Transcript Production
Creative Strategy: Implementation and Evaluation 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 Types of Informational/Rational Appeals Feature: Focus on dominant traits of the product 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 A Rational, “Popularity” Appeal Appealing to Personal States or Feelings Achievement Actualization Ambition Stimulation Excitement Grief Joy Nostalgia Pride Security Sentiment Accomplishment Affection Arousal Comfort Fear Happiness Love Pleasure Safety Self-esteem Sorrow Appealing to Social-Based Feelings Approval Affiliation Embarrassment Acceptance Status Social-Based Feelings Respect Belonging Involvement Rejection Recognition Transformational Ads Feelings Meanings Richer More Exciting Images The ads create . . . It must make the product use experience . . . Beliefs Warmer More Enjoyable Transformational Advertising for Skyy Vodka Levels of Relationship with Brands Emotions Personality Product Benefits 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 attachments to the brand D) rational motives E) competitive advantage over similar products in the market MasterCard Creates an Emotional Bond Ad Execution Techniques Straight sell Animation Scientific Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations Ads for High Involvement Products Often Use Straight Sell Executions Mentadent Uses a Demonstration Apple Uses a Testimonial Listerine Uses a Slice-of-Life Execution 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 Jeep Uses Imagery for the Wrangler Print Ad Components 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 Headlines Help Select Good Prospects Print Ad Layout Format Size Arrangement of the elements on the printed page Expressed in columns, column inches or portions of a page Color Black & white or two-, three-, or fourcolor Printing printing White Space Marginal and intermediate space that remains unprinted Top 10 Jingles of the Century Company Jingle 1. McDonald’s You deserve a break today 2. U.S. Army Be all that you can be 3. Pepsi Cola Pepsi Cola Hits the Spot 4. Campbell’s Soup M’m, Good M’m Good 5. Chevrolet See the USA in your Chevrolet 6. Oscar Mayer I wish I was an Oscar Mayer Wiener 7. Wrigley’s gum Double your pleasure, double your fun 8. Winston Winston tastes good like a cigarette should 9. Coca-Cola It’s the real thing 10. Brylcreem Brylcreem—A little dab’ll do ya 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 Preproduction Tasks Select a director Choose production company Preproduction meeting Preproduction Production timetable Bidding Cost estimation and timing Production Tasks Production Location versus set shoots Night/weekend shoots Talent arrangements Postproduction Tasks Editing Processing Release/ shipping Sound effects Postproduction Audio/video mixing Duplicating Client/agency approval Opticals Test Your Knowledge The creative work of an advertising agency may be reviewed and evaluated by: A) brand managers B) advertising managers C) legal departments D) board of directors E) all of the above Evaluation Guidelines for Creative Output Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with creative strategy, objectives? Does it communicate what it’s supposed 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?