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Chapter 7
Creative Tactics Decisions
Chapter Objectives
• To identify 3 key decisions for creative tactics:
execution style, message structure, and design
elements.
• To analyze the various creative execution styles
that advertisers can use and the advertising
situations where they are most appropriate.
Chapter 7 : Creative Tactics Decisions
Chapter Objectives
• To examine different types of message structures
that can be used to develop a promotional
message.
• To analyze various decision elements involved in
the creation of print advertising and TV
commercials.
Chapter 7 : Creative Tactics Decisions
Chapter Objectives
• To understand a planning model for making
creative tactics decisions.
• To consider how clients evaluate the creative work
of their agencies and discuss guidelines for the
evaluation and approval process.
Chapter 7 : Creative Tactics Decisions
Creative Tactics
• Creative Execution Style.
– The way an advertising appeal is presented.
• While it is obviously important for an ad to have a
meaningful appeal or message to communicate to
the consumer, the manner in which the ad is
executed is also important.
Chapter 7 : Creative Tactics Decisions
Ad Execution Techniques
• Straight-sell or factual •
message
•
• Science / technical
•
evidence
•
• Demonstration
•
• Comparison
•
• Slice of life
•
Testimonial
Animation
Personality symbol
Fantasy
Dramatization
Humor
Combinations
Chapter 7 : Creative Tactics Decisions
Message Structure
• Order of Presentation.
– Primacy Effect.
• Assumes that information presented first is the most effective.
– Recency Effect.
• Assumes that information presented last is the most
persuasive.
Chapter 7 : Creative Tactics Decisions
Order of Presentation
• Figure 7-1 – Ad message recall as a function of
order of presentation
Chapter 7 : Creative Tactics Decisions
Conclusion Drawing
• Marketing communicators must choose between
two conclusion styles:
– The message can explicitly draw a firm conclusion.
– The message can allow receivers to draw their own
conclusions.
Chapter 7 : Creative Tactics Decisions
Message Sidedness
• Marketers must also decide between message
sidedness styles:
– One-sided message.
• Mentions only positive attributes or benefits.
– Two-sided message.
• Mentions both good and bad attributes.
– Refutation.
• Special type of two-sided message.
• Communicator presents both sides of an issue and then
refutes.
Chapter 7 : Creative Tactics Decisions
Verbal Versus Visual Messages
• The nonverbal, visual elements of an ad are also
very important.
• Many ads provide minimal amounts of information
and rely on visual elements to communicate.
• Commonly used visual elements are pictures.
Chapter 7 : Creative Tactics Decisions
Creative Tactics for Print Advertising
• Headline.
– Words in the leading position of the ad.
– Direct vs. Indirect headlines.
– Subheads.
• Body copy.
– The main text portion of a print ad.
Chapter 7 : Creative Tactics Decisions
Creative Tactics for Print Advertising
• Visual elements.
– Illustration; Must attract, communicate and produce an
effective message.
• Layout.
– Physical arrangement of the various parts of the ad.
Chapter 7 : Creative Tactics Decisions
Creative Tactics for Television
• Video.
– What the consumer sees on the TV screen.
– Must attract consumers and communicate a message.
• Audio.
– includes voices, music, and sound effects.
• Planning and Production.
– The various elements of a TV commercial are brought
together in a script.
Chapter 7 : Creative Tactics Decisions
Production
• There are 3 stages of production:
• Preproduction
– All work before actual shooting/recording
• Production
– Period of filming, taping, or recording
• Postproduction
– Work after commercial is filmed or recorded
Chapter 7 : Creative Tactics Decisions
Preproduction Tasks
• Selecting a director
• Choosing a production company
• Bidding
• Cost estimation and timing
Chapter 7 : Creative Tactics Decisions
Preproduction Tasks
• Production timetable
–
–
–
–
–
Set construction
Location
Agency and client approvals
Casting
Wardrobes
• Preproduction meeting
Chapter 7 : Creative Tactics Decisions
Production Tasks
• Location versus set shoots
• Night/weekend shoots
• Talent arrangements
Chapter 7 : Creative Tactics Decisions
Postproduction Tasks
•
•
•
•
•
•
•
•
Editing
Processing
Recording sound effects
Audio/video mixing
Opticals
Client/agency approval
Duplicating
Release/shipping
Chapter 7 : Creative Tactics Decisions
The Foote, Cone & Belding (FCB)
Grid
• Figure 7-3
Chapter 7 : Creative Tactics Decisions
The Foote, Cone & Belding (FCB)
Grid
• An advertising planning model developed by
building on traditional response theories.
• Delineates four primary advertising planning
strategies - informative, affective, habit formation,
and satisfaction - along with the most appropriate
variant of the alternative response hierarchies.
Chapter 7 : Creative Tactics Decisions
The R&P Planning Model
• Brand awareness tactics.
– Brand awareness is a necessary precursor to brand
attitude.
Chapter 7 : Creative Tactics Decisions
The R&P Planning Model
• Brand attitude grid tactics.
–
–
–
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Low involvement - informational creative tactics.
Low involvement - transformational creative tactics.
High involvement - informational creative tactics.
High involvement - transformational creative tactics.
Chapter 7 : Creative Tactics Decisions
Evaluation Guidelines
• Consistent with brand’s marketing objectives?
• Consistent with brand’s advertising objectives?
• Consistent with brand’s communication
objectives?
• Approach appropriate to target audience?
Chapter 7 : Creative Tactics Decisions
Evaluation Guidelines
• Communicate clear, convincing message?
• Approach keep from overwhelming the message?
• Approach appropriate to the media environment?
• Is the advertisement truthful and tasteful?
Chapter 7 : Creative Tactics Decisions