Creative Strategy: Implementation and Evaluation 9 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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 Advertising Appeals Execution Style Execution Style

Types of 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 dominant traits of the product

A Rational Appeal

Appealing to Personal States or Feelings Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement Arousal Stimulation Sorrow, Grief Pride Achievement Accomplishment Self-esteem Embarrassment Actualization Pleasure Ambition Comfort

Appealing to Social-Based Feelings Status Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Social-Based Feelings Social-Based Feelings

Transformational Ads Richer More Exciting More Exciting Warmer Feelings Meanings Images Beliefs More Enjoyable More Enjoyable It must make the product use experience... The ads create...

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

Jeep Uses Imagery for the Wrangler

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

Ad Layout Indirect headline Body copy Visual element

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

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

Production Tasks Location Timing Talent Production

Postproduction Tasks Editing Processing Sound effects Audio/video mixing Opticals Approvals Duplicating Release/ shipping Postproduction

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 it’s supposed to? Approach appropriate to target audience? Communicates clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Truthful and tasteful?