View
219
Download
0
Category
Preview:
Citation preview
8/3/2019 Creative Strategy- Imp & Eval.
1/36
8/3/2019 Creative Strategy- Imp & Eval.
2/36
APPEALS & EXECUTION STYLEADVERTISING APPEAL:
The approach used to attract the attention of
consumers To influence the consumer feelings towards the
product, service or cause.
8/3/2019 Creative Strategy- Imp & Eval.
3/36
CREATIVE EXECUTION STYLE:
The way a particular appeal is turned into an
advertising message. The way the message is presented to the consumer.
8/3/2019 Creative Strategy- Imp & Eval.
4/36
ADVERTISING APPEALIt has 2 broad categories :
1. Informational/ rational appeal:
Focuses on consumers practical need of theproduct/ service.
Focus on features/ benefits.
Message emphasizes facts & logic.
Informative
Objective is to persuade by stating the product asbest available.
8/3/2019 Creative Strategy- Imp & Eval.
5/36
2. Emotional appeal:
Focus on consumers social & psychological need forproduct/service.
Many advertisers believe appeals to consumersemotions work better at selling brands that do not
differ markedly from competing brands.
8/3/2019 Creative Strategy- Imp & Eval.
6/36
Rational Appeals
Feature appeals:
Focus on the dominant traits of theproduct
Competitive advantage appeals:Makes comparisons to other brands
Favorable price appeals:Makes price offer the dominant point
News appeals:
News or announcement about the productProduct/service popularity appeals:
Stresses the brands popularity
i i
8/3/2019 Creative Strategy- Imp & Eval.
7/36
Rationa Motives
Comfort
Convenience
Economy
Health
Quality
Dependability
Durability
Performance
Efficiency
8/3/2019 Creative Strategy- Imp & Eval.
8/36
ases or mo ona ppea s
Personal States or Feelings :Achievement / AccomplishmentActualization
AffectionAmbitionComfort
ExcitementFearHappiness
8/3/2019 Creative Strategy- Imp & Eval.
9/36
Social-basedfeelings Acceptance Approval Affiliation / belonging
Embarrassment Involvement Recognition Rejection
Respect Status Sophistication
8/3/2019 Creative Strategy- Imp & Eval.
10/36
Advertising using emotional appeals:
8/3/2019 Creative Strategy- Imp & Eval.
11/36
Transformational advertising
Atransformational ad is one which associates theexperience of using the advertised brand with a
unique set of psychological characteristics whichwould not typically be associated with the brandexperience to the same degree without exposureto the advertisement
8/3/2019 Creative Strategy- Imp & Eval.
12/36
The ads create feelings, images, meanings, andbeliefs about the product or service that may beactivated when consumers use it
Transformational ads have two characteristics:
The ad must make the experience of using theproduct richer, warmer, more exciting and/orenjoyable than that obtained solely from anobjective description of the advertised brand.
It must connect the experience of the ad so tightly
with the experience of using the brand that theconsumer cant remember the brand withoutrecalling the experience generated by the ad
8/3/2019 Creative Strategy- Imp & Eval.
13/36
Levels of relationships with brands
EMOTIONS
PERSONALITY
PRODUCT BENEFITS
8/3/2019 Creative Strategy- Imp & Eval.
14/36
OTHER TYPES OF APPEAL: REMINDER ADVERTISING:
The objective is to build/ maintain awareness & keepthe name of the company & brand in front ofconsumers.
Often used by well known brands & market leaders
that are well-established in market
8/3/2019 Creative Strategy- Imp & Eval.
15/36
TEASER ADVERTISING:
Also called mystery ads.
Goal is to create curiosity, interest & excitement about
a product/ brand by mentioning it but not actuallyshowing it.
Often used for new products/models or for movies.
8/3/2019 Creative Strategy- Imp & Eval.
16/36
Examples:
8/3/2019 Creative Strategy- Imp & Eval.
17/36
ADVERTISING EXECUTION TECHNIQUES: Creative execution: The way an advertising appeal is
presented.
An ad message can be executed in following ways: Straight-sell or factual message
Science / technical evidence
Demonstration
Comparison
Slice of life
8/3/2019 Creative Strategy- Imp & Eval.
18/36
Testimonial
Animation Personality Symbol
Fantasy
Dramatization
Humor
Combinations
8/3/2019 Creative Strategy- Imp & Eval.
19/36
1. Straight sell/factual message:
Focus on product attributes
Used in print ads
Used with rational appeals
2. Scientific/ technical evidence:
Cite technical evidence
Endorsements by scientific bodies
8/3/2019 Creative Strategy- Imp & Eval.
