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  • Advertising CH 9

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    Rajat Mendiratta
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    This document discusses creative strategy implementation including ad appeals, execution styles, creative tactics, and guidelines. It outlines rational and emotional appeals as well as combining the two. Ad execution styles include straight sell, scientific/technical, demonstration, comparison, testimonial, slice of life, animation, personality symbol, fantasy, dramatization, humor, and combination. Creative tactics involve headlines, body copy, visual elements, layout, video, and audio. Guidelines state that creative output should be consistent with objectives, appropriate for the target market, communicate clearly, not overwhelm the message, be appropriate for the media, and be truthful and tasteful.

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    Advertising Ch 9

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    This document discusses creative strategy implementation including ad appeals, execution styles, creative tactics, and guidelines. It outlines rational and emotional appeals as well as combining the two. Ad execution styles include straight sell, scientific/technical, demonstration, comparison, testimonial, slice of life, animation, personality symbol, fantasy, dramatization, humor, and combination. Creative tactics involve headlines, body copy, visual elements, layout, video, and audio. Guidelines state that creative output should be consistent with objectives, appropriate for the target market, communicate clearly, not overwhelm the message, be appropriate for the media, and be truthful and tasteful.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    25 views1 page

    Advertising CH 9

    Uploaded by

    Rajat Mendiratta
    This document discusses creative strategy implementation including ad appeals, execution styles, creative tactics, and guidelines. It outlines rational and emotional appeals as well as combining the two. Ad execution styles include straight sell, scientific/technical, demonstration, comparison, testimonial, slice of life, animation, personality symbol, fantasy, dramatization, humor, and combination. Creative tactics involve headlines, body copy, visual elements, layout, video, and audio. Guidelines state that creative output should be consistent with objectives, appropriate for the target market, communicate clearly, not overwhelm the message, be appropriate for the media, and be truthful and tasteful.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    of 1

    Chapter 9 Creative Strategy: Implementation 1.

    Ad Appeals & Execution Styles

    Appeals: Informational/Rational Emotional (transformational ads...reach out & touch someone) Combining Rational and Emotional Appeals (3 levels of brand relationships: benefits, personality, & emotions) Reminder & Teaser advertising Ad Execution styles: Straight sell - straightforward presentation of information, often used with rational appeal. Scientific/Technical - cite technical evidence, lab studies, or endorsements by scientific
    bodies.

    Demonstration - illustrate key advantages by showing it in actual use. Comparison - used to execute competitive advantage over a competitor Testimonial - a person praises the product based on personal experience. Slice of Life - portrays a problem commonly faced in daily life with the product solving the problem. Animation - includes the use of animated characters such as cartoons (e.g., Jolly Green Giant). Personality Symbol - a central character is developed who delivers the message (e.g., Mr. Whipple). Fantasy - popular for emotional appeals, the product becomes a central part of situation. Dramatization - a short story with the product as the star. Humor - a funny portrayal of the product or service. Combination - use of more than one technique.

    2. Creative Tactics
    Headlines, Body Copy, Visual Elements, Layout, Video, and Audio.

    3. Guidelines for Creative Output


    consistent with mktg, advertising, & creative strategy objectives, appropriate for target mkarket, communicates clearly, not overwhelm message, media appropriate, & truthful, tasteful.

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