Creative
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This document provides an overview of creative strategies and appeals used in advertising. It discusses various strategies such as unique selling propositions, brand image, inherent drama, emotional resonance, preemptive, generic, informational, rational, functional, and experiential appeals. Examples are provided for each strategy. Execution techniques like straight sell, scientific/technical evidence, news announcements, demonstrations, comparisons, testimonials, reminders, slice of life/death, animation, personality symbols, imagery, dramatization, fantasy, and combinations are also outlined. The document concludes with discussions of print advertising components, ad layout, commercial production stages, and evaluation guidelines.
Creative
- 1. ECU AdvertisingCreative Strategies and AppealsTracy Tuten, Ph.D.East Carolina University
- 2. Creative Strategies USPBrand image/ symbolicInherent dramaEmotionalResonancePreemptiveGenericInformational/ rational/functionalExperiential
- 3. USP – Double Twist by Revlon
- 5. Inherent Drama - Mini
- 9. Generic: AB
- 11. Emotion - Zales
- 13. Emotion (Belonging) - Pepsi
- 14. Emotion: Fear/Embarrassment - Tampax
- 15. Emotion - Budweiser
- 16. Emotion: Humor – Fed Ex
- 17. Humor - Heineken
- 18. Humor - Danier Leather
- 21. ExecutionsStraight sellScientific/Technical evidenceNews announcementDemonstrationComparisonTestimonialReminderSlice of life/deathAnimationPersonality symbolImageryDramatizationFantasyCombinations
- 22. Straight Sell - Ford
- 23. Animation
- 24. Testimonial
- 27. Combination, Demonstration/ Indirect Comparison - Zest
- 29. Comparison
- 31. Personality Symbol - Charmin
- 32. Dramatization – JC Penney
- 33. Imagery - Jeep
- 34. Slice of Life
- 35. Slice-of-death
- 36. Fantasy – Levi’s
- 38. Combination: Comparison and Preemptive - Pizza Hut
- 40. Music
- 41. Jingles
- 42. Production Stages for TV CommercialsPreproductionAll work before actual shooting, recordingProductionPeriod of filming, taping, or recordingPostproductionWork after spot is filmed or recorded
- 45. Basic Components of Print AdvertisingHeadlineWords in the Leading Position of the AdSubheadsSmaller Than the HeadlineBody CopyThe Main Text Portion of a Print AdVisual ElementsIllustrations Such As Drawings or PhotosLayoutHow Elements Are Blended Into a Finished Ad
- 46. Ad LayoutVisual elementIndirect headlineBody copy
- 47. Best Print Ads 2008
- 51. Evaluation GuidelinesConsistent with brand marketing objectives?Consistent with brand advertising objectives?Consistent with creative strategy, objectives?Communicates what it’s supposed to?Approach appropriate to target audience?Communicates clear, convincing message?Does execution overwhelm the message?Appropriate to the media environment?Truthful and tasteful?
- 52. Questions
- 53. ContactDr. Tracy [email protected]/brandacitywww.linkedin.com/in/tracytutenSkype: tracy.tutenFacebook: tracy.tuten