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Appeals and Execution Style
Creative Strategy:
Implementation and Evaluation
Prof. Pierre Xiao LU, Fudan University
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
A Rational, “Popularity” Appeal
Types of Informational/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 brand’s popularity
© 2007 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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Appealing to Social-Based Feelings
Approval
Affiliation
Embarrassment
Acceptance
Status
Social-Based
Feelings
Respect
Belonging
Involvement
Rejection
Recognition
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Transformational Ads
Transformational Advertising for Skyy Vodka
Feelings
Images
The ads
create . . .
Meanings
Richer
More
Exciting
Beliefs
It must make
the product use
experience . . .
Warmer
More
Enjoyable
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Levels of Relationship with Brands
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MasterCard Creates an Emotional Bond
Emotions
Personality
Product Benefits
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Ad Execution Techniques
Straight sell
Animation
Scientific
Personality Symbol
Demonstration
Imagery
Comparison
Dramatization
Testimonial
Humor
Slice of life
Combinations
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Ads for High Involvement Products Often Use Straight Sell
Executions
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Mentadent Uses a Demonstration
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Listerine Uses a Slice-of-Life Execution
Print Ad Components
Apple Uses a Testimonial
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Jeep Uses Imagery for the Wrangler
Headlines Help Select Good Prospects
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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Production Stages for TV
Commercials
Print Ad Layout
Format
Arrangement of the elements on the
printed page
Expressed in columns, column inches or
portions of a page
Size
Black & white or two-, three-, or fourcolor Printing
printing
Color
White
Space
Preproduction
All work before actual
shooting, recording
Production
Period of filming, taping, or
recording
Postproduction
Work after spot is filmed or
recorded
Marginal and intermediate space that
remains unprinted
Preproduction Tasks
Production Tasks
Select a director
Production
Choose
production
company
Preproduction
meeting
Preproduction
Production
timetable
Bidding
Location versus
set shoots
Night/weekend
shoots
Talent
arrangements
Cost estimation
and timing
Evaluation Guidelines for Creative Output
Postproduction Tasks
Editing
Processing
Consistent with brand’s marketing objectives?
Consistent with brand’s advertising objectives?
Consistent with creative strategy, objectives?
Release/
shipping
Sound effects
Approach appropriate to target audience?
Postproduction
Audio/video
mixing
Duplicating
Does it communicate what it’s supposed to?
Communicate clear, convincing message?
Does execution overwhelm the message?
Client/agency
approval
Opticals
Appropriate to the media environment?
Is the advertisement truthful and tasteful?
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