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Chapter09
This document provides an overview of creative strategy concepts including advertising appeals, execution styles, and evaluation. It discusses rational and emotional appeals brands can use in advertising. Examples are provided of brands like Hyundai, TaylorMade, and MasterCard that use different appeal types. The document also outlines various advertising execution techniques for print, television, and targeting the Hispanic market.
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Chapter09
- 1. Creative Strategy: Implementationand Evaluation 9 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
- 2. Hyundai • Fastestgrowing brand in US since 2000 • 2006 third in J.D. Powers & Associates Initial Quality study, trailed only Porsche and Lexus • No Brand • Think about it 19%
- 3. Appeals and ExecutionStyle The approach used to attract the attention of consumers The approach used to attract the attention of consumers To influence consumer feelings To influence consumer feelings toward a product, service or cause toward a product, service or cause The way an appeal is turned into an advertising message The way an appeal is turned into an advertising message The way the message is presented to the consumer The way the message is presented to the consumer Advertising Appeals Advertising Appeals Execution Execution Style Style
- 4. Types of Informational/RationalAppeals FFeeaattuurree:: FFooccuuss oonn ddoommiinnaanntt ttrraaiittss ooff tthhee pprroodduucctt CCoommppeettiittiivvee:: MMaakkeess ccoommppaarriissoonnss ttoo ootthheerr bbrraannddss PPrriiccee:: MMaakkeess pprriiccee ooffffeerr tthhee ddoommiinnaanntt ppooiinntt NNeewwss:: NNeewwss aannnnoouunncceemmeenntt aabboouutt tthhee pprroodduucctt Popularity: Stresses Popularity: Stresses tthhee bbrraanndd’’ss ppooppuullaarriittyy
- 5.
- 6. Appealing to PersonalStates or Feelings Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement Arousal Stimulation Sorrow, Grief Pride Achievement Accomplishment Self-esteem Embarrassment Actualization Pleasure Ambition Comfort
- 7. Appealing to Social-BasedFeelings AAcccceeppttaannccee SSttaattuuss RReessppeecctt AApppprroovvaall AAffffiilliiaattiioonn Embarrass-ment BBeelloonnggiinngg Social-Based Feelings RReejjeeccttiioonn RReeccooggnniittiioonn Embarrass-ment IInnvvoollvveemmeenntt Social-Based Feelings
- 8. TaylorMade Uses anEmotional Appeal *Click outside of the video screen to advance to the next slide
- 9. Transformational Ads RRiicchheerr More Exciting More Exciting WWaarrmmeerr FFeeeelliinnggss MMeeaanniinnggss IImmaaggeess BBeelliieeffss More More Enjoyable Enjoyable The ads create . . . The ads create . . . It must make the product use experience . . . It must make the product use experience . . .
- 10. Transformational Advertising forSkyy Vodka
- 11. Combining Rational andEmotional Appeals
- 12. Levels of RelationshipsWith Brands Emotions Personality Product Benefits
- 13. Test Your Knowledge According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on: A) Product benefits B) Brand personality C) Feelings or emotional attachment to the brand D) Rational motives E) Competitive advantage over similar products in the market
- 14. MasterCard Creates anEmotional Bond
- 15.
- 16. Teaser Ads ExciteCuriosity
- 17. Ad Execution Techniques AAnniimmaattiioonn PPeerrssoonnaalliittyy SSyymmbbooll SSttrraaiigghhtt sseellll SScciieennttiiffiicc//TTeecchhnniiccaall DDeemmoonnssttrraattiioonn IImmaaggeerryy CCoommppaarriissoonn TTeessttiimmoonniiaall HHuummoorr SSlliiccee ooff lliiffee DDrraammaattiizzaattiioonn CCoommbbiinnaattiioonnss
- 18. Straight Sell orFactual Image
- 19. Mentadent Uses aDemonstration Ad
- 20.
- 21. Test Your Knowledge Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use? A) Comparison B) Demonstration C) Scientific evidence D) Straight-sell E) Animation
- 22.
