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Creative Stratergy : Implementation And Evaluation.pptx
- 1. CREATIVE STRATERGY IMPLEMENTATION AND EVALUATION Presentedby Mr. Harish.Kulgod Mr. Rakesh.Haliyal Dr.D.Veerendra Heggade Institute of Management Studies And Research
- 2. Advertisement Appeal The approachused to attract the attention of consumer and to influence their feelings toward the product, service or cause. Creative Execution Style The way a particular appeal is turned into an advertising message presented to consumer Appeals and Execution Style
- 3. Approaches are broken into two categories Informational/Rational Appeals • Focus on the consumer's practical, functional or utilitarian need for the product or service • Emphasize the features or benefits Emotional Appeals • Relate to consumer social and/or psychological needs for purchasing a product or service
- 6. Rational Appeal • Focus onthe dominant traits of the product Feature appeal • Makes comparisons to other brands Competitive appeal • Makes price offer the dominant price Favorable price appeal • News or announcement about the product News appeals • Stresses the brand's popularity Product/service popularity appeals
- 8. Transformational Advertising • Transformationalad is defined as "one which associates the experience using(consuming) the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement."
- 9. The ads createfeelings, images, meaning, And beliefs about the products or service that may be activated when consumer use it. Transformational ads have two characteristics : The ad must make the experience of using the product richer, warmer, more exciting and/or enjoyable than that obtained solely from an objective 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 can't remember the brand without recalling the experience generated by the ad
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- 11. Additional types of Appeals • Theobjective is to build and/or maintain awareness and keep the name of the company and/or brand in front of the consumer. Reminder Advertising • Goal is to create curiosity, interest, and/or excitement about a product, brand or topic by mentioning it but not actually showing it. Teaser Advertising
- 14. Advertising Execution Creative Execution :The way an advertising appeal is presented Straight-sell or factual message Science/ technical evidence
- 15. Demonstration This typeof execution is designed to illustrate the key advantages or benefits of a product by showing it in actual use Comparison This type of execution involves a direct or indirect comparison of a brand against the competition
- 16. Slice oflife The ad attempts to portray a real-life situation involving a problem, conflict or situation consumers may face in their daily lives Testimonial Many advertisers present their marketing communication messages in the form of a testimonial whereby a person speak on behalf of the product based on his or her personal use of and/or experiences with it
- 17. Animation This techniqueused animated characters or scenes drawn by artists or on computer. Personality symbol This type of execution involves the use of a central character of personality symbol to deliver the marketing communication message and with which the product can be identified.
- 18. Fantasy This typeof appeal is often used for image marketing communication by showing an imaginary situation or illusion involving a consumer and the product. Dramatisation This execution technique creates a suspenseful situation or scenario in the form of a short story.
- 19. Humour humour canalso be used as a way of executing the message and presenting other types of marketing communication appeals. Combinations Many of these execution techniques can be combined in presenting an marketing communication message.