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Chapter 9Creative

Strategy: Implementatio

n and Evaluation

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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

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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

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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 . . .

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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

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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

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Ad Layout

Headline

Copy

Visual Element

Identifying mark

Subhead

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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