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Creative Strategy: Implementation & Evaluation by Belch & Belch
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Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Chapter 9Creative
Strategy: Implementatio
n and Evaluation
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Appeals and Execution Style
Advertising appeal: Approach used to attract consumers’ attention and/or to influence their feelings toward the product, service, or cause
Creative execution style: Manner in which a particular appeal is turned into an advertising message presented to the consumer
2
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Types of Informational/Rational Appeals
Competitive advantage appeal• Compares to another brand and claims superiority on one or more attributes
Feature appeal• Focuses on the dominant traits of the product or service
Favorable price appeal• Makes product price the dominant point of the message
News appeal• Involves a type of news about the product, service, or company
Product/service popularity appeal • Stresses the popularity of a product or service by pointing out the:
•Number of consumers who use the brand or those who have switched to it •Number of experts who recommend the brand•Leadership position in the market
3
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Advantages of Emotional-Only Campaigns
More effective in relation to campaigns using emotional and rational content
Work well during economic downturns
Influence consumers’ interpretations of product usage experience
4
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Transformational Ads
Richer
MoreExciting
Warmer
Feelings
Meanings
Images
Beliefs
MoreEnjoyable
It makes the product use
experience. . .
It makes the product use
experience. . .
The ads create . . .The ads
create . . .
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Figure 9.1 - Bases for Emotional Appeals
6
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Figure 9.2 - Levels of Relationships With Brands
7
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Additional Types of Appeals
Reminder advertising• Builds brand awareness and/or helps keep the brand
name in front of consumers
Teaser advertising• Builds curiosity, interest, and/or excitement about a
product or brand by talking about it but not actually showing it
User-generated content (UGC) • Created by consumers rather than by the company
and/or its agency8
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Ad Execution Techniques
9
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Basic Components of Print Advertising
LayoutHow Elements Are Blended Into a Finished Ad
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline, Larger Than the Copy
SubheadsSmaller Than the Headline, Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
HeadlineWords in the Leading Position of the Ad
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Ad Layout
Headline
Copy
Visual Element
Identifying mark
Subhead
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Basic Components of Television Advertising
Video• Visual elements that attract viewers’ attention and
communicate an idea, message, and/or image
Audio• Includes voices, music, and sound effects • Voiceover: Message is delivered by an announcer who is not
visible• Needledrop: Music that is prefabricated, multipurpose, and
highly conventional• Jingles: Catchy songs about a product or service that carry
the advertising theme and a simple message12
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Figure 9.4 - The Three Phases of Production for Commercials
13
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Production Stages for TV Commercials
PreproductionPreproduction All work before actual shooting, recordingAll work before actual shooting, recording
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
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Preproduction Tasks
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction meeting
Production timetable
Preproduction
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Production Tasks
LocationLocation TimingTiming TalentTalent
ProductionProduction
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Postproduction Tasks
EditingEditing ProcessingProcessing
Sound effectsSound effects
Audio/video mixing
Audio/video mixing
OpticalsOpticalsApprovalsApprovals
DuplicatingDuplicating
Release/shippingRelease/shipping
PostproductionPostproduction
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