Creative Tactics Decisions Chapter 7 Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Chapter Objectives To identify 3 key decisions for creative tactics: execution style, message structure, and design elements. To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate. Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Chapter Objectives To examine different types of message structures that can be used to develop a promotional message. To analyze various decision elements involved in the creation of print advertising and TV commercials. Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Chapter Objectives To understand a planning model for making creative tactics decisions. To consider how clients evaluate the creative work of their agencies and discuss guidelines for the evaluation and approval process. Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Creative Execution Style. The way an advertising appeal is presented. While it is obviously important for an ad to have a meaningful appeal or message to communicate to the consumer, the manner in which the ad is executed is also important. Chapter 7 : Creative Tactics Decisions

Ad Execution Techniques Straight-sell or factual message Science / technical evidence Demonstration Comparison Slice of life Testimonial Animation Personality symbol Fantasy Dramatization Humor Combinations Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Message Structure Order of Presentation. Primacy Effect. Assumes that information presented first is the most effective. Recency Effect. Assumes that information presented last is the most persuasive. Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Order of Presentation Figure 7-1 – Ad message recall as a function of order of presentation Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Conclusion Drawing Marketing communicators must choose between two conclusion styles: The message can explicitly draw a firm conclusion. The message can allow receivers to draw their own conclusions. Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Message Sidedness Marketers must also decide between message sidedness styles: One-sided message. Mentions only positive attributes or benefits. Two-sided message. Mentions both good and bad attributes. Refutation. Special type of two-sided message. Communicator presents both sides of an issue and then refutes. Chapter 7 : Creative Tactics Decisions

Verbal Versus Visual Messages The nonverbal, visual elements of an ad are also very important. Many ads provide minimal amounts of information and rely on visual elements to communicate. Commonly used visual elements are pictures. Chapter 7 : Creative Tactics Decisions

Creative Tactics for Print Advertising Headline. Words in the leading position of the ad. Direct vs. Indirect headlines. Subheads. Body copy. The main text portion of a print ad. Chapter 7 : Creative Tactics Decisions

Creative Tactics for Print Advertising Visual elements. Illustration; Must attract, communicate and produce an effective message. Layout. Physical arrangement of the various parts of the ad. Chapter 7 : Creative Tactics Decisions

Creative Tactics for Television Video. What the consumer sees on the TV screen. Must attract consumers and communicate a message. Audio. includes voices, music, and sound effects. Planning and Production. The various elements of a TV commercial are brought together in a script. Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Production There are 3 stages of production: Preproduction All work before actual shooting/recording Production Period of filming, taping, or recording Postproduction Work after commercial is filmed or recorded Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Preproduction Tasks Selecting a director Choosing a production company Bidding Cost estimation and timing Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Preproduction Tasks Production timetable Set construction Location Agency and client approvals Casting Wardrobes Preproduction meeting Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Production Tasks Location versus set shoots Night/weekend shoots Talent arrangements Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions Postproduction Tasks Editing Processing Recording sound effects Audio/video mixing Opticals Client/agency approval Duplicating Release/shipping Chapter 7 : Creative Tactics Decisions

The Foote, Cone & Belding (FCB) Grid Figure 7-3 Chapter 7 : Creative Tactics Decisions

The Foote, Cone & Belding (FCB) Grid An advertising planning model developed by building on traditional response theories. Delineates four primary advertising planning strategies - informative, affective, habit formation, and satisfaction - along with the most appropriate variant of the alternative response hierarchies. Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions The R&P Planning Model Brand awareness tactics. Brand awareness is a necessary precursor to brand attitude. Chapter 7 : Creative Tactics Decisions

Chapter 7 : Creative Tactics Decisions The R&P Planning Model Brand attitude grid tactics. Low involvement - informational creative tactics. Low involvement - transformational creative tactics. High involvement - informational creative tactics. High involvement - transformational creative tactics. Chapter 7 : Creative Tactics Decisions

Evaluation Guidelines Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with brand’s communication objectives? Approach appropriate to target audience? Chapter 7 : Creative Tactics Decisions

Evaluation Guidelines Communicate clear, convincing message? Approach keep from overwhelming the message? Approach appropriate to the media environment? Is the advertisement truthful and tasteful? Chapter 7 : Creative Tactics Decisions