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McGraw-Hill/Irwin

Creative Strategy: Implementation and Evaluation

Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Appeals and Execution Style

Advertising Appeals

The approach used to attract the attention of consumers To influence consumer feelings toward a product, service or cause

Execution Style

The way an appeal is turned into an advertising message The way the message is presented to the consumer

Types of Informational/Rational Appeals Feature: Focus on dominant traits of the product Competitive: Makes comparisons to other brands Price: Makes price offer the dominant point News: News announcement about the product Popularity: Stresses the brand’s popularity

A Rational Appeal

Appealing to Personal States or Feelings Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement Arousal Stimulation Sorrow, Grief Pride Achievement Accomplishment Self-esteem Embarrassment Actualization Pleasure Ambition Comfort

Appealing to Social-Based Feelings Acceptance Status Respect Approval Affiliation

Social-Based Feelings

Embarrass ment Belonging Involvement Rejection Recognition

TaylorMade Uses an Emotional Appeal *Click outside of the video screen to advance to the next slide

Transformational Ads Feelings Meanings

The ads create . . .

Images Beliefs Richer More Exciting

It must make the product use experience . . .

Warmer More Enjoyable

Transformational Advertising for Skyy Vodka

Combining Rational and Emotional Appeals

Levels of Relationships With Brands Emotions Personality Product Benefits

Test Your Knowledge According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A) Product benefits B) Brand personality C) Feelings or emotional attachment to the brand D) Rational motives E) Competitive advantage over similar products in the market

MasterCard Creates an Emotional Bond

Reminder Advertising

Teaser Ads Excite Curiosity

Ad Execution Techniques Straight sell Scientific/Technical Demonstration Comparison Testimonial Slice of life Animation Personality Symbol Imagery Dramatization Humor Combinations

Straight Sell or Factual Image

Mentadent Uses a Demonstration Ad

Slice-of-Life Execution

Test Your Knowledge Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use? A) Comparison B) Demonstration C) Scientific evidence D) Straight-sell E) Animation

Animation

Personality Symbol

Jeep Uses Imagery for the Wrangler

Basic Components of Print Advertising

Headline

Words in the Leading Position of the Ad

Subheads

Smaller Than the Headline, Larger Than the Copy

Body Copy

The Main Text Portion of a Print Ad

Visual Elements

Illustrations Such As Drawings or Photos

Layout

How Elements Are Blended Into a Finished Ad

Headlines Help Select Good Prospects

Visual element Body copy Ad Layout Indirect headline

Ad Layout

Creative Tactics for Television Sight Motion Sound

Nortel Uses Music Creatively *Click outside of the video screen to advance to the next slide

Jingles

Production Stages for TV Commercials

Preproduction Production Postproduction

All work before actual shooting, recording Period of filming, taping, or recording Work after spot is filmed or recorded

Preproduction meeting Preproduction Tasks Select a director Choose production company

Preproduction

Production timetable Bidding Cost estimation and timing

Production Tasks

Production Location Timing Talent

Postproduction Tasks Editing Processing Release/ shipping Duplicating

Postproduction

Approvals Opticals Sound effects Audio/video mixing

Test Your Knowledge The creative work of an advertising agency may be reviewed and evaluated by: A) Brand managers B) Advertising managers C) Legal departments D) Board of directors E) All of the above

Evaluation Guidelines for Creative Output Consistent with brand marketing objectives?

Consistent with brand advertising objectives?

Consistent with creative strategy, objectives?

Communicates what it’s supposed to?

Approach appropriate to target audience?

Communicates clear, convincing message?

Does execution overwhelm the message?

Appropriate to the media environment?

Truthful and tasteful?

The Hispanic Market

Pennzoil Creates Ads for the Hispanic Market *Click outside of the video screen to advance to the next slide