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9
Creative Strategy:
Implementation and
Evaluation
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Appeals and Execution Style
Advertising
Appeals
Execution
Style
The approach used to attract
the attention of consumers
To influence consumer feelings
toward a product,
service or cause
The way an appeal is turned
into an advertising message
The way the message is
presented to the consumer
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
A Rational Appeal
Appealing to Personal States or Feelings
Safety
Security
Fear
Love, Affection
Happiness, Joy
Nostalgia
Sentiment
Excitement
Arousal
Stimulation
Sorrow, Grief
Pride
Achievement
Accomplishment
Self-esteem
Embarrassment
Actualization
Pleasure
Ambition
Comfort
Appealing to Social-Based Feelings
Approval
Affiliation
Embarrassment
Acceptance
Status
Social-Based
Feelings
Respect
Belonging
Involvement
Rejection
Recognition
Transformational Ads
Feelings
Meanings
Richer
More
Exciting
Images
The ads
create . . .
It must make
the product use
experience . . .
Beliefs
Warmer
More
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 sell
Animation
Scientific/Technical
Personality Symbol
Demonstration
Imagery
Comparison
Dramatization
Testimonial
Humor
Slice of life
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
Jeep Uses Imagery for the Wrangler
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
Ad Layout
Visual
element
Body
copy
Indirect
headline
Jingles
Production Stages for TV Commercials
Preproduction
All work before actual
shooting, recording
Production
Period of filming, taping, or
recording
Postproduction
Work after spot is filmed or
recorded
Preproduction Tasks
Select a director
Choose
production
company
Preproduction
meeting
Preproduction
Production
timetable
Bidding
Cost estimation
and timing
Production Tasks
Production
Location
Timing
Talent
Postproduction Tasks
Editing
Processing
Release/
shipping
Sound
effects
Postproduction
Audio/video
mixing
Duplicating
Approvals
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 with brand marketing objectives?
Consistent with brand advertising objectives?
Consistent with creative strategy, objectives?
Communicates what it’s supposed to?
Approach appropriate to target audience?
Communicates clear, convincing message?
Does execution overwhelm the message?
Appropriate to the media environment?
Truthful and tasteful?