Creative Strategy:Implementation and Evaluation 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

To influence consumer feelings toward a product, service or causeThe approach used to attract the attention of consumersThe way an appeal is turned into an advertising messageAppeals and Execution Style 2007 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinAdvertisingAppealsExecutionStyle

Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the productTypes of Informational/Rational Appeals 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Feature Appeal 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin*Click outside of the video screen to advance to the next slide

Feature Appeal 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin*Click outside of the video screen to advance to the next slide

Feature Appeal 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin*Click outside of the video screen to advance to the next slide

Feature Appeal 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin*Click outside of the video screen to advance to the next slide

Price Appeal 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin*Click outside of the video screen to advance to the next slide

News Appeal 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Rational, Popularity Appeal 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Appealing to Personal States or Feelings 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

MoreExcitingWarmerRicherBeliefsImagesMeaningsFeelingsTransformational Ads 2007 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinIt must make the product use experience . . .The ads create . . .

Reminder Advertising 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Reminder Advertising 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Teaser Ad campaigns 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Transformational Advertising for Skyy Vodka 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

EmotionsLevels of Relationship with Brands 2007 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinPersonalityProduct BenefitsPersonalityProduct Benefits

MasterCard Creates an Emotional Bond 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Personality Symbol Personality Symbol Straight sellScientificDemonstrationComparisonTestimonialHumorSlice of lifeImageryAnimationDramatizationDramatizationTestimonialComparisonAnimationDemonstrationImageryScientificSlice of lifeStraight sellAd Execution Techniques 2007 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinHumorCombinations

Mentadent Uses a Demonstration 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Apple Uses a Testimonial 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Listerine Uses a Slice-of-Life Execution 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Jeep Uses Imagery for the Wrangler 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Headline:Words in the Leading Position of the AdHeadline:Words in the Leading Position of the AdPrint Ad Components 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Headlines Help Select Good Prospects 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Print Ad Layout 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Top 10 Jingles of the Century 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin1. McDonalds You deserve a break today2. U.S. Army Be all that you can be3. Pepsi Cola Pepsi Cola Hits the Spot4. Campbells Soup Mm, Good Mm Good5. Chevrolet See the USA in your Chevrolet6. Oscar Mayer I wish I was an Oscar Mayer Wiener7. Wrigleys gumDouble your pleasure, double your fun8. Winston Winston tastes good like a cigarette should9. Coca-Cola Its the real thing10. Brylcreem BrylcreemA little dabll do ya

CompanyJingle

Production Stages for TV Commercials 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Production timetableCost estimation and timingBiddingChoose production companySelect a directorPreproduction Tasks 2007 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinPreproduction

Night/weekend shootsLocation versus set shootsProduction Tasks 2007 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinProduction

DuplicatingClient/agency approvalOpticalsAudio/video mixingSound effectsProcessingEditingPostproduction Tasks 2007 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinPostproduction

Consistent with brands marketing objectives?Consistent with brands advertising objectives?Consistent with creative strategy, objectives?Does it communicate what its supposed to?Approach appropriate to target audience?Communicate clear, convincing message?Does execution overwhelm the message?Appropriate to the media environment?Consistent with brands marketing objectives?Consistent with brands advertising objectives?Consistent with creative strategy, objectives?Does it communicate what its supposed to?Approach appropriate to target audience?Communicate clear, convincing message?Does execution overwhelm the message?Appropriate to the media environment?Evaluation Guidelines for Creative Output 2007 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinIs the advertisement truthful and tasteful?

*Chapter NineCreative Strategy: Implementation and Evaluation 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin*Advertisers 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 causeExecution style the way the particular appeal is turned into an advertising message presented to the consumer********This slide shows an ad for Neutrogenas Healthy Skin Anti-Wrinkle cream. The ad is promoting the popularity of Neutrogena among dermatologists by pointing out that it is the brand most recommended by dermatologists as well as the sales leader in the category. **Transformational ads are defined as those, which associate the experience of using 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. 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.

