Creative Strategy Execution_ch09

7/30/2019 Creative Strategy Execution_ch09

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CREATIVE STRATEGY

IMPLEMENTATION AND

EVALUATION


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CREATIVE STRATEGY

We shall now focus on howthe message

will be executed.

Appeals

Execution styles

Tactical issues


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Appeals and Execution Styles

To influence consumer feelingstoward a product, service or cause

The approach used to attract theattention of consumers

The way an appeal is turned into an

advertising message

The way the message is presentedto the consumer

Advertising

Appeals

ExecutionStyle


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Appeals and Execution Styles

Advertising Appeals: Informational/Rational

Emotional

Informational appeals focus on the consumerspractical, functional or utilitarian need for theproduct and emphasize features of a product

and/or the benefits or reasons for owning orusing a particular brand.

These ads tend to be informative.


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Informational Appeals

The objective is to persuade the target audience

to buy the brand because it provides a specific

benefit that satisfies consumers needs.

Weilbacher identified several types of appealswithin rational appeals

Feature

Competitive advantage

Favorable price

News

Product/service popularity appeals.


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Types of rational appeals

Popularity: Stresses the brands popularity

News: News announcement about the product

Price:Makes price offer the dominant point

Competitive:Makes comparisons to other brands

Feature: Focus on dominant traits of the product


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Emotional Appeals

Emotional appeals: Relates to the

consumers social and/or psychological

needs for purchasing a product.

Many feelings or needs can serve as the

basis for advertising appeals.

Marketers use emotional appeals in hopes

that the positive feeling they evoke will

transfer to the brand.


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Appealing to Socially Based Feelings

Status

Acceptance

Respect

Approval Affiliation

Belonging

Rejection Recognition

Embarrass-

ment

Involvement

Acceptance

Respect

Approval Affiliation

Belonging

Rejection Recognition

Embarrass-

ment

Involvement

Social-Based

Feelings


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Emotional Appeals

Personal states or feelings Safety

Security

Fear

Love

Affection Happiness

Joy

Nostalgia

Sentiment

Excitement

Pride Pleasure

Ambition

Sorrow/grief

Social-Based Feelings Recognition

Status

Respect

Involvement

Embarrassment Rejection

Acceptance

Affiliation/belonging


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Emotional Appeals

Emotional Appeals:

One reason for using emotional appeals is to

influence consumers interpretations of their product

usage experience

This is done through t ransfo rmat ional advert is ing

It is an ad which associates the experience of

using (consuming) 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 ad.


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Appeals

A transformational ad has two characteristics:

It must make the experience of using the product

richer, warmer, more exciting and/or more

enjoyable than that obtained solely from an

objective description of the advertised brand.

Must promise more fun and excitement

It must connect the experience of the ad so tightly

with the experience of using the brand that

consumers cannot remember the brand without

recalling the experience generated by the ad.


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Appeals

Combining Rational and Emotional

Appeals:

Often, decisions made on both rational and

emotional appeals

Emotional bonding a technique to evaluate-

How consumers feel about brands.

Nature of emotional rapport they have with a brandcompared to the ideal emotional state they

associate with the product category.


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Appeals Combining Rational and Emotional Appeals:

Emotional bonding

Consumers develop three levels of relationships

with brands:

Emotions

Personality

Product benefits


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Appeals

Additional Appeals:

Reminder Advertising

Teaser Advertising


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Advertising Execution

Creative Execution the way an ad

appeal will be presented

One of the strongest advocates of

execution was William Bernbach, founder

of DDB (Doyle Dane Bernbach).


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Straight sell or factual

message

Scientific/technical

evidence Demonstration

Comparison

Testimonial Slice of Life

Animation

Personality symbol

Fantasy

Dramatization

Humor

Combinations


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Straight Sell/Factual:

Straightforward presentation of information

Often used with informational/rational appeals

Focus of the message is the product and its

specific attributes and benefits.

Common in print ads

For high involvement consumer products aswell as industrial and B2B products


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Scientific/ Technical Evidence:

Technical information, results of scientific or

lab studies, endorsements by scientific bodies

to support ad claims

Demonstration:

Key benefits/ attributes shown in actual use

TV is best suited medium


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Comparison: In case of competitive advantage appeals

Positioning a brand

Testimonial: A person praises the product or service on the basis

of his or her personal experience with it

Effective when they come from a recognizable sourceand the source is someone with whom the targetaudience can associate itself.

Endorsement- by a celebrity.


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Slice of Life:

Based on a problem/solution approach.

Show real life problems

Consumers can relate to the situations

Animation:

Cartoon animation is popular

Animations mixed with real people


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Personality Symbol:

Develop a central character or personality

symbol that can deliver the advertising

message and with which the P/S can beidentified.

Personality figures can be built around

animated characters.


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Fantasy: Image advertising fantasy

Often used by cosmetics

Dramatization: The focus is on telling a short story with the product or

service as the star.

Humor

Combinations


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Creative Tactics

Once the creative approach, type of

appeal and execution style have been

determined, attention turns to creating the

actual ad.

Design and production of ad messages

include activities such as-

Writing copy, developing illustrations

Visual elements


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Creative Tactics

Creative Tactics for Print Advertising:

Basic components-

Headline

Body copy

Visual illustrations

Layout.