- 23.
- 24. Jeep Uses Imageryfor the Wrangler
- 25. Basic Components ofPrint 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
- 26. Headlines Help SelectGood Prospects
- 27. Ad Layout Indirect headline Visual element Body copy
- 28.
- 29. Creative Tactics forTelevision Sight Motion Sound
- 30. Nortel Uses MusicCreatively *Click outside of the video screen to advance to the next slide
- 31.
- 32. Production Stages forTV 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
- 33. Preproduction Tasks SSeelleeccttaa ddiirreeccttoorr Cost estimation Cost estimation and timing and timing Choose production company Choose production company BBiiddddiinngg Preproduction Preproduction meeting meeting Production timetable Production timetable PPrreepprroodduuccttiioonn
- 34. Production Tasks PPrroodduuccttiioonn LLooccaattiioonn TTiimmiinngg TTaalleenntt
- 35. Postproduction Tasks EEddiittiinnggPPrroocceessssiinngg Sound effects Sound effects Audio/video Audio/video mixing mixing Release/ shipping DDuupplliiccaattiinngg AApppprroovvaallss OOppttiiccaallss Release/ shipping PPoossttpprroodduuccttiioonn
- 36. Test Your Knowledge The creative work of an advertising agency may be reviewed and evaluated by: A) Brand managers B) Advertising managers C) Legal departments D) Board of directors E) All of the above
- 37. Evaluation Guidelines forCreative Output Consistent with Consistent with bbrraanndd mmaarrkkeettiinngg oobbjjeeccttiivveess?? CCoonnssiisstteenntt wwiitthh bbrraanndd aaddvveerrttiissiinngg oobbjjeeccttiivveess?? CCoonnssiisstteenntt wwiitthh ccrreeaattiivvee ssttrraatteeggyy,, oobbjjeeccttiivveess?? CCoommmmuunniiccaatteess wwhhaatt iitt’’ss ssuuppppoosseedd ttoo?? AApppprrooaacchh aapppprroopprriiaattee ttoo ttaarrggeett aauuddiieennccee?? CCoommmmuunniiccaatteess cclleeaarr,, ccoonnvviinncciinngg mmeessssaaggee?? DDooeess eexxeeccuuttiioonn oovveerrwwhheellmm tthhee mmeessssaaggee?? AApppprroopprriiaattee ttoo tthhee mmeeddiiaa eennvviirroonnmmeenntt?? TTrruutthhffuull aanndd ttaasstteeffuull??
- 38.
- 39. Pennzoil Creates Adsfor the Hispanic Market *Click outside of the video screen to advance to the next slide
Editor's Notes
- #4 Relation to textThis slide relates to material on p. 283 of the text. Summary OverviewAdvertisers have various choices relative to advertising appeals and execution style. Advertising appeal – the approach used to attract the attention of consumers an/or influence their feelings toward the product, service, or cause Execution style – the way the particular appeal is turned into an advertising message presented to the consumer Use of this slideThis slide can be used to introduce the concepts of advertising appeals and execution styles. Various types of appeals and execution styles are examined in this chapter.
- #5 Relation to textThis slide relates to material on pp. 283-285 of the text. Summary OverviewRational appeals focus on the consumer’s practical, functional, or utilitarian need for using the product or service. These messages emphasize the features of the product or services and/or benefits or reasons for owning or using a particular brand. There are several types of rational appeals, as shown in this slide. The content of the rational appeal message emphasizes facts, learning, and the logic of persuasion. They tend to be informative in nature and attempt to convince the consumer to use the brand because it is the best available or does a better job of meeting their needs. Use of this slideThis slide can be used to discuss the various types of rational appeals.
- #6 Relation to textThis slide relates to material on pp. 283-286 of the text and Exhibit 9-1. Summary OverviewThis slide shows an ad for the Atkins Advantage Bar. The ad suggests that the bar provides consumers with the power they need to do the activities they love. It informs them that the Advantage bar contains 90% less sugar and 70% more protein and fiber that its rival, PowerBar. Use of this slideThis slide can be used to show an example of a rational appeal, which focuses on the consumer’s practical, functional, or utilitarian need for the product.
