CHAPTER 9

1. CHAPTER 9 Creative Strategy: Implementation and Evaluation

2. ADVERTISING APPEALS The Advertising Appeal refers to the approach used to attract the attention of the consumers and/or to influence their feelings toward the product, service or cause. • Informational/rational appeals • Emotional appeals • Additional types of appeals

3. Informational/Rational appeals Informational/rational appeals focus on the consumer’s practical, functional or utilitarian needs for the product or service and emphasize features and/or benefits of a product/service or reasons for owning or using a particular brand.

4. Weilbacher identified several types of advertising appeals that fall under the category of rational approaches. Feature appeal focuses on the dominant traits of the product or service. Competitive advantage appeal makes either a direct or an indirect comparison to another brand (s) and usually claims superiority on one or more attributes. Favorable price appeal makes the price offer the dominant point of the message.

5. News appeals are those in which some type of news or announcements about the product, service or company dominates the ad. Product/service popularity appeals stress the popularity of a product/service by pointing out the wide use of the brand which proves its quality or value and other customers should consider using it. • The number of consumers who use the brand • The number of consumers who switched to it • The number of consumers who recommend it • Its position in the market

6. Emotional appeals Emotional appeals relate to the customer’s social and/or psychological needs for purchasing a product/service. Personal states or feelings Social-Based Feelings Safety Security Fear Love Happiness Sentiment Excitement Sorrow Pleasure Ambition Pride Comfort Recognition Respect Rejection Embarrassment Status Involvement Acceptance

7. Transformational advertising: Associates the experiences of using (consuming) the advertised brand with a unique set of psychological characteristics. It influences consumers’ interpretations of their product usage experiences. A transformational ad has two characteristics – • It must make the experience of using the product richer, more exciting and more enjoyable. • It must connect the experience of the advertisement so tightly with the experience of using the brand that the consumers cannot remember the brand without recalling the experience generated by the ad.

8. Additional Types of Appeals Reminder advertising: To build brand awareness and/or keep the brand name in front of consumers. Teaser advertising/Mystery advertising: To build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it. Corporate image advertising: To enhance the image of the company or to meet other corporate goals rather than to sell product/service.

9. ADVERTISING EXECUTION The creative execution style is the way a particular appeal is turned into an advertising message presented to the consumers. In a simple word, creative execution is the way an advertising appeal is presented.

10. Straight sell or factual message Straightforward presentation of information concerning the product or service. • Scientific/technical evidence Presentation of technical information, results of scientific/laboratory studies, or endorsements by scientific bodies. • Demonstration Illustrate the key advantages of the product/service by showing it in actual use/in some staged situation • Comparison A direct way of communicating a brand’s particular advantages over its competitors.

11. Testimonial People praises the product or service on the basis of his/her personal experiences with it. • Slice of life Portrays a problem/conflict that consumers might face in their daily lives and then shows how the advertiser’s product/service can resolve the problem. • Animation Scenes are drawn by artists or created on the computer, and cartoons, puppets or other types of fictional characters may be used. • Personality symbol Development of a central character or personality symbol that can deliver the advertising message and with which the product/service can be identified.

12. Fantasy Create images and symbols that become associated with the brand and can become an escape for the viewer into another lifestyles. • Dramatization Relies on the problem/solution approach and uses more excitement or suspense in telling the story. • Humor Enhance effectiveness by attracting and holding consumers’ attention, putting consumers in a positive mood, increasing their liking of the ad itself and their feeling toward the product/service.

13. CREATIVE TACTICS Creative Tactics for Print Advertising (3 components) • Headlines : The words in the leading position of the ad – that will be read first and are positioned to draw the most attention. Types of headlines - Direct headlines Indirect headlines Subheads – Secondary heads which are often used to - * Enhance the readability by breaking up body copy * Highlight key sales point

14. Body Copy The main text portion of a print ad and depends on the type of advertising appeal and/or execution style being used. • Visual elements The visual portion of an ad that must attract attention, communicate an idea or image, and work with a synergistic fashion with the headline and body copy to produce an effective message Layout –The physical arrangement of the above components

15. Creative Tactics for Television • Video The product, the presenter, action sequences, demonstration, the settings, and such other factors as lighting, graphics, color, and identifying symbols. • Audio –Voices, Music and Sound effect # Direct presentation # Conversation # Voiceover # Needledrop # Music # Jingles

16. Planning and production of TVC Planning the commercial – # Prepare a script (The written version of a commercial that provides a detailed description of its video and audio content) # Produce a storyboard (A series of drawings used to present the video scenes and description of the audio that accompanies each scene) Production –# Preproduction # Production # Postproduction

17. CLIENT EVALUATION AND APPROVAL OF CREATIVE WORK Guidelines for evaluating creative output – • Is the creative approach consistent with the brand’s marketing and advertising objectives? • Does it communicate what it is supposed to? • Is the creative approach appropriate for the target audiences?

18. Does the creative approach communicate a clear and convincing message to the customer? • Does the creative execution keep from overwhelming the message? • Is the creative approach appropriate for the media environment in which it is likely to be seen? • Is the ad truthful and tasteful?