Mountain Dew Selecting Creative Case Solution

2. Creative Decision Filters

Creative decision filters help the marketers and advertisers to scrutinize any given ad on the basis of 6 criteria. Following is the list of six criteria:

1. Benefits

2. Symbolism

3. Resonance

4. Story

5. Product Integration

6. Campaign Extension

These aspects of the ad show the level of creativity inculcated in the ad. Proficiency and efficiency of the creative department/idea can be judged on the basis of aforesaid criteria. Furthermore, marketers can predict and foresee the impact of a given ad on consumers’ mind by using these filters. These filters can be divided into three categories, brand filters, communication filters, and campaign filters. Benefits, symbolism, and resonance fall under brand filter category as these filters check the long term impact of the ad on the brand image, brand perception, brand personality, and various other brand features. Story and product integration fall under the communication filters as they try to deem the effectiveness of ad in terms of communication. Campaign extension falls under campaign filters.

3. Filters

1. Benefits

This filter checks whether the product benefits communicate via advertisement are compelling enough to induce purchasing action. The ad should communicate product benefits; be it implicit or explicit cue.

2. Symbolism

This filter checks whether the brand symbolism is expressed successfully or not. The ad should make sure the brand’s symbolic positioning is aligned with the main positioning strategy as any deviance can give a wrong type of signal to the consumer.

3. Resonance

Ad resonance checks the alignment of the ad with culture and other features of the target market. If the ad is aligned with the target market, it definitely will resonate with them.

4. Story

This filter checks whether story shown in the ad is original, creative, simple, or engaging. If the story is unable to excite or gain consumer’s attention then it means that there are high chances of negative reinforcement.

5. Product Integration

Presentation of the product in the ad is the most important aspect of any given ad. The challenge for any advertiser is to integrate the product in the ad to fulfill the aforesaid criteria.

6. Campaign Extension

Every campaign is carefully devised with the aim of achieving very specific goals. Therefore, the ad should be aligned with the pursued campaign so that strategic marketing goals can be achieved.