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- 1. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Chapter 9 Creative Strategy: Implementation and Evaluation
- 2. Appeals and Execution Style Advertising appeal: Approach used to attract consumers’ attention and/or to influence their feelings toward the product, service, or cause Creative execution style: Manner in which a particular appeal is turned into an advertising message presented to the consumer Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 2
- 3. Types of Informational/Rational Appeals Competitive advantage appeal • Compares to another brand and claims superiority on one or more attributes Feature appeal • Focuses on the dominant traits of the product or service Favorable price appeal • Makes product price the dominant point of the message News appeal • Involves a type of news about the product, service, or company Product/service popularity appeal • Stresses the popularity of a product or service by pointing out the: •Number of consumers who use the brand or those who have switched to it •Number of experts who recommend the brand •Leadership position in the market Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 3
- 4. Advantages of Emotional-Only Campaigns More effective in relation to campaigns using emotional and rational content Work well during economic downturns Influence consumers’ interpretations of product usage experience Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 4
- 5. Transformational Ads The ads create . . . The ads create . . . It makes the product use experience. . . Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Richer More Exciting Warmer Feelings Meanings Images Beliefs More Enjoyable It makes the product use experience. . .
- 6. Figure 9.1 - Bases for Emotional Appeals Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 6
- 7. Figure 9.2 - Levels of Relationships With Brands Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 7
- 8. Additional Types of Appeals Reminder advertising • Builds brand awareness and/or helps keep the brand name in front of consumers Teaser advertising • Builds curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it User-generated content (UGC) • Created by consumers rather than by the company and/or its agency Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 8
- 9. Ad Execution Techniques Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 9
- 10. Basic Components of Print Advertising Headline Headline Words in the Leading Position of the Ad Words in the Leading Position of the Ad Subheads Subheads Smaller Than the Headline, Larger Than the Copy Smaller Than the Headline, Larger Than the Copy Body Copy Body Copy The Main Text Portion of a Print Ad The Main Text Portion of a Print Ad Visual Elements Visual Elements Illustrations Such As Drawings or Photos Illustrations Such As Drawings or Photos Layout Layout How Elements Are Blended Into a Finished Ad How Elements Are Blended Into a Finished Ad Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
- 11. Ad Layout Visual Element Subhead Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Headline Copy Identifying mark
- 12. Basic Components of Television Advertising Video • Visual elements that attract viewers’ attention and communicate an idea, message, and/or image Audio • Includes voices, music, and sound effects • Voiceover: Message is delivered by an announcer who is not visible • Needledrop: Music that is prefabricated, multipurpose, and highly conventional • Jingles: Catchy songs about a product or service that carry the advertising theme and a simple message Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 12
- 13. Figure 9.4 - The Three Phases of Production for Commercials Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 13
- 14. Production Stages for TV Commercials All work before actual shooting, recording PPrreepprroodduuccttiioonn All work before actual shooting, recording Period of filming, taping, or recording PPrroodduuccttiioonn Period of filming, taping, or recording Work after spot is filmed or recorded PPoossttpprroodduuccttiioonn Work after spot is filmed or recorded Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
- 15. Preproduction Tasks Select a director Cost estimation and timing Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Choose production company Bidding Preproduction meeting Production timetable Preproduction
- 16. Production Tasks PPrroodduuccttiioonn LLooccaattiioonn TTiimmiinngg TTaalleenntt Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
- 17. Postproduction Tasks EEddiittiinngg PPrroocceessssiinngg Sound effects Audio/video mixing Release/ shipping DDuupplliiccaattiinngg Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Sound effects Audio/video mixing AApppprroovvaallss OOppttiiccaallss Release/ shipping PPoossttpprroodduuccttiioonn