- #7 Relation to textThis slide relates to material on p. 285 of the text and Figure 9-1. Summary OverviewEmotional appeals relate to the customers’ social and/or psychological need to purchase a product or service. Many feelings or needs can serve as the bases for these appeals, including psychological states or feelings directed to the self, as shown on this slide. Use of this slideThe slide can be used to discuss emotional appeals and the various personal feelings on which an advertisement can be based.
- #8 Relation to textThis slide relates to material on p. 285 and Figure 9-1 of the text. Summary OverviewEmotional appeals relate to the customers’ social and/or psychological needs for purchasing a product or service. This slide shows the many social-based feelings that can be used in advertising appeals. Use of this slideThe slide can be used to discuss emotional appeals and the various socially based feelings that can be the basis of advertising appeals.
- #9 Relation to text: This slide relates to the material on p. 285 and Figure 9-1 of the text. Summary Overview This slide contains a commercial for TaylorMade Golf called “Father,” which is a very good example of an emotional appeal. It features seven members of TaylorMade’s Tour Staff sharing memories about learning the game from, and playing the game with, their fathers. The commercial was part of TaylorMade’s “I Am a Golfer” advertising campaign, which was part of a fully integrated campaign launched in 2006. This particular ad was first run during the U.S. Open golf tournament, which is the one of the most popular sporting events of the year and concludes on Father’s Day. Use of this slide This slide can be used to discuss how marketers use emotional appeals to connect with consumers. TaylorMade is the market leader for several types of golf clubs and traditionally has focused on the technical and performance aspects of its equipment. This commercial was part of a branding initiative designed to connect with golfers on an emotional level. As discussed in the text, many companies recognize that it is important to connect with consumers on an emotional, as well as rational level.
- #10 Relation to textThis slide relates to material on pp. 286 of the text. Summary OverviewTransformational ads are defined as those which associate the experience of using the advertised brand with a unique set of psychological characteristics not typically associated with the brand experience, or to the same degree without exposure to the advertisement. Transformational ads create feelings, images, and beliefs about the product or service that may be activated when consumers use it. A transformational ad has two characteristics: It must make the experience of using the product richer, warmer, more exciting, and/or more enjoyable than that obtained from a general description of the advertised brand. It must connect the experience of the ad so tightly with the experience of using the brand that the consumer cannot remember the brand without recalling the experience generated by the advertisement. Use of this slideThis slide can be used to discuss transformational advertising and its distinctive characteristics. Transformational advertising can differentiate a product or service by making the consumption experience more enjoyable and/or meaningful.
- #11 Relation to textThis slide relates to material on p. 270, which discusses transformational advertising and IMC Perspective 9-1. Summary OverviewThis slide shows a print ad for Skyy vodka. The campaign is a good example of image advertising, which can be transformational in nature. The ad is designed to create a certain feeling or mood that is activated when a consumer uses Skyy vodka, and it resonates well with the target market of 21 to 34 year-old, urban metro consumers and has helped establish an emotional connection between them and the brand. Use of this slideThis slide can be used to show an example of image advertising, which is transformational in nature. Transformational ads create feelings, images meanings, and beliefs about the product or service that may be activated when consumers use it and thus "transforms" their interpretation of the usage experience.
- #12 Relation to textThis slide relates to material on page 287 and Exhibit 9-7 of the text. Summary OverviewConsumer purchase decisions are often made on the basis of both emotional and rational motives, and attention must be given to both when developing effective advertising. The ad shown on this slide is a good example of one that contains both emotional and rational appeals. Use of this slideUse this slide to point out that, as David Ogilvy and Joel Raphaelson have stated, few purchase of any kind are made for entirely rational reasons. Even a purely functional product, such as laundry soap, could offer the emotional benefit of seeing one’s children in bright, clean clothes.
