11. creative strategy (i&e)

7/29/2019 11. Creative Strategy (I&E)

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Creative Strategy:Implementation and Evaluation

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Tutored by : Prof. Sunil D Anto


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To influence consumer feelingstoward a product,

service or cause

To influence consumerfeelings toward a product,

service or cause

The approach used to attractthe attention of consumers

The way an appeal is turnedinto an advertising message

The way the message ispresented to the consumer

The approach used to attractthe attention of consumers

The way an appeal is turnedinto an advertising message

Appeals and Execution Style

AdvertisingAppeals

ExecutionStyle


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Popularity: Stresses the brands popularity

News: News announcement about the product

Price: Makes price offer the dominant point

Competitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the product

News: News announcement about the product

Price: Makes price offer the dominant point

Competitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the product

Types of Informational/Rational Appeals


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A Rational, Popularity Appeal


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Achievement AccomplishmentActualization Affection

Ambition Arousal

Stimulation Comfort

Excitement FearGrief Happiness

Joy Love

Nostalgia Pleasure

Pride Safety

Security Self-esteem

Sentiment Sorrow

Achievement AccomplishmentActualization Affection

Ambition Arousal

Stimulation Comfort

Excitement FearGrief Happiness

Joy Love

Nostalgia Pleasure

Pride Safety

Security Self-esteem

Appealing to Personal States or Feelings


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Status

Acceptance

Respect

Approval Affiliation

Belonging

Rejection Recognition

Embarrass-ment

Involvement

Acceptance

Respect

Approval Affiliation

Belonging

Rejection Recognition

Embarrass-ment

Involvement

Appealing to Social-Based Feelings

Social-BasedFeelings


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Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreExciting

WarmerRicher

Beliefs

Images

Meanings

Feelings

Transformational Ads

MoreEnjoyable

It must makethe product useexperience . . .

The adscreate . . .


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Transformational Advertising for Skyy


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Emotions

Levels of Relationship with Brands

Personality

Product Benefits

Personality

Product Benefits


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Creates an Emotional Bond


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Personality SymbolPersonality Symbol

Straight sell

Scientific

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

DramatizationDramatization

Testimonial

Comparison

Animation

Demonstration Imagery

Scientific

Slice of life

Straight sell

Ad Execution Techniques

Humor

Combinations

Ad f Hi h I l t P d t Oft U


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Ads for High Involvement Products Often UseScientific Executions


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Mentadent Uses a Demonstration


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Apple Uses a Testimonial


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Listerine Uses a Slice-of-Life Execution


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Jeep Uses Imagery for the Wrangler


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Layout:

How Elements Are Blended Into a Finished Ad

Visual Elements:Illustrations Such As Drawings or Photos

Body Copy:

The Main Text Portion of a Print Ad

Subheads:

Smaller Than the Headline, Larger Than the Copy

Headline:

Words in the Leading Position of the Ad

Visual Elements:Illustrations Such As Drawings or Photos

Body Copy:

The Main Text Portion of a Print Ad

Subheads:

Smaller Than the Headline, Larger Than the Copy

Headline:

Words in the Leading Position of the Ad

Print Ad Components


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Format Arrangement of the elements on theprinted page

SizeExpressed in columns, column inches or

portions of a page

ColorBlack & white or two-, three-, or four-color printing

WhiteSpace

Marginal and intermediate space thatremains unprinted

Format Arrangement of the elements on theprinted page

ColorBlack & white or two-, three-, or four-color Printing

SizeExpressed in columns, column inches or

portions of a page

Print Ad Layout


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Headlines Help Select Good Prospects


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ProductionPeriod of filming, taping, orrecording

Postproduction

Work after spot is filmed or

recorded

PreproductionAll work before actualshooting, recording

ProductionPeriod of filming, taping, orrecording

Production Stages for TV Commercials

PreproductionAll work before actualshooting, recording


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Select a director

Cost estimationand timing

Chooseproductioncompany

Bidding

Preproductionmeeting

Production

timetable

Production

timetable

Cost estimationand timing

Bidding

Chooseproductioncompany

Select a director

Preproduction Tasks

Preproduction


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Location versusset shoots Night/weekendshoots TalentarrangementsNight/weekendshootsLocation versusset shoots

Production Tasks

Production


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Editing Processing

Sound effects

Audio/videomixing

OpticalsClient/agency

approval

Duplicating

Release/

shipping

Duplicating

Client/agencyapproval

Opticals

Audio/videomixing

Sound effects

ProcessingEditing

Postproduction Tasks

Postproduction


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Top 10 Jingles of the Century

1. McDonalds You deserve a break today

2. U.S. Army Be all that you can be

3. Pepsi Cola Pepsi Cola Hits the Spot

4. Campbells Soup Mm, Good Mm Good5. Chevrolet See the USA in your Chevrolet

6. Oscar Mayer I wish I was an Oscar Mayer Wiener

7. Wrigleys gum Double your pleasure, double your fun

8. Winston Winston tastes good like a cigarette should

9. Coca-Cola Its the real thing

10. Brylcreem BrylcreemA little dabll do ya

Company Jingle


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Consistent with brands marketing objectives?

Consistent with brands advertising objectives?

Consistent with creative strategy, objectives?

Does it communicate what its supposed to?

Approach appropriate to target audience?

Communicate clear, convincing message?

Does execution overwhelm the message?

Appropriate to the media environment?

Consistent with brands marketing objectives?

Consistent with brands advertising objectives?

Consistent with creative strategy, objectives?

Does it communicate what its supposed to?

Is the Approach appropriate to target audience?

Communicate clear, convincing message?

Does execution overwhelm the message?

Appropriate to the media environment?

Evaluation Guidelines for Creative Output

Is the advertisement truthful and tasteful?


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SkyWriting!

11. creative strategy (i&e)

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