Chapter 9

Creative Strategy:
Implementation and
Evaluation

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 Learning Objectives
LO1 Compare the different types of appeals used in
advertising.
LO2 Identify creative execution styles and their most
appropriate applications.
LO3 Compare tactics for the creation of print ads and
TV commercials as well as online advertising.
LO4 Discuss guidelines for clients to evaluate creative
work.

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 Appeals and Execution Styles 1 of 13
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

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 Appeals and Execution Styles 2 of 13
Advertising Appeals
– Informational/Rational Appeals
• Focus on the consumer’s practical, functional, or utilitarian need
for the product or service
• Emphasize:
– Features of a product or service and/or the benefits
– Reasons for owning or using a particular brand
– Feature appeal—Focuses on the dominant traits of the
product or service

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 Appeals and Execution Styles 3 of 13
Advertising Appeals continued
– Informational/Rational Appeals continued
• 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

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 Appeals and Execution Styles 4 of 13
Advertising Appeals continued
– Informational/Rational Appeals continued
• 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

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 Appeals and Execution Styles 5 of 13
Advertising Appeals continued
– Emotional Appeals
• Relate to the customers’ social
and psychological needs for
purchasing a product or service
• Create favorable effect on
consumers’ evaluations of a
brand
• Generate large profit gains

Source: The California Milk Advisory Board

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 Appeals and Execution Styles 6 of 13
Advertising Appeals continued
– Emotional Appeals continued
• 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

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 Appeals and Execution Styles 7 of 13
Advertising Appeals continued
– Transformational Ad
• Associates the experience of using the advertised
brand with a unique set of psychological
characteristics
• Characteristics
– Makes the experience of using the product
richer and/or more enjoyable
– Connects the experience of the
advertisement with the experience of using
the brand

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 Bases for Emotional Appeals

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 Appeals and Execution Styles 8 of 13
Advertising Appeals continued
– 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

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 Appeals and Execution Styles 9 of 13
Advertising Execution
– Straight-sell or factual message
• Relies on a straightforward presentation of information
concerning the product or service
• Used with informational/rational appeals

– Scientific/technical evidence
• Advertisers cite technical/scientific information to support
their advertising claims

– Demonstration
• Illustrates the key advantages of the product by showing its
actual use
• Effective in convincing consumers of a product’s utility, quality,
and benefits
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 Appeals and Execution Styles 10 of 13
Advertising Execution continued
– Comparison
• Shows a brand’s particular advantage over its
rivals
• Helps in positioning a new or lesser-known brand
with industry leaders
• Used to execute competitive advantage appeals

– Testimonial
• Messages are presented by a person who
elaborates on his or her personal experience with
it
• Endorsement—A well-known or respected
individual speaks on behalf of the company or the
brand
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 Appeals and Execution Styles 11 of 13
Advertising Execution continued
– Slice of life
• Based on a problem/solution approach
• Used by business-to-business marketers
– Slice-of-death advertising—Focuses on the negative
consequences that result when wrong decisions are made

– Animation
• Uses animated scenes in advertisements

– Personality symbol
• Develops a central character that can deliver the advertising
message
• Helps consumers identify a company/brand
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 Appeals and Execution Styles 12 of 13
Advertising Execution continued
– Imagery
• Consists of visual elements rather than information
• Encourages buyers to associate the brand with the symbols,
characters, or situation shown in the ad

– Dramatization
• Focuses on telling a short story with the product or service as the star
• Steps:
– Exposition
– Conflict
– Increase in action, conflict, and suspense
– Climax
– Resolution
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 Appeals and Execution Styles 13 of 13
Advertising Execution continued
– Humor
• Used to present other advertising appeals

– Combinations
• Using various execution techniques to create a message

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 Creative Tactics 1 of 11
Creative Tactics for Print Advertising
– Headlines: Words in the leading position of the ad
• Direct headlines: Straightforward and informative
• Indirect headlines: Not straightforward about identifying the
product or service or getting to the point