- #13 Relation to textThis slide relates to material on pp. 287-289 and Figure 9-2 of the text. Summary OverviewThe basic concept of emotional bonding is that consumers develop three levels of relationships with brands, as shown on this slide. The McCann Erickson Worldwide advertising agency developed a proprietary research technique known as emotional bonding that is used to assess how consumers feel about brands and the nature of any emotional rapport they may have them. The three levels of relationships consumer have with brands are based on: Product benefits – how consumers think about brands with respect to product benefits. This occurs through a rational learning process. Personality – the consumer assigns a personality to the brand (aggressive, adventurous, timid, etc.). This personality is determined on the basis of cues found in advertising. Emotions – the strongest relationship between brand and consumer and is based on feelings and emotional attachment to the brand. Use of this slideThis slide can be used to discuss the concept of emotional bonding and the three levels of relationships a consumer might have with brands. The goal of some advertising campaigns is to develop an emotional linkage between the brand and the consumer.
- #14 Relation to textThis slide relates to Summary Overview Use of this slide
- #15 Relation to textThis slide relates to material on page 287 of the text, and Exhibit 9-8. Summary OverviewThis slide shows a print ad from MasterCard’s award-winning “Priceless” campaign, which was based on emotional bonding research. When the McCann-Erickson agency took over the account a few years ago, MasterCard was perceived as an ordinary credit card you keep in your wallet. The challenge was to create an emotional bond between consumers and MasterCard without losing the brand’s functional appeal. The “Priceless” campaign has helped build an emotional bond with consumer by positioning MasterCard as the best way to pay for everything that truly matters and can enrich one’s life. Use of this slideThis slide can be used to show an example of an ad campaign that was developed on the basis of research using emotional bonding. The “Priceless” campaign has been extremely successful and now is used in 80 different countries.
- #16 Relation to textThis slide relates to material on pp. 289-290 of the text. Summary OverviewReminder advertising has the objective of building brand awareness and/or keeping the brand name in front of consumers. Reminder ads are often used by well-known brands and market leaders. Altoids uses reminder ads, like the one shown on this slide, to build national brand awareness and communicate its quirky “curiously strong” message to consumers. Use of this slideUse this slide during discussion of reminder ads, including how and why they are used, and by whom.
- #17 Relation to textThis slide relates to material on page 290 of the text. Summary OverviewAdvertisers introducing a new product often use teaser ads, which is designed to build curiosity, interest, and/or excitement by talking about the new product, but not actually showing it. Teaser ads, also called mystery ads, are also used for new movies or TV shows. They are especially popular among automotive advertisers for introducing a new model or announcing significant changes in a vehicle. Use of this slideThis slide can be used to provide an example of teaser advertising, and how it is being used to introduce a new car to the market.
- #18 Relation to textThis slide relates to material on pp. 290-299 of the text. Summary OverviewCreative execution is the way in which an advertising appeal is presented. As shown on this slide, there are a number of ways in which creative specialists can present the advertising message. Use of this slideThis slide can be used to discuss the various options available to advertisers for executing their ads. The slides that follow show some examples of advertisements using several of these techniques.
- #19 Relation to textThis slide relates to material on p. 291 of the text. Summary OverviewOne of the most basic types of creative executions is the straight sell or factual message, which relies on a straightforward presentation of information about a product or service. This type of execution is often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits. Hitachi uses a straight-sell execution style in the ad shown on this slide. Use of this slideThis ad can be used as an example of how straight sell execution is used in advertising to communicate product features and benefits, and appeal to rational purchase motives.
