This document discusses creative strategies for implementing and evaluating advertising campaigns. It outlines different types of advertising appeals, including rational/informational appeals that focus on product features and benefits, and emotional appeals that relate to social/psychological needs. Execution styles are also presented, such as straight sell, demonstration, comparison, slice of life, testimonial, and others. Transformational advertising is defined as associating brand experience with unique psychological characteristics. The goal of reminder and teaser advertising is also explained.

1. CREATIVE STRATERGY
IMPLEMENTATION AND
EVALUATION
Presented by
Mr. Harish.Kulgod
Mr. Rakesh.Haliyal
Dr.D.Veerendra Heggade Institute of
Management Studies And Research

2. Advertisement Appeal
The approach used to attract the
attention of consumer and to
influence their feelings toward the
product, service or cause.
Creative Execution Style
The way a particular appeal is
turned into an advertising message
presented to consumer
Appeals and
Execution Style

3. Approaches
are broken
into two
categories
Informational /Rational Appeals
• Focus on the consumer's practical,
functional or utilitarian need for the
product or service
• Emphasize the features or benefits
Emotional Appeals
• Relate to consumer social
and/or psychological needs
for purchasing a product or service

6. Rational
Appeal
• Focus on the dominant traits of the product
Feature appeal
• Makes comparisons to other brands
Competitive appeal
• Makes price offer the dominant price
Favorable price appeal
• News or announcement about the product
News appeals
• Stresses the brand's popularity
Product/service popularity appeals

8. Transformational Advertising
• Transformational ad is defined as "one which
associates the experience using(consuming) the
advertised brand with a unique set of psychological
characteristics which would not typically be associated
with the brand experience to the same degree without
exposure to the advertisement."

9. The ads create feelings, images, meaning, And beliefs about the
products or service that may be activated when consumer use it.
Transformational ads have two characteristics :​
The ad must make the experience of using the product richer, warmer, more exciting and/or
enjoyable than that obtained solely from an objective description of the advertised brand
It must connect the experience of the ad so tightly with the experience of using the brand that
the consumer can't remember the brand without recalling the experience generated by the ad

10. Levels of
Relationship
with Brands

11. Additional
types of
Appeals
• The objective is to build and/or maintain
awareness and keep the name of the
company and/or brand in front of the
consumer.
Reminder Advertising
• Goal is to create curiosity, interest, and/or
excitement about a product, brand or
topic by mentioning it but not actually
showing it.
Teaser Advertising

14. Advertising
Execution
Creative Execution : The way an advertising appeal is presented
 Straight-sell or factual message  Science/ technical evidence

15.  Demonstration
This type of execution is designed to illustrate
the key advantages or benefits of a product by
showing it in actual use
 Comparison
This type of execution involves a direct or indirect
comparison of a brand against the competition

16.  Slice of life
The ad attempts to portray a real-life situation
involving a problem, conflict or situation
consumers may face in their daily lives
 Testimonial
Many advertisers present their marketing communication
messages in the form of a testimonial whereby a person
speak on behalf of the product based on his or her
personal use of and/or experiences with it

17.  Animation
This technique used animated characters or
scenes drawn by artists or on computer.
 Personality symbol
This type of execution involves the use of a central
character of personality symbol to deliver the
marketing communication message and with which
the product can be identified.

18.  Fantasy
This type of appeal is often used for image
marketing communication by showing an
imaginary situation or illusion involving a
consumer and the product.
Dramatisation
This execution technique creates a
suspenseful situation or scenario in the
form of a short story.

19.  Humour
humour can also be used as a way of executing
the message and presenting other types of
marketing communication appeals.
 Combinations
Many of these execution techniques
can be combined in presenting an
marketing communication message.