9 Creative Strategy: Implementation and Evaluation McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. 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 Types of Informational/Rational Appeals Feature: Focus on dominant traits of the product 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 A Rational Appeal Appealing to Personal States or Feelings Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement Arousal Stimulation Sorrow, Grief Pride Achievement Accomplishment Self-esteem Embarrassment Actualization Pleasure Ambition Comfort Appealing to Social-Based Feelings Approval Affiliation Embarrassment Acceptance Status Social-Based Feelings Respect Belonging Involvement Rejection Recognition Transformational Ads Feelings Meanings Richer More Exciting Images The ads create . . . It must make the product use experience . . . Beliefs Warmer More Enjoyable Transformational Advertising for Skyy Vodka Combining Rational and Emotional Appeals Levels of Relationships With Brands Emotions Personality Product Benefits Test Your Knowledge According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A) Product benefits B) Brand personality C) Feelings or emotional attachment to the brand D) Rational motives E) Competitive advantage over similar products in the market MasterCard Creates an Emotional Bond Reminder Advertising Teaser Ads Excite Curiosity Ad Execution Techniques Straight sell Animation Scientific/Technical Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations Straight Sell or Factual Image Mentadent Uses a Demonstration Ad Slice-of-Life Execution Test Your Knowledge Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use? A) Comparison B) Demonstration C) Scientific evidence D) Straight-sell E) Animation Animation Jeep Uses Imagery for the Wrangler 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 Ad Layout Visual element Body copy Indirect headline Jingles Production Stages for TV Commercials Preproduction All work before actual shooting, recording Production Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded Preproduction Tasks Select a director Choose production company Preproduction meeting Preproduction Production timetable Bidding Cost estimation and timing Production Tasks Production Location Timing Talent Postproduction Tasks Editing Processing Release/ shipping Sound effects Postproduction Audio/video mixing Duplicating Approvals Opticals Test Your Knowledge The creative work of an advertising agency may be reviewed and evaluated by: A) Brand managers B) Advertising managers C) Legal departments D) Board of directors E) All of the above Evaluation Guidelines for Creative Output Consistent with brand marketing objectives? Consistent with brand advertising objectives? Consistent with creative strategy, objectives? Communicates what it’s supposed to? Approach appropriate to target audience? Communicates clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Truthful and tasteful?