Appeals and Execution Style The approach used to attract the attention of consumersAdvertising Appeals To influence consumer feelings toward a product, service, or cause The way an appeal is turned into an advertising messageExecution Style The way the message is presented to the consumer
Informational/Rational Appeals Feature Focus on the dominant product traits 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
Appealing to Personal States or Feelings Personal Social-Based Safety Recognition Security Status Fear Respect Love, Affection Involvement Embarrassment Happiness, Joy Affiliation Nostalgia Rejection Sentiment Acceptance Excitement Approval Sorrow, Grief
Basic Components of Print Advertising Headline Words in the Leading Position of the Ad Subheads Smaller Than the Headline, Larger Than the Copy Body Copy The Main Text Portion of a Print Ad Visual Elements Illustrations Such As Drawings or Photos Layout How Elements Are Blended Into a Finished Ad
Use of an Indirect Headline to create couriousity
Ad Layout Headline Subhead Visual Element Identifying mark Copy
Creative Tactics for TelevisionSight Motion Sound
Evaluation Guidelines for Creative Output Consistent with brand’s marketing objectives? Consistent with brand’s advertising objectives? Consistent with creative strategy, objectives? Does it communicate what it’s supposed to? Approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Is the advertisement truthful and tasteful?