- #20 Relation to textThis slide relates to material on p. 293 and Exhibit 9-13 of the text. Summary OverviewDemonstration advertising is designed to illustrate the key advantages of a product or service by showing it in actual use or in some staged situation. TV is particularly well suited for demonstration executions, because the benefits or advantages of the product can be shown right on the screen. This slide shows a print ad for Mendadent Replenishing White toothpaste, which uses the demonstration technique to show how the brand’s Liquid Calcium technology replenishes the surface enamel to whiten teeth and guard against stains. Use of this slideThis ad can be used as an example of how a demonstration execution is used in print advertising. The three figures at the bottom of the ad show how the toothpaste replenishes surface enamel, resulting in whiter teeth and a more youthful appearance.
- #21 Relation to textThis slide relates to material on page 29-294 of the text. Summary OverviewSlice-of-life is a widely used advertising format, especially for packaged-goods products, and is generally based on a problem/solution approach. Slice-of-life ads are often criticized for being unrealistic and irritating to watch because they remind consumers of a personal nature, such as dandruff, bad breath, body odor, and laundry problems. These ads often come across to consumers are contrived, silly, phony, or even offensive. However, any advertisers still prefer this style because they believe it is effective as presenting a situation to which most consumers can relate. With a slice-of-death advertising, the slice-of-life ad is used in conjunction with a fear appeal. The focus is on the negative consequences that result from not using the product or service. Listerine used a slice-of-life commercial, shown on this slide, to introduce a new Natural Citrus flavor of the popular mouthwash. Use of this slideThis slide can be used to show an example of a slice-of-life ad execution method.
- #22 Ans: B
- #23 Relation to textThis slide relates to material on pp. 294-295 and Exhibit 9-17 of the text. Summary OverviewAnimation is an advertising technique that has become popular in recent years, especially for commercials targeted to children. Examples would be the Jolly Green Giant and the Keebler elves. Some advertisers have also begun to mix animation with real people, as in the ad where Michael Jordan and Bugs Bunny trounced a foursome on the basketball court. Charles Schwab & Co. has been using a technique known as rotoscoping in its commercials. It involves shooting live-action digital videos of actors and then using special software to make them look animated. The technique was effective in drawing attention to the ads and creating an image of the company as being candid and real. Use of this slideUse this slide when discussing the use of animation in advertising, including the latest technique, rotoscoping.
- #24 Relation to textThis slide relates to material on pp. 295-296 of the text, and Exhibit 9-18. Summary OverviewAnother type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. Examples include Mr. Whipple, “Please don’t squeeze the Charmin,” or the Maytag repairman, who sits anxiously by the phone, but is never needed. Personality figures can also be animated characters and animals, such as Morris the cat, Tony the tiger, and Charlie the tuna. Recently popular personality symbols include the Energizer bunny, the Geico gecko, and the Aflac duck (shown on this slide). Use of this slide
- #25 Relation to textThis slide relates to material on pp. 296-298 and Exhibit 9-19 of the text. Summary OverviewThis slide shows a print ad for Jeep, which associates the Jeep Wrangler with images of the outdoors and adventure. Advertising for trucks and SUVs often shows the vehicles navigating tough terrain or in challenging situations such as towing a heavy load. Notice how this clever Jeep ad uses only the image of the vehicle on the bottom of a snowboard to associate the vehicle with the outdoors and adventuresome activities. Use of this slideThis ad can be used as an example of how imagery advertising is used in print ads. These advertisements use imagery executions whereby the ad consists primarily of visual elements such as pictures, illustrations, and/or symbols rather than information. An imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.
- #26 Relation to textThis slide relates to material on pp. 299-302 of the text. Summary OverviewThis slide shows the basic components of a print advertisement. They are: Headline – words in the leading position of the ad, usually are read first Subheads – secondary to the main headline, larger than the body copy Body copy – main text portion of the ad, getting the target audience to read is difficult Visual elements – illustrations, drawings, and photos, used to attract attention and communicate ideas or images Layout – physical arrangement of the various components of the ad Once the creative approach, type of appeal, and execution style has been determined, attention turns to the design, implementation, and production of the actual advertisement. These components of a print ad must be arranged in creating the ad. Use of this slideThis slide can be used to discuss the components of a print ad.