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Creative Tactics


Headline:

The words in the leading position of the ad.

Usually set in larger, darker type and often setapart from the body copy

Has to attract the readers attention

Headlines also perform a segmentation function

by engaging the attention and interest ofconsumers who are most likely to buy a particular

P/S.


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Creative Tactics


Headline: Can be categorized as direct and indirect

Direct headlines are straightforward and informative

Indirect ones provoke curiosity questions andprovocations

Subheads smaller than the headline but largerthan the body copy

Often used to enhance readability Their content reinforces the headline and ad

theme/slogan


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Creative Tactics


Body Copy:

Main text portion

Heart of the ad message, but difficult to get thetarget audience to read it.

It often flows from the points made in the headline,

but the specific content depends on the type of the

appeal used. Body copy in sync with appeal and execution.


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Creative Tactics


Visual Elements:

In synergy with headline and copy.

Many decisions have to be made regarding thevisual portion of the ad:

What identification marks should be included (brand

name, company or trade name, trademarks, logos)

Whether to use photos or hand drawn or paintedillustrations

What colors to use

What should be the focus of the visual.


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Creative Tactics


Layout:

Blend all the elements into a finished ad

Layout is the physical arrangement of the variousparts of the ad.

Rough layouts for client approvals.


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Aesop Glims copy policy

Step One: Arresting Power

From the makers of Volgate

NEW DENTIUM TOOTHPASTE WITH CALCIUM

Builds teeth while it cleans

A stopper, grabs attention, creates

interest


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Step Two: Substantiation

Lab tests prove that small doses of calcium

ingested through the gums strengthen tooth

enamel. Calcium not only builds bones in

children, it helps maintain and fortify bones in

adults. Pregnant women, and those over 40,need calcium daily to keep brittle bones at

bay.


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Step Three: Transition

Protect tooth enamel. Give your teeth a daily

dose of calcium while you brush.

WITH NEW DENTIUM.


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Step Four: Competition

No other toothpaste guarantees stronger teeth

while it cleans.


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Step Five: Your Product:

ONLY NEW DENTIUM is reinforced with high-

density calcium to slow down wear and tear

on your teeth. Its germ-reducing properties

make it the trusted toothpastefrom the

makers of Volgate.


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Step Six: Business Ending

Get yourself a lifetime guarantee against

dentures. Start brushing with NEW DENTIUM

TODAY!

Its the calcium in the dentium that does it.


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Creative Tactics

Creative Tactics for Television Advertising:

On a cost-per minute basis, commercials are

the most expensive productions seen on TV

TV advertising is unique because It combines sight, sound and motion

Viewer cannot control the rate, thus no opportunity

to review points.

Video and audio must work together to create

the right impact.


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Creative Tactics


Video:

Visual portion generally dominates in a TV ad

Decisions regarding the product, the

presenter, action sequences, demonstrations,

the setting, characters, etc.

Lighting, color, graphics, art direction,landscaping, footage of scenes.


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Creative Tactics


Audio:

Voices, music, sound effects.

Voice of the direct presenter, a conversation amongpeople.

Voiceover- the message or voice is delivered by a

presenter who is not visible onscreen.

Music is used to break through clutter and attractattention.

Used to create a mood.


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Creative Tactics


Audio:

Popular songs are used, rights are bought

Jingles catchy songs about a product or

service that usually carries the message

theme. Serves as a good reminder.


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Creative Tactics


Planning and Production of TV Commercials:

Type of appeal and execution to be used.

TV is necessarily an entertainment medium, so adshave to be entertaining as well.

Planning the Commercial:

Various elements are brought together in a scripta written

version of the commercial.

The script shows the various audio components of thecommercial copy to be spoken by voices, the music, and

sound effects.


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Creative Tactics


Planning and Production of TV Commercials:

Planning the Commercial:

Video portion of the script provides the visual plan of the ad-camera actions and angles, scenes, transitions, etc.

Once the script is conceived, the writer and art director get

together to produce a storyboard still drawings of the video

scenes and descriptions of the audio that accompanies each

scene. Storyboards are then presented for client approval.


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Creative Tactics

Creative Tactics for Television Advertising: Planning and Production of TV Commercials:

Production:

Preproduction activities before the actualshooting

Production period during which the ad is filmedor videotaped.

Postproduction activities after filming andrecording.


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Preproduction:

Selecting a directorProduction company

Bidding

Cost estimation

TimingProduction timetable

Set construction

Location

Agency and client approvals

Casting

Wardrobes

Preproduction meeting

Production:Location versus set shoots

Night/weekend shoots

Talent arrangements

Postproduction:Editing

Processing

Recording sound effects

Audio/video mixingOptical

Client/agency approval

Duplicating

Release/shipping


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Creative Tactics

Guidelines for Evaluating Creative Output:

1. Is the creative approach consistent with the brandsmarketing and advertising objectives?

2. Is the C.A. consistent with the creative strategy andobjectives?

3. Does it communicate what it is supposed to?

4. Is the C.A. appropriate for the target audience?

5. Does the C.A. communicate a clear and convincing

message to the customer?6. Is the C.A. appropriate for the media environment in

which it is likely to be seen?

7. Is the ad truthful and tasteful?

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Creative Strategy Execution_ch09

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