Chapter 9 Creative Strategy: Implementation and Evaluation.

Chapter 9

Creative Strategy:

Implementation and Evaluation

Last Class

creative strategy

creation of the advertising campaign

The concept of copy platforms that are used to guide

the development of advertising campaigns.

Various approaches used for determining major selling

ideas that form the basis of an advertising campaign

Inherent drama

Today

Understand the different types of advertising appeals

Recognize the various advertising execution techniques

Consider the evaluation guidelines

TV Ads Print Ads

To influence consumer feelings toward a product, service or cause




The approach used to attract the attention of consumers


The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message

The way the message is presented to the consumerThe way the message is

presented to the consumer



The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message

Appeals and Execution Style

AdvertisingAppeals

AdvertisingAppeals

ExecutionStyle

ExecutionStyle

A Rational, “Popularity” Appeal

+

Advertising for Skyy vodka uses emotional appeals

Why Emotional Appeals?

consumers' feelings about a brand can be more important than their knowledge of its features or attributes

emotional messages are better remembered than non-emotional messages

Music and Visual Effects Excite Feelings

Rational and emotional advertising appeals

can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives

RicherRicher

MoreExcitingMore

Exciting

WarmerWarmer

FeelingsFeelings

MeaningsMeanings

ImagesImages

BeliefsBeliefs

MoreExcitingMore

Exciting

WarmerWarmerRicherRicher

BeliefsBeliefs

ImagesImages

MeaningsMeanings

FeelingsFeelings

Transformational Ads

MoreEnjoyable

MoreEnjoyable

It must make the product use experience . . .

It must make the product use experience . . .

The ads create . . .The ads

create . . .

Norwegian Uses Transformational Advertising

+

Norwegian Uses Transformational Advertising

+

MasterCard Creates an Emotional Bond

+

American Red

Cross

Lee Jeans used ______ advertising to create interest and excitement for its new jeans

Teaser Ads May Not Show the Product

Teaser Ads Excite Curiosity

Personality Symbol Personality Symbol Personality Symbol Personality Symbol

Straight-sellStraight-sell

ScientificScientific

DemonstrationDemonstration

ComparisonComparison

DramatizationDramatization

HumorHumor

Slice of lifeSlice of life

TestimonialTestimonial

AnimationAnimation

FantasyFantasyFantasyFantasyDramatizationDramatization

ComparisonComparison

AnimationAnimationDemonstrationDemonstration

TestimonialTestimonialScientificScientific

Slice of lifeSlice of lifeStraight-sellStraight-sell

Ad Execution Techniques

Apple Uses a ____________

+

Crest Whitestrips Uses a __________

+

Chevy Trucks Uses a __________ Execution

Slice of life Executions

sometimes criticized for being unrealistic and irritating.

often present a problem consumers encounter and suggest a solution.

can be used effectively by business-to-business marketers.

Procter & Gamble a frequent user of slice-of-life executions.

AFLAC Duck, a __________________

What is the appeal?

What is the execution technique?

Overwhelming Creativity

Any examples?

Nortel Uses Music Creatively

Animatic Rough

Visa – TV Commercials

Print Ads

1950

““Equinox”Equinox”(1995)(1995)

StoresStores(1995)(1995)

StoresStores(1995)(1995)

ChefsChefs(1995)(1995)

ChefsChefs(1995)(1995)

BeachBeachChairsChairs(1997)(1997)

BeachBeachChairsChairs(1997)(1997)

CitiesCities

ArtistsArtists

FlavorsFlavors

FlavorsFlavors

Layout:How Elements Are Blended Into a Finished Ad

Layout:How Elements Are Blended Into a Finished Ad

Visual Elements: Illustrations Such As Drawings or Photos


Body Copy:The Main Text Portion of a Print Ad


Subheads:Smaller Than the Headline, Larger Than the Copy


Headline:Words in the Leading Position of the Ad










Print Ad Components

The role of headlines and subheads

HEADLINES:The most important function or role of the headline is to

• attract the readers' attention and • make them interested in the remainder of the

message.

• Some ads use little or no body copy so the headline must work with the illustration or visual portion of the ad to communicate the entire advertising message.

Altoids Uses a Headline Effectively

+

Headlines Can Capture Attention

+

The role of headlines and subheads (cont.)

SUBHEADS:Subheads are often used to enhance the readability of the

message

- by breaking up large amounts of body copy and

- highlighting key sales points.

Their content often reinforces the headline and advertising slogan or theme.

