9

Creative Strategy: Implementation

and Evaluation

McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Appeals and Execution Style

Advertising Appeal
ƒ The approach used to attract the attention
of consumers and/or
ƒ To influence consumer feelings toward the
product, service or cause

Creative Execution Style

ƒ The way a particular appeal is turned into
an advertising message
ƒ The way the message is presented to the
consumer
 Advertising Appeals

Two Broad Categories of Appeals

Informational/Rational Appeals Emotional Appeals

ƒFocuses on
ƒFocuses on the
the consumer’s
consumer’s ƒRelate to consumers’
practical, functional,or
practical, functional,or social and/or psychological
utilitarian need
utilitarian need for
for the
the product
product needs for purchasing a
or service
or service product or service

the features
ƒEmphasizes the
ƒEmphasizes features or
or ƒMany advertisers believe
benefits
benefits consumers’ emotions work
better at selling brands
emphasize facts
ƒMessages emphasize
ƒMessages facts that do not differ markedly
and logic
and logic from competing brands
Rational Appeals

ƒ Feature appeals
ƒ Focus on the dominant traits of the product
ƒ Competitive appeals
ƒ Makes comparisons to other brands
ƒ Favorable price appeals
ƒ Makes price offer the dominant point
ƒ News appeals
ƒ News or announcement about the product
ƒ Product/service popularity appeals
ƒ Stresses the brand’s popularity
Informational/Rational Appeals

Rational Motives

¾ Comfort
¾ Convenience
¾ Economy
¾ Health
¾ Quality
¾ Dependability
¾ Durability
¾ Performance
¾ Efficiency
Emotional Appeals
Personal States or Feelings

¾ Achievement / ¾ Joy
Accomplishment ¾ Love
¾ Actualization ¾ Nostalgia
¾ Affection ¾ Pleasure
¾ Ambition ¾ Pride
¾ Arousal / stimulation ¾ Safety
¾ Comfort ¾ Security
¾ Excitement ¾ Self-esteem
¾ Sentiment
¾ Fear
¾ Sorrow/grief
¾ Happiness
Emotional Appeals

Social-Based Feelings

¾ Acceptance
¾ Approval
¾ Affiliation / belonging
¾ Embarrassment
¾ Involvement
¾ Recognition
¾ Rejection
¾ Respect
¾ Status
¾ Sophistication
Advertising for Skyy vodka uses emotional
appeals

Source: Courtesy of Skyy Spirits, LLC

Transformational Advertising

A transformational ad is “one which associates the

experience of using the advertised brand with a unique set of
psychological characteristics which would not typically be
associated with the brand experience to the same degree
without exposure to the advertisement”

¾ The ads create feelings, images, meanings, and beliefs

about the product or service that may be activated
when consumers use it
¾ Transformational ads have two characteristics:
ƒ The ad must make the experience of using the product
richer, warmer, more exciting and/or enjoyable than that
obtained solely from an objective description of the
advertised brand
ƒ It must connect the experience of the ad so tightly with
the experience of using the brand that the consumer
can’t remember the brand without recalling the
experience generated by the ad
Levels of Relationship with Brands

Emotions

Personality

Product Benefits
Other Types of Appeals

¾ Reminder Advertising – the objective is to

build and/or maintain awareness and keep
the name of the company and/or brand in
front of the customer.
ƒ Often used by well known brands and market
leaders that are well-established in the market.

¾ Teaser advertising – goal is to create

curiosity, interest, and/or excitement about
a product, brand or topic by mentioning it
but not actually showing it.
ƒ Often used for new products/models and for
movies.
Lee Jeans used teaser advertising to create
interest and excitement for its new jeans
 Advertising Execution Techniques

Creative execution: The way an advertising

appeal is presented.

