1. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Chapter 9 Creative Strategy: Implementation and Evaluation

2. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Appeals and Execution Style  Advertising appeal: Approach used to attract consumers’ attention and/or to influence their feelings toward the product, service, or cause  Creative execution style: Manner in which a particular appeal is turned into an advertising message presented to the consumer 2

3. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Types of Informational/Rational Appeals Competitive advantage appeal Compares to another brand and claims superiority on one or more attributes Feature appeal Focuses on the dominant traits of the product or service Favorable price appeal Makes product price the dominant point of the message News appeal Involves a type of news about the product, service, or company Product/service popularity appeal Stresses the popularity of a product or service by pointing out the: Number of consumers who use the brand or those who have switched to it Number of experts who recommend the brand Leadership position in the market 3

4. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Advantages of Emotional-Only Campaigns More effective in relation to campaigns using emotional and rational content Work well during economic downturns Influence consumers’ interpretations of product usage experience 4

5. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Transformational Ads Richer More Exciting Warmer Feelings Meanings ImagesBeliefs More Enjoyable It makes the product use experience... The ads create...

6. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Figure 9.1 - Bases for Emotional Appeals 6

7. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Figure 9.2 - Levels of Relationships With Brands 7

8. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Additional Types of Appeals Reminder advertising Builds brand awareness and/or helps keep the brand name in front of consumers Teaser advertising Builds curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it User-generated content (UGC) Created by consumers rather than by the company and/or its agency 8

9. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Ad Execution Techniques Straight sell/factualScientific/technicalDemonstrationComparison TestimonialSlice of lifeAnimationPersonality Symbol ImageryDramatizationHumorCombinations 9

10. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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

11. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Ad Layout Headline Copy Visual Element Identifying mark Subhead

12. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Basic Components of Television Advertising Video Visual elements that attract viewers’ attention and communicate an idea, message, and/or image Audio Includes voices, music, and sound effects Voiceover: Message is delivered by an announcer who is not visible Needledrop: Music that is prefabricated, multipurpose, and highly conventional Jingles: Catchy songs about a product or service that carry the advertising theme and a simple message 12

13. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Figure 9.4 - The Three Phases of Production for Commercials 13

14. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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

15. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Preproduction Tasks Select a director Cost estimation and timing Choose production company Bidding Preproduction meeting Production timetable Preproduction

16. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Production Tasks Location Timing Talent Production

17. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Postproduction Tasks Editing Processing Sound effects Audio/video mixing Opticals Approvals Duplicating Release/ shipping Postproduction