– Subheads: Secondary heads in a print ad

– Reinforce the headline and advertising slogan or theme

– Body copy: Main text portion of a print ad

– Goal: Communicate the message and hold consumer
attention

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 Creative Tactics 2 of 11
Creative Tactics for Print Advertising continued
– Visual elements: Play an important role in determining the
effectiveness of the ad
• Goal—Work synergistically with the headline and body copy to
produce an effective message

– Layout: Physical arrangement of the various parts of the

ad

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 Creative Tactics 3 of 11
Creative Tactics for Television
– 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

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 Creative Tactics 4 of 11
Creative Tactics for Television continued
– Planning and Production of TV Commercials
• Producing high-quality TV commercials incurs high costs
• Factors contributing to the costs of producing a TV commercial
– Production personnel and equipment
– Location fees
– Video editing
– Sound recording and mixing
– Music fees
– Talent

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 Creative Tactics 5 of 11
Creative Tactics for Television continued
– Planning and Production of TV Commercials continued
• Developing a script
– Script: Written version of a commercial that provides a
detailed description of its video and audio content
• Producing and getting approval for story board
• Preparing for production phase

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 Creative Tactics 6 of 11
Creative Tactics for Television continued
– Production Stages for TV Commercials
• Preproduction
– All the work before actual shooting and recording
• Production
– Period of filming, taping, or recording
• Postproduction
– Work after spot is filmed or recorded

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 Creative Tactics 7 of 11
Creative Tactics for Television continued
– Preproduction Tasks
• Select a director
• Choose production company
• Bidding
• Cost estimation and timing
• Production timetable
• Preproduction meeting

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 Creative Tactics 8 of 11
Creative Tactics for Television continued
– Production Tasks
• Location
– Where to shoot or record
– On location or on a set
• Timing
– When to shoot or record
• Talent
– Arranging musicians, voiceover talent, actors, etc.

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 Creative Tactics 9 of 11
Creative Tactics for Television continued
– Postproduction Tasks
• Editing
• Processing
• Sound effects
• Audio/video mixing
• Opticals
• Approvals
• Duplicating
• Release/shipping

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 Summary of Production Costs Total
Pre-production and wrap $76,676
Shooting labor $93,901
Figure 9-2 Locations and travel $65,690

Production Props, wardrobe, and animals $18,670

Studio and set construction $88,056
Costs for a Equipment $42,750
30-Second Filmstock develop and print $22,920
Director/creative fees $32,400
Television Insurance $12,288
Commercial Production mark up $92,153
Needledrop music $2,000
Editing $66,504
Talent $33,905
GRAND TOTAL $647,913

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 Figure 9-3 The Three Phases of Production for Commercials

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 Creative Tactics 10 of 11
Creative Tactics for Online Advertising
– Role of Digital Ads
• Native advertising
– A type of paid placement designed to fit seamlessly into the
content that surrounds it

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 Creative Tactics 11 of 11
Creative Tactics for Online Advertising continued
– Role of Digital Ads continued
• Types of digital ads
– Display ads
» Many different formats
» Domination of banner ads
– Online video
» Growing rapidly across all platforms
» Variety of formats and placements
• Pre-roll, mid-roll, and post-roll

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 Client Evaluation and Approval of Creative Work 1 of 2
Client-side approvals include:
– Advertising or communications manager
– Product or brand managers
– Marketing director or vice president
– Legal department
– President or CEO
– Board of directors

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 Client Evaluation and Approval of Creative Work 2 of 2
Guidelines for Evaluating Creative Output
– Maintain consistency with the brand’s:
• Marketing and advertising objectives
• Creative strategy and objectives

– Creative approach must:

• Be appropriate for the target audience
• Communicate a clear and convincing message to the customer
• Keep from overwhelming the message
• Be appropriate for the media environment in which it is likely to be
seen
• Be truthful and tasteful

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