1. Creative Tactics Decisions

2. Creative Tactics Creative Execution Style The way in which an advertising appeal is presented

3. Ad Execution Techinques Personality Symbol Straight-sell Scientific Demonstration Comparison Dramatization Humour Slice of life Testimonial Animation Fantasy Dramatization Comparison Animation Demonstration Testimonial Scientific Slice of life Straight-sell

4. Apple Uses a Testimonial

5. Crest Whitestrips Uses a Demonstration

6. Chevy Trucks Uses a Slice-of-Life Execution

7. AFLAC Duck, a Personality Symbol

8. Creative Tactics Creative Execution Style Message Structure The way marketing communications are presented is very important in determining their effectiveness.

9. Message Structure Order of Presentation Figure 7-1

10. Conclusion Drawing Marketing communicators must decide whether messages should explicitly draw a firm conclusion or allow receivers to draw their own conclusions.

11. Message Sidedness One-Sided Message Mentions only positive attributes or benefits. Most effective when target audience already holds a favourable opinion of product. One-Sided Message Mentions only positive attributes or benefits. Most effective when target audience already holds a favourable opinion of product. Two-Sided Message Presents both good and bad points. More effective when target audience holds an opposing opinion or is highly educated. Two-Sided Message Presents both good and bad points. More effective when target audience holds an opposing opinion or is highly educated. Refutation A special type of two- sided message. Refutation A special type of two- sided message.

12. Verbal versus Visual Messages Pictures affect the way consumers process accompanying copy. A recent study showed that use of pictorial examples increased immediate and delayed recall of product attributes when verbal information was low in imagery value. Advertisers often design ads where visual information supports verbal appeal to create a compelling impression in consumer’s mind. Sometimes advertisers design ads in which the visual portion is incongruent with the verbal information presented.

13. Design Elements for IMC Tools: Creative Tactics for Print Ads 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

14. Altoids Uses a Headline Effectively

15. Headlines Can Capture Attention

16. Print Ad Layout Format Arrangement of the Elements on the Printed Page Size Expressed in Columns, Column Inches or Portions of a Page Colour Black & White or Two-, Three-, or Four- Colour Printing White Space White Space Marginal and Intermediate Space That Remains Unprinted Format Arrangement of the Elements on the Printed Page Colour Black & White or Two-, Three-, or Four- Colour Printing Size Expressed in Columns, Column Inches or Portions of a Page

17. Design Elements for IMC Tools: Creative Tactics for Television Video Various technical and production-related decisions. Many TV commercials have very high production costs to make product and actors look perfect. Video Various technical and production-related decisions. Many TV commercials have very high production costs to make product and actors look perfect. Audio Voices  on camera or voiceover Music  Create appropriate mood, jingles. Audio Voices  on camera or voiceover Music  Create appropriate mood, jingles.

18. 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

19. Nortel Uses Music Creatively

20. Production Stages for TV Commercials 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 Preproduction All work before actual shooting, recording

21. Evaluation Guidelines For Creative Output Consistent With Brand’s Marketing Objectives? Consistent With Brand’s Advertising Objectives? Consistent With Creative Strategy, Objectives? Does It Communicate What It’s Suppose 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 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?