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Creative Strategy:

Implementation and Evaluation


Tutored by : Prof. Sunil D Anto

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Appeals and Execution Style


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

Advertising Appeals

Execution Style

The way an appeal is turned into into an an advertising advertising message 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 brands popularity

A Rational, Popularity Appeal

Appealing to Personal States or Feelings


Achievement Actualization Ambition Stimulation Excitement Grief Joy Nostalgia Pride Security Sentiment Accomplishment Affection Arousal Comfort Fear Happiness Love Pleasure Safety Self-esteem Sorrow

Appealing to Social-Based Feelings


Approval Acceptance Affiliation

Embarrassment

Status

Social-Based Feelings

Belonging

Respect
Rejection Recognition

Involvement

Transformational Ads

Feelings

Images

Meanings

The ads create . . .

Beliefs

Richer More Exciting

It must make the product use experience . . .

Warmer More Enjoyable

Transformational Advertising for Skyy

Levels of Relationship with Brands

Emotions Personality Product Benefits

Creates an Emotional Bond

Ad Execution Techniques
Straight sell Animation

Scientific
Demonstration Comparison

Personality Symbol
Imagery Dramatization

Testimonial
Slice of life

Humor
Combinations

Ads for High Involvement Products Often Use Scientific Executions

Mentadent Uses a Demonstration

Apple Uses a Testimonial

Listerine Uses a Slice-of-Life Execution

Jeep Uses Imagery for the Wrangler

Print Ad Components
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

Print Ad Layout
Arrangement of the elements on the printed page Expressed in columns, column inches or portions of a page Black & white or two-, three-, or fourcolor Printing printing

Format

Size

Color

White Space

Marginal and intermediate space that remains unprinted

Headlines Help Select Good Prospects

Production Stages for TV Commercials

Preproduction

All work before actual shooting, recording


Period of filming, taping, or recording Work after spot is filmed or recorded

Production

Postproduction

Preproduction Tasks
Select a director Preproduction meeting Choose production company

Preproduction
Production timetable Cost estimation and timing Bidding

Production Tasks

Production

Location versus set shoots

Night/weekend shoots

Talent arrangements

Postproduction Tasks
Editing Processing

Release/ shipping

Sound effects

Postproduction
Duplicating Audio/video mixing

Client/agency approval

Opticals

Top 10 Jingles of the Century


Company
1. McDonalds 2. U.S. Army 3. Pepsi Cola 4. Campbells Soup 5. Chevrolet 6. Oscar Mayer 7. Wrigleys gum 8. Winston 9. Coca-Cola 10. Brylcreem

Jingle
You deserve a break today Be all that you can be Pepsi Cola Hits the Spot Mm, Good Mm Good See the USA in your Chevrolet I wish I was an Oscar Mayer Wiener Double your pleasure, double your fun Winston tastes good like a cigarette should Its the real thing BrylcreemA little dabll do ya

Evaluation Guidelines for Creative Output


Consistent with brands marketing objectives? Consistent with brands advertising objectives? Consistent with creative strategy, objectives? Does it communicate what its supposed to? Is the Approach appropriate to target audience? Approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Is the advertisement truthful and tasteful?

SkyWriting!

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