1. Creative Strategy: Implementation and Evaluation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advertising Appeals Advertising Appeals Execution Style Execution Style

3. Price: Makes price offer the dominant point Competitive: Makes comparisons to other brands Feature: Focus on dominant traits of the product Others: Reminder ads, Teaser ads, Image ads Emotional Informational/Rational Types of Appeals © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4. 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5. A Rational, “Popularity” Appeal © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

6. AchievementAccomplishment ActualizationAffection AmbitionArousal StimulationComfort ExcitementFear GriefHappiness JoyLove NostalgiaPleasure PrideSafety SecuritySelf-esteem SentimentSorrow AchievementAccomplishment ActualizationAffection AmbitionArousal StimulationComfort ExcitementFear GriefHappiness JoyLove NostalgiaPleasure PrideSafety SecuritySelf-esteem Bases for emotional appeals (Appealing to Personal States or Feelings) © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. Status Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Bases for emotional appeals (Appealing to Social-Based feelings) © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Social-Based Feelings Social-Based Feelings

8. Emotions Levels of Relationship with Brands © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Personality Product Benefits Personality Product Benefits

9. 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Humor Combinations

10. Ads for High Involvement Products Often Use Straight Sell Executions © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. Mentadent Uses a Demonstration © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

12. Apple Uses a Testimonial © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

13. Listerine Uses a Slice-of-Life Execution © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

14. Jeep Uses Imagery for the Wrangler © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

15. Headline: Words in the Leading Position of the Ad Headline: Words in the Leading Position of the Ad For print ads Creative Tactics © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin For TV commercials

16. Headline: Words in the Leading Position of the Ad Headline: Words in the Leading Position of the Ad For print ads Creative Tactics © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

17. 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

18. Headline: Words in the Leading Position of the Ad Headline: Words in the Leading Position of the Ad Direct Headlines © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Indirect

19. Headlines Help Select Good Prospects © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

20. 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

21. Creative Tactics © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin For TV commercials VideoAudio

22. Top 10 Jingles of the Century © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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

23. 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Preproduction All work before actual shooting, recording

24. 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Preproduction

25. Location versus set shoots Night/weekend shoots Talent arrangements Talent arrangements Night/weekend shoots Location versus set shoots Production Tasks © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Production

26. 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Postproduction

27. 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Is the advertisement truthful and tasteful?