Creative Strategy: Implementation and Evaluation Group 8 Integrated Marketing Communications Aditya | Indrajit | Krishna | Niraj | Prateek | Silpa Chapter.

Slides:



Advertisements
Similar presentations
1 © 2009 South-Western, a part of Cengage Learning Chapter 13 Art Direction and Production PPT 13-1.
Advertisements

1 © 2009 South-Western, a part of Cengage Learning Chapter 11 Message Strategy PPT 11-1.
READ ME Chapter 8 & 9 In Chapter 8, we discussed the importance of advertising creativity and examined the various steps in the creative process. We focused.
Creative Strategy: Implementation and Evaluation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
Creative and Media Strategy
Creative Strategy: Implementation and Evaluation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
Creative Strategy: Implementation and Evaluation 9 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
 To show the personal values linked to advertising message design  To present the various appeal formats and to demonstrate their approaches to persuasion.
Chapter 12 Copywriting.
Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,
Creative Strategy: Implementation and Evaluation Implementation Creative Strategy: Implementation and Evaluation Implementation 9 McGraw-Hill/Irwin Copyright.
Creative Execution: Art and Copy
Creative Strategy: Implementation and Evaluation
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. 10 Brand Message Execution Key Points: How does the creative process work to develop.
Art Direction and Production
Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 13 Art Direction and Production.
PART 1.  Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.  Advertising and promotion are integral.
IMC Message Strategy All planned brand messages should:
Creative Execution: Art and Copy Chapter 09 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Creativity Mktg 340 Maureen O’Connor. Where do creative ideas come from? Dan Wieden’s point of view player_page.jsp.
Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 13 Art Direction and Production.
Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 12 Copywriting.
Marketing 3344 The Evolution from Words to Pictures  Improved technology  Advantages of visuals over text  Brand images are build better with visuals.
1 Message Strategy 2 Context for Message Strategy Objectives Methods Message Strategy Advertising Strategy (Planning, Preparation, Placement) Advertising.
Creative Execution Art & Copy.  Design refers to how the art director, graphic director or designer chooses and structures the elements of an ad.  Various.
Creative Tactics Decisions
Creative Strategy: Implementation and Evaluation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
Chapter 20 Print Advertisements
Media Literacy.
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Message Execution.
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Message Execution.
© 2006 Pearson Education Canada Inc. 6.1 Canadian Advertising in Action Chapter 6 Design, Layout, and Production.
The Art of Design and Copywriting How Do I Design the Perfect Print Advertisement?
Section 20.1 Essential Elements of Advertising Section 20.2 Advertising Layout Section 20.1 Essential Elements of Advertising Section 20.2 Advertising.
Chapter 9 Creative Strategy: Implementation and Evaluation.
Creative Strategy: Implementation and Evaluation.
Creative Strategy: Implementation and Evaluation.
Creative Strategy: Implementation and Evaluation Implementation Creative Strategy: Implementation and Evaluation Implementation 9 McGraw-Hill/Irwin Copyright.
1)Review of marketing plan
Chapter Nine Creative Execution: Art and Copy
Creative aspects of advertising
7 Creative Tactics Decisions. © 2005 McGraw-Hill Ryerson Limited Chapter Objectives To identify three key decisions for creative tactics: execution style,
Creative Strategy Decisions
Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 13 Art Direction and Production.
Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 6-1 Components of a Print Advertisement 1. Headline 2. Subheadline.
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 09 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.
Creative Tactics Decisions. Creative Tactics Creative Execution Style The way in which an advertising appeal is presented.
Creative Strategy: Implementation and Evaluation 9 McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Creative Planning, Strategy and Development Creative Strategy: Implementation and Evaluation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 10.
Advertising Appeals and Executions (George E. Belch & Michael A.Belch)
Developing Print Advertisements
The Television Commercial
Advertising and Public Relations
Pay attention to: Overall feeling or tone of the advertising Music
Chapter 20 Print Advertisements
Chapter 14 Design and Production
Chapter 12 Copywriting Five types of ads in which words are crucial:
Chapter Number Four Development of an Advertising Program
Integrated Marketing Communication Strategy
Integrated Marketing Communication Strategy
Topic 6 Thorson & Duffy (2012) chs 9, 10, 11
Chapter Number Four Development of an Advertising Program Modular:
UNIT 2 EXPANDING THE BASICS
Chapter Number Six Development of an Advertising Program
Creative Execution: Art and Copy
Chapter 6 Creative Development
Presentation transcript:

Creative Strategy: Implementation and Evaluation Group 8 Integrated Marketing Communications Aditya | Indrajit | Krishna | Niraj | Prateek | Silpa Chapter 9 Advertising And Promotion, 6/E - Belch

Appeals and Execution Style To influence consumer feelings toward a product, service, or cause The approach used to attract the attention of consumers The way an appeal is turned into an advertising message The way the message is presented to the consumer Advertising Appeals Execution Style

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

Appealing to Personal States or Feelings Personal Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement Sorrow, Grief Social-Based Recognition Status Respect Involvement Embarrassment Affiliation Rejection Acceptance Approval

Transformational Ads Richer More Exciting Warmer Feelings Meanings ImagesBeliefs More Enjoyable It makes the product use experience... The ads create...

Levels of Relationships With Brands Emotions Personality Product Benefits

User-Generated Content Mountain DEWmocracy Using passionate fans to create, choose, and promote new Mountain Dew flavors Techniques Interactive games Mobile tour Contests Facebook Twitter Upload sites (

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

Basic Components of Print Advertising Layout How Elements Are Blended Into a Finished Ad Layout How Elements Are Blended Into a Finished Ad Visual Elements Illustrations Such As Drawings or Photos Body Copy The Main Text Portion of a Print Ad Body Copy The Main Text Portion of a Print Ad Subheads Smaller Than the Headline, Larger Than the Copy Subheads Smaller Than the Headline, Larger Than the Copy Headline Words in the Leading Position of the Ad Headline Words in the Leading Position of the Ad

The Power of Audio in Commercials Audio elements Voices Music Sound effects Presentation methods Voiceover Needledrop Jingles

Top-10 Jingles

Production Stages for TV Commercials Preproduction All work before actual shooting, recording Production Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded

Client Evaluation and Approval Client-side approvals Advertising or communications manager Product or brand managers Marketing director or vice president Legal department President or CEO Board of directors

Preproduction Tasks Select a director Cost estimation and timing Choose production company Bidding Preproduction meeting Production timetable Preproduction

Feedback: Privacy Policy Feedback
Do Not Sell My Personal Information
About project: SlidePlayer Terms of Service

© 2025 SlidePlayer.com. Inc. All rights reserved.