Professional Documents
Culture Documents
Creative Strategy:
Implementation and Evaluation
9-2
Informational/Rational Appeals
Feature
Focus on the dominant product traits
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
9-3
Appealing to Personal States or Feelings
Personal Social-Based
Safety Recognition
Security Status
Fear Respect
Love, Affection Involvement
Embarrassment
Happiness, Joy
Affiliation
Nostalgia
Rejection
Sentiment
Acceptance
Excitement Approval
Sorrow, Grief
9-4
Transformational Ads
Feelings Images
The ads
create . . .
Meanings Beliefs
Richer Warmer
It makes the
product use
More experience. . . More
Exciting Enjoyable
9-5
Levels of Relationships With Brands
Emotions
Personality
Product Benefits
9-6
User-Generated Content
• Mountain DEWmocracy
• Using passionate fans to create, choose,
and promote new Mountain Dew flavors
• Techniques
• Interactive games
• Mobile tour
• Contests
• Facebook
• Twitter
• Upload sites (http://www.12seconds.tv)
9-7
Ad Execution Techniques
Demonstration Imagery
Comparison Dramatization
Testimonial Humor
9-8
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
9-9
The Power of Audio in Commercials
• Audio elements
• Voices
• Music
• Sound effects
• Presentation methods
• Voiceover
• Needledrop
• Jingles
9-10
Production Stages for TV Commercials
9-11
Client Evaluation and Approval
• Client-side approvals
• Advertising or communications manager
• Product or brand managers
• Marketing director or vice president
• Legal department
• President or CEO
• Board of directors
9-12
Preproduction Tasks
Select a director
Choose
Preproduction
production
meeting
company
Preproduction
Production
Bidding
timetable
Cost estimation
and timing
9-13
Production Tasks
Production
9-14
Postproduction Tasks
Editing Processing
Release/ Sound
shipping effects
Postproduction
Audio/video
Duplicating
mixing
Approvals Opticals
9-15