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Creative Strategy: Implementation and Evaluation

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Indrajit Bage
Indrajit Bage

Chapter 9 Advertising And Promotion, 6/E - Belch

1 of 35
Creative Strategy: Implementation and Evaluation Chapter 9 Advertising And Promotion, 6/E - Belch Group 8 Integrated Marketing Communications Aditya | Indrajit | Krishna | Niraj | Prateek | Silpa
Appeals and Execution Style The approach used to attract the attention of consumers Advertising Appeals To influence consumer feelings toward a product, service, or cause The way an appeal is turned into an advertising message Execution Style The way the message is presented to the consumer
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
Red Bull Promotes Features and Benefits
Appealing to Personal States or Feelings Personal Social-Based Safety Recognition Security Status Fear Respect Love, Affection Involvement Embarrassment Happiness, Joy Affiliation Nostalgia Rejection Sentiment Acceptance Excitement Approval Sorrow, Grief
Transformational Ads Feelings Images The ads create . . . Meanings Beliefs Richer Warmer It makes the product use More experience. . . More Exciting Enjoyable
Transformational Advertising for Skyy Vodka
Combining Rational and Emotional Appeals
Levels of Relationships With Brands Emotions Personality Product Benefits
MasterCard Creates an Emotional Bond
Reminder Advertising
Teaser Ads Excite Curiosity
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)
Ad Execution Techniques Straight sell Animation Scientific/Technical Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations
Straight Sell or Factual Message
Samsung Uses a Demonstration
Slice-of-Life Execution
Charles Schwab Uses a Form of Animation
The Aflac Duck is a Personality Symbol
Imagery Advertising
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
Headlines That Grab Attention
Use of an Indirect Headline
This Ad Uses a Clever Visual Appeal
Ad Layout Headline Subhead Visual Element Identifying mark Copy
Creative Tactics for Television Sight Motion Sound
The Power of Audio in Commercials • Audio elements • Voices • Music • Sound effects • Presentation methods • Voiceover • Needledrop • Jingles
Top-10 Jingles
Production Stages for TV Commercials All work before actual Preproduction shooting, recording Period of filming, taping, or Production recording Work after spot is filmed or Postproduction recorded
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
Preproduction Tasks Select a director Choose Preproduction production meeting company Preproduction Production Bidding timetable Cost estimation and timing
Production Tasks Production Location Timing Talent
Postproduction Tasks Editing Processing Release/ Sound shipping effects Postproduction Audio/video Duplicating mixing Approvals Opticals
TV Commercial Production Costs
Evaluation Guidelines for Creative Output Is it consistent with marketing objectives? Is it consistent with creative strategy/objectives? Does it communicate what it’s supposed to? Is the approach appropriate for the audience? Is the message clear and convincing? Is the message overwhelmed by execution? Is the message appropriate for chosen media? Is the ad truthful and tasteful?

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Creative Strategy: Implementation and Evaluation

  • 1. Creative Strategy: Implementation and Evaluation Chapter 9 Advertising And Promotion, 6/E - Belch Group 8 Integrated Marketing Communications Aditya | Indrajit | Krishna | Niraj | Prateek | Silpa
  • 2. Appeals and Execution Style The approach used to attract the attention of consumers Advertising Appeals To influence consumer feelings toward a product, service, or cause The way an appeal is turned into an advertising message Execution Style The way the message is presented to the consumer
  • 3. 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
  • 4. Red Bull Promotes Features and Benefits
  • 5. Appealing to Personal States or Feelings Personal Social-Based Safety Recognition Security Status Fear Respect Love, Affection Involvement Embarrassment Happiness, Joy Affiliation Nostalgia Rejection Sentiment Acceptance Excitement Approval Sorrow, Grief
  • 6. Transformational Ads Feelings Images The ads create . . . Meanings Beliefs Richer Warmer It makes the product use More experience. . . More Exciting Enjoyable
  • 8. Combining Rational and Emotional Appeals
  • 9. Levels of Relationships With Brands Emotions Personality Product Benefits
  • 10. MasterCard Creates an Emotional Bond
  • 12. Teaser Ads Excite Curiosity
  • 13. 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)
  • 14. Ad Execution Techniques Straight sell Animation Scientific/Technical Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations
  • 15. Straight Sell or Factual Message
  • 16. Samsung Uses a Demonstration
  • 18. Charles Schwab Uses a Form of Animation
  • 19. The Aflac Duck is a Personality Symbol
  • 21. 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
  • 22. Headlines That Grab Attention
  • 23. Use of an Indirect Headline
  • 24. This Ad Uses a Clever Visual Appeal
  • 25. Ad Layout Headline Subhead Visual Element Identifying mark Copy
  • 26. Creative Tactics for Television Sight Motion Sound
  • 27. The Power of Audio in Commercials • Audio elements • Voices • Music • Sound effects • Presentation methods • Voiceover • Needledrop • Jingles
  • 29. Production Stages for TV Commercials All work before actual Preproduction shooting, recording Period of filming, taping, or Production recording Work after spot is filmed or Postproduction recorded
  • 30. 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
  • 31. Preproduction Tasks Select a director Choose Preproduction production meeting company Preproduction Production Bidding timetable Cost estimation and timing
  • 32. Production Tasks Production Location Timing Talent
  • 33. Postproduction Tasks Editing Processing Release/ Sound shipping effects Postproduction Audio/video Duplicating mixing Approvals Opticals
  • 35. Evaluation Guidelines for Creative Output Is it consistent with marketing objectives? Is it consistent with creative strategy/objectives? Does it communicate what it’s supposed to? Is the approach appropriate for the audience? Is the message clear and convincing? Is the message overwhelmed by execution? Is the message appropriate for chosen media? Is the ad truthful and tasteful?