9
Creative Strategy:
Implementation and
Evaluation
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights rese
Hyundai
• Fastest growing
brand in US since
2000
• 2006 third in J.D.
Powers &
Associates Initial
Quality study,
trailed on Porsche
and Lexus
• No Brand
• Think about it
19%
Appeals and Execution Style
The
The approach
approach used
used to
to attract
attract
the
the attention
attention of
of consumers
consumers
Advertising
Advertising
Appeals
Appeals To
To influence
influence consumer
consumer feelings
feelings
toward
toward aa product,
product,
service
service or
or cause
cause
The
The way
way an
an appeal
appeal is
is turned
turned
into
into an
an advertising
advertising message
message
Execution
Execution
Style
Style
The
The way
way the
the message
message is
is
presented
presented to
to the
the consumer
consumer
Types of Informational/Rational Appeals
Feature:
Feature: Focus
Focus on
on dominant
dominant traits
traits of
of the
the product
product
Competitive:
Competitive: Makes
Makes comparisons
comparisons to
to other
other brands
brands
Price:
Price: Makes
Makes price
price offer
offer the
the dominant
dominant point
point
News:
News: News
News announcement
announcement about
about the
the product
product
Popularity:
Popularity: Stresses
Stresses the
the brand’s
brand’s popularity
popularity
A Rational Appeal
Appealing to Personal States or Feelings
Safety Stimulation
Security Sorrow, Grief
Fear Pride
Achievement
Love, Affection
Accomplishment
Happiness, Joy
Self-esteem
Nostalgia
Embarrassment
Sentiment
Actualization
Excitement Pleasure
Arousal Ambition
Comfort
Appealing to Social-Based Feelings
Approval
Approval Affiliation
Affiliation
Acceptance
Acceptance Embarrass-
Embarrass-
ment
ment
Status
Status Social-Based
Social-Based Belonging
Belonging
Feelings
Feelings
Respect
Respect Involvement
Involvement
Rejection
Rejection Recognition
Recognition
TaylorMade Uses an Emotional Appeal
*Click outside of the video screen to advance to the next slide
Transformational Ads
Feelings
Feelings Images
Images
The
The ads
ads
create
create .. .. ..
Meanings
Meanings Beliefs
Beliefs
Richer
Richer Warmer
Warmer
It
It must
must make
make
the
the product
product use
use
More
More experience
experience .. .. .. More
More
Exciting
Exciting Enjoyable
Enjoyable
Transformational Advertising for Skyy Vodka
Combining Rational and Emotional Appeals
Levels of Relationships With Brands
Emotions
Personality
Product Benefits
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
MasterCard Creates an Emotional Bond
Reminder Advertising
Teaser Ads Excite Curiosity
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
Straight Sell or Factual Image
Mentadent Uses a Demonstration Ad
Slice-of-Life Execution
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
Animation
Personality Symbol
Jeep Uses Imagery for the Wrangler
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
Headlines Help Select Good Prospects
Ad Layout
Visual
element
Indirect
headline
Body
copy
Ad Layout
Creative Tactics for Television
Sight Motion Sound
Nortel Uses Music Creatively
*Click outside of the video screen to advance to the next slide
Jingles 1 2
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
Preproduction Tasks
Select
Select aa director
director
Choose
Choose
Preproduction
Preproduction production
production
meeting
meeting company
company
Preproduction
Preproduction
Production
Production Bidding
Bidding
timetable
timetable
Cost
Cost estimation
estimation
and
and timing
timing
Production Tasks
Production
Production
Location
Location Timing
Timing Talent
Talent
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
Test Your Knowledge
The creative work of an advertising agency may be
reviewed and evaluated by:
A) Brand managers
B) Advertising managers
C) Legal departments
D) Board of directors
E) All of the above
Evaluation Guidelines for Creative Output
Consistent
Consistent with
with brand
brand marketing
marketing objectives?
objectives?
Consistent
Consistent with
with brand
brand advertising
advertising objectives?
objectives?
Consistent
Consistent with
with creative
creative strategy,
strategy, objectives?
objectives?
Communicates
Communicates what
what it’s
it’s supposed
supposed to?
to?
Approach
Approach appropriate
appropriate to
to target
target audience?
audience?
Communicates
Communicates clear,
clear, convincing
convincing message?
message?
Does
Does execution
execution overwhelm
overwhelm the
the message?
message?
Appropriate
Appropriate to
to the
the media
media environment?
environment?
Truthful
Truthful and
and tasteful?
tasteful?
The Hispanic Market
Pennzoil Creates Ads for the Hispanic Market
*Click outside of the video screen to advance to the next slide