1. Creative Tactics Decisions
Chapter 7
Creative Tactics Decisions

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

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

17. 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

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

19. 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

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

21. 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

22. 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

23. 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

24. 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

25. 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