lecture 6-creative strategy-implentation compressed
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© 2012 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative Strategy:Implementation and Evaluation
Dr. George BelchSan Diego State University
Appeals and Execution Style
To influence consumerfeelings toward a product,
service, or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
AdvertisingAppeals
ExecutionStyle
Informational/Rational Appeals
PopularityStresses the brand’s popularity
NewsNews announcement about the product
PriceMakes price offer the dominant point
CompetitiveMakes comparisons to other brands
FeatureFocus on the dominant product traits
A Popularity Appeal that Focuses on Benefits
Appealing to Personal States or Feelings
Personal
Safety
Security
Fear
Love, Affection
Happiness, Joy
Nostalgia
Sentiment
ExcitementSorrow, Grief
Social-Based
Recognition
Status
Respect
Involvement
Embarrassment
Affiliation
Rejection
Acceptance
Approval
Combining Rational and Emotional Appeals
Levels of Relationships With Brands
Emotions
Personality
Product Benefits
Reminder Advertising
Ad Execution Techniques
Personality Symbol Personality Symbol
Straight sellStraight sell
Scientific/TechnicalScientific/Technical
DemonstrationDemonstration
ComparisonComparison
TestimonialTestimonial HumorHumor
Slice of lifeSlice of life
ImageryImagery
AnimationAnimation
DramatizationDramatization
CombinationsCombinations
Straight Sell or Factual Message
Samsung Uses a Demonstration
Apple used testimonials to encourage brand switching
Slice-of-Life Execution
Charles Schwab Uses a Form of Animation
Jack is a Personality Symbol
Usage Based Imagery
Basic Components of Print Advertising
LayoutHow Elements Are Blended Into a Finished Ad
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline, Larger Than the Copy
SubheadsSmaller Than the Headline, Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
HeadlineWords in the Leading Position of the Ad
Use of an Indirect Headline to create couriousity
This Ad Uses a Clever Visual Appeal
Ad Layout
Headline
Copy
Visual Element
Identifying mark
Subhead
Creative Tactics for Television
Sight Motion Sound
Consistent with brand’s marketing objectives?Consistent with brand’s marketing objectives?
Consistent with brand’s advertising objectives?Consistent with brand’s advertising objectives?
Consistent with creative strategy, objectives?Consistent with creative strategy, objectives?
Does it communicate what it’s supposed to?Does it communicate what it’s supposed to?
Approach appropriate to target audience?Approach appropriate to target audience?
Communicate clear, convincing message?Communicate clear, convincing message?
Does execution overwhelm the message?Does execution overwhelm the message?
Appropriate to the media environment?Appropriate to the media environment?
Consistent with brand’s marketing objectives?Consistent with brand’s marketing objectives?
Consistent with brand’s advertising objectives?Consistent with brand’s advertising objectives?
Consistent with creative strategy, objectives?Consistent with creative strategy, objectives?
Does it communicate what it’s supposed to?Does it communicate what it’s supposed to?
Approach appropriate to target audience?Approach appropriate to target audience?
Communicate clear, convincing message?Communicate clear, convincing message?
Does execution overwhelm the message?Does execution overwhelm the message?
Appropriate to the media environment?Appropriate to the media environment?
Evaluation Guidelines for Creative Output
Is the advertisement truthful and tasteful?Is the advertisement truthful and tasteful?