¾ Straight-sell or factual ¾ Testimonial

message
¾ Animation
¾ Science / technical
evidence ¾ Personality Symbol
¾ Fantasy
¾ Demonstration
¾ Dramatization
¾ Comparison
¾ Humor
¾ Slice of life
¾ Combinations
This ad uses a straight sell execution of a
product popularity appeal

Source: Courtesy Neutrogena Corporation

 Creative Tactics: Print Advertising

Headline
ƒ Words in the leading position of the ad. Attract readers’
attention/interest and encourage them to read the rest of
the ad
ƒ Direct Headlines – straightforward and informative about the
product or service
ƒ Indirect Headlines – provoke curiosity or interest by use of
questions, provocations, challenges, how-to
Subheads
ƒ Smaller than the main headline, larger than the copy. Used
to break up large amounts of copy and highlight key sales
points
Body copy
ƒ The main text portion of a print ad, used to present the
relevant information. Content depends on appeal and
execution style
Creative Tactics: Print Ad Components

Visual Elements
ƒ Must attract attention
ƒ Communicate idea or image
ƒ Work in synergistic fashion with headline and copy
ƒ Illustrations such as drawings or photos
ƒ Identification marks such as trademarks, logos, brand
name
Layout or Format
ƒ The physical arrangement of the various elements of
a print ad including headline, subheads, body copy,
illustrations, and identifying marks
ƒ Decisions include size, color, white space
 Elements of a Print ad

Headline

Visual Insert Savin ad

from 6/e
acetates here
T9-6
Body Copy

Identification Marks
Creative Tactics: Print Ad Layout

¾ Size
ƒ Expressed in columns, column
inches or portions of a page
¾ Color
ƒ Black & white or two-, three-, or
four-color printing
¾ White Space
ƒ Marginal and intermediate space on
the page that remains unprinted
Creative Tactics: Television

Components of a TV Commercial

ƒ Video – what is seen on the screen.

Includes decisions regarding visual,
sequencing, setting, lighting, talent,
etc.
ƒ Audio – voices, music, sound effects
ƒ Voiceover – delivery of the message
ƒ Music
ƒ Needledrop
ƒ Well known songs
ƒ Jingles
 Classic songs used in commercials

Title Artist Brand/Company

Revolution Beatles Nike

Start Me Up Rolling Stones Microsoft Windows 95

Come Together Beatles Nortel

Desert Rose Sting Jaguar

Ray of Light Madonna Microsoft Windows XP

Rock and Roll Led Zeppelin Cadillac

Creative Tactics: Television
Planning and Production

The elements of a TV commercial are brought together

in a Script which is used to provide a detailed
description of the video and audio content

Three Phases of Production

1. Preproduction
ƒ All work before actual shooting, recording
2. Production
ƒ Period of filming, taping, or recording
3. Postproduction
ƒ Work after commercial is filmed or recorded
Creative Tactics: Television
Preproduction Tasks

¾ Select a director
¾ Choose production company
¾ Bidding
¾ Cost and timing
¾ Production timetable
ƒ Set construction
ƒ Location
ƒ Agency, client approval
ƒ Casting
ƒ Wardrobes
¾ Production Meeting
Creative Tactics: Television
Production Tasks

¾ Location versus set shoots

¾ Night/weekend shoots

¾ Talent arrangements
Creative Tactics: Television
Postproduction Tasks

¾ Editing
¾ Processing
¾ Sound effects
¾ Audio/video mixing
¾ Opticals
¾ Client/agency approval
¾ Duplicating
¾ Release/shipping
Evaluation and Approval of Creative Work

Guidelines for Evaluating Creative Output

Consistent with
¾ Consistent
¾ with brand’s
brand’s marketing
marketing objectives?
objectives?
Consistent with
¾ Consistent
¾ with brand’s
brand’s advertising
advertising objectives?
objectives?
Consistent with
¾ Consistent
¾ with creative
creative strategy,
strategy, objectives?
objectives?
Does itit communicate
¾ Does
¾ communicate what
what it’s
it’s suppose
suppose to?
to?
Approach appropriate
¾ Approach
¾ appropriate to
to target
target audience?
audience?
Communicate clear,
¾ Communicate
¾ clear, convincing
convincing message?
message?
Does execution
¾ Does
¾ execution overwhelm
overwhelm the
the message?
message?
Appropriate to
¾ Appropriate
¾ to the
the media
media environment?
environment?
Is the
¾ Is
¾ the advertisement
advertisement truthful
truthful and
and tasteful?
tasteful?