You are on page 1of 31

Creative Strategy: Implementation and Evaluation

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

Appeals and Execution Style


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

Advertising Appeals

Execution Style

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

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

Types of 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 brands popularity


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

A Rational, Popularity Appeal

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

Appealing to Personal States or Feelings


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

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

Appealing to Socially Based Feelings


Approval Acceptance Affiliation

Embarrassment

Status

Social-Based Feelings

Belonging

Respect
Rejection Recognition

Involvement

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

Music and Visual Effects Excite Feelings

*Click outside of the video screen to advance to the next slide


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

Transformational Ads

Feelings

Images

Meanings

The ads create . . .

Beliefs

Richer More Exciting

It must make the product use experience . . .

Warmer More Enjoyable

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

Norwegian Uses Transformational Advertising

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

Norwegian Uses Transformational Advertising

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

Levels of Relationship with Brands

Emotions

Personality
Product Benefits

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

MasterCard Creates an Emotional Bond

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

Teaser Ads May Not Show the Product

*Click outside of the video screen to advance to the next slide


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

Teaser Ads Excite Curiosity

*Click outside of the video screen to advance to the next slide


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

Ad Execution Techniques
Straight-sell Scientific Demonstration Comparison Slice of life Testimonial Animation Personality Symbol

Dramatization
Humor

Fantasy

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

Apple Uses a Testimonial

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

Crest Whitestrips Uses a Demonstration

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

Chevy Trucks Uses a Slice-of-Life Execution

*Click outside of the video screen to advance to the next slide


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

AFLAC Duck, a Personality Symbol

*Click outside of the video screen to advance to the next slide


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

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

Altoids Uses a Headline Effectively

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

Headlines Can Capture Attention

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

Print Ad Layout
Arrangement of the Elements on the Printed Page Expressed in Columns, Column Inches or Portions of a Page Black & White or Two-, Three-, or Fourcolor Printing

Format

Size

Color

White Space

Marginal and Intermediate Space That Remains Unprinted

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

Top 10 Jingles of the Century


Company
1. McDonalds 2. U.S. Army 3. Pepsi Cola 4. Campbells Soup 5. Chevrolet 6. Oscar Mayer 7. Wrigleys gum 8. Winston 9. Coca-Cola 10. Brylcreem

Jingle
You deserve a break today Be all that you can be Pepsi Cola Hits the Spot Mm, Good Mm Good See the USA in your Chevrolet I wish I was an Oscar Mayer Wiener Double your pleasure, double your fun Winston tastes good like a cigarette should Its the real thing BrylcreemA little dabll do ya
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Nortel Uses Music Creatively

*Click outside of the video screen to advance to the next slide


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

Production Stages for TV Commercials

Preproduction

All work before actual shooting, recording Period of filming, taping, or recording Work after spot is filmed or recorded

Production

Postproduction

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

Preproduction Tasks
Select a Director Preproduction Meeting Choose Production Company

Preproduction
Production Timetable Cost Estimation and Timing
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Bidding

Production Tasks

Production

Location Versus Set Shoots

Night/weekend Shoots

Talent Arrangements

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

Postproduction Tasks
Editing Processing

Release/ Shipping

Sound Effects

Postproduction
Duplicating Audio/Video Mixing

Client/agency Approval

Opticals

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

Evaluation Guidelines for Creative Output


Consistent With Brands Marketing Objectives? Consistent With Brands Advertising Objectives? Consistent With Creative Strategy, Objectives? Does It Communicate What Its Suppose to? Approach Appropriate to Target Audience? Communicate Clear, Convincing Message? Does Execution Overwhelm the Message? Appropriate to the Media Environment? Is the Advertisement Truthful and Tasteful?
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Savin Creates An Effective Campaign

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