Transcript PowerPoint Chapter 9

9
Creative Strategy:
Implementation and Evaluation
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
Creative Tactics
• HOW message will be executed
• Types of advertising appeals and
execution styles
• How to design effective advertising
• Guidelines on how to evaluate
advertising
9-2
Advertising Appeals and Execution Styles
Advertising
Appeals
The approach used to attract
the attention of consumers
Forms the content of the ad
Pick an appeal FIRST, then
an execution style
Execution
Style
The way an appeal is turned
into an advertising message
The way in which the content is
presented
9-3
Types of Appeals
• Informational / Rational
• Emphasis on features of / benefits of using the
product
• Comfort/convenience/economy/dependability/
performance
• Emotional
• Relates to customers’ psychological needs for
purchasing a product
• Pleasure/status/fear/love
• Appeals to consumer emotions work better at
selling brands
• Marketers hope positive feelings brought about
by ads will transfer to brands
9-4
Informational/Rational Appeals
Feature
Focus on the dominant product traits/benefits
Competitive Advantage
Makes comparisons to other brands
Favorable Price
Makes price offer the dominant message
News
News announcement about the product
Popularity
Stresses the brand’s popularity
9-5
Feature Appeal
What is the
key benefit
of this brand?
9-6
Competitive Advantage
9-7
Favorable Price
9-8
News Announcement
9-9
Popularity
9-10
Types of Emotional Appeals
Personal
Safety
Security
Fear
Love, Affection
Happiness, Joy
Nostalgia
Sentiment
Excitement
Sorrow, Grief
Social-Based
Recognition
Status
Respect
Involvement
Embarrassment
Affiliation
Rejection
Acceptance
Approval
9-11
Status
9-12
Embarrassment
9-13
Transformational Ads
Feelings
Meanings
Richer
More
Exciting
Images
The ads
create . . .
It makes the
product use
experience. . .
Beliefs
Warmer
More
Enjoyable
9-14
Transformational Print Ad
Makes the
experience
of drinking SKYY
more exciting
9-15
Transformational Ad TV spot
Show Norwegian Cruise Line commercial
“ A transformational ad connects the experience of the ad
with the experience of the brand,
so that consumers can’t remember the brand
without recalling the experience generated by the ad”
9-16
Combining Rational and Emotional Appeals
Choose an airline
not only for
their flight schedules
and prices
but also
to build an emotional bond
with their customers
9-17
Levels of Relationships With Brands
How consumers feel about a brand
Emotional
Bond
Adventurous; self assured
Personality
No brand loyalty
Product Benefits
9-18
Test Your Knowledge
According to the 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
9-19
MasterCard Creates an Emotional Bond
“Priceless”Some things money can’t buy
9-20
Reminder Advertising
Keeping brand name
in front of consumer
9-21
Teaser Ads Build Curiosity
9-22
User-Generated Content
• Ads created by consumer versus
company itself
• Winning spot aired during Super
Bowl
9-23
Types of Execution Styles
Straight sell
Animation
Scientific/Technical
Personality Symbol
Demonstration
Imagery
Comparison
Dramatization
Testimonial
Humor
Slice of life
Combinations
9-24
Straight Sell
9-25
Scientific / Technical
9-26
Demonstration
9-27
Comparison
9-28
Testimonial / Endorsement
9-29
Slice-of-Life
9-30
Animation
9-31
Personality Symbol
The “Aflac” Duck
9-32
Imagery Advertising
9-33
Dramatization
• Draws the viewer into the action with
excitement and suspense in telling the
story
• Stage is set
• Conflict that identifies the problem
• Rising action where story builds
• Climax where problem is solved
• Resolution with the wrap up
(show Zerex commercial)
9-34
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
9-35
Basic Components of Print Advertising
Headline (Direct and Indirect)
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
Physical Arrangement of an Ad
9-36
Headlines Grab Attention
9-37
Direct Headline
9-38
Indirect Headline
Purpose is to
provoke curiosity
9-39
Visual Appeal
9-40
Analysis of an Ad Layout
Headline
Subhead
Visual
Element
Identifying
mark
Body Copy
9-41
Television
Powerful advertising medium
Sight
Motion
Sound
Goal: get viewer’s attention and maintain it
9-42
The Power of Audio in Commercials
• Audio elements
• Voices
• Music: Like a RockChevrolet
• Sound effects
• Presentation methods
• Voiceover:
announcer or
celebrity with distinctive voice
• Needledrop: prefab music
• Jingles: catchy songs
9-43
Top-10 Jingles
9-44
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
9-45
Preproduction Tasks
Select a director
Choose
production
company
Preproduction
meeting
Preproduction
Production
timetable
Bidding
Cost estimation
and timing
9-46
Production Tasks
Production
Location
Timing
Talent
9-47
Postproduction Tasks
Editing
Processing
Release/
shipping
Sound
effects
Postproduction
Audio/video
mixing
Duplicating
Approvals
Opticals
9-48
TV Commercial Production Costs
Average cost for producing a 30 second spot: $342, 000
9-49
Client Evaluation and Approval
• Client-side approvals
• Advertising manager
• Marketing managers
• Vice-President
• Legal department
• CEO
• Board of directors
9-50
Evaluation Guidelines for Creative
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?
9-51