Creative Strategy: Implementation and Evaluation

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 The approach used to attract the attention of consumers The way an appeal is turned into an advertising message Appeals and Execution Style Advertising Appeals Advertising Appeals Execution Style Execution Style

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 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 Types of Informational/Rational Appeals

A Rational, “Popularity” Appeal

AchievementAccomplishment ActualizationAffection AmbitionArousal StimulationComfort ExcitementFear GriefHappiness JoyLove NostalgiaPleasure PrideSafety SecuritySelf-esteem SentimentSorrow AchievementAccomplishment ActualizationAffection AmbitionArousal StimulationComfort ExcitementFear GriefHappiness JoyLove NostalgiaPleasure PrideSafety SecuritySelf-esteem Appealing to Personal States or Feelings

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

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

Transformational Advertising for Skyy Vodka

Emotions Levels of Relationship with Brands Personality Product Benefits 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 attachments to the brand D)rational motives E)competitive advantage over similar products in the market

MasterCard Creates an Emotional Bond

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

Ads for High Involvement Products Often Use Straight Sell Executions

Mentadent Uses a Demonstration

Apple Uses a Testimonial

Listerine Uses a 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

Jeep Uses Imagery for the Wrangler

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 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 Print Ad Components

Headlines Help Select Good Prospects

Format Arrangement of the elements on the printed page Size Expressed in columns, column inches or portions of a page Color Black & white or two-, three-, or four- color printing White Space White Space Marginal and intermediate space that remains unprinted Format Arrangement of the elements on the printed page Color Black & white or two-, three-, or four- color Printing Size Expressed in columns, column inches or portions of a page Print Ad Layout

Top 10 Jingles of the Century 1. McDonald’s You deserve a break today 2. U.S. Army Be all that you can be 3. Pepsi Cola Pepsi Cola Hits the Spot 4. Campbell’s Soup M’m, Good M’m Good 5. Chevrolet See the USA in your Chevrolet 6. Oscar Mayer I wish I was an Oscar Mayer Wiener 7. Wrigley’s gumDouble your pleasure, double your fun 8. Winston Winston tastes good like a cigarette should 9. Coca-Cola It’s the real thing 10. Brylcreem Brylcreem—A little dab’ll do ya CompanyJingle

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

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

Location versus set shoots Night/weekend shoots Talent arrangements Talent arrangements Night/weekend shoots Location versus set shoots Production Tasks Production

Editing Processing Sound effects Audio/video mixing Opticals Client/agency approval Duplicating Release/ shipping Duplicating Client/agency approval Opticals Audio/video mixing Sound effects Processing Editing Postproduction Tasks 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

Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with creative strategy, objectives? Does it communicate what it’s supposed to? Approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with creative strategy, objectives? Does it communicate what it’s supposed to? Approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Evaluation Guidelines for Creative Output Is the advertisement truthful and tasteful?