Creative Strategy: Implementation and Evaluation

1. Creative Strategy:Implementation and Evaluation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. Chapter Plan Defining Appeals and Execution Types of advertising appeals Ad execution techniques Creative Tactics for print ads Creative tactics for TV commercials Evaluation Guidelines for Creative Output © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

3. The approach used to attract the attention of consumers To influence consumer feelings toward a product, service or cause The way an appeal is turned into an advertising message The way the message is presented to the consumer 1. Defining Appeals and Execution The approach used to attract the attention of consumers Advertising Appeals To influence consumer feelings toward a product, service or cause The way an appeal is turned into an advertising message Execution Style © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4. 2. Types of Appeals Feature: Focus on dominant traits of the product 2.1. Informational/Rational Competitive: Makes comparisons to other brands 2.2. Emotional Price: Makes price offer the dominant point 2.3. Others: Reminder ads, Teaser ads, Image ads © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5. 2. Types of Appeals Feature: Focus on dominant traits of the product 2.1. Informational/Rational appeals © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

6. Competitive: Makes comparisons to other brands Competitive: Makes comparisons to other brands Price: Makes price offer the dominant point Price: Makes price offer the dominant point News: News announcement about the product News: News announcement about the product Popularity: Stresses the brand’s popularity Types of Informational/Rational Appeals Feature: Focus on dominant traits of the product Feature: Focus on dominant traits of the product © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. A Rational, “Popularity” Appeal © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8. 2. Types of Appeals 2.2. Emotional appeals © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9. Achievement Achievement Accomplishment Accomplishment Actualization Actualization Affection Affection Ambition Ambition Arousal Arousal Stimulation Stimulation Comfort Comfort Excitement Excitement Fear Fear Grief Grief Happiness Happiness Joy Joy Love Love Nostalgia Nostalgia Pleasure Pleasure Pride Pride Safety Safety Security Security Self-esteem Self-esteem Sentiment Bases for emotional appeals(Appealing to Personal States or Feelings) Sorrow © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10. Approval Approval Affiliation Affiliation Acceptance Acceptance Embarrass-ment Embarrass-ment Status Belonging Belonging Respect Respect Involvement Involvement Rejection Rejection Recognition Recognition Bases for emotional appeals(Appealing to Social-Based feelings) Social-Based Feelings © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. 2. Types of Appeals Others: Reminder ads, Teaser ads, Image ads © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

12. 3. Ad Execution Techniques Straight sell Straight sell Animation Animation Scientific Scientific Personality Symbol Personality Symbol Demonstration Demonstration Imagery Imagery Comparison Comparison Dramatization Dramatization Testimonial Testimonial Humor Humor Combinations Slice of life Slice of life © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

13. Ads for High Involvement Products Often Use Straight Sell Executions © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

14. Mentadent Uses a Demonstration © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

15. Apple Uses a Testimonial © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

16. Listerine Uses a Slice-of-Life Execution © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

17. Jeep Uses Imagery for the Wrangler © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

18. 4. Creative Tactics Headline: Words in the Leading Position of the Ad For print ads © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

19. Subheads: Smaller Than the Headline, Larger Than the Copy Subheads: Smaller Than the Headline, Larger Than the Copy Body Copy: The Main Text Portion of a Print Ad Body Copy: The Main Text Portion of a Print Ad Visual Elements:Illustrations Such As Drawings or Photos Visual Elements:Illustrations Such As Drawings or Photos Layout: How Elements Are Blended Into a Finished Ad Print Ad Components Headline: Words in the Leading Position of the Ad Headline: Words in the Leading Position of the Ad © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

20. Headlines Headline: Words in the Leading Position of the Ad Direct Indirect © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

21. Headlines Help Select Good Prospects © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

22. Format Format Arrangement of the elements on the printed page Arrangement of the elements on the printed page Size Size Expressed in columns, column inches or portions of a page Expressed in columns, column inches or portions of a page Color Color Black & white or two-, three-, or four-color printing Black & white or two-, three-, or four-color Printing White Space Marginal and intermediate space that remains unprinted Print Ad Layout © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

23. 5. Creative Tactics For TV commercials Video Audio © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

24. Top 10 Jingles of the Century Company Jingle 1. McDonald’s You deserve a break today 2. U.S. Army Be all that you can be 3. Pepsi Cola Pepsi Cola Hits the Spot 4. Campbell’s Soup M’m, Good M’m Good 5. Chevrolet See the USA in your Chevrolet 6. Oscar Mayer I wish I was an Oscar Mayer Wiener 7. Wrigley’s gum Double your pleasure, double your fun 8. Winston Winston tastes good like a cigarette should 9. Coca-Cola It’s the real thing 10. Brylcreem Brylcreem—A little dab’ll do ya © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

25. Preproduction Preproduction All work before actual shooting, recording All work before actual shooting, recording Production Production Period of filming, taping, or recording Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded Production Stages for TV Commercials © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

26. Select a director Preproduction meeting Choose production company Production timetable Bidding Cost estimation and timing Preproduction Tasks Select a director Choose production company Preproduction Production timetable Bidding Cost estimation and timing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

27. Location versus set shoots Night/weekend shoots Talent arrangements Production Tasks Production Location versus set shoots Night/weekend shoots © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

28. Editing Processing Release/shipping Sound effects Duplicating Audio/video mixing Client/agency approval Opticals Postproduction Tasks Editing Processing Sound effects Postproduction Duplicating Audio/video mixing Client/agency approval Opticals © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

29. 6. Evaluation Guidelines for Creative Output Consistent with brand’s marketing objectives? Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with brand’s advertising objectives? Consistent with creative strategy, objectives? Consistent with creative strategy, objectives? Does it communicate what it’s supposed to? Does it communicate what it’s supposed to? Approach appropriate to target audience? Approach appropriate to target audience? Communicate clear, convincing message? Communicate clear, convincing message? Does execution overwhelm the message? Does execution overwhelm the message? Appropriate to the media environment? Appropriate to the media environment? Is the advertisement truthful and tasteful? © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin