: https://www.youtube.com/watch?v=K9vFWA1rnWc)
What makes this add appealing in my eyes?
-problem solving, warmth, gratitude, the need to relate & to become a part of it, happiness
(Source: https://www.youtube.com/watch?v=MKvKXGMDc5E)
What makes these add so appealing?
- fear, sadness, sympathy, love, slice of life and dramatization
(Source: https://www.youtube.com/watch?v=opPt7DYc9F0)
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