Copyright © 2012 McGraw-Hill Companies, Inc.

, All right reversed

09

Implementation and Evaluation

Creative Strategy:
 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

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
Red Bull Promotes Features and Benefits

9-4
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

9-5
 Transformational Ads

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

Richer Warmer
It
It makes
makes the
the
product
product use
use
More experience.
experience. .. .. More
Exciting Enjoyable

9-6
Transformational Advertising for Skyy Vodka

9-7
Combining Rational and Emotional Appeals

9-8
Levels of Relationships With Brands

Emotions

Personality

Product Benefits

9-9
 Test Your Knowledge
According to McCann-Erickson's concept of emotional
bonding, the strongest relationship that develops
between a brand and a consumer is based on:
A) Product benefits
B) Brand personality
C) Feelings or emotional attachment to
the brand
D) Rational motives
E) Competitive advantage over similar
products in the market

9-10
MasterCard Creates an Emotional Bond

9-11
Reminder Advertising

9-12
Teaser Ads Excite Curiosity

9-13
 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)

9-14
 Ad Execution Techniques

Straight
Straight sell
sell Animation
Animation

Scientific/Technical
Scientific/Technical Personality
Personality Symbol
Symbol

Demonstration
Demonstration Imagery
Imagery

Comparison
Comparison Dramatization
Dramatization

Testimonial
Testimonial Humor
Humor

Slice
Slice of
of life
life Combinations
Combinations

9-15
Straight Sell or Factual Message

9-16
Samsung Uses a Demonstration

9-17
Slice-of-Life Execution

9-18
 Test Your Knowledge
Which of the following is an advertising execution
approach designed to illustrate key advantages or
features of a product by showing it in actual use?
A) Comparison
B) Demonstration
C) Scientific evidence
D) Straight-sell
E) Animation

9-19
Charles Schwab Uses a Form of Animation

9-20
The Aflac Duck is a Personality Symbol

9-21
Imagery Advertising

9-22
Basic Components of Print Advertising

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

9-23
Headlines That Grab Attention

9-24
Use of an Indirect Headline

9-25
This Ad Uses a Clever Visual Appeal

9-26
Ad Layout

Headline

Subhead

Visual
Element

Identifying
mark

Copy

9-27
Creative Tactics for Television

Sight Motion Sound

9-28
 The Power of Audio in Commercials

• Audio elements
• Voices
• Music
• Sound effects
• Presentation methods
• Voiceover
• Needledrop
• Jingles

9-29
Top-10 Jingles

9-30
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

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 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

9-32
 Preproduction Tasks

Select a director

Choose
Preproduction
production
meeting
company

Preproduction

Production
Bidding
timetable

Cost estimation
and timing

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 Production Tasks

Production
Production

Location
Location Timing
Timing Talent
Talent

9-34
 Postproduction Tasks

Editing
Editing Processing
Processing

Release/
Release/ Sound
Sound
shipping
shipping effects
effects
Postproduction
Postproduction
Audio/video
Audio/video
Duplicating
Duplicating mixing
mixing

Approvals
Approvals Opticals
Opticals

9-35
TV Commercial Production Costs

9-36
Evaluation Guidelines for Creative Output

Is it consistent with marketing objectives?

Is it consistent with creative strategy/objectives?
Does it communicate what it’s supposed to?
Is the approach appropriate for the audience?
Is the message clear and convincing?
Is the message overwhelmed by execution?
Is the message appropriate for chosen media?
Is the ad truthful and tasteful?

9-37