Learning Objectives. Learning Objectives 17/03/2016. Chapter 9 Creative Strategy: Implementation and Evaluation

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1 Chapter 9 Creative Strategy: Implementation and Evaluation Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives To analyze various types of appeals that can be used in the development and implementation of an advertising message To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate 9-2 Learning Objectives To analyze various tactical issues involved in the creation of print advertising and TV commercials To consider how clients evaluate the creative work of their agencies and discuss guidelines for the evaluation and approval process 9-3 1

2 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 9-4 Informational/Rational Appeals Focus on the consumer s practical, functional, or utilitarian need for the product or service Emphasize: Features of a product or service and/or the benefits Reasons for owning or using a particular brand Feature appeal - Focuses on the dominant traits of the product or service 9-5 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 9-6 2

3 Emotional Appeals Relate to the customers social and psychological needs for purchasing a product or service Create favorable effect on consumers evaluations of a brand Generate large profit gains 9-7 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 9-8 Transformational Ads Feelings Meanings The ads create... Images Beliefs Richer More Exciting It makes the product use experience... Warmer More Enjoyable 9-9 3

4 Transformational Ad Associates the experience of using the advertised brand with a unique set of psychological characteristics Characteristics Makes the experience of using the product richer and/or more enjoyable Connect the experience of the advertisement with the experience of using the brand 9-10 Figure Bases for Emotional Appeals 9-11 Figure Levels of Relationships With Brands

5 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 agency 9-13 Ad Execution Techniques Straight-sell or factual message Relies on a straightforward presentation of information concerning the product or service Used with informational/rational appeals Scientific/technical evidence Advertisers cite technical/scientific information to support their advertising claims Demonstration Illustrates the key advantages of the product by showing its actual use Effective in convincing consumers of a product s utility, quality, and benefits 9-14 Comparison Ad Execution Techniques Shows a brand s particular advantage over its rivals Helps in positioning a new or lesser-known brand with industry leaders Used to execute competitive advantage appeals Testimonial Messages are presented by a person who elaborates on his or her personal experience with it Endorsement - A well-known or respected individual speaks on behalf of the company or the brand

6 Ad Execution Techniques Slice of life Based on a problem/solution approach Used by business-to-business marketers Slice-of-death advertising - Focuses on the negative consequences that result when wrong decisions are made Animation Uses animated scenes in advertisements Personality symbol Developing a central character that can deliver the advertising message Aids consumers to identify with a product/service 9-16 Imagery Ad Execution Techniques Consists of visual elements rather than information Encourage buyers to associate the brand with the symbols, characters, or situation shown in the ad Dramatization Focuses on telling a short story with the product or service as the star Steps Exposition Conflict Increase in action, conflict, and suspense Climax Resolution 9-17 Ad Execution Techniques Humor Used to present other advertising appeals Combinations Using various execution techniques to create a message

7 Basic Components of Print Advertising Headline: Words in the leading position of the ad Types Direct headlines: Straightforward and informative Indirect headlines: Are not straightforward about identifying the product or service or getting to the point Subheads: Secondary heads in a print ad Reinforce the headline and advertising slogan or theme 9-19 Basic Components of Print Advertising Body copy Main text portion of a print ad Goal - Communicate the message and hold consumer attention Visual elements Play an important role in determining the effectiveness of the ad Goal - Work synergistically with the headline and body copy to produce an effective message Layout Physical arrangement of the various parts of the ad 9-20 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

8 Ad Layout Headline Visual Element Subhead Copy Identifying mark 9-22 Video Basic Components of Television Advertising 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 message 9-23 Planning and Production of TV Commercials Producing high-quality TV commercials incurs high costs Factors contributing to the costs of producing a TV commercial Production personnel and equipment Location fees Video editing Sound recording and mixing Music fees Talent

9 Planning and Production of TV Commercials Developing a script Script: Written version of a commercial that provides a detailed description of its video and audio content Producing and getting approval for story board Preparing for production phase 9-25 Figure The Three Phases of Production for Commercials 9-26 Production Stages for TV Commercials Preproduction Production Postproduction All work before actual shooting, recording Period of filming, taping, or recording Work after spot is filmed or recorded

10 Preproduction Tasks Select a director Preproduction meeting Choose production company Preproduction Production timetable Bidding Cost estimation and timing 9-28 Production Tasks Production Location Timing Talent 9-29 Postproduction Tasks Editing Processing Release/ shipping Duplicating Postproduction Sound effects Audio/video mixing Approvals Opticals

11 TV Commercial Production Costs 9-31 Client Evaluation and Approval Client-side approvals include: Advertising or communications manager Product or brand managers Marketing director or vice president Legal department President or CEO Board of directors 9-32 Guidelines for Evaluating Creative Output Maintain consistency with the brand s Marketing and advertising objectives Creative strategy and objectives Creative approach must: Be appropriate for the target audience Communicate a clear and convincing message to the customer Be appropriate for the media environment in which it is likely to be seen

12 Guidelines for Evaluating Creative Output Creative execution must keep from overwhelming the message Advertisement should be truthful and tasteful

McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. 9 Creative Strategy: Implementation and Evaluation McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. Appeals and Execution Style Advertising Appeal The approach used to attract

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