Transcript Personal
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 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 9-4 Transformational Ads Feelings Meanings Richer More Exciting Images The ads create . . . It makes the product use experience. . . Beliefs Warmer More Enjoyable 9-5 Levels of Relationships With Brands Emotions Personality Product Benefits 9-6 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) 9-7 Ad Execution Techniques Straight sell Animation Scientific/Technical Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations 9-8 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 9-9 The Power of Audio in Commercials • Audio elements • Voices • Music • Sound effects • Presentation methods • Voiceover • Needledrop • Jingles 9-10 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 9-11 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 9-12 Preproduction Tasks Select a director Choose production company Preproduction meeting Preproduction Production timetable Bidding Cost estimation and timing 9-13 Production Tasks Production Location Timing Talent 9-14 Postproduction Tasks Editing Processing Release/ shipping Sound effects Postproduction Audio/video mixing Duplicating Approvals Opticals 9-15