Transcript Production - McGraw Hill Higher Education

09
Creative Strategy:
Implementation and Evaluation
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
Appeals and Execution Style
Advertising
Appeals
Execution
Style
The approach used to attract
the attention of consumers
To influence consumer
feelings toward a product,
service, or cause
The way an appeal is turned
into an advertising message
The way the message is
presented to the consumer
9-2
Informational/Rational Appeals
Feature
Focus on the dominant product traits
Competitive
Makes comparisons to other brands
Price
Makes price offer the dominant point
News
News announcement about the product
Popularity
Stresses the brand’s popularity
9-3
Red Bull Promotes Features and Benefits
9-4
Appealing to Personal States or Feelings
Personal
Safety
Security
Fear
Love, Affection
Happiness, Joy
Nostalgia
Sentiment
Excitement
Sorrow, Grief
Social-Based
Recognition
Status
Respect
Involvement
Embarrassment
Affiliation
Rejection
Acceptance
Approval
9-5
Transformational Ads
Feelings
Meanings
Richer
More
Exciting
Images
The ads
create . . .
It makes the
product use
experience. . .
Beliefs
Warmer
More
Enjoyable
9-6
Transformational Advertising for Skyy Vodka
9-7
Combining Rational and Emotional Appeals
9-8
Levels of Relationships With Brands
Emotions
Personality
Product Benefits
9-9
Test Your Knowledge
According to McCann-Erickson's concept of emotional
bonding, the strongest relationship that develops
between a brand and a consumer is based on:
A) Product benefits
B) Brand personality
C) Feelings or emotional attachment to
the brand
D) Rational motives
E) Competitive advantage over similar
products in the market
9-10
MasterCard Creates an Emotional Bond
9-11
Reminder Advertising
9-12
Teaser Ads Excite Curiosity
9-13
User-Generated Content
• Mountain DEWmocracy
• Using passionate fans to create, choose,
and promote new Mountain Dew flavors
• Techniques
• Interactive games
• Mobile tour
• Contests
• Facebook
• Twitter
• Upload sites (http://www.12seconds.tv)
9-14
Ad Execution Techniques
Straight sell
Animation
Scientific/Technical
Personality Symbol
Demonstration
Imagery
Comparison
Dramatization
Testimonial
Humor
Slice of life
Combinations
9-15
Straight Sell or Factual Message
9-16
Samsung Uses a Demonstration
9-17
Slice-of-Life Execution
9-18
Test Your Knowledge
Which of the following is an advertising execution
approach designed to illustrate key advantages or
features of a product by showing it in actual use?
A) Comparison
B) Demonstration
C) Scientific evidence
D) Straight-sell
E) Animation
9-19
Charles Schwab Uses a Form of Animation
9-20
The Aflac Duck is a Personality Symbol
9-21
Imagery Advertising
9-22
Basic Components of Print Advertising
Headline
Words in the Leading Position of the Ad
Subheads
Smaller Than the Headline, Larger Than the Copy
Body Copy
The Main Text Portion of a Print Ad
Visual Elements
Illustrations Such As Drawings or Photos
Layout
How Elements Are Blended Into a Finished Ad
9-23
Headlines That Grab Attention
9-24
Use of an Indirect Headline
9-25
This Ad Uses a Clever Visual Appeal
9-26
Ad Layout
Headline
Subhead
Visual
Element
Identifying
mark
Copy
9-27
Creative Tactics for Television
Sight
Motion
Sound
9-28
The Power of Audio in Commercials
• Audio elements
• Voices
• Music
• Sound effects
• Presentation methods
• Voiceover
• Needledrop
• Jingles
9-29
Top-10 Jingles
9-30
Production Stages for TV Commercials
Preproduction
All work before actual
shooting, recording
Production
Period of filming, taping, or
recording
Postproduction
Work after spot is filmed or
recorded
9-31
Client Evaluation and Approval
• Client-side approvals
• Advertising or communications manager
• Product or brand managers
• Marketing director or vice president
• Legal department
• President or CEO
• Board of directors
9-32
Preproduction Tasks
Select a director
Choose
production
company
Preproduction
meeting
Preproduction
Production
timetable
Bidding
Cost estimation
and timing
9-33
Production Tasks
Production
Location
Timing
Talent
9-34
Postproduction Tasks
Editing
Processing
Release/
shipping
Sound
effects
Postproduction
Audio/video
mixing
Duplicating
Approvals
Opticals
9-35
TV Commercial Production Costs
9-36
Evaluation Guidelines for Creative Output
Is it consistent with marketing objectives?
Is it consistent with creative strategy/objectives?
Does it communicate what it’s supposed to?
Is the approach appropriate for the audience?
Is the message clear and convincing?
Is the message overwhelmed by execution?
Is the message appropriate for chosen media?
Is the ad truthful and tasteful?
9-37