creative strategy: implementation and evaluation © 2007 mcgraw-hill companies, inc.,...
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Creative Strategy:Implementation and Evaluation
Creative Strategy:Implementation and Evaluation
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
To influence consumer feelings toward a product, service or cause
To influence consumer feelings toward a product, service or cause
To influence consumer feelings toward a product, service or cause
To influence consumer feelings toward a product, service or cause
The approach used to attract the attention of consumers
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message
The way the message is presented to the consumerThe way the message is
presented to the consumer
The approach used to attract the attention of consumers
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message
Appeals and Execution Style
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AdvertisingAppeals
AdvertisingAppeals
ExecutionStyle
ExecutionStyle
Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point
Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product
Others: Reminder ads, Teaser ads, Image adsOthers: Reminder ads, Teaser ads, Image ads
EmotionalEmotional
Informational/RationalInformational/Rational
Types of Appeals
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Popularity: Stresses the brand’s popularityPopularity: Stresses the brand’s popularity
News: News announcement about the productNews: News announcement about the product
Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point
Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product
News: News announcement about the productNews: News announcement about the product
Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point
Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the productFeature: 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 Accomplishment
Actualization Affection
Ambition Arousal
Stimulation Comfort
Excitement Fear
Grief Happiness
Joy Love
Nostalgia Pleasure
Pride Safety
Security Self-esteem
Sentiment Sorrow
Achievement Accomplishment
Actualization Affection
Ambition Arousal
Stimulation Comfort
Excitement Fear
Grief Happiness
Joy Love
Nostalgia Pleasure
Pride Safety
Security Self-esteem
Bases for emotional appeals(Appealing to Personal States or Feelings)
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StatusStatus
AcceptanceAcceptance
RespectRespect
ApprovalApproval AffiliationAffiliation
BelongingBelonging
RejectionRejection RecognitionRecognition
Embarrass-ment
Embarrass-ment
InvolvementInvolvement
AcceptanceAcceptance
RespectRespect
ApprovalApproval AffiliationAffiliation
BelongingBelonging
RejectionRejection RecognitionRecognition
Embarrass-ment
Embarrass-ment
InvolvementInvolvement
Bases for emotional appeals(Appealing to Social-Based feelings)
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Social-BasedFeelings
Social-BasedFeelings
EmotionsEmotions
Levels of Relationship with Brands
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PersonalityPersonality
Product BenefitsProduct Benefits
PersonalityPersonality
Product BenefitsProduct Benefits
Personality Symbol Personality Symbol Personality Symbol Personality Symbol
Straight sellStraight sell
ScientificScientific
DemonstrationDemonstration
ComparisonComparison
TestimonialTestimonial HumorHumor
Slice of lifeSlice of life
ImageryImagery
AnimationAnimation
DramatizationDramatizationDramatizationDramatization
TestimonialTestimonial
ComparisonComparison
AnimationAnimation
DemonstrationDemonstration ImageryImagery
ScientificScientific
Slice of lifeSlice of life
Straight sellStraight sell
Ad Execution Techniques
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HumorHumor
CombinationsCombinations
Ads for High Involvement Products Often Use Straight Sell Executions
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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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Jeep Uses Imagery for the Wrangler
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Headline:Words in the Leading Position of the Ad
Headline:Words in the Leading Position of the AdFor print adsFor print ads
Creative Tactics
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For TV commercialsFor TV commercials
Headline:Words in the Leading Position of the Ad
Headline:Words in the Leading Position of the AdFor print adsFor print ads
Creative Tactics
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Layout:How Elements Are Blended Into a Finished Ad
Layout:How Elements Are Blended Into a Finished Ad
Visual Elements: Illustrations Such As Drawings or Photos
Visual Elements: Illustrations Such As Drawings or Photos
Body Copy:The Main Text Portion of a Print Ad
Body Copy:The Main Text Portion of a Print Ad
Subheads:Smaller Than the Headline, Larger Than the Copy
Subheads:Smaller Than the Headline, Larger Than the Copy
Headline:Words in the Leading Position of the Ad
Headline:Words in the Leading Position of the Ad
Visual Elements: Illustrations Such As Drawings or Photos
Visual Elements: Illustrations Such As Drawings or Photos
Body Copy:The Main Text Portion of a Print Ad
Body Copy:The Main Text Portion of a Print Ad
Subheads:Smaller Than the Headline, Larger Than the Copy
Subheads:Smaller Than the Headline, Larger Than the Copy
Headline:Words in the Leading Position of the Ad
Headline:Words in the Leading Position of the Ad
Print Ad Components
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Headline:Words in the Leading Position of the Ad
Headline:Words in the Leading Position of the AdDirectDirect
Headlines
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IndirectIndirect
Headlines Help Select Good Prospects
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FormatFormat Arrangement of the elements on the printed pageArrangement of the elements on the printed page
SizeSize Expressed in columns, column inches or portions of a pageExpressed in columns, column inches or portions of a page
ColorColor Black & white or two-, three-, or four-color printingBlack & white or two-, three-, or four-color printing
WhiteSpaceWhiteSpace
Marginal and intermediate space that remains unprintedMarginal and intermediate space that remains unprinted
FormatFormat Arrangement of the elements on the printed pageArrangement of the elements on the printed page
ColorColor Black & white or two-, three-, or four-color PrintingBlack & white or two-, three-, or four-color Printing
SizeSize Expressed in columns, column inches or portions of a pageExpressed in columns, column inches or portions of a page
Print Ad Layout
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Creative Tactics
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For TV commercialsFor TV commercials
Video Audio
Top 10 Jingles of the Century
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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
CompanyCompany JingleJingle
ProductionProduction Period of filming, taping, or recordingPeriod of filming, taping, or recording
PostproductionPostproduction Work after spot is filmed or recordedWork after spot is filmed or recorded
PreproductionPreproduction All work before actual shooting, recordingAll work before actual shooting, recording
ProductionProduction Period of filming, taping, or recordingPeriod of filming, taping, or recording
Production Stages for TV Commercials
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PreproductionPreproduction All work before actual shooting, recordingAll work before actual shooting, recording
Select a directorSelect a director
Cost estimation and timing
Cost estimation and timing
Choose production company
Choose production company
BiddingBidding
Preproduction meeting
Preproduction meeting
Production timetable
Production timetableProduction timetable
Production timetable
Cost estimation and timing
Cost estimation and timing
BiddingBidding
Choose production company
Choose production company
Select a directorSelect a director
Preproduction Tasks
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PreproductionPreproduction
Location versus set shoots
Location versus set shoots
Night/weekend shoots
Night/weekend shoots
Talentarrangements
Talentarrangements
Night/weekend shoots
Night/weekend shoots
Location versus set shoots
Location versus set shoots
Production Tasks
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ProductionProduction
EditingEditing ProcessingProcessing
Sound effectsSound effects
Audio/video mixing
Audio/video mixing
OpticalsOpticalsClient/agency approval
Client/agency approval
DuplicatingDuplicating
Release/shippingRelease/shipping
DuplicatingDuplicating
Client/agency approval
Client/agency approval OpticalsOpticals
Audio/video mixing
Audio/video mixing
Sound effectsSound effects
ProcessingProcessingEditingEditing
Postproduction Tasks
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PostproductionPostproduction
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?
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?
Evaluation Guidelines for Creative Output
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Is the advertisement truthful and tasteful?Is the advertisement truthful and tasteful?