Ch9 creative strategy implementation and evaluation_20130906


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Ch9 creative strategy implementation and evaluation_20130906

  1. 1. 1 9 Creative Strategy: Implementation and Evaluation Presented by Group no.2
  2. 2. 2 Appeals and Execution Style Advertising Appeals • The approach used to attract the attention of consumers • To influence consumer feelings toward a product, service or cause Execution Style • The way an appeal is turned into an advertising message • The way the message is presented to the consumer
  3. 3. 3 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
  4. 4. 4 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 Informational/ Rational Appeals Rational Motive • Comfort • Convenience • Economy • Health • Quality • Dependability • Durability • Performance • Efficiency
  5. 5. 5 Informational/ Rational Appeals
  6. 6. 6 Emotional Appeals Personal States or Feelings Social-Based Feelings • Safety • Arousal/Stimulation • Recognition • Security • Sorrow/Grief • Status • Fear • Pride • Respect • Affection • Self-Esteem • Embarrassment • Happiness • Actualization • Affiliation/Belonging • Joy • Pleasure • Rejection • Nostalgia • Ambition • Acceptance • Sentiment • Comfort • Approval • Excitement
  7. 7. 7 Emotional Appeals
  8. 8. 8 Transformational Ad Transformation Ad • 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.
  9. 9. 9 Combining Rational and Emotional Appeals
  10. 10. 10 Levels of Relationships With Brands Emotions Personality Product benefits
  11. 11. 11 Other Types of Appeals Reminder Advertising • 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 Teaser Advertising • 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 movies.
  12. 12. 12 Advertising Execution 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 experiences Slice of Life showing a part of life of consumers where some problem is resolved by use of the product
  13. 13. 13 Advertising Execution 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 advertising message 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
  15. 15. HEADLINE The words attracting reader’s attention and interesting them in the rest of the message. Direct or in direct headline Print Ad. SUBHEADS Smaller than the heading but larger than body copy, used to highlight key sales point, reinforcing the headline BODY COPY 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 VISUAL ELEMENTS Important to attract attention, also helpful in communication an idea and making the ad more effective LAYOUT 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
  16. 16. Print Ad.
  17. 17. Print Ad.
  18. 18. Print Ad.
  19. 19. Television Ad. Video elements Product Presenters Action sequences/ setting Lighting Graphic Color Identifying Symbols Video
  20. 20. Television Ad. Audio elements Voices Music Sound effects Presentation methods Voiceover Needledrop Jingles Audio
  21. 21. Editing, Processing, Audio/vid eo mixing, approvals, release Location, Night/Weekend shoots, talent arrangements Selecting director, casting a production company, Bidding Production timetable, Preproduction meeting Television Ad. Planning the commercial Script : a written version of a commercial that provides a detailed description of its video and audio content Post Production The 3 stages of Production ProductionPre- Production
  22. 22. 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?
  23. 23. 23 What’s this ad appealing you ?
  24. 24. 24 References Belch, G.E. & Belch, : Advertising and Promotion: An Integrated Marketing Communications Perspectives. (9th ed). McGraw-Hill, Irwin Print ads. attacking-apples-iphone-5-in-major-u-s-newspapers/comment-page-3/ 2012-print-advertising/ ers