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Creative Strategy: Implementation and Evaluation
Creative strategy involves considering appeals and execution style when crafting advertising messages. There are rational and emotional appeals, and straight sell, transformational, and reminder styles. Effective ads match appeals and execution to the target audience. Producing TV commercials involves preproduction, production, and postproduction stages to develop, film, and refine the message. Ads are evaluated based on consistency with objectives and effective communication of the intended message.
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Creative Strategy: Implementation and Evaluation
- 1. Creative Strategy: Implementationand Evaluation Chapter 9 Advertising And Promotion, 6/E - Belch Group 8 Integrated Marketing Communications Aditya | Indrajit | Krishna | Niraj | Prateek | Silpa
- 2. Appeals and ExecutionStyle The approach used to attract the attention of consumers Advertising Appeals To influence consumer feelings toward a product, service, or cause The way an appeal is turned into an advertising message Execution Style The way the message is presented to the consumer
- 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. Red Bull PromotesFeatures and Benefits
- 5. Appealing to PersonalStates 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. Transformational Ads Feelings Images The ads create . . . Meanings Beliefs Richer Warmer It makes the product use More experience. . . More Exciting Enjoyable
- 7. Transformational Advertising forSkyy Vodka
- 8. Combining Rational andEmotional Appeals
- 9. Levels of RelationshipsWith Brands Emotions Personality Product Benefits
- 10. MasterCard Creates anEmotional Bond
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- 12. Teaser Ads ExciteCuriosity
- 13. User-Generated Content • MountainDEWmocracy • 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. Ad Execution Techniques Straight sell Animation Scientific/Technical Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations
- 15. Straight Sell orFactual Message
- 16. Samsung Uses aDemonstration
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- 18. Charles Schwab Usesa Form of Animation
- 19. The Aflac Duckis a Personality Symbol
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- 21. Basic Components ofPrint 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. Headlines That GrabAttention
- 23. Use of anIndirect Headline
- 24. This Ad Usesa Clever Visual Appeal
- 25. Ad Layout Headline Subhead Visual Element Identifying mark Copy
- 26. Creative Tactics forTelevision Sight Motion Sound
- 27. The Power ofAudio in Commercials • Audio elements • Voices • Music • Sound effects • Presentation methods • Voiceover • Needledrop • Jingles
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- 29. Production Stages forTV Commercials All work before actual Preproduction shooting, recording Period of filming, taping, or Production recording Work after spot is filmed or Postproduction recorded
- 30. Client Evaluation andApproval • 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. Preproduction Tasks Select a director Choose Preproduction production meeting company Preproduction Production Bidding timetable Cost estimation and timing
- 32. Production Tasks Production Location Timing Talent
- 33. Postproduction Tasks Editing Processing Release/ Sound shipping effects Postproduction Audio/video Duplicating mixing Approvals Opticals
- 34.
- 35. Evaluation Guidelines forCreative 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?