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Creative Strategy:Implementation andEvaluation

Creative Strategy:Implementation andEvaluation

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To influence consumer feelingstoward a product,service or cause

To influence consumer feelingstoward a product,service or cause

The approach used to attractthe attention of consumers

The way an appeal is turnedinto an advertising message

The way the message ispresented to the consumer

The approach used to attractthe attention of consumers

The way an appeal is turnedinto an advertising message

Appeals and Execution Style

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

AdvertisingAppeals

ExecutionStyle

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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

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

Types of Informational/Rational Appeals

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A Rational, Popularity Appeal

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Achievement AccomplishmentActualization Affection

Ambition Arousal

Stimulation Comfort

Excitement Fear

Grief Happiness

Joy Love

Nostalgia Pleasure

Pride Safety

Security Self-esteem

Sentiment Sorrow

Achievement AccomplishmentActualization Affection

Ambition Arousal

Stimulation Comfort

Excitement Fear

Grief Happiness

Joy Love

Nostalgia Pleasure

Pride Safety

Security Self-esteem

Appealing to Personal States or Feelings

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Status

Acceptance

Respect

Approval Affiliation

Belonging

Rejection Recognition

Embarrass-ment

Involvement

Acceptance

Respect

Approval Affiliation

Belonging

Rejection Recognition

Embarrass-ment

Involvement

Appealing to Social-Based Feelings

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Social-BasedFeelings

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Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreExciting

WarmerRicher

Beliefs

Images

Meanings

Feelings

Transformational Ads

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

MoreEnjoyable

It must makethe product use

experience . . .

The adscreate . . .

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Transformational Advertising for Skyy Vodka

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Emotions

Levels of Relationship with Brands

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Personality

Product Benefits

Personality

Product Benefits

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Test Your Knowledge

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

According to McCann-Erickson's concept of emotionalbonding, the strongest relationship that developsbetween a brand and a consumer is based on:

A) product benefitsB) brand personalityC) feelings or emotional attachments to the

brandD) rational motivesE) competitive advantage over similar

products in the market

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MasterCard Creates an Emotional Bond

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Personality SymbolPersonality Symbol

Straight sell

Scientific

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

DramatizationDramatization

Testimonial

Comparison

Animation

Demonstration Imagery

Slice of life

Straight sell

Ad Execution Techniques

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Humor

Combinations

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Mentadent Uses a Demonstration

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Apple Uses a Testimonial

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Listerine Uses a Slice-of-Life Execution

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Test Your Knowledge

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Which of the following is an advertising executionapproach designed to illustrate key advantages orfeatures of a product by showing it in actual use?

A) comparisonB) demonstrationC) scientific evidence

D) straight-sellE) animation

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Jeep Uses Imagery for the Wrangler

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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

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

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Headlines Help Select Good Prospects

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FormatArrangement of the elements on the

printed page

Size

Expressed in columns, column inches or

portions of a page

ColorBlack & white or two-, three-, or four-

color printing

WhiteSpace

Marginal and intermediate space thatremains unprinted

FormatArrangement of the elements on the

printed page

ColorBlack & white or two-, three-, or four-

color Printing

Size

Expressed in columns, column inches or

portions of a page

Print Ad Layout

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Top 10 Jingles of the Century

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

1. McDonalds You deserve a break today

2. U.S. Army Be all that you can be

3. Pepsi Cola Pepsi Cola Hits the Spot

4. Campbells Soup Mm, Good Mm Good

5. Chevrolet See the USA in your Chevrolet

6. Oscar Mayer I wish I was an Oscar Mayer Wiener

7. Wrigleys gum Double your pleasure, double your fun

8. Winston Winston tastes good like a cigarette should

9. Coca-Cola Its the real thing

10. Brylcreem BrylcreemA little dabll do ya

CompanyCompany JingleJingle

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ProductionPeriod of filming, taping, or

recording

PostproductionWork after spot is filmed or

recorded

PreproductionAll work before actual

shooting, recording

ProductionPeriod of filming, taping, or

recording

Production Stages for TV Commercials

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

PreproductionAll work before actual

shooting, recording

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Select a director

Cost estimationand timing

Chooseproduction

company

Bidding

Preproductionmeeting

Productiontimetable

Productiontimetable

Cost estimationand timing

Bidding

Chooseproduction

company

Select a director

Preproduction Tasks

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Preproduction

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Location versusset shoots

Night/weekendshoots

Talentarrangements

Night/weekendshoots

Location versusset shoots

Production Tasks

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Production

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Editing Processing

Sound effects

Audio/videomixing

OpticalsClient/agency

approval

Duplicating

Release/

shipping

Duplicating

Client/agencyapproval

Opticals

Audio/videomixing

Sound effects

ProcessingEditing

Postproduction Tasks

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Postproduction

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Test Your Knowledge

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The creative work of an advertising agency may be

reviewed and evaluated by:A) brand managersB) advertising managersC) legal departmentsD) board of directors

E) all of the above

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Consistent with brands marketing objectives?

Consistent with brands advertising objectives?

Consistent with creative strategy, objectives?

Does it communicate what its supposed to?

Approach appropriate to target audience?

Communicate clear, convincing message?

Does execution overwhelm the message?

Appropriate to the media environment?

Consistent with brands marketing objectives?

Consistent with brands advertising objectives?

Consistent with creative strategy, objectives?

Does it communicate what its supposed to?

Approach appropriate to target audience?

Communicate clear, convincing message?

Does execution overwhelm the message?

Appropriate to the media environment?

Evaluation Guidelines for Creative Output

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Is the advertisement truthful and tasteful?