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Creative Strategy: Implementation and Evaluation

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Chapter 9 Advertising And Promotion, 6/E - Belch

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Creative Strategy: Implementation and Evaluation

  1. 1. Creative Strategy: Implementation and Evaluation Chapter 9 Advertising And Promotion, 6/E - BelchGroup 8 Integrated Marketing Communications Aditya | Indrajit | Krishna | Niraj | Prateek | Silpa
  2. 2. 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
  3. 3. 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
  4. 4. Red Bull Promotes Features and Benefits
  5. 5. 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
  6. 6. Transformational AdsFeelings Images The ads create . . .Meanings Beliefs Richer Warmer It makes the product use More experience. . . MoreExciting Enjoyable
  7. 7. Transformational Advertising for Skyy Vodka
  8. 8. Combining Rational and Emotional Appeals
  9. 9. Levels of Relationships With Brands Emotions Personality Product Benefits
  10. 10. MasterCard Creates an Emotional Bond
  11. 11. Reminder Advertising
  12. 12. Teaser Ads Excite Curiosity
  13. 13. User-Generated Content• Mountain DEWmocracy • Using passionate fans to create, choose, and promote new Mountain Dew flavors• Techniques • Interactive games • Mobile tour • Contests • Facebook • Twitter • Upload sites (http://www.12seconds.tv)
  14. 14. Ad Execution Techniques Straight sell AnimationScientific/Technical Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations
  15. 15. Straight Sell or Factual Message
  16. 16. Samsung Uses a Demonstration
  17. 17. Slice-of-Life Execution
  18. 18. Charles Schwab Uses a Form of Animation
  19. 19. The Aflac Duck is a Personality Symbol
  20. 20. Imagery Advertising
  21. 21. 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
  22. 22. Headlines That Grab Attention
  23. 23. Use of an Indirect Headline
  24. 24. This Ad Uses a Clever Visual Appeal
  25. 25. Ad Layout Headline Subhead Visual Element Identifying mark Copy
  26. 26. Creative Tactics for TelevisionSight Motion Sound
  27. 27. The Power of Audio in Commercials• Audio elements • Voices • Music • Sound effects• Presentation methods • Voiceover • Needledrop • Jingles
  28. 28. Top-10 Jingles
  29. 29. Production Stages for TV Commercials All work before actual Preproduction shooting, recording Period of filming, taping, or Production recording Work after spot is filmed or Postproduction recorded
  30. 30. Client Evaluation and Approval• Client-side approvals • Advertising or communications manager • Product or brand managers • Marketing director or vice president • Legal department • President or CEO • Board of directors
  31. 31. Preproduction Tasks Select a director ChoosePreproduction production meeting company Preproduction Production Bidding timetable Cost estimation and timing
  32. 32. Production Tasks ProductionLocation Timing Talent
  33. 33. Postproduction Tasks Editing Processing Release/ Sound shipping effects Postproduction Audio/videoDuplicating mixing Approvals Opticals
  34. 34. TV Commercial Production Costs
  35. 35. Evaluation Guidelines for Creative Output Is it consistent with marketing objectives? Is it consistent with creative strategy/objectives? Does it communicate what it’s supposed to? Is the approach appropriate for the audience? Is the message clear and convincing? Is the message overwhelmed by execution? Is the message appropriate for chosen media? Is the ad truthful and tasteful?

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