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Chapter 7

Chapter 7. Creative Tactics Decisions. Chapter Objectives. To identify 3 key decisions for creative tactics: execution style, message structure, and design elements.

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Chapter 7

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  1. Chapter 7 Creative Tactics Decisions

  2. 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

  3. 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

  4. 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

  5. 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

  6. Straight-sell or factual message Science / technical evidence Demonstration Comparison Slice of life Testimonial Animation Personality symbol Fantasy Dramatization Humor Combinations Ad Execution Techniques Chapter 7 : Creative Tactics Decisions

  7. 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

  8. Order of Presentation • Figure 7-1 – Ad message recall as a function of order of presentation Chapter 7 : Creative Tactics Decisions

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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

  16. Preproduction Tasks • Selecting a director • Choosing a production company • Bidding • Cost estimation and timing Chapter 7 : Creative Tactics Decisions

  17. Preproduction Tasks • Production timetable • Set construction • Location • Agency and client approvals • Casting • Wardrobes • Preproduction meeting Chapter 7 : Creative Tactics Decisions

  18. Production Tasks • Location versus set shoots • Night/weekend shoots • Talent arrangements Chapter 7 : Creative Tactics Decisions

  19. Postproduction Tasks • Editing • Processing • Recording sound effects • Audio/video mixing • Opticals • Client/agency approval • Duplicating • Release/shipping Chapter 7 : Creative Tactics Decisions

  20. The Foote, Cone & Belding (FCB) Grid • Figure 7-3 Chapter 7 : Creative Tactics Decisions

  21. 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

  22. The R&P Planning Model • Brand awareness tactics. • Brand awareness is a necessary precursor to brand attitude. Chapter 7 : Creative Tactics Decisions

  23. The R&P Planning Model • Brand attitude grid tactics. • 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

  24. 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

  25. 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

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