Advertising ManagementLecture 8 : Creative Strategy Implementation

and Evaluation

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Outline

Creative Strategy Implementation and Evaluation Appeals and Execution Styles

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Advertising Appeal

the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause

“something that moves people, speaks to their wants or needs, and excites their interest.”

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Advertising Appeals

Informational/rational appeals Focus on the consumer’s practical, functional, or

utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand.

feature appeal focus on the dominant traits of the product or

service; tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision.

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Informational/Rational Appeal

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Feature Appeal

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Advertising Appeals

competitive advantage appeal the advertiser makes either a direct or an

indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes.

A favorable price appeal makes the price offer the dominant point of

the message.

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Competitive Advantage Appeal

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Favorable Price Appeal

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Advertising Appeals

News appeals those in which some type of news or

announcement about the product, service, or company dominates the ad.

Product/service popularity appeals stress the popularity of a product or service

by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market

Pepsi vs Coke

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News Appeals

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Advertising Appeals

Emotional appeals relate to the customers’ social and/or

psychological needs for purchasing a product or service.

Eg. Nokia ad

Combining rational and emotional appeals Mastercard ad

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Bases for Emotional Appeals

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Other Types of Ad Appeals

Reminder advertising building brand awareness and/or keeping

the brand name in front of consumers.

Teaser advertising designed to build curiosity, interest, and/or

excitement about a product or brand by talking about it but not actually showing it.

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Reminder Ad

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Teaser Ad

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Advertising Execution

Creative execution is the way an advertising appeal is presented.

While it is obviously important for an ad to have a meaningful appeal or message to communicate to the consumer, the manner in which the ad is executed is also important.

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Advertising Execution

Straight Sell or Factual Message relies on a straightforward presentation of

information concerning the product or service.

often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits.

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Straight Sell

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Advertising Execution

Scientific/Technical Evidence Advertisers often cite technical information,

results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims.

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Scientific/Technical

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Advertising Execution

Demonstration designed to illustrate the key advantages of

the product/service by showing it in actual use or in some staged situation.

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Demonstration

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Advertising Execution

Comparison it offers a direct way of communicating a

brand’s particular advantage over its competitors or positioning a new or lesser known brand with industry leaders.

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Comparison

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Advertising Execution

Testimonial where a person praises the product or

service on the basis of his or her personal experience with it.

Endorsement: a well-known or respected individual such as a celebrity or expert in the product or service area speaks on behalf of the company or the brand. The message is not necessarily based on their personal experiences.

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Testimonial

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Endorsement

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Advertising Execution

Slice of life portrays a problem or conflict that

consumers might face in their daily lives. The ad then shows how the advertiser’s product or service can resolve the problem.

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Slice of Life

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Advertising Execution

Animation animated scenes are drawn by artists or

created on the computer, and cartoons, puppets, or other types of fictional characters may be used.

Coke

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Advertising Execution

Personality Symbol Another type of advertising execution

involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified.

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Personality Symbol

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Advertising Execution

Fantasy The product or service becomes a central

part of the situation created by the advertiser. Cosmetics ads often use fantasy appeals to create images and symbols that become associated with the brand.

Beer K-Fee

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Advertising Execution

Dramatization the focus is on telling a short story with the

product or service as the star. Dramatization is somewhat akin to slice-of-

life execution in that it often relies on the problem/solution approach, but it uses more excitement and suspense in telling the story.

Bridgestone

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Dramatization

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Advertising Execution

Humor Humorous executions are particularly well

suited to television or radio, although some print ads attempt to use this style.

Dr. Pepper Wonderbra Tilberg

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Advertising Execution

Combinations

The EndNext lecture: Creative Tactics, Evaluation & Approval of Creative Work