Creative Strategy: Implementation and

Evaluation

Creative Strategy: Implementation and

Evaluation

9

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Hyundai

• Fastest growing brand in US since 2000

• 2006 third in J.D. Powers & Associates Initial Quality study, trailed only Porsche and Lexus

• No Brand• Think about it

19%

Appeals and Execution Style

To influence consumer feelings toward a product, service or cause

To influence consumer feelings toward a product, service or cause

The approach used to attract the attention of consumers

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

AdvertisingAppeals

AdvertisingAppeals

ExecutionStyle

ExecutionStyle

Types of Informational/Rational Appeals

Popularity: Stresses the brand’s popularityPopularity: Stresses the brand’s popularity

News: News announcement about the productNews: News announcement about the product

Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point

Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product

A Rational Appeal

Appealing to Personal States or Feelings

Safety

Security

Fear

Love, Affection

Happiness, Joy

Nostalgia

Sentiment

ExcitementArousal

Stimulation

Sorrow, Grief

Pride

Achievement

Accomplishment

Self-esteem

Embarrassment

Actualization

Pleasure

Ambition

Comfort

Appealing to Social-Based Feelings

StatusStatus

AcceptanceAcceptance

RespectRespect

ApprovalApproval AffiliationAffiliation

BelongingBelonging

RejectionRejection RecognitionRecognition

Embarrass-ment

Embarrass-ment

InvolvementInvolvement

Social-BasedFeelings

Social-BasedFeelings

TaylorMade Uses an Emotional Appeal

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Transformational Ads

RicherRicher

MoreExcitingMore

Exciting

WarmerWarmer

FeelingsFeelings

MeaningsMeanings

ImagesImages

BeliefsBeliefs

MoreEnjoyable

MoreEnjoyable

It must make the product use experience . . .

It must make the product use experience . . .

The ads create . . .The ads

create . . .

Transformational Advertising for Skyy Vodka

Combining Rational and Emotional Appeals

Levels of Relationships With Brands

Emotions

Personality

Product Benefits

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

MasterCard Creates an Emotional Bond

Reminder Advertising

Teaser Ads Excite Curiosity

Ad Execution Techniques

Personality Symbol Personality Symbol

Straight sellStraight sell

Scientific/TechnicalScientific/Technical

DemonstrationDemonstration

ComparisonComparison

TestimonialTestimonial HumorHumor

Slice of lifeSlice of life

ImageryImagery

AnimationAnimation

DramatizationDramatization

CombinationsCombinations

Straight Sell or Factual Image

Mentadent Uses a Demonstration Ad

Slice-of-Life Execution

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

Animation

Personality Symbol

Jeep Uses Imagery for the Wrangler

Basic Components of Print Advertising

LayoutHow Elements Are Blended Into a Finished Ad

LayoutHow Elements Are Blended Into a Finished Ad

Visual Elements Illustrations Such As Drawings or Photos

Visual Elements Illustrations Such As Drawings or Photos

Body CopyThe Main Text Portion of a Print Ad

Body CopyThe Main Text Portion of a Print Ad

SubheadsSmaller Than the Headline, Larger Than the Copy

SubheadsSmaller Than the Headline, Larger Than the Copy

HeadlineWords in the Leading Position of the Ad

HeadlineWords in the Leading Position of the Ad

Headlines Help Select Good Prospects

Ad Layout

Indirect headline

Body copy

Visual element

Ad Layout

Creative Tactics for Television

Sight Motion Sound

Nortel Uses Music Creatively

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Jingles 1 2

Production Stages for TV Commercials

PreproductionPreproduction All work before actual shooting, recordingAll work before actual shooting, recording

ProductionProduction Period of filming, taping, or recordingPeriod of filming, taping, or recording

PostproductionPostproduction Work after spot is filmed or recordedWork after spot is filmed or recorded

Preproduction Tasks

Select a directorSelect a director

Cost estimation and timing

Cost estimation and timing

Choose production company

Choose production company

BiddingBidding

Preproduction meeting

Preproduction meeting

Production timetable

Production timetable

PreproductionPreproduction

Production Tasks

LocationLocation TimingTiming TalentTalent

ProductionProduction

Postproduction Tasks

EditingEditing ProcessingProcessing

Sound effectsSound effects

Audio/video mixing

Audio/video mixing

OpticalsOpticalsApprovalsApprovals

DuplicatingDuplicating

Release/shippingRelease/shipping

PostproductionPostproduction

Test Your Knowledge

The creative work of an advertising agency may be reviewed and evaluated by:

A) Brand managers

B) Advertising managers

C) Legal departments

D) Board of directors

E) All of the above

Evaluation Guidelines for Creative Output

Consistent with brand marketing objectives?Consistent with brand marketing objectives?

Consistent with brand advertising objectives?Consistent with brand advertising objectives?

Consistent with creative strategy, objectives?Consistent with creative strategy, objectives?

Communicates what it’s supposed to?Communicates what it’s supposed to?

Approach appropriate to target audience?Approach appropriate to target audience?

Communicates clear, convincing message?Communicates clear, convincing message?

Does execution overwhelm the message?Does execution overwhelm the message?

Appropriate to the media environment?Appropriate to the media environment?

Truthful and tasteful?Truthful and tasteful?

The Hispanic Market

Pennzoil Creates Ads for the Hispanic Market

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