Group OAjay R 2011PGP055Mudit Agarwal 2011PGP081Padma N 2011PGP087Rahul Barwe 2011PGP091Shirish Prakash Jain 2011PGP097Umang Kulshrestha 2011PGP105

IMC: Ch-9 | Creative Strategy:Implementation and Evaluation

Overview

• Once the message is determined, next step is to decide how

the message will be executed using following steps

• Firstly analyze various types of appeal that can be used in an

advertising message

• Various creative execution styles for different advertising

situations

• Understand creative tactics of print advertising and TV

commercials

• From a clients point of view, how to evaluate an agencies

creative work

Advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings towards the product, service or cause

Emotions

Personality

Product benefits

Different Ad Appeals

Emotional Appeal relates to customer’s social and psychological needs for purchasing the product

Mixed appeal use a bit of both rational as well as emotional appeal

Additional type of Appeals those which are not covered by the appeals mentioned above like teasers

Rational/Informational Appeal focus on consumer’s practical, utilitarian needs for the product

Rational/Informational Appeal

A lot of Rational motives can be used as the basis for advertising appeals, a few of them are:

• Comfort• Convenience• Economy• Health• Touch, taste, smell• Quality• Dependability• Performance• Competitive Advantage• Favorable Price• Feature appeal• News• Product popularity

Dove uses Rational Appeal Telling about features of soap highlighting competitive advantage

Emotional Appeal

A lot of Emotional appeals can be used as the basis for advertising appeals, a few of them are:

• Safety• Fear• Love• Happiness• Excitement• Pride• Self-Esteem• Ambition• Status• Respect• Embarrassment• Acceptance

Airtel uses happiness, excitement, love to emotionally appeal to customers as the products of competitors are not clearly differentiated using rational appeals

Additional Appeals

Rational and Emotional Appeals can be combined to appeal to customers on both the points or else a few other appeals are there which are not covered by the two appeals mentioned before:

• Reminder Advertising• Teaser Advertising

Apple uses teaser to introduce new 13.3’ aluminum Macbook

Advertising execution once the advertising message and appeal is determined, the team has to begin its execution, which includes the way the appeal is presented

Straight Sell straightforward presentation of information concerning the product

Technical Evidence citing technical information, results of scientific or lab studies

Testimonial by ordinary satisfied customers with whom target audience can identify

Slice of Life showing a part of life of consumers where some problem is resolved by use of the product

Various Advertisement Execution styles

Animation characters, puppets, other fictional characters are used to connect with audience

Fantasy mostly suitable for a TVC where a 30 second escape from real life is created to grab attention

Dramatization a story is build around the product with a climax in the end

Humour can be used in execution to connect instantly with audience, but it has to be done very carefully

Various Advertisement Execution styles

HeadlineWords in the

leading position on the ad important

to grad attentionDirect or Indirect

headlines

Subhead Smaller than the heading but larger than body

copy, used to highlight key sales point, reinforcing

the headline

Body Copy

Heart of the ad message, follows on

the basis of the appeal

and execution style used

Visual ElementImportant to

attract attention, also

helpful in communication an idea and making the ad more effective

Creative Tactics for Print Ad

LayoutThe physical arrangement of the various parts of the ad, gives an idea as to what all is required

VideoThe element which is seen on the TV

screen, it is critical to manage the

talent used, lighing, graphics, color, etc.

AudioIncludes voices,

music and sound effects; various forms are voice-

overs, needle drops, jingles, music

tracks, etc

Planning and Production

As the money involved in TVC is

high, planning and production are

critical

ScriptAll elements are

brought together in a script, a written

version of the commercial; helps in synchronizing video and audio

Creative Tactics for TV Ad

Pre-ProductionSelecting director,

casting, production company, location

ProductionShoots, Night/Weekend

shoot, talent arrangement

Post-ProductionEditing, Processing, Audio/video mixing, approvals, release

Consistency with brands Marketing Objectives

Consistency with creative

strategy

Right of Target

audience

Clear Convincing

message

Truthful and

tasteful

Correct for the media

Client Evaluation and Approval

Thank You