Advertising Management Lecture 8 : Creative Strategy Implementation    and Evaluation
Outline <ul><li>Creative Strategy Implementation and Evaluation </li></ul><ul><ul><li>Appeals and Execution Styles </li></...
Advertising Appeal <ul><li>the approach used to attract the attention of consumers and/or to influence their feelings towa...
Advertising Appeals <ul><li>Informational/rational appeals  </li></ul><ul><ul><li>Focus on the consumer’s practical, funct...
Informational/Rational Appeal
Feature Appeal
Advertising Appeals <ul><li>competitive advantage appeal </li></ul><ul><ul><li>the advertiser makes either a direct or an ...
Competitive Advantage Appeal
Favorable Price Appeal
Advertising Appeals <ul><li>News appeals  </li></ul><ul><ul><li>those in which some type of news or announcement about the...
News Appeals
Advertising Appeals <ul><li>Emotional appeals </li></ul><ul><ul><li>relate to the customers’ social and/or psychological n...
Bases for Emotional Appeals
Other Types of Ad Appeals <ul><li>Reminder advertising </li></ul><ul><ul><li>building brand awareness and/or keeping the b...
Reminder Ad
Teaser Ad
Advertising Execution <ul><li>Creative execution  is the way an advertising appeal is presented.  </li></ul><ul><li>While ...
Advertising Execution <ul><li>Straight Sell or Factual Message </li></ul><ul><ul><li>relies on a straightforward presentat...
Straight Sell
Advertising Execution <ul><li>Scientific/Technical Evidence </li></ul><ul><ul><li>Advertisers often cite technical informa...
Scientific/Technical
Advertising Execution <ul><li>Demonstration </li></ul><ul><ul><li>designed to illustrate the key advantages of the product...
Demonstration
Advertising Execution <ul><li>Comparison </li></ul><ul><ul><li>it offers a direct way of communicating a brand’s particula...
Comparison
Advertising Execution <ul><li>Testimonial </li></ul><ul><ul><li>where a person praises the product or service on the basis...
Testimonial
Endorsement
Advertising Execution <ul><li>Slice of life  </li></ul><ul><ul><li>portrays a problem or conflict that consumers might fac...
Slice of Life
Advertising Execution <ul><li>Animation </li></ul><ul><ul><li>animated scenes are drawn by artists or created on the compu...
Advertising Execution <ul><li>Personality Symbol </li></ul><ul><ul><li>Another type of advertising execution involves deve...
Personality Symbol
Advertising Execution <ul><li>Fantasy </li></ul><ul><ul><li>The product or service becomes a central part of the situation...
Advertising Execution <ul><li>Dramatization </li></ul><ul><ul><li>the focus is on telling a short story with the product o...
Dramatization
Advertising Execution <ul><li>Humor </li></ul><ul><ul><li>Humorous executions are particularly well suited to television o...
Advertising Execution <ul><li>Combinations </li></ul>
The End <ul><li>Next lecture:  </li></ul><ul><li>Creative Tactics, Evaluation & Approval of Creative Work </li></ul>
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Adman lecture 8

  1. 1. Advertising Management Lecture 8 : Creative Strategy Implementation and Evaluation
  2. 2. Outline <ul><li>Creative Strategy Implementation and Evaluation </li></ul><ul><ul><li>Appeals and Execution Styles </li></ul></ul>
  3. 3. Advertising Appeal <ul><li>the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause </li></ul><ul><li>“something that moves people, speaks to their wants or needs, and excites their interest.” </li></ul>
  4. 4. Advertising Appeals <ul><li>Informational/rational appeals </li></ul><ul><ul><li>Focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand. </li></ul></ul><ul><li>feature appeal </li></ul><ul><ul><li>focus on the dominant traits of the product or service; tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision. </li></ul></ul>
  5. 5. Informational/Rational Appeal
  6. 6. Feature Appeal
  7. 7. Advertising Appeals <ul><li>competitive advantage appeal </li></ul><ul><ul><li>the advertiser makes either a direct or an indirect comparison to another brand (or brands) and usually claims superiority on one or more attributes. </li></ul></ul><ul><li>A favorable price appeal </li></ul><ul><ul><li>makes the price offer the dominant point of the message. </li></ul></ul>
  8. 8. Competitive Advantage Appeal
  9. 9. Favorable Price Appeal
  10. 10. Advertising Appeals <ul><li>News appeals </li></ul><ul><ul><li>those in which some type of news or announcement about the product, service, or company dominates the ad. </li></ul></ul><ul><li>Product/service popularity appeals </li></ul><ul><ul><li>stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or its leadership position in the market </li></ul></ul><ul><ul><li>Pepsi vs Coke </li></ul></ul>
