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Lecture 6-creative strategy-implentation compressed

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Lecture 6-creative strategy-implentation compressed

  1. 1. Creative Strategy:Implementation and Evaluation Dr. George Belch San Diego State University © 2012 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  2. 2. Appeals and Execution Style The approach used to attract the attention of consumersAdvertising Appeals To influence consumer feelings toward a product, service, or cause The way an appeal is turned into an advertising messageExecution Style The way the message is presented to the consumer
  3. 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. 4. A Popularity Appeal that Focuses on Benefits
  5. 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. 6. Combining Rational and Emotional Appeals
  7. 7. Levels of Relationships With Brands Emotions Personality Product Benefits
  8. 8. Reminder Advertising
  9. 9. Ad Execution Techniques Straight sell AnimationScientific/Technical Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations
  10. 10. Straight Sell or Factual Message
  11. 11. Samsung Uses a Demonstration
  12. 12. Apple used testimonials to encourage brand switching
  13. 13. Slice-of-Life Execution
  14. 14. Charles Schwab Uses a Form of Animation
  15. 15. Jack is a Personality Symbol
  16. 16. Usage Based Imagery
  17. 17. 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
  18. 18. Use of an Indirect Headline to create couriousity
  19. 19. This Ad Uses a Clever Visual Appeal
  20. 20. Ad Layout Headline Subhead Visual Element Identifying mark Copy
  21. 21. Creative Tactics for TelevisionSight Motion Sound
  22. 22. Evaluation Guidelines for Creative Output Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with creative strategy, objectives? Does it communicate what it’s supposed to? Approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Is the advertisement truthful and tasteful?

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