Creative Strategy: Implementation and Evaluation

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

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Types of 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

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A Rational, Popularity Appeal

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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

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Appealing to Socially Based Feelings

Approval Acceptance Affiliation

Embarrassment

Status

Social-Based Feelings

Belonging

Respect
Rejection Recognition

Involvement

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Music and Visual Effects Excite Feelings

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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

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Norwegian Uses Transformational Advertising

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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Norwegian Uses Transformational Advertising

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Levels of Relationship with Brands

Emotions

Personality
Product Benefits

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MasterCard Creates an Emotional Bond

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Teaser Ads May Not Show the Product

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Teaser Ads Excite Curiosity

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Ad Execution Techniques
Straight-sell Scientific Demonstration Comparison Slice of life Testimonial Animation Personality Symbol

Dramatization
Humor

Fantasy

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Apple Uses a Testimonial

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Crest Whitestrips Uses a Demonstration

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Chevy Trucks Uses a Slice-of-Life Execution

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AFLAC Duck, a Personality Symbol

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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
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Altoids Uses a Headline Effectively

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Headlines Can Capture Attention

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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

Format

Size

Color

White Space

Marginal and Intermediate Space That Remains Unprinted

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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
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Nortel Uses Music Creatively

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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

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Preproduction Tasks
Select a Director Preproduction Meeting Choose Production Company

Preproduction
Production Timetable Cost Estimation and Timing
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Bidding

Production Tasks

Production

Location Versus Set Shoots

Night/weekend Shoots

Talent Arrangements

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Postproduction Tasks
Editing Processing

Release/ Shipping

Sound Effects

Postproduction
Duplicating Audio/Video Mixing

Client/agency Approval

Opticals

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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 Suppose to? 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?
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Savin Creates An Effective Campaign

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