20/36
3. Demonstration :
Illustrate the advantages, by showing the product in
actual use
4. Comparison:
Position a new/ lesser known brand with theindustry leader.
Direct way of communicating
5. Testimonial: Given by a person on the basis of his personal
experience.
8/3/2019 Creative Strategy- Imp & Eval.
21/36
Endorsements:
A well- known individual ( celebrity) speaks on behalf
of company/ brand.Not necessarily based on their personal experience.
6. Slice of life:
Portrays daily life problem of consumer
Criticism: Reminds consumer of problems.
Example: dandruff etc
Consumers easily relate to this ad.
8/3/2019 Creative Strategy- Imp & Eval.
22/36
7. Animation:
Cartoon animation is used for commercials targeted
for children
8. Personality symbol:
Develop a central character/personality, whichdelivers the message.
9. Fantasy:
Popular for emotional type of appeal
Suitable for TV ads
Ex: cosmetics
8/3/2019 Creative Strategy- Imp & Eval.
23/36
10. Dramatization:
Focus on telling a short story
11. Humor:
Suited to TV or radio.
12. Combinations:
8/3/2019 Creative Strategy- Imp & Eval.
24/36
Creative Tactics: Print advertising
1. HEADLINE:
Words in the leading position of the Ad. Attract
readers attention/interest and encourage them to readthe rest of the Ad.
Direct Headlines straightforward and informativeabout the product or service
Indirect Headlines provoke curiosity or interest byuse of questions, provocations, challenges, how-to.
8/3/2019 Creative Strategy- Imp & Eval.
25/36
2. SUB-HEADS:
Smaller than the main headline, larger than the copy.Used to break up large amounts of copy and highlightkey sales points.
3. BODY-COPY: The main text portion of a print ad, used to present the
relevant information. Content depends on appeal andexecution style
Heart of the advertising message
8/3/2019 Creative Strategy- Imp & Eval.
26/36
4. VISUAL ELEMENTS:
Must attract attention
Communicate idea or image
Work in synergistic fashion with headline and copy
Illustrations such as drawings or photos Identification marks such as trademarks, logos, brand
name
8/3/2019 Creative Strategy- Imp & Eval.
27/36
5. LAYOUT OR FORMAT:
The physical arrangement of the various elements of aprint ad including headline, subheads, body copy,illustrations, and identifying marks
Decisions include size, color, white space
8/3/2019 Creative Strategy- Imp & Eval.
28/36
ELEMENTS OF A PRINT AD:
8/3/2019 Creative Strategy- Imp & Eval.
29/36
CREATIVE TACTICS OF PRINT ADVT.
Size:
Expressed in columns or portions of a page
Color:
Black & white or two-, three-, or four-color printingWhite Space:
Marginal and intermediate space on the page thatremains unprinted
8/3/2019 Creative Strategy- Imp & Eval.
30/36
CREATIVE TACTICS: TELEVISION
Components of a TV commercial: Video what is seen on the screen. Includes decisions
regarding visual, sequencing, setting, lighting, talent, etc.
Audiovoices, music, sound effects
Voiceover: delivery of the message by announcer( notvisible)
Music:
Needle drop( substitute for original music)Well known songs
Jingles
8/3/2019 Creative Strategy- Imp & Eval.
31/36
Creative tactics: television planning
& production
The elements of a TV commercial are brought togetherin a Script, which is used to provide a detaileddescription of the video and audio content
8/3/2019 Creative Strategy- Imp & Eval.
32/36
Three Phases of Production:
1.Preproduction:-All work before actual shooting,recording.
2.Production:-Period of filming, taping, or recording
3.Postproduction:-Work after commercial is filmed orrecorded
8/3/2019 Creative Strategy- Imp & Eval.
33/36
Pre-production tasks:
Select a director Choose production company Bidding Cost and timing
Production timetable Set construction LocationAgency, client approval
CastingWardrobes Production Meeting
8/3/2019 Creative Strategy- Imp & Eval.
34/36
Production tasks:
Location versus set shoots
Night/weekend shoots
Talent arrangements
8/3/2019 Creative Strategy- Imp & Eval.
35/36
Post- production tasks:
Editing Processing
Sound effects
Audio/video mixing
Opticals
Client/agency approval
Duplicating
Release/shipping
8/3/2019 Creative Strategy- Imp & Eval.
36/36
Evaluation & approval of creative work:Guidelines for Evaluating Creative Output:
Consistentwith brands marketing objectives?
Consistentwith brands advertising objectives?
Consistent with creative strategy, objectives?
Does it communicate what its suppose to?
Approach appropriate to target audience?
Communicate clear, convincing message?
Does execution overwhelm the message?
Appropriate to the media environment?
Is the advertisement truthful and tasteful?
Recommended