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Creative Strategy: Implementation and Evaluation
This document discusses advertising appeals, execution styles, and creative tactics. It covers two categories of appeals - informational/rational and emotional. Execution styles include presentation of information, demonstration, comparison, testimonials, and slice-of-life. Creative tactics for print and television can include animation, fantasy, slice-of-life, demonstration, and humor. Guidelines for evaluating creative output include ensuring the approach meets objectives, targets the audience effectively, and clearly communicates the message in a truthful and tasteful way.
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Creative Strategy: Implementation and Evaluation
- 1. Group No 8 MehmetSentürk, Mike Weber, Nico Frey, Onur Deniz
- 2. 1. Appeals andExecution Styles ◦ Advertising Appeals ◦ Advertising Execution 2. Creative Tactics ◦ Creative Tactics for Print Advertising ◦ Creative Tactics for Television 3. Client Evaluation and Approval ◦ Guidelines for Evaluating Creative Output
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- 4. The approach usedto 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
- 5. Two categories: ◦ Informational/RationalAppeals ◦ Emotional Appeals
- 6. Feature Appeal Focus onthe dominant product traits Competitive Advantage Appeal Makes comparisons to other brands Favorable Price Appeal Makes price offer the dominant point News Appeal News announcement about the product Product/Service Popularity Stresses the brand’s popularity
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- 15. - - Presentation of information Focus:Product or service and its specific attributes and/or benefits Often used in print ads but also in TV advertising (ex.: high-involvement consumer products)
- 17. - - Technical information, resultsof scientific or laboratory studies or endorsements. Results from scientific bodies or agencies.
- 18. - - - Key advantages ofthe product or service by showing the actual use or situation. Goal: Convince the consumers of a product s utility or quality. Very practical for TV advertising (but also used in print ads)
- 20. The own productwill directly compared with a competitor s product Competitor s advantage -
- 22. - - Testimonial by ordinary satisfiedcustomers with whom target audience can identify. Endorsement Ex.: Apples switch campaign
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- 25. - - Use of animatedscenes (cartoons, puppets etc.) Especially for commercials targeted at children. Roger-Rabbit-style
- 27. - - Developing a centralcharacter or symbol to deliver the advertising message. VIP Problems
- 28. - - Popular for emotional typesof appeals (image advertising) Well suited for Cosmetics
- 29. - - Telling a shortstory of the product/service Difference to slice-of-life: More excitement and suspense. Well suited for TV.
- 32. - Animation and Fantasy Slice-of-Lifeand Demonstration Comparison and Humor
- 33. Creative Tactics forPrint and Television Advertising
- 39. Guidelines for EvaluatingCreative Output
- 40. Is the creativeapproach consistent with the brand’s marketing and advertising objectives? Is the creative approach consistent with the creative strategy and objectives? Is the creative approach appropiate for the target audience? Does the creative approach communicate a clear and convincing message to the consumer? Does the creative execution keep from overwhelming the message? Is the creative approach appropiate for the media environment in which it is likely to be seen? Is the ad truthful and tasteful?
- 41. Creative approach hasto: be compatible with way of positioning contribute to the marketing and advertising objectives F.e. Samsung’s positioning by competitor is supported by their advertising
- 43. The advertisement hasto communicate what it is supposed to communicate
- 44. The ad appealhas to: be understood communicate effectively Difficult to develop ads for teenage market Styles, fashions and values change rapidly Advertisers use approach that is popular among teens Ad of Sparrow guitar, an example of effective communication with youth
- 46. Creativity important inadvertising Creative advertisement has also to communicate reasons to buy the product Benefits, features,… Scottex: creative and informative ad
- 48. The creative executionmay not overshadow the advertiser’s message essential to register the brand name & selling points effectively
- 49. The ad hasto fit into the media environment in which it will be shown Example: Heineken develops new ads for the Champions Leage
- 51. Is the adtruthful? Can it offend consumers?