Creative Strategy

and Execution
 Appeals and Execution Style

The approach used to attract

the attention of consumers
Advertising
Appeals
To influence consumer feelings
toward a product,
service or cause

The way an appeal is turned

into an advertising message
Execution
Style
The way the message is
presented to the consumer
Types of Informational/Rational Appeals

Feature: Focus on dominant traits of the product

Competitive: Makes comparisons to other brands

Price: Makes price offer the dominant point

News: News announcement about the product

Popularity: Stresses the brand’s popularity

A Rational Appeal
Appealing to Personal States or Feelings

Safety Stimulation
Security Sorrow, Grief
Fear Pride
Achievement
Love, Affection
Accomplishment
Happiness, Joy
Self-esteem
Nostalgia
Embarrassment
Sentiment
Actualization
Excitement Pleasure
Arousal Ambition
Comfort
 Appealing to Social-Based Feelings

Approval Affiliation

Acceptance Embarrass-
ment

Status Social-Based Belonging

Feelings

Respect Involvement

Rejection Recognition
 Transformational Ads

Feelings Images
The ads
create . . .
Meanings Beliefs

Richer Warmer
It must make
the product use
More experience . . . More
Exciting Enjoyable
Transformational Advertising for Skyy Vodka
Combining Rational and Emotional Appeals
Levels of Relationships With Brands

Emotions

Personality

Product Benefits
MasterCard Creates an Emotional Bond
Reminder Advertising
Teaser Ads Excite Curiosity
 Ad Execution Techniques

Straight sell Animation

Scientific/Technical Personality Symbol

Demonstration Imagery

Comparison Dramatization

Testimonial Humor

Slice of life Combinations

Straight Sell or Factual Image
Mentadent Uses a Demonstration Ad
Slice-of-Life Execution
Animation
Personality Symbol
Jeep Uses Imagery for the Wrangler
Basic Components of Print Advertising

Headline
Words in the Leading Position of the Ad

Subheads
Smaller Than the Headline, Larger Than the Copy

Body Copy
The Main Text Portion of a Print Ad

Visual Elements
Illustrations Such As Drawings or Photos

Layout
How Elements Are Blended Into a Finished Ad
Headlines Help Select Good Prospects
 Ad Layout

Visual
element

Indirect
headline
Body
copy
Ad Layout
 Creative Tactics for Television

Sight Motion Sound

Jingles 1 2
 Production Stages for TV Commercials

All work before actual

Preproduction
shooting, recording

Period of filming, taping, or

Production
recording

Work after spot is filmed or

Postproduction recorded
 Preproduction Tasks

Select a director

Choose
Preproduction
production
meeting
company

Preproduction

Production
Bidding
timetable

Cost estimation
and timing
 Production Tasks

Production

Location Timing Talent

 Postproduction Tasks

Editing Processing

Release/ Sound
shipping effects
Postproduction
Audio/video
Duplicating
mixing

Approvals Opticals
 Evaluation Guidelines for Creative Output

Consistent with brand marketing objectives?

Consistent with brand advertising objectives?

Consistent with creative strategy, objectives?

Communicates what it’s supposed to?

Approach appropriate to target audience?

Communicates clear, convincing message?

Does execution overwhelm the message?

Appropriate to the media environment?

Truthful and tasteful?