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9 Creative Strategy: Implementation and Evaluation McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed Creative Tactics • HOW message will be executed • Types of advertising appeals and execution styles • How to design effective advertising • Guidelines on how to evaluate advertising 9-2 Advertising Appeals and Execution Styles Advertising Appeals The approach used to attract the attention of consumers Forms the content of the ad Pick an appeal FIRST, then an execution style Execution Style The way an appeal is turned into an advertising message The way in which the content is presented 9-3 Types of Appeals • Informational / Rational • Emphasis on features of / benefits of using the product • Comfort/convenience/economy/dependability/ performance • Emotional • Relates to customers’ psychological needs for purchasing a product • Pleasure/status/fear/love • Appeals to consumer emotions work better at selling brands • Marketers hope positive feelings brought about by ads will transfer to brands 9-4 Informational/Rational Appeals Feature Focus on the dominant product traits/benefits Competitive Advantage Makes comparisons to other brands Favorable Price Makes price offer the dominant message News News announcement about the product Popularity Stresses the brand’s popularity 9-5 Feature Appeal What is the key benefit of this brand? 9-6 Competitive Advantage 9-7 Favorable Price 9-8 News Announcement 9-9 Popularity 9-10 Types of Emotional Appeals Personal Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement Sorrow, Grief Social-Based Recognition Status Respect Involvement Embarrassment Affiliation Rejection Acceptance Approval 9-11 Status 9-12 Embarrassment 9-13 Transformational Ads Feelings Meanings Richer More Exciting Images The ads create . . . It makes the product use experience. . . Beliefs Warmer More Enjoyable 9-14 Transformational Print Ad Makes the experience of drinking SKYY more exciting 9-15 Transformational Ad TV spot Show Norwegian Cruise Line commercial “ A transformational ad connects the experience of the ad with the experience of the brand, so that consumers can’t remember the brand without recalling the experience generated by the ad” 9-16 Combining Rational and Emotional Appeals Choose an airline not only for their flight schedules and prices but also to build an emotional bond with their customers 9-17 Levels of Relationships With Brands How consumers feel about a brand Emotional Bond Adventurous; self assured Personality No brand loyalty Product Benefits 9-18 Test Your Knowledge According to the 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 9-19 MasterCard Creates an Emotional Bond “Priceless”Some things money can’t buy 9-20 Reminder Advertising Keeping brand name in front of consumer 9-21 Teaser Ads Build Curiosity 9-22 User-Generated Content • Ads created by consumer versus company itself • Winning spot aired during Super Bowl 9-23 Types of Execution Styles Straight sell Animation Scientific/Technical Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations 9-24 Straight Sell 9-25 Scientific / Technical 9-26 Demonstration 9-27 Comparison 9-28 Testimonial / Endorsement 9-29 Slice-of-Life 9-30 Animation 9-31 Personality Symbol The “Aflac” Duck 9-32 Imagery Advertising 9-33 Dramatization • Draws the viewer into the action with excitement and suspense in telling the story • Stage is set • Conflict that identifies the problem • Rising action where story builds • Climax where problem is solved • Resolution with the wrap up (show Zerex commercial) 9-34 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 9-35 Basic Components of Print Advertising Headline (Direct and Indirect) 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 Physical Arrangement of an Ad 9-36 Headlines Grab Attention 9-37 Direct Headline 9-38 Indirect Headline Purpose is to provoke curiosity 9-39 Visual Appeal 9-40 Analysis of an Ad Layout Headline Subhead Visual Element Identifying mark Body Copy 9-41 Television Powerful advertising medium Sight Motion Sound Goal: get viewer’s attention and maintain it 9-42 The Power of Audio in Commercials • Audio elements • Voices • Music: Like a RockChevrolet • Sound effects • Presentation methods • Voiceover: announcer or celebrity with distinctive voice • Needledrop: prefab music • Jingles: catchy songs 9-43 Top-10 Jingles 9-44 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 9-45 Preproduction Tasks Select a director Choose production company Preproduction meeting Preproduction Production timetable Bidding Cost estimation and timing 9-46 Production Tasks Production Location Timing Talent 9-47 Postproduction Tasks Editing Processing Release/ shipping Sound effects Postproduction Audio/video mixing Duplicating Approvals Opticals 9-48 TV Commercial Production Costs Average cost for producing a 30 second spot: $342, 000 9-49 Client Evaluation and Approval • Client-side approvals • Advertising manager • Marketing managers • Vice-President • Legal department • CEO • Board of directors 9-50 Evaluation Guidelines for Creative Is it consistent with marketing objectives? Is it consistent with creative strategy/objectives? Does it communicate what it’s supposed to? Is the approach appropriate for the audience? Is the message clear and convincing? Is the message overwhelmed by execution? Is the message appropriate for chosen media? Is the ad truthful and tasteful? 9-51