Advertising
Mgr. Linda Kozakova
kozakovaVSFS@gmail.com
Tel.: +420 724 060 121
Today´s TO DO´s
Lesson 6
Lesson 8
Creative Strategy
Creative Strategy
Creative Strategy
WHAT IS
CREATIVE?
Creative Strategy
Creative Strategy
1. Appeals and Execution Styles
– Advertising Appeals
– Advertising Execution
2. Creative Tactics
– Creative Tactics for Print Advertising
– Creative Tactics for Television
3. Client Evaluation and Approval
– Guidelines for Evaluating Creative Output
Creative Strategy
Creative Strategy
1. Appeals and Execution Styles
– Advertising Appeals
– Advertising Execution
2. Creative Tactics
– Creative Tactics for Print Advertising
– Creative Tactics for Television
3. Client Evaluation and Approval
– Guidelines for Evaluating Creative Output
Creative Strategy
Appeals and Execution Styles
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
Creative Strategy
Appeals
• Two categories:
– Informational/Rational Appeals
– Emotional Appeals
Creative Strategy
Informational/Rational Appeals
Feature Appeal
Focus on the dominant product traits
Competitive Advantage Appeal
Makes comparisons to other brands
Favorable Price Appeal
Makes price offer the dominant point
News Appeal
News announcement about the product
Product/Service Popularity
Stresses the brand’s popularity
Creative Strategy
Emotional Appeals
Creative Strategy
Rational Appeals
Creative Strategy
Rational Appeals
https://www.youtube.com/watch?v=CpaJaz
716oQ#t=20
Creative Strategy
Combining Emotional an
d Rational Appeals
Creative Strategy
Combining Emotional and Rational Appeals
Kristin Kreuk
https://www.youtube.com/watch?v=SJScKrEb5Bg
Creative Strategy
Levels of Relationships with Brands
Creative Strategy
Additional Types of Appeals
Teaser Advertising
Creative Strategy
Creative Strategy
1. Appeals and Execution Styles
– Advertising Appeals
– Advertising Execution
2. Creative Tactics
– Creative Tactics for Print Advertising
– Creative Tactics for Television
3. Client Evaluation and Approval
– Guidelines for Evaluating Creative Output
Creative Strategy
Straight Sell or Factual Message
 Presentation of information
 Focus: Product or service and its
specific attributes and/or benefits
 Often used in print ads but also in TV advertising (ex.: highinvolvement consumer products)
Creative Strategy
Straight Sell or Factual Message
Creative Strategy
Scientific/Technical Evidence
 Technical information, results of
scientific or laboratory studies or
endorsements.
 Results from scientific bodies or
agencies.
Creative Strategy
Demonstration
 Key advantages of the product or service by showing the
actual use or situation.
 Goal: Convince the consumers of a product´s utility or
quality.
 Very practical for TV advertising (but also used in print
ads)
Creative Strategy
Comparsion
The own product will
directly
compared
with
a competitor´s product
 Competitor´s advantage
Creative Strategy
Comparsion
https://www.youtube.com/watch?
v=SJ2eSKRR6Uo
Creative Strategy
Testimonial
 Testimonial by ordinary
satisfied customers with
whom target audience
can identify.
 Endorsement
 Ex.: Apples switch campaign
Creative Strategy
Animation
 Use of animated scenes
(cartoons, puppets etc.)
 Especially for commercials
targeted at children.
 Roger-Rabbit-style
Creative Strategy
Animation
https://www.youtube.com
/watch?v=qfe4axqlDtc
Creative Strategy
Personality Symbol
 Developing a central character or symbol to deliver the
advertising message
 VIP
 Problems
Creative Strategy
Fantasy
 Popular for emotional types
of appeals (image
advertising)
 Well suited for Cosmetics
Creative Strategy
Dramatization
 Telling a short story of the
product/service
 Difference to slice-of-life: More
excitement and suspense.
 Well suited for TV.
Creative Strategy
Dramatization
Creative Strategy
Humor
Creative Strategy
Combination
 Animation and Fantasy
 Slice-of-Life and
Demonstration
 Comparison and Humor
Creative Strategy
Creative Strategy
1. Appeals and Execution Styles
– Advertising Appeals
– Advertising Execution
2. Creative Tactics
– Creative Tactics for Print Advertising
– Creative Tactics for Television
3. Client Evaluation and Approval
– Guidelines for Evaluating Creative Output
Creative Strategy
Creative Tactics for Print Ads
Creative Strategy
Creative Tactics for Print Ads
Creative Strategy
Creative Tactics for Print Ads
Creative Strategy
Creative Tactics for TV Ads
Creative Strategy
Old Spice Commercial
https://www.youtube.com/watch?v=owGykVbfgUE
Creative Strategy
Creative Strategy
1. Appeals and Execution Styles
– Advertising Appeals
– Advertising Execution
2. Creative Tactics
– Creative Tactics for Print Advertising
– Creative Tactics for Television
3. Client Evaluation and Approval
– Guidelines for Evaluating Creative Output
Creative Strategy
Guidelines for evaluating creative output
• Is the creative approach consistent with the brand’s marketing and
advertising objectives?
• Is the creative approach consistent with the creative strategy and
objectives?
• Is the creative approach appropiate for the target audience?
• Does the creative approach communicate a clear and convincing
message to the consumer?
• Does the creative execution keep from overwhelming the
message?
• Is the creative approach appropriate for the media environment in
which it is likely to be seen?
• Is the ad truthful and tasteful?
Creative Strategy
Guidelines for evaluating creative output
Is the creative approach consistent with the brand’s
marketing and advertising objectives?
Creative approach has to:
• be compatible with way of positioning
• contribute to the marketing and advertising objectives
F.e. Samsung’s positioning by competitor is supported by their
advertising
Creative Strategy
Guidelines for evaluating creative output
Creative Strategy
Guidelines for evaluating creative output
Is the creative approach consistent with the creative
strategy and objectives?
• The advertisement has to communicate what it is supposed to
communicate
Creative Strategy
Guidelines for evaluating creative output
Is the creative approach appropiate for the target
audience?
The ad appeal has to:
• be understood
• communicate effectively
Difficult to develop ads for teenage market
• Styles, fashions and values change rapidly
• Advertisers use approach that is popular among teens
F.e. Ad of Sparrow guitar, an example of effective communication
with youth
Creative Strategy
Guidelines for evaluating creative output
Stop playing games. Start playing guitar.
Creative Strategy
Guidelines for evaluating creative output
Does the creative approach communicate a clear and
convincing message to the consumer?
• Creativity important in advertising
• Creative advertisement has also to communicate reasons to
buy the product
Benefits, features,…
F.e. Scottex: creative and informative ad
Creative Strategy
Guidelines for evaluating creative output
Scottex. Toilet paper escape.
https://vimeo.com/62470169
Creative Strategy
Guidelines for evaluating creative output
Does the creative execution keep from overwhelming
the message?
• The creative execution may not overshadow the advertiser’s
message
• Essential to register the brand name & selling points
effectively
Creative Strategy
Guidelines for evaluating creative output
Is the creative approach appropiate for the media
environment in which it is likely to be seen?
• The ad has to fit into the media environment in which it will be
shown
F.e.: Heineken develops new ads for the Champions League
Creative Strategy
Guidelines for evaluating creative output
https://www.youtu
be.com/watch?v=j
Wzq56M-dFg
Creative Strategy
Guidelines for evaluating creative output
Is the ad truthful and tasteful?
 Is the ad truthful?
 Can it offend consumers?