creative strategy execution_ch09
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CREATIVE STRATEGY
IMPLEMENTATION AND
EVALUATION
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CREATIVE STRATEGY
We shall now focus on howthe message
will be executed.
Appeals
Execution styles
Tactical issues
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Appeals and Execution Styles
To influence consumer feelingstoward a product, service or cause
The approach used to attract theattention of consumers
The way an appeal is turned into an
advertising message
The way the message is presentedto the consumer
Advertising
Appeals
ExecutionStyle
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Appeals and Execution Styles
Advertising Appeals: Informational/Rational
Emotional
Informational appeals focus on the consumerspractical, functional or utilitarian need for theproduct and emphasize features of a product
and/or the benefits or reasons for owning orusing a particular brand.
These ads tend to be informative.
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Informational Appeals
The objective is to persuade the target audience
to buy the brand because it provides a specific
benefit that satisfies consumers needs.
Weilbacher identified several types of appealswithin rational appeals
Feature
Competitive advantage
Favorable price
News
Product/service popularity appeals.
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Types of rational appeals
Popularity: Stresses the brands popularity
News: News announcement about the product
Price:Makes price offer the dominant point
Competitive:Makes comparisons to other brands
Feature: Focus on dominant traits of the product
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Emotional Appeals
Emotional appeals: Relates to the
consumers social and/or psychological
needs for purchasing a product.
Many feelings or needs can serve as the
basis for advertising appeals.
Marketers use emotional appeals in hopes
that the positive feeling they evoke will
transfer to the brand.
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Appealing to Socially Based Feelings
Status
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-
ment
Involvement
Acceptance
Respect
Approval Affiliation
Belonging
Rejection Recognition
Embarrass-
ment
Involvement
Social-Based
Feelings
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Emotional Appeals
Personal states or feelings Safety
Security
Fear
Love
Affection Happiness
Joy
Nostalgia
Sentiment
Excitement
Pride Pleasure
Ambition
Sorrow/grief
Social-Based Feelings Recognition
Status
Respect
Involvement
Embarrassment Rejection
Acceptance
Affiliation/belonging
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Emotional Appeals
Emotional Appeals:
One reason for using emotional appeals is to
influence consumers interpretations of their product
usage experience
This is done through t ransfo rmat ional advert is ing
It is an ad which associates the experience of
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 ad.
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Appeals
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 solely from an
objective description of the advertised brand.
Must promise more fun and excitement
It must connect the experience of the ad so tightly
with the experience of using the brand that
consumers cannot remember the brand without
recalling the experience generated by the ad.
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Appeals
Combining Rational and Emotional
Appeals:
Often, decisions made on both rational and
emotional appeals
Emotional bonding a technique to evaluate-
How consumers feel about brands.
Nature of emotional rapport they have with a brandcompared to the ideal emotional state they
associate with the product category.
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Appeals Combining Rational and Emotional Appeals:
Emotional bonding
Consumers develop three levels of relationships
with brands:
Emotions
Personality
Product benefits
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Appeals
Additional Appeals:
Reminder Advertising
Teaser Advertising
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Advertising Execution
Creative Execution the way an ad
appeal will be presented
One of the strongest advocates of
execution was William Bernbach, founder
of DDB (Doyle Dane Bernbach).
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Advertising Execution
Straight sell or factual
message
Scientific/technical
evidence Demonstration
Comparison
Testimonial Slