Chapter 9
Creative Strategy:
Implementation and
Evaluation
Mid-term
 Max: 97
 Min: 48
 Average of the test: 46/60 ~ 77/100
 Average of Essays: 31/40 ~ 77/100
 Overall Average : 77/100
Last Class
 creative strategy
 creation of the advertising campaign
 The concept of copy platforms that are used to guide
the development of advertising campaigns.
 Various approaches used for determining major selling
ideas that form the basis of an advertising campaign
 Inherent drama
Today
 Understand the different types of advertising
appeals
 Recognize the various advertising execution
techniques
 Consider the evaluation guidelines
 TV Ads
 Print Ads
Appeals and Execution Style
Advertising
Appeals
Execution
Style
The approach used to attract
the attention of consumers
To influence consumer feelings
toward a product,
service or cause
The way an appeal is turned
into an advertising message
The way the message is
presented to the consumer
A Rational, “Popularity” Appeal
+
Advertising for
Skyy vodka uses
emotional appeals
Why Emotional Appeals?
consumers' feelings about a brand can
be more important than their knowledge
of its features or attributes
emotional messages are better
remembered than non-emotional
messages
Music and Visual Effects Excite Feelings
Rational and emotional advertising
appeals
can be combined since consumers'
purchase decisions are often made on the
basis of rational and emotional motives
Transformational Ads
Feelings
Meanings
Richer
More
Exciting
Images
The ads
create . . .
It must make
the product use
experience . . .
Beliefs
Warmer
More
Enjoyable
Norwegian Uses Transformational
Advertising
+
Norwegian Uses Transformational
Advertising
+
MasterCard Creates an Emotional
Bond
+
American
Red
Cross
Lee Jeans used ______
advertising to create
interest and excitement
for its new jeans
Teaser Ads May Not Show the Product
Teaser Ads Excite Curiosity
Ad Execution Techniques
Straight-sell
Slice of life
Scientific
Testimonial
Demonstration
Animation
Comparison
Personality Symbol
Dramatization
Fantasy
Humor
Apple Uses a ____________
+
Crest Whitestrips Uses a
__________
+
Chevy Trucks Uses a __________
Execution
Slice of life Executions
 sometimes criticized for being unrealistic and
irritating.
 often present a problem consumers encounter
and suggest a solution.
 can be used effectively by business-to-business
marketers.
 Procter & Gamble a frequent user of slice-of-life
executions.
AFLAC Duck, a
__________________
What is the appeal?
What is the execution technique?
Overwhelming Creativity
 Any examples?
Nortel Uses Music Creatively
 Visa – TV Commercials
Print Ads
1950
“Equinox”
(1995)
Stores
(1995)
Stores
(1995)
Chefs
(1995)
Chefs
(1995)
Beach
Chairs
(1997)
Beach
Chairs
(1997)
Cities
Artists
Flavors
Flavors
Print Ad Components
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
The role of headlines and subheads
HEADLINES:
The most important function or role of the headline is to
•
•
attract the readers' attention and
make them interested in the remainder of the
message.
• Some ads use little or no body copy so the headline
must work with the illustration or visual portion of the ad to
communicate the entire advertising message.
Altoids Uses a Headline Effectively
+
Headlines Can Capture
Attention
+
The role of headlines and
subheads (cont.)
SUBHEADS:
Subheads are often used to enhance the readability of the
message
- by breaking up large amounts of body copy and
- highlighting key sales points.
Their content often reinforces the headline and advertising
slogan or theme.
Print Ad Layout
Format
Size
Arrangement of the Elements on the
Printed Page
Expressed in Columns, Column Inches
or Portions of a Page
Color
Black & White or Two-, Three-, or Fourcolor Printing
White
Space
Marginal and Intermediate Space That
Remains Unprinted
Elements of a Print ad
Headline
Visual
Body Copy
Identification Marks
Insert Savin ad
from 6/e
acetates here
T9-6
Design Guidelines
 Balance
 Do the elements in the materials work with each other?
 Dominance
 One element should be larger than the others to draw
attention to the ad
 Flow
 Sequential eye movement
 Proportion
 Size should be determined by importance
 Coherence
 There must be harmony among the elements
 Unity
 How well the ad holds together in terms of total effect
Formal balance can create a very orderly look and feel.
Informal balance
can create
desired eye
movement
through an ad.
Emphasis in an ad will lead the reader to
focus on one layout element more than
another
Step-by-Step Guide to
Art & Copy
 Art



 Copy
Thumbnail sketches
Rough or pencil
layout
Comprehensive
layout



Headline &
subheads
Rough copy
Final copy
Art: Thumbnail Sketch
Your business tag
line here.
Back Panel Heading
This is a good place to briefly, but
effectively, summarize your products or services. Sales copy is typically not included here.
Secondary Heading
Main Inside Heading
Product/Service
Information
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Caption describing picture or graphic.
The most important
information is included
here on the inside panels. Use these panels
to introduce your organization and describe
specific products or
services. This text
should be brief and
should entice the
reader to want to
know more about the
product or service.
You can use secondary
headings to organize
your text to make it
more scannable for the reader.
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Organization
Caption describing picture or graphic.
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qui blandit praesent luptatum. Lorem ipsum dolor sit
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accumsan.
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nonummy nibh euismod tincidunt ut lacreet dolore
magna aliguam erat volutpat.
Secondary Heading
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sed diem nonummy nibh euismod tincidunt ut lacreet
dolore magna aliguam erat volutpat. Ut wisis enim ad
minim veniam, quis nostrud exerci tution ullamcorper
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aliquip ex en commodo consequat. Lorem ipsum dolor
CNU
CNU
Primary Business Address
Your Address Line 2
Your Address Line 3
Your Address Line 4
Primary Business Address
Your Address Line 2
Your Address Line 3
Your Address Line 4
Phone: 555-555-5555
Fax: 555-555-5555
Email: xyz@microsoft.com
CNU
Tel: 555 555 5555
Caption describing picture or graphic.
Phone: 555-555-5555
Fax: 555-555-5555
Email: xyz@microsoft.com
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Tel: 555 555 5555
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NAME
ADDRESS
Art:
Thumbnail
Sketch
CNU
HOME PAGE TITLE
Home Page
Your business tag line here.
Your home page gives your readers their first
impressions of your site's purpose, content,
and layout. This is a good place for text that
orients readers to your organization and
shows them how to navigate around your
site.
The Wizard has automatically set up
hyperlinks to the pages you selected. Simply
fill the pages with your own content and your
site is ready to post to the World Wide Web.
Organization
Home Page
To contact us:
Primary Business Address
Your Address Line 2
Your Address Line 3
Your Address Line 4
Phone: 555-555-5555
Fax: 555-555-5555
Email: xyz@microsoft.com
Art: Thumbnail
Sketch
Art: Rough or Pencil Layout
 Use actual dimensions
 Mock up to best simulate color, type
size, text block size, photo size, drawing
size, etc.
 Incorporate actual headlines and
subheads when possible
 Create the look & feel of the material
without having completed components
Art: Comprehensive Layout
“Comps”
 Final layout before actual materials are
inserted
 Used to communicate creative concepts
to client
 Actual dimensions, colors, paper types,
etc.
Typography
Copy: Final Copy
 Corresponds to art director’s final layout
 Copywriter’s complete & polished effort
 Takes SEVERAL drafts to reach final
copy
 Final copy needs time to “cool”
Evaluating Layouts
 Will the layout attract the prospect?
 Does the layout reflect values & tastes of the target markets?
 Is the product the star?
 No “art for art’s sake”
 What is the point of the layout?
 Does the layout grab the customer & encourage involvement?
 Is the layout inviting & readable?
 Obscure types hurt the eyes.
 Reverse type – a BIG NO NO!!!
 Are the color combinations right?
 For ad space: How does the ad look in its editorial
environment?
Evaluating Copy
 Lots of checklists & how-to guides
 Copy should be clean & clear


Language is simple without being simplistic
Present tense, active voice
 DON’T


USE THE VERB “TO BE”
Friendly & conversational, not patronizing
Makes sense to the customer
 Long v. short copy
Evaluating Copy
 Fact of life

80%+ of people who see an ad don’t read the copy (Ogilvy
1985)

If the headline doesn’t catch ‘em, they’re lost till next time
 Benefits sell – features don’t sell
 The call to action
 Copy should do everything a personal sales call does
 White space
 Ease of ordering
Sum Up
 Execution Styles
 Advertising Appeals
 Super bowl ads
 http://msnbc.msn.com/id/4132154/
 Print Ads
Next Class

 To do!