Creative Strategy:

Implementation
and Evaluation

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Appeals and Execution Style

The
The approach
approach used
used to
to attract
attract
the
the attention
attention of
of consumers
consumers
Advertising
Advertising
Appeals
Appeals To
To influence
influence consumer
consumer feelings
feelings
toward
toward aa product,
product,
service
service or cause
or cause

The
The way
way an
an appeal
appeal is
is turned
turned
into
into an
an advertising
advertising message
message
Execution
Execution
Style
Style
The
The way
way the
the message
message is
is
presented
presented to
to the
the consumer
consumer

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Types of Rational Appeals

Feature:
Feature: Focus
Focus on
on dominant
dominant traits
traits of
of the
the product
product

Competitive:
Competitive: Makes
Makes comparisons
comparisons to
to other
other brands
brands

Price:
Price: Makes
Makes price
price offer
offer the
the dominant
dominant point
point

News:
News: News
News announcement
announcement about
about the
the product
product

Popularity:
Popularity: Stresses
Stresses the
the brand’s
brand’s popularity
popularity

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Rational, “Popularity” Appeal

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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Appealing to Personal States or Feelings

Achievement Accomplishment
Actualization Affection
Ambition Arousal
Stimulation Comfort
Excitement Fear
Grief Happiness
Joy Love
Nostalgia Pleasure
Pride Safety
Security Self-esteem
Sentiment Sorrow

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Appealing to Socially Based Feelings

Approval
Approval Affiliation
Affiliation
Embarrass-
Embarrass-
Acceptance
Acceptance ment
ment

Status Social-Based
Social-Based Belonging
Status Belonging
Feelings
Feelings

Respect
Respect Involvement
Involvement

Rejection
Rejection Recognition
Recognition

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Music and Visual Effects Excite Feelings

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Transformational Ads

Feelings
Feelings Images
Images
The
The ads
ads
create
create .. .. ..
Meanings
Meanings Beliefs
Beliefs

Richer
Richer Warmer
Warmer
It
It must
must make
make
the
the product
product use
use
More
More experience
experience .. .. .. More
More
Exciting
Exciting Enjoyable
Enjoyable

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Norwegian Uses Transformational Advertising

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Norwegian Uses Transformational Advertising

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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Levels of Relationship with Brands

Emotions
Emotions

Personality
Personality

Product
Product Benefits
Benefits

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

MasterCard Creates an Emotional Bond

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Teaser Ads May Not Show the Product

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Teaser Ads Excite Curiosity

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Ad Execution Techniques

Straight-sell
Straight-sell Slice
Slice of
of life
life

Scientific
Scientific Testimonial
Testimonial

Demonstration
Demonstration Animation
Animation

Comparison
Comparison Personality
Personality Symbol
Symbol

Dramatization
Dramatization Fantasy
Fantasy

Humor
Humor

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Apple Uses a Testimonial

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Crest Whitestrips Uses a Demonstration

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Chevy Trucks Uses a Slice-of-Life Execution

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

AFLAC Duck, a Personality Symbol

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Print Ad Components

Headline:
Headline:
Words
Words in
in the
the Leading
Leading Position
Position of
of the
the Ad
Ad

Subheads:
Subheads:
Smaller
Smaller Than
Than the
the Headline,
Headline, Larger
Larger Than
Than the
the Copy
Copy

Body
Body Copy:
Copy:
The
The Main
Main Text
Text Portion
Portion of
of aa Print
Print Ad
Ad

Visual
Visual Elements:
Elements:
Illustrations
Illustrations Such
Such As
As Drawings
Drawings or
or Photos
Photos

Layout:
Layout:
How
How Elements
Elements Are
Are Blended
Blended Into
Into aa Finished
Finished Ad
Ad
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Altoids Uses a Headline Effectively

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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Headlines Can Capture Attention

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Print Ad Layout

Arrangement
Arrangement of
of the
the Elements
Elements on
on the
the
Format
Format Printed
Printed Page
Page

Expressed
Expressed inin Columns,
Columns, Column
Column Inches
Inches
Size
Size or
or Portions
Portions of
of aa Page
Page

Black
Black && White
White or
or Two-,
Two-, Three-,
Three-, or
or Four-
Four-
Color
Color color
color Printing
Printing

White
White Marginal
Marginal and
and Intermediate
Intermediate Space
Space That
That
Space
Space Remains
Remains Unprinted
Unprinted

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Top 10 Jingles of the Century

Company Jingle
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 gum Double 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

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Nortel Uses Music Creatively

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Production Stages for TV Commercials

All
All work
work before
before actual
actual
Preproduction
Preproduction shooting,
shooting, recording
recording

Period
Period of
of filming,
filming, taping,
taping, or
or
Production
Production recording
recording

Work
Work after
after spot
spot is
is filmed
filmed or
or
Postproduction
Postproduction recorded
recorded

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Preproduction Tasks

Select
Select aa Director
Director

Choose
Choose
Preproduction
Preproduction Production
Production
Meeting
Meeting Company
Company

Preproduction
Preproduction

Production
Production Bidding
Bidding
Timetable
Timetable

Cost
Cost Estimation
Estimation
and
and Timing
Timing

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Production Tasks

Production
Production

Location
Location Versus
Versus Night/weekend
Night/weekend Talent
Talent
Set
Set Shoots
Shoots Shoots
Shoots Arrangements
Arrangements

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Postproduction Tasks

Editing
Editing Processing
Processing

Release/
Release/ Sound
Sound Effects
Effects
Shipping
Shipping
Postproduction
Postproduction
Audio/Video
Audio/Video
Duplicating
Duplicating Mixing
Mixing

Client/agency
Client/agency Opticals
Opticals
Approval
Approval

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Evaluation Guidelines for Creative Output

Consistent
Consistent With
With Brand’s
Brand’s Marketing
Marketing Objectives?
Objectives?

Consistent
Consistent With
With Brand’s
Brand’s Advertising
Advertising Objectives?
Objectives?

Consistent
Consistent With
With Creative
Creative Strategy,
Strategy, Objectives?
Objectives?

Does
Does It
It Communicate
Communicate What
What It’s
It’s Suppose
Suppose to?
to?

Approach
Approach Appropriate
Appropriate to
to Target
Target Audience?
Audience?

Communicate
Communicate Clear,
Clear, Convincing
Convincing Message?
Message?

Does
Does Execution
Execution Overwhelm
Overwhelm the
the Message?
Message?

Appropriate
Appropriate to
to the
the Media
Media Environment?
Environment?

Is
Is the
the Advertisement
Advertisement Truthful
Truthful and
and Tasteful?
Tasteful?
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Savin Creates An Effective Campaign

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin