Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Marketing channel wikipedia , lookup
Brand ambassador wikipedia , lookup
Service parts pricing wikipedia , lookup
Advertising campaign wikipedia , lookup
Advertising management wikipedia , lookup
Targeted advertising wikipedia , lookup
Product placement wikipedia , lookup
Music industry wikipedia , lookup
Pricing strategies wikipedia , lookup
Advertising wikipedia , lookup
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 1 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 2 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 3 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? 4