  11. 11. News Appeals
  12. 12. Advertising Appeals <ul><li>Emotional appeals </li></ul><ul><ul><li>relate to the customers’ social and/or psychological needs for purchasing a product or service. </li></ul></ul><ul><ul><li>Eg. Nokia ad </li></ul></ul><ul><li>Combining rational and emotional appeals </li></ul><ul><ul><li>Mastercard ad </li></ul></ul>
  13. 13. Bases for Emotional Appeals
  14. 14. Other Types of Ad Appeals <ul><li>Reminder advertising </li></ul><ul><ul><li>building brand awareness and/or keeping the brand name in front of consumers. </li></ul></ul><ul><li>Teaser advertising </li></ul><ul><ul><li>designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it. </li></ul></ul>
  15. 15. Reminder Ad
  16. 16. Teaser Ad
  17. 17. Advertising Execution <ul><li>Creative execution is the way an advertising appeal is presented. </li></ul><ul><li>While it is obviously important for an ad to have a meaningful appeal or message to communicate to the consumer, the manner in which the ad is executed is also important. </li></ul>
  18. 18. Advertising Execution <ul><li>Straight Sell or Factual Message </li></ul><ul><ul><li>relies on a straightforward presentation of information concerning the product or service. </li></ul></ul><ul><ul><li>often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits. </li></ul></ul>
  19. 19. Straight Sell
  20. 20. Advertising Execution <ul><li>Scientific/Technical Evidence </li></ul><ul><ul><li>Advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims. </li></ul></ul>
  21. 21. Scientific/Technical
  22. 22. Advertising Execution <ul><li>Demonstration </li></ul><ul><ul><li>designed to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation. </li></ul></ul>
  23. 23. Demonstration
  24. 24. Advertising Execution <ul><li>Comparison </li></ul><ul><ul><li>it offers a direct way of communicating a brand’s particular advantage over its competitors or positioning a new or lesser known brand with industry leaders. </li></ul></ul>
  25. 25. Comparison
  26. 26. Advertising Execution <ul><li>Testimonial </li></ul><ul><ul><li>where a person praises the product or service on the basis of his or her personal experience with it. </li></ul></ul><ul><ul><li>Endorsement: a well-known or respected individual such as a celebrity or expert in the product or service area speaks on behalf of the company or the brand. The message is not necessarily based on their personal experiences. </li></ul></ul>
  27. 27. Testimonial
  28. 28. Endorsement
  29. 29. Advertising Execution <ul><li>Slice of life </li></ul><ul><ul><li>portrays a problem or conflict that consumers might face in their daily lives. The ad then shows how the advertiser’s product or service can resolve the problem. </li></ul></ul>
  30. 30. Slice of Life
  31. 31. Advertising Execution <ul><li>Animation </li></ul><ul><ul><li>animated scenes are drawn by artists or created on the computer, and cartoons, puppets, or other types of fictional characters may be used. </li></ul></ul><ul><ul><li>Coke </li></ul></ul>
  32. 32. Advertising Execution <ul><li>Personality Symbol </li></ul><ul><ul><li>Another type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. </li></ul></ul>
  33. 33. Personality Symbol
  34. 34. Advertising Execution <ul><li>Fantasy </li></ul><ul><ul><li>The product or service becomes a central part of the situation created by the advertiser. Cosmetics ads often use fantasy appeals to create images and symbols that become associated with the brand. </li></ul></ul><ul><ul><li>Beer </li></ul></ul><ul><ul><li>K-Fee </li></ul></ul>
  35. 35. Advertising Execution <ul><li>Dramatization </li></ul><ul><ul><li>the focus is on telling a short story with the product or service as the star. </li></ul></ul><ul><ul><li>Dramatization is somewhat akin to slice-of-life execution in that it often relies on the problem/solution approach, but it uses more excitement and suspense in telling the story. </li></ul></ul><ul><ul><li>Bridgestone </li></ul></ul>
  36. 36. Dramatization
  37. 37. Advertising Execution <ul><li>Humor </li></ul><ul><ul><li>Humorous executions are particularly well suited to television or radio, although some print ads attempt to use this style. </li></ul></ul><ul><ul><li>Dr. Pepper </li></ul></ul><ul><ul><li>Wonderbra </li></ul></ul><ul><ul><li>Tilberg </li></ul></ul>
  38. 38. Advertising Execution <ul><li>Combinations </li></ul>
  39. 39. The End <ul><li>Next lecture: </li></ul><ul><li>Creative Tactics, Evaluation & Approval of Creative Work </li></ul>
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