09

Creative Strategy:
Implementation and Evaluation

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

 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

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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

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Red Bull Promotes Features and Benefits

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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 ads
create . . .
Meanings Beliefs

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

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Transformational Advertising for Skyy Vodka

9-7
Combining Rational and Emotional Appeals

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Levels of Relationships With Brands

Emotions

Personality

Product Benefits

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 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

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MasterCard Creates an Emotional Bond

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Reminder Advertising

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Teaser Ads Excite Curiosity

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 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 ([Link]

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 Ad Execution Techniques

Straight sell Animation

Scientific/Technical Personality Symbol

Demonstration Imagery

Comparison Dramatization

Testimonial Humor

Slice of life Combinations

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Straight Sell or Factual Message

9-16
Samsung Uses a Demonstration

9-17
Slice-of-Life Execution

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 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

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Charles Schwab Uses a Form of Animation

9-20
The Aflac Duck is a Personality Symbol

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Imagery Advertising

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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

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Headlines That Grab Attention

9-24
Use of an Indirect Headline

9-25
This Ad Uses a Clever Visual Appeal

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Ad Layout

Headline

Subhead

Visual
Element

Identifying
mark

Copy

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Creative Tactics for Television

Sight Motion Sound

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 The Power of Audio in Commercials

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

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Top-10 Jingles

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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

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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

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 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

Location Timing Talent

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 Postproduction Tasks

Editing Processing

Release/ Sound
shipping effects
Postproduction
Audio/video
Duplicating
mixing

Approvals Opticals

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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?

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