- #27 Relation to textThis slide relates to material on p. 300-301 of the text, and Exhibit 9-22. Summary OverviewAn effective headline helps select good prospects for the product by addressing their specific needs, wants, or interests. For example, the headline of this Dell Computer ad catches the attention of business travelers, who are interested in a notebook computer with excellent performance and long battery life. Direct headlines are straightforward and informative, and often mention a specific benefit, make a promise, or announce why the reader should be interested in the product or service. Indirect headlines rely on their ability to generate curiosity or intrigue, so as to motivate readers to become involved with the ad and read the body copy to find the point of the message. Use of this slideThis slide can be used to illustrate the most important function of a headline, which is to attract a reader’s attention and interest them in the rest of the message.
- #28 Relation to textThis slide relates to material on pps. 300-302 of the text, and Exhibit 9-23. Summary OverviewThis slide displays an ad for the Volkswagen Jetta, which uses an indirect headline to encourage consumers to read the body copy. The visual element is the picture of the car itself, cleverly shot from the back to highlight the trunk, with ties in with the “Junk in the trunk” headline. The goal is to get the customer to read the body copy, in order to find out what is in the trunk. Use of this slideUse this slide to point out ad composition and the use and tie-in of an indirect headline.
- #29 Relation to textThis slide relates to material on pps. 300-302 of the text, and Exhibit 9-25. Summary OverviewThis ad uses a clever visual image to deliver a message about the dangers of secondhand smoke. It is a strong and meaningful image, which is reinforced by two simple lines of copy. Use of this slideUse this slide to point out the impact that the right image can have in an ad. Would it have nearly the same impact without the copy?
- #30 Relation to textThis slide relates to material on page 303 of the text. Summary OverviewTV is a unique and powerful advertising medium because it contains the elements of sight, motion, and sound, which can be combined in a variety of ways. Unlike print, the viewer does not control the rate at which the message is presented, so there is no opportunity to review points of interest or reread things that were not clear. As with any form of advertising, the first goals in creating TV commercials is to get viewers’ attention, and then hold it. It is important that the video and audio work together to create the right impact and communicate the advertiser’s message. The video elements are what is seen on the screen, including the product, the presenter, action sequences, demonstrations, and the like. The audio portion includes voices, music, and sound effects. Use of this slideUse this slide to point out the interactive elements that must be considered when creating a television commericial.
- #31 Relation to textThis slide relates to the material on pp. 304-306 of the text. Summary OverviewThis slide shows a commercial for Nortel, which was developed around the classic Beatles song “Come Together.” The song actually became a metaphor that was used to underscore the company’s commitment to unifying communication networks and bringing telephony, voice, data, video and wireless together over the Internet. Use of this slideThis slide can be used as example of how advertisers often use popular music in their commercials. Nortel licensed the composition rights to use “Come Together” and had it performed by another artist. Use of the actual song would have been much more expensive.
- #32 Relation to textThis slide relates to material on pp. 304-306 and Figure 9-3 of the text. Summary OverviewAn important musical element in both radio and television commercials is jingles, which are catchy songs about a product or service that usually carry the advertising theme and a simple message. This slide shows the jingles selected by Advertising Age, the leading trade publication of the advertising industry, as the best of the past century. Use of this slideThis slide can be used to discuss the use of jingles in radio and television as a persuasion technique. The jingle is an effective technique to persuasion as it can be very memorable and serves as a good reminder of the products attributes and benefits. Jingles are often created by companies that specialize in writing commercial music for advertising.
- #33 Relation to textThis slide relates to material on pp. 306-307 and Figure 9-4 of the text. Summary OverviewOnce the storyboard or animatic of a commercial is approved by the client, the next step is production. This slide outlines the three stages of the production process: Preproduction – all work that must be done before the actual shooting of the commercial Production – filming or videotaping of the commercial Postproduction – activities that occur after the commercial is recorded such as editing, audio/video mixing and duplicating Use of this slideThis slide can be used to introduce the production process of creating television commercials. Details of the activities at each stage are shown on subsequent slides.
