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Creative Strategy: Implementation and Evaluation

09. Creative Strategy: Implementation and Evaluation. Appeals and 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.

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Creative Strategy: Implementation and Evaluation

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  1. 09 Creative Strategy: Implementation and Evaluation

  2. Appeals and Execution Style The approach used to attract the attention of consumers To influence consumerfeelings 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 Advertising Appeals Execution Style 9-2

  3. Informational/Rational Appeals FeatureFocus on the dominant product traits CompetitiveMakes comparisons to other brands PriceMakes price offer the dominant point NewsNews announcement about the product PopularityStresses the brand’s popularity 9-3

  4. Red Bull Promotes Features and Benefits 9-4

  5. Appealing to Personal States or Feelings Personal Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement Sorrow, Grief Social-Based Recognition Status Respect Involvement Embarrassment Affiliation Rejection Acceptance Approval 9-5

  6. Transformational Ads Richer Warmer More Enjoyable More Exciting Feelings Images Beliefs Meanings The ads create . . . It makes the product use experience. . . 9-6

  7. Transformational Advertising for Skyy Vodka 9-7

  8. Combining Rational and Emotional Appeals 9-8

  9. Levels of Relationships With Brands Emotions Personality Product Benefits 9-9

  10. 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 9-10

  11. MasterCard Creates an Emotional Bond 9-11

  12. Reminder Advertising 9-12

  13. Teaser Ads Excite Curiosity 9-13

  14. User-Generated Content • Mountain DEWmocracy • Using passionate fans to create, choose, and promote new Mountain Dew flavors • Techniques • Interactive games • Mobile tour • Contests • Facebook • Twitter • Upload sites (http://www.12seconds.tv) 9-14

  15. Ad Execution Techniques Straight sell Animation Scientific/Technical Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations 9-15

  16. Straight Sell or Factual Message 9-16

  17. Samsung Uses a Demonstration 9-17

  18. Slice-of-Life Execution 9-18

  19. 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 9-19

  20. Charles Schwab Uses a Form of Animation 9-20

  21. The Aflac Duck is a Personality Symbol 9-21

  22. Imagery Advertising 9-22

  23. 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 ElementsIllustrations Such As Drawings or Photos Layout How Elements Are Blended Into a Finished Ad 9-23

  24. Headlines That Grab Attention 9-24

  25. Use of an Indirect Headline 9-25

  26. This Ad Uses a Clever Visual Appeal 9-26

  27. Ad Layout Headline Subhead Visual Element Identifying mark Copy 9-27

  28. Creative Tactics for Television Sight Sound Motion 9-28

  29. The Power of Audio in Commercials Audio elements Voices Music Sound effects Presentation methods Voiceover Needledrop Jingles 9-29

  30. Top-10 Jingles 9-30

  31. 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 9-31

  32. Client Evaluation and Approval • Client-side approvals • Advertising or communications manager • Product or brand managers • Marketing director or vice president • Legal department • President or CEO • Board of directors 9-32

  33. Preproduction Tasks Select a director Preproduction meeting Choose production company Production timetable Bidding Cost estimation and timing Preproduction 9-33

  34. Production Tasks Location Timing Talent Production 9-34

  35. Postproduction Tasks Editing Processing Release/shipping Sound effects Duplicating Audio/video mixing Approvals Opticals Postproduction 9-35

  36. TV Commercial Production Costs 9-36

  37. Evaluation Guidelines for Creative Output 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? 9-37

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