FormatFormat Arrangement of the Elements on the Printed PageArrangement of the Elements on the Printed Page

SizeSize Expressed in Columns, Column Inches or Portions of a PageExpressed in Columns, Column Inches or Portions of a Page

ColorColor Black & White or Two-, Three-, or Four-color PrintingBlack & White or Two-, Three-, or Four-color Printing

WhiteSpaceWhiteSpace

Marginal and Intermediate Space That Remains UnprintedMarginal and Intermediate Space That Remains Unprinted

FormatFormat Arrangement of the Elements on the Printed PageArrangement of the Elements on the Printed Page

ColorColor Black & White or Two-, Three-, or Four-color PrintingBlack & White or Two-, Three-, or Four-color Printing

SizeSize Expressed in Columns, Column Inches or Portions of a PageExpressed in Columns, Column Inches or Portions of a Page

Print Ad Layout

Elements of a Print ad

Headline

Visual

Body Copy

Identification Marks

Insert Savin ad from 6/e

acetates here T9-6

Design Guidelines Balance Do the elements in the materials work with each other?

Dominance One element should be larger than the others to draw

attention to the ad Flow

Sequential eye movement Proportion

Size should be determined by importance Coherence

There must be harmony among the elements Unity

How well the ad holds together in terms of total effect

Formal balance can create a very orderly look and feel.

Informal balance can create

desired eye movement

through an ad.

Emphasis in an ad will lead the reader to focus on one layout element more than another

Step-by-Step Guide to Art & Copy Art

Thumbnail sketches Rough or pencil

layout Comprehensive

layout

Copy Headline &

subheads Rough copy Final copy

Phone: 555-555-5555 Fax: 555-555-5555

Email: [email protected]

Primary Business Address Your Address Line 2 Your Address Line 3 Your Address Line 4

Back Panel Heading

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Organization

This is a good place to briefly, but effectively, summarize your prod-ucts or services. Sales copy is typi-cally not included here.

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Product/Service Information

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Tel: 555 555 5555

Your business tag line here.

Caption describing picture or graphic.

Secondary Heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aliguam erat volutpat. Ut wisis enim ad minim veniam, consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aliguam erat volutpat. Ut wisis enim ad minim veniam, consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan.

Secondary Heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aliguam erat volutpat. Ut wisis enim ad minim veniam, quis nostrud exerci tution ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo conse-quat. Duis te feugifacilisi. Duis autem dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit au gue duis dolore te feugat nulla facilisi. Ut wisi enim ad minim veniam, quis nostrud exerci taion ullam-corper suscipit lobortis nisl ut aliquip ex en commodo consequat. Duis te feugifacilisi per suscipit lobortis nisl ut aliquip ex en commodo consequat. Lorem ipsum dolor

The most important information is included here on the inside pan-els. Use these panels to introduce your or-ganization and describe specific products or services. This text should be brief and should entice the reader to want to know more about the product or service.

You can use secondary headings to organize your text to make it

more scannable for the reader.

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Main Inside Heading

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Phone: 555-555-5555 Fax: 555-555-5555


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Caption describing pic-ture or graphic.

Caption describing picture or graphic.

Art: Thumbnail Sketch

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Home Page Your business tag line here.

HOME PAGE TITLE

Your home page gives your readers their first impressions of your site's purpose, content, and layout. This is a good place for text that orients readers to your organization and shows them how to navigate around your site. The Wizard has automatically set up hyperlinks to the pages you selected. Simply fill the pages with your own content and your site is ready to post to the World Wide Web.

Organization

To contact us:

Phone: 555-555-5555 Fax: 555-555-5555



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Home Page

Art: Rough or Pencil Layout

Use actual dimensions Mock up to best simulate color, type

size, text block size, photo size, drawing size, etc.

Incorporate actual headlines and subheads when possible

Create the look & feel of the material without having completed components

Art: Comprehensive Layout “Comps”

Final layout before actual materials are inserted

Used to communicate creative concepts to client

Actual dimensions, colors, paper types, etc.

Typography

Copy: Final Copy

Corresponds to art director’s final layout Copywriter’s complete & polished effort Takes SEVERAL drafts to reach final

copy Final copy needs time to “cool”

Evaluating Layouts Will the layout attract the prospect?

Does the layout reflect values & tastes of the target markets? Is the product the star?

No “art for art’s sake” What is the point of the layout?

Does the layout grab the customer & encourage involvement? Is the layout inviting & readable?

Obscure types hurt the eyes. Reverse type – a BIG NO NO!!! Are the color combinations right?

For ad space: How does the ad look in its editorial environment?

Evaluating Copy

Lots of checklists & how-to guides Copy should be clean & clear

Language is simple without being simplistic Present tense, active voice

DON’T USE THE VERB “TO BE” Friendly & conversational, not patronizing Makes sense to the customer

Long v. short copy

Evaluating Copy Fact of life

80%+ of people who see an ad don’t read the copy (Ogilvy 1985)

If the headline doesn’t catch ‘em, they’re lost till next time

Benefits sell – features don’t sell The call to action Copy should do everything a personal sales call does White space Ease of ordering

Sum Up

Execution Styles Advertising Appeals

Super bowl ads http://msnbc.msn.com/id/4132154/

Print Ads

Next Class

To do!

Date post:	21-Dec-2015
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Chapter 9 Creative Strategy: Implementation and Evaluation.

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