2. Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 09 Creative Strategy: Implementation and Evaluation

3. Appeals and Execution Style 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 Advertising Appeals Execution Style 9-2

4. Informational/Rational Appeals 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 the dominant product traits 9-3

5. Red Bull Promotes Features and Benefits 9-4

6. Appealing to Personal States or Feelings Personal Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement Sorrow, Grief Social-Based Recognition Status Respect Involvement Embarrassment Affiliation Rejection Acceptance Approval 9-5

7. Transformational Ads Richer More Exciting Warmer Feelings Meanings ImagesBeliefs More Enjoyable It makes the product use experience... The ads create... 9-6

8. Transformational Advertising for Skyy Vodka 9-7

9. Combining Rational and Emotional Appeals 9-8

10. Levels of Relationships With Brands Emotions Personality Product Benefits 9-9

11. 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 attachment to the brand D) Rational motives E) Competitive advantage over similar products in the market 9-10

12. MasterCard Creates an Emotional Bond 9-11

13. Reminder Advertising 9-12

14. Teaser Ads Excite Curiosity 9-13

15. User-Generated Content Mountain DEWmocracy Using passionate fans to create, choose, and promote new Mountain Dew flavors Techniques Interactive games Mobile tour Contests Facebook Twitter Upload sites (http://www.12seconds.tv)http://www.12seconds.tv 9-14

16. Ad Execution Techniques Personality Symbol Straight sell Scientific/Technical Demonstration Comparison Testimonial Humor Slice of life Imagery Animation Dramatization Combinations 9-15

17. Straight Sell or Factual Message 9-16

18. Samsung Uses a Demonstration 9-17

19. Slice-of-Life Execution 9-18

20. 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 9-19

21. Charles Schwab Uses a Form of Animation 9-20

22. The Aflac Duck is a Personality Symbol 9-21

23. Imagery Advertising 9-22

24. Basic Components of Print Advertising 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 9-23

25. Headlines That Grab Attention 9-24

26. Use of an Indirect Headline 9-25

27. This Ad Uses a Clever Visual Appeal 9-26

28. Ad Layout Headline Copy Visual Element Identifying mark Subhead 9-27

29. Creative Tactics for Television Sight Motion Sound 9-28

30. The Power of Audio in Commercials Audio elements Voices Music Sound effects Presentation methods Voiceover Needledrop Jingles 9-29

31. Top-10 Jingles 9-30

32. Production Stages for TV Commercials Preproduction All work before actual shooting, recording Production Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded 9-31

33. Client Evaluation and Approval Client-side approvals Advertising or communications manager Product or brand managers Marketing director or vice president Legal department President or CEO Board of directors 9-32

34. Preproduction Tasks Select a director Cost estimation and timing Choose production company Bidding Preproduction meeting Production timetable Preproduction 9-33

35. Production Tasks Location Timing Talent Production 9-34

36. Postproduction Tasks Editing Processing Sound effects Audio/video mixing Opticals Approvals Duplicating Release/ shipping Postproduction 9-35

37. TV Commercial Production Costs 9-36

38. Evaluation Guidelines for Creative Output Is it consistent with marketing objectives? Is it consistent with creative strategy/objectives? Does it communicate what it’s supposed to? Is the approach appropriate for the audience? Is the message clear and convincing? Is the message overwhelmed by execution? Is the message appropriate for chosen media? Is the ad truthful and tasteful? 9-37