9

Creative Strategy: Implementation and Evaluation

McGraw-Hill/Irwin

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

Hyundai Fastest growing brand in US since 2000 2006 third in J.D. Powers & Associates Initial Quality study, trailed on Porsche and Lexus No Brand Think about it 19%

Appeals and Execution Style

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

Advertising Appeals

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 brands popularity

A Rational Appeal

Appealing to Personal States or Feelings

Safety Security Fear Love, Affection Happiness, Joy
Stimulation Sorrow, Grief

Pride
Achievement Accomplishment

Nostalgia Sentiment Excitement

Arousal

Self-esteem
Embarrassment Actualization Pleasure

Ambition
Comfort

Appealing to Social-Based Feelings

Approval

Affiliation

Acceptance

Embarrassment

Status

Social-Based Feelings

Belonging

Respect Rejection Recognition

Involvement

TaylorMade Uses an Emotional Appeal

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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 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

Ad Layout

Visual element

Body copy

Indirect headline

Ad Layout

Creative Tactics for Television

Sight

Motion

Sound

Nortel Uses Music Creatively

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Jingles 1 2

Production Stages for TV Commercials

Preproduction

All work before actual shooting, recording

Production

Period of filming, taping, or recording

Work after spot is filmed or recorded

Postproduction

Preproduction Tasks

Select a director Preproduction meeting Choose production company

Preproduction
Production timetable Bidding

Cost estimation and timing

Production Tasks

Production

Location

Timing

Talent

Postproduction Tasks

Editing Release/ shipping

Processing Sound effects

Postproduction
Duplicating Audio/video mixing

Approvals

Opticals

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 its 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

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