- #34 Relation to textThis slide relates to material on pp. 306-307 and Figure 9-4 of the text. Summary OverviewThis slide summarizes the various tasks to be completed in the preproduction phase of the overall production process. These tasks include: Selecting a director Choosing a production company Bidding process Cost estimation and timing Developing a production timetable Casting Set construction and/or selection Use of slideThis slide can be used to discuss the many tasks to be completed during the preproduction stage of the overall production process. It is important that these tasks be completed and approved by the client before production begins.
- #35 Relation to textThis slide relates to material on pp. 306-307 and Figure 9-4 of the text. Summary OverviewThis slide summarizes the tasks to be completed in the production phase of the overall production process. These tasks are: Decision regarding where to shoot – location or set Timing of shoots – night, weekends Talent arrangements Use of this slideThis slide can be used to discuss tasks to be completed during the production stage of the commercial development process.
- #36 Relation to textThis slide relates to material on p. 290 and Figure 9-4 of the text. Summary OverviewThis slide summarizes the tasks to be completed in the postproduction phase of the overall production process. Use of the slideThis slide can be used to discuss tasks to be completed during the postproduction stage of the overall production process. These are the final activities to be completed prior to the release of the commercial.
- #37 Answer: E
- #38 Relation to textThis slide relates to material on pp. 308-312 of the text. Summary OverviewAdvertisers use numerous criteria to evaluate the creative approach suggested by the ad agency. The basic criteria for evaluating creative approaches are listed on this slide. Some questions that are asked by the client to evaluate the creative approach are: Is the creative approach consistent with the brands marketing and advertising objectives? Must also be consistent with the brand image and positioning Is the creative approach consistent with the creative strategy and objectives? Does it communicate what it is supposed to? Creative specialists can loose sight of what the advertising message is supposed to be. Is the creative approach appropriate for the target audience? The ad needs to appeal to, be understood by, and communicate effectively with the target audience. Does the creative approach communicate a clear and convincing message to the customer? While creativity is important, it is also important that the ad communicates information, attributes, or features. Does the creative execution keep from overwhelming the message? So much emphasis is placed on creative execution the sales message may be overshadowed Is the creative approach appropriate for the media environment in which it is likely to be seen? The ad should fit into the climate, editorial, or type of reader/viewer of the medium. Is the ad truthful and tasteful? The ultimate responsibility lies with the client. Use of slideThis slide can be used to discuss some basic guidelines that can be used by personnel on both the agency and client side when reviewing, evaluating, and approving the advertising being proposed by the creative specialists.
- #39 Relation to textThis slide relates to Diversity Perspective 9-11 on pp. 311-312. Summary OverviewThe Hispanic market is growing faster than any other racial or ethnic group in the United States, and companies are eager to tap into it. However, communicating with this fast-growing segment can be challenging, and requires more than creating an ad in Spanish with tried-and-true Hispanic themes. It means being able to capture consumers with one foot firmly planted in the Latino culture, and the other rooted in mainstream America. Use of this slideUse this slide to talk about the potential of the Hispanic market, but the difficulty of catching and holding the attention of the consumers there.
- #40 Relation to textThis slide relates to the material in Diversity Perspective 9-1 on p. 311. Summary OverviewThis slide contains a commercial for Pennzoil motor oil that was developed specifically for the Hispanic market. The commercial is called “Angels in the Alcove” and shows two angels who awaken to accompany a father and mother as they drive their children in their cars. As the vehicles leave home, the angels fly overhead to offer protection as a super comes on screen stating: “To protect the car is to protect the driver.” This spot is a good example of how advertising to the Hispanic market often stresses the family and family values. Use of this slideThe commercial shown in this slide is another good example of how marketers are developing commercials specifically for the fast-growing Hispanic market in the U.S. This spot can be used to generate discussion of the importance of developing advertising specifically for Hispanics, rather than trying to reach them with general market ads.