9 Creative Strategy:Implementation and Evaluation

Presented by

Group no.2

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Appeals and Execution Style

Advertising Appeals

• The approach used to attract the attention of consumers

• To influence consumer feelings toward a product, service or cause

Execution Style

• The way an appeal is turned into an advertising message

• The way the message is presented to the consumer

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Two Main Categories of Appeals

1. Informational/ Rational Appeals

• Focus on the customer’s practical, functional or utilitarian need for the product or service

• Emphasize the features or benefits

• Message emphasize facts and logic

2. Emotional Appeals

• Relate to consumers’ social and/or psychological needs for purchasing a product or service

• Many advertisers believe consumers’ emotions work better at selling brand that do not differ markedly from competing brands

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Informational/Rational Appeals

• Feature: Focus on dominant traits of the product

• 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

Informational/ Rational Appeals

Rational Motive

• Comfort

• Convenience

• Economy

• Health

• Quality

• Dependability

• Durability

• Performance

• Efficiency

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Informational/ Rational Appeals

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Emotional Appeals

Personal States or Feelings Social-Based Feelings

• Safety • Arousal/Stimulation • Recognition

• Security • Sorrow/Grief • Status

• Fear • Pride • Respect

• Affection • Self-Esteem • Embarrassment

• Happiness • Actualization • Affiliation/Belonging

• Joy • Pleasure • Rejection

• Nostalgia • Ambition • Acceptance

• Sentiment • Comfort • Approval

• Excitement

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Emotional Appeals

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Transformational Ad

Transformation Ad

• Creates feelings, images, and beliefs about the product or service that may be activated when customers use it, transforming their interpretation of the usage experience.

• Help differentiate a product or service by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product or service.

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Combining Rational and Emotional Appeals

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Levels of Relationships With Brands

Emotions

Personality

Product benefits

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Other Types of Appeals

Reminder Advertising

• The objective is to build and/ or maintain awareness and keep the name of the company and/ or brand in front of customer.

• Often used by well known brands and market leaders that are well established in the market

Teaser Advertising

• The objective is to create curiosity, interest, and/ or excitement about a product, brand or topic by mentioning it but not actually showing it.

• Often used for new products/ models and for movies.

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Advertising Execution

Advertising Execution Techniques

Straight Sell or Factual Message straightforward presentation of information concerning the product

Scientific/ Technical Evidence citing technical information, results of scientific or lab studies

Demonstration illustrating the key advantages of the product/service by showing it in actual use or in some staged situation

Comparison offering a direct way of communicating a brand’s advantage over its competitors

Testimonial presented by way of a testimonial, where a person praises the product/service based on there experiences

Slice of Life showing a part of life of consumers where some problem is resolved by use of the product

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Advertising Execution

Advertising Execution Techniques

Animation characters, puppets, other fictional characters are used to connect with audience

Personal Symbol developing a central character that can deliver the advertising message

Imagery consist of visual elements to encourage consumers to associate the brand with symbol or characters

Dramatization a story is build around the product with a climax in the end

Humor can be used in execution to connect instantly with audience, but it has to be done very carefully

IMC LOVE SCENE

CREATIVE TACTICS

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HEADLINEThe words attracting reader’s attention and interesting them in the rest of the message. Direct or in direct headline

Print Ad.

SUBHEADSSmaller than the heading but larger than body copy, used to highlight key sales point, reinforcing the headline

BODY COPYHeart of the ad message, getting the target audience to read. Must long enough to communicate the ad’s message and short enough to hold reader’s interest

VISUAL ELEMENTSImportant to attract attention, also helpful in communication an idea and making the ad more effective

LAYOUTShow where each part of the ad will be place and give guideline to the people working on ad. Straight-forward creative executions and can deliver branding message

Print Ad.

Print Ad.

Print Ad.

Television Ad.

Video elementsProductPresentersAction sequences/ settingLightingGraphicColorIdentifying Symbols

Video

Television Ad.

Audio elementsVoicesMusicSound effects

Presentation methodsVoiceoverNeedledropJingles

Audio

Editing, Processing, Audio/video mixing, approvals, release

Location,Night/Weekend shoots,talent arrangements

Selecting director, casting a production company, BiddingProduction timetable,Preproduction meeting

Television Ad.

Planning the commercialScript : a written version of a commercial that provides a detailed description of its video and audio content

Post Production

The 3 stages of Production

ProductionPre- Production

CLIENT EVALULATION AND APROVAL OF CREATIVE WORK

Consistent with brand’s marketing and ad objectives?Consistent with brand’s marketing and ad objectives?

Consistent with creative strategy, objectives?Consistent with creative strategy, objectives?

Communicates what it’s supposed to?Communicates what it’s supposed to?

Approach appropriate to target audience?Approach appropriate to target audience?

Communicates clear, convincing message?Communicates clear, convincing message?

Does execution keep from overwhelm the message?Does execution keep from overwhelm the message?

Appropriate for the media environment?Appropriate for the media environment?

Truthful and tasteful?Truthful and tasteful?

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What’s this ad appealing you

?

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ReferencesBelch, G.E. & Belch, : Advertising and Promotion: An Integrated Marketing

Communications Perspectives. (9th ed). McGraw-Hill, IrwinPrint ads.http://macdailynews.com/2012/09/16/samsung-runs-print-ad-attacking-apples-iphone-5-in-major-u-s-newspapers/comment-page-3/

http://www.mdgadvertising.com/blog/worlds-best-print-ads-2011-to-2012-print-advertising/

http://www.marketingoops.com/ads-ideas/minimalist-ads/

http://adsoftheworld.com/blog/ads_of_the_world_january_2013_winners

http://www.dzinepress.com/2010/02/30-coolest-minimalist-print-ads/