Chapter 9

Creative
Strategy:
Implementation
and Evaluation

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Appeals and Execution Style
 Advertising appeal: Approach used to attract
consumers’ attention and/or to influence their
feelings toward the product, service, or cause
 Creative execution style: Manner in which a
particular appeal is turned into an advertising
message presented to the consumer

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 2
 Advertising Appeals
 Informational/Rational Appeals
 Focus on the consumer’s practical, functional or
utilitarian need for the product or service
 Emotional Appeals
 Relate to the customers’ social and/or psychological
needs for purchasing a product or service

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 3
 Types of Informational/Rational
Appeals
Competitive advantage appeal
• Compares to another brand and claims superiority on one or more attributes

Feature appeal
• Focuses on the dominant traits of the product or service

Favorable price appeal

• Makes product price the dominant point of the message

News appeal
• Involves a type of news about the product, service, or company

Product/service popularity appeal

• Stresses the popularity of a product or service by pointing out the:
• Number of consumers who use the brand or those who have switched to it
• Number of experts who recommend the brand
• Leadership position in the market
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 4
 Education.
Feature appeal
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
5
 Favorable price appeal

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 6
 Service popularity appeal
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 7
 Advantages of Emotional-Only
Campaigns
Nearly twice as likely to generate large profit gains
than campaigns using only rational content

Reduce price sensitivity and strengthen the ability

of brands to charge a price premium

Continue to work well during economic downturns

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 8
 Emotional Campaign
 Example: Microsoft: Child of the 90s

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 9
 Transformational Ads
 An ad that associates the experience of using the
advertised brand with a unique set of psychological
characteristics which would not typically be
associated with the brand experience to the same
degree without exposure to the advertisement

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 10
 Transformational Ads

Feelings Images
The
The ads
ads
create
create .. .. ..
Meanings Beliefs

Richer Warmer
It
It makes
makes the
the
product
product use
use
More experience.
experience. .. .. More
Exciting Enjoyable

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 12
 Figure 9.1 - Bases for Emotional
Appeals

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 13
Figure 9.2 - Levels of Relationships
With Brands

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 14
 Additional Types of Appeals
Reminder advertising
• Builds brand awareness and/or helps keep the brand
name in front of consumers
Teaser advertising
• Builds curiosity, interest, and/or excitement about a
product or brand by talking about it but not actually
showing it
User-generated content (UGC)
• Created by consumers rather than by the company
and/or its agency
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 15
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 16
 Ad Execution Techniques

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 17
 Ad Execution Techniques
 Straight Sell or Factual Message
 Straightforward presentation of information
 Used with informational/rational appeals
 Commonly used in print ads

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 18
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 19
 Ad Execution Techniques
 Scientific/Technical Evidence
 Present scientific or technical evidence
 Cite technical information, results of scientific or
laboratory studies

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 20
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 21
 Ad Execution Techniques
 Demonstration
 Illustrate the advantages by showing it in actual use
 Can be effective in convincing consumers of a
product’s utility

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 22
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 23
 Ad Execution Techniques
 Comparison
 Increasingly popular among advertisers
 Direct way of communicating a brand’s particular
advantage over its competitors
 Effective for positioning a new or lesser-known
brand with industry leaders

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 24
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 25
 Ad Execution Techniques
 Testimonial
 Person praises the product or service on the basis of
his or her personal experience with it
 Effective if target audience can identify with the
person delivering the testimonial
 Testimonial must be based on actual use of the
product or service

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 26
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 27
 Ad Execution Techniques
 Slice of Life
 Based on problem/solution approach
 Portrays a problem or conflict which consumers
might face in their daily lives
 Ad shows how the product or service can resolve the
problem
 Example: Magic Tooth Powder TVC

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 28
 Ad Execution Techniques
 Animation
 Animated scenes are drawn by artists
 Especially popular for commercials targeted at
children

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 29
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 30
 Ad Execution Techniques
 Personality Symbol
 Develop a central character or symbol that can
deliver the advertising message
 Can also be built around animated characters and
animals

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 31
 Ad Execution Techniques
 Imagery
 Consists primarily of visual elements such as
pictures, illustrations and/or symbols rather than
illustrations
 Used when the goal is to encourage consumers to
associate the brand with the symbols, characters
and/or situation shown in the ad

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 32
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 33
 Ad Execution Techniques
 Dramatization
 Focuses on telling a short story with the product or
service as a star
 Somewhat akin to slice-of-life but uses more
excitement and suspense in telling the story
 Example: Vim TVC

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 34
 Ad Execution Techniques
 Humor
 Well suited to television or radio
 Print ads sometimes use this style
 Example: Ambuja Cement TVC

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 35
 Ad Execution Techniques
 Combinations
 Execution techniques can be combined in one
message
 Use of multiple techniques in the same message

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 36
 Basic Components of Print Advertising
Headline
Headline
Words
Words in
in the
the Leading
Leading Position
Position of
of the
the Ad
Ad

Subheads
Subheads
Smaller
Smaller Than
Than the
the Headline,
Headline, Larger
Larger Than
Than the
the Copy
Copy

Body
Body Copy
Copy
The
The Main
Main Text
Text Portion
Portion of
of aa Print
Print Ad
Ad

Visual
Visual Elements
Elements
Illustrations
Illustrations Such
Such As
As Drawings
Drawings or
or Photos
Photos

Layout
Layout
How
How Elements
Elements Are
Are Blended
Blended Into
Into aa Finished
Finished Ad
Ad

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Ad Layout
Headline

Visual Element

Subhead

Copy

Identifying mark

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Basic Components of Television
Advertising
Video
• Visual elements that attract viewers’ attention and
communicate an idea, message, and/or image

Audio
• Includes voices, music, and sound effects
• Voiceover: Message is delivered by an announcer who is not
visible
• Needledrop: Music that is prefabricated, multipurpose, and
highly conventional
• Jingles: Catchy songs about a product or service that carry
the advertising theme and a simple message
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 39
 Figure 9.4 - The Three Phases of
Production for Commercials

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 40
 Production Stages for TV
Commercials
All
All work
work before
before actual
actual
Preproduction
Preproduction shooting,
shooting, recording
recording

Period
Period of
of filming,
filming, taping,
taping, or
or
Production
Production recording
recording

Work
Work after
after spot
spot is
is filmed
filmed or
or
Postproduction
Postproduction recorded
recorded

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Preproduction Tasks
Select a director

Choose
Preproduction
production
meeting
company

Preproduction

Production
Bidding
timetable

Cost estimation
and timing

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Production Tasks

Production
Production

Location
Location Timing
Timing Talent
Talent

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Postproduction Tasks
Editing
Editing Processing
Processing

Release/
Release/ Sound
Sound
shipping
shipping effects
effects
Postproduction
Postproduction
Audio/video
Audio/video
Duplicating
Duplicating mixing
mixing

Approvals
Approvals Opticals
Opticals

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.
 Evaluating creative output
 Is the creative approach consistent with the brand’s
marketing and advertising objectives?
 Is the creative approach appropriate for the target
audience?
 Does the creative execution keep from overwhelming
the message?
 Is the creative approach appropriate for the media
environment in which it is likely to be seen?
 Is the ad truthful and tasteful?
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education. 45