*****This slide relates to the different levels of relationships consumers might have with brands. 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.**Relation to text This slide relates to material on pp. 275-282 of the text.Summary Overview Creative execution is the way an advertising appeal is presented. There are a variety of ways creative specialists can present the advertising message including: Straight-sellScientificDemonstrationComparisonTestimonialSlice of lifeAnimationPersonality symbolImageryDramatizationHumorCombinationsUse of this slide This 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.* This slide shows an ad for Mendadent Replenishing White toothpaste. This ad uses the demonstration technique to show how the brands Liquid Calcium technology replenishes the surface enamel to whiten teeth and guard against stains. *This slide shows an advertisement from Apple Computers Switch campaign which uses a testimonial execution whereby the person in the ad discusses her positive experience with the product. The Switch campaign included testimonials from individuals in various walks of life including a writer, publisher, and computer programmer, all of whom talked about why they switched from Windows-based personal computers to Macintosh PCs. *Relation to text This slide relates to material on pp. 277-278 and Exhibit 9-15 of the text.Summary Overview This slide shows stills from a Listerine television ad designed to address the problem that some consumers have with the intense taste of the original flavor of the product. The spot opens with a mother returning home from the store with two surprises: danish and Listerine. However, when her husband and two kids see the mouthwash they run and hide. The mother then tells them it is Natural Citrus Listerine, which tastes less intense. The humorous spot ends with the father coming out of a kitchen cupboard and pots and pans dangling as one of the boys climbs down from the top of the kitchen island as the voiceover says, You can handle it. Germs cant.Use of this slide This ad can be used as an example of how slice-of-life advertising is used in television ads. Many marketers like to use the slice-of-life genre as they believe it can be an effective way of addressing a problem or issue and offering a solution. Execution is critical in using the technique effectively as these ads are designed to be dramatizations of a supposedly real-life situation that consumers might encounter. Getting viewers to identify with the situation and/or characters depicted in the ad can be very challenging.

*Relation to text This slide relates to material on pp. 279-281 and Exhibit 9-17 of the text.Summary Overview This 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 slide This 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.*This slide shows the basic components of a print advertisement. They are:Headline words in the leading position of the ad, usually are read firstSubheads secondary to the main headline, larger than the body copyBody copy main text portion of the ad, getting the target audience to read is difficultVisual elements illustrations, drawings, and photos, used to attract attention and communicate ideas or imagesLayout physical arrangement of the various components of the ad*Relation to text This slide relates to material on p. 283 of the text.Summary Overview This slide shows a print ad for Dell Computers. An effective headline goes even further in selecting good prospects for the product by addressing their specific needs, wants, or interests. The headline in this ad for Dells Latitude computer catches the attention of businesspeople who are interested in a notebook computer with excellent performance and long battery life.*Relation to text This slide relates to the material on pp. 284-285 of the text.Summary Overview This slide shows the various components that are part of the layout of a print ad. These components include:Format arrangements of the elements of the ad on the paperSize expressed in columns, column inches or portions of a page (full, half, quarter)Color black and white, two color, three color, four colorWhite space margins and intermediate space not used*Relation to text This slide relates to material on pp. 286-288 and Figure 9-3 of the text.Summary Overview An 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.

*Relation to text This slide relates to material on pp. 287-290 and Figure 9-4 of the text.Summary Overview Once the storyboard or animatic of the commercial is approved, the next step is the production phase. This slide outlines the three stages of the production process:Preproduction all work that must be done before the actual shooting of the commercialProduction filming or videotaping of the commercialPostproduction activities that occur after the commercial is recorded such as editing, audio/video mixing and duplicating*Relation to text This slide relates to material on p. 290 and Figure 9-4 of the text.Summary Overview This slide summarizes the various tasks to be completed in the preproduction phase of the overall production process. These tasks include:Selecting a directorChoosing a production companyBidding processCost estimation and timingDeveloping a production timetableCastingSet construction and/or selection*Relation to text This slide relates to material on p. 290 and Figure 9-4 of the text.Summary Overview This 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 setTiming of shoots night, weekendsTalent arrangements*Relation to text This slide relates to material on p. 290 and Figure 9-4 of the text.Summary Overview This slide summarizes the tasks to be completed in the postproduction phase of the overall production process. These tasks include such activities as:editing,processing, sound effects, audio/video mixing, and duplicating. :Obtaining client approval of the final commercialShipping and releasing

*Relation to text This slide relates to material on pp. 291-293 of the text.Summary Overview Advertisers 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 positioningIs 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 overshadowedIs 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 slide This 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.