ECU Advertising<br />Creative Strategies and AppealsTracy Tuten, Ph.D.East Carolina University<br />
Creative Strategies <br />USP<br />Brand image/ symbolic<br />Inherent drama<br />Emotional<br />Resonance<br />Preemptive...
USP – Double Twist by Revlon<br />
Image - Mercedes<br />
Inherent Drama - Mini<br />
Resonance – Macy’s<br />
Resonance - Pillsbury<br />
Resonance - Lexus<br />
Generic: AB<br />
Preemptive: Honda<br />
Emotion - Zales<br />
Emotion - MasterCard<br />
Emotion (Belonging) - Pepsi<br />
Emotion: Fear/Embarrassment - Tampax<br />
Emotion -  Budweiser<br />
Emotion: Humor – Fed Ex<br />
Humor - Heineken<br />
Humor -  Danier Leather<br />
Feature-Based Functional Appeal<br />
Experiential - T-Mobile<br />
Executions<br />Straight sell<br />Scientific/Technical evidence<br />News announcement<br />Demonstration<br />Comparison...
Straight Sell - Ford<br />
Animation<br />
Testimonial<br />
Scientific – L’Oreal <br />
Evidence - Puritan<br />
Combination, Demonstration/ Indirect Comparison - Zest<br />
Competitive, Direct Comparative<br />
Comparison<br />
News Announcement <br />
Personality Symbol - Charmin<br />
Dramatization – JC Penney<br />
Imagery - Jeep<br />
Slice of Life<br />
Slice-of-death<br />
Fantasy – Levi’s<br />
Fantasy: Chevy Traverse<br />
Combination: Comparison and Preemptive -  Pizza Hut<br />
Combination: USP/Comparison<br />
Music<br />
Jingles<br />
Production Stages for TV Commercials<br />Preproduction<br />All work before actual shooting, recording<br />Production<br...
Production Tasks<br />Location<br />Timing<br />Talent<br />http://www.youtube.com/watch?v=1eiB6C8c2gc<br />http://www.you...
Commercial Production Insights<br />
Basic Components of Print Advertising<br />Headline<br />Words in the Leading Position of the Ad<br />Subheads<br />Smalle...
Ad Layout<br />Visual element<br />Indirect headline<br />Body copy<br />
Best Print Ads 2008<br />
Evaluation Guidelines<br />Consistent with brand marketing objectives?<br />Consistent with brand advertising objectives?<...
Questions<br />
Contact<br />Dr. Tracy Tuten<br />tutent@ecu.edu<br />Brandacity.blogspot.com<br />www.twitter.com/brandacity<br />www.lin...
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Creative

  1. 1. ECU Advertising<br />Creative Strategies and AppealsTracy Tuten, Ph.D.East Carolina University<br />
  2. 2. Creative Strategies <br />USP<br />Brand image/ symbolic<br />Inherent drama<br />Emotional<br />Resonance<br />Preemptive<br />Generic<br />Informational/ rational/functional<br />Experiential<br />
  3. 3. USP – Double Twist by Revlon<br />
  4. 4. Image - Mercedes<br />
  5. 5. Inherent Drama - Mini<br />
  6. 6. Resonance – Macy’s<br />
  7. 7. Resonance - Pillsbury<br />
  8. 8. Resonance - Lexus<br />
  9. 9. Generic: AB<br />
  10. 10. Preemptive: Honda<br />
  11. 11. Emotion - Zales<br />
  12. 12. Emotion - MasterCard<br />
  13. 13. Emotion (Belonging) - Pepsi<br />
  14. 14. Emotion: Fear/Embarrassment - Tampax<br />
  15. 15. Emotion - Budweiser<br />
  16. 16. Emotion: Humor – Fed Ex<br />
  17. 17. Humor - Heineken<br />
  18. 18. Humor - Danier Leather<br />
  19. 19. Feature-Based Functional Appeal<br />
  20. 20. Experiential - T-Mobile<br />
  21. 21. Executions<br />Straight sell<br />Scientific/Technical evidence<br />News announcement<br />Demonstration<br />Comparison<br />Testimonial<br />Reminder<br />Slice of life/death<br />Animation<br />Personality symbol<br />Imagery<br />Dramatization<br />Fantasy<br />Combinations<br />
  22. 22. Straight Sell - Ford<br />
  23. 23. Animation<br />
  24. 24. Testimonial<br />
  25. 25. Scientific – L’Oreal <br />
  26. 26. Evidence - Puritan<br />
  27. 27. Combination, Demonstration/ Indirect Comparison - Zest<br />
  28. 28. Competitive, Direct Comparative<br />
  29. 29. Comparison<br />
  30. 30. News Announcement <br />
  31. 31. Personality Symbol - Charmin<br />
  32. 32. Dramatization – JC Penney<br />
  33. 33. Imagery - Jeep<br />
  34. 34. Slice of Life<br />
  35. 35. Slice-of-death<br />
  36. 36. Fantasy – Levi’s<br />
  37. 37. Fantasy: Chevy Traverse<br />
  38. 38. Combination: Comparison and Preemptive - Pizza Hut<br />
  39. 39. Combination: USP/Comparison<br />
  40. 40. Music<br />
  41. 41. Jingles<br />
  42. 42. Production Stages for TV Commercials<br />Preproduction<br />All work before actual shooting, recording<br />Production<br />Period of filming, taping, or recording<br />Postproduction<br />Work after spot is filmed or recorded<br />
  43. 43. Production Tasks<br />Location<br />Timing<br />Talent<br />http://www.youtube.com/watch?v=1eiB6C8c2gc<br />http://www.youtube.com/watch?v=-_M-WaCg27k<br />Production<br />
  44. 44. Commercial Production Insights<br />
  45. 45. Basic Components of Print Advertising<br />Headline<br />Words in the Leading Position of the Ad<br />Subheads<br />Smaller Than the Headline<br />Body Copy<br />The Main Text Portion of a Print Ad<br />Visual ElementsIllustrations Such As Drawings or Photos<br />Layout<br />How Elements Are Blended Into a Finished Ad<br />
  46. 46. Ad Layout<br />Visual element<br />Indirect headline<br />Body copy<br />
  47. 47. Best Print Ads 2008<br />
  48. 48.
  49. 49.
  50. 50.
  51. 51. Evaluation Guidelines<br />Consistent with brand marketing objectives?<br />Consistent with brand advertising objectives?<br />Consistent with creative strategy, objectives?<br />Communicates what it’s supposed to?<br />Approach appropriate to target audience?<br />Communicates clear, convincing message?<br />Does execution overwhelm the message?<br />Appropriate to the media environment?<br />Truthful and tasteful?<br />
  52. 52. Questions<br />
  53. 53. Contact<br />Dr. Tracy Tuten<br />tutent@ecu.edu<br />Brandacity.blogspot.com<br />www.twitter.com/brandacity<br />www.linkedin.com/in/tracytuten<br />Skype: tracy.tuten<br />Facebook: tracy.tuten<br />

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