Ch9 creative strategy implementation and evaluation_20130906
9 Creative Strategy:
Implementation and Evaluation
Appeals and Execution Style
• The approach used to attract the attention
• To influence consumer feelings toward a
service or cause
• The way an appeal is turned into an
• The way the message is presented to the
Two Main Categories of Appeals
1. Informational/ Rational Appeals
• Focus on the customer’s practical, functional or
utilitarian need for the product or service
• Emphasize the features or benefits
• Message emphasize facts and logic
2. Emotional Appeals
• Relate to consumers’ social and/or psychological
needs for purchasing a product or service
• Many advertisers believe consumers’ emotions
work better at selling brand that do not differ
markedly from competing brands
• Feature: Focus on dominant
traits of the product
Makes comparisons to other
• Price: Makes price offer the
• News: News announcement
about the product
• Popularity: Stresses the brand’s
Informational/ Rational Appeals
• Creates feelings, images, and beliefs about the product or
service that may be activated when customers use it,
transforming their interpretation of the usage experience.
• Help differentiate a product or service by making the
consumption experience more enjoyable by suggesting the
type of experiences consumers might have when they consume
the product or service.
Levels of Relationships With Brands
Other Types of Appeals
• The objective is to build and/ or maintain
awareness and keep the name of the company
and/ or brand in front of customer.
• Often used by well known brands and market
leaders that are well established in the market
• The objective is to create curiosity, interest, and/
or excitement about a product, brand or topic by
mentioning it but not actually showing it.
• Often used for new products/ models and for
Advertising Execution Techniques
Straight Sell or Factual Message straightforward
presentation of information concerning the product
Scientific/ Technical Evidence citing technical
information, results of scientific or lab studies
Demonstration illustrating the key advantages of the
product/service by showing it in actual use or in
some staged situation
Comparison offering a direct way of communicating
a brand’s advantage over its competitors
Testimonial presented by way of a testimonial, where
a person praises the product/service based on there
Slice of Life showing a part of life of consumers
where some problem is resolved by use of the
Advertising Execution Techniques
Animation characters, puppets, other
fictional characters are used to
connect with audience
Personal Symbol developing a central
character that can deliver the
Imagery consist of visual elements to
encourage consumers to associate
the brand with symbol or characters
Dramatization a story is build around
the product with a climax in the end
Humor can be used in execution to
connect instantly with audience, but
it has to be done very carefully
The words attracting reader’s attention and
interesting them in the rest of the message.
Direct or in direct headline
Smaller than the heading but larger than body
copy, used to highlight key sales point, reinforcing
Heart of the ad message, getting the target
audience to read. Must long enough to
communicate the ad’s message and short enough
to hold reader’s interest
Important to attract attention, also helpful in
communication an idea and making the ad more
Show where each part of the ad will be place and
give guideline to the people working on ad.
Straight-forward creative executions and can
deliver branding message
Action sequences/ setting
eo mixing, approvals,
casting a production
Planning the commercial
Script : a written version of a commercial that provides a detailed description of its
video and audio content
The 3 stages of Production
CLIENT EVALULATION AND
APROVAL OF CREATIVE WORK
Consistent with brand’s marketing and ad objectives?
Consistent with creative strategy, objectives?
Communicates what it’s supposed to?
Approach appropriate to target audience?
Communicates clear, convincing message?
Does execution keep from overwhelm the message?
Appropriate for the media environment?
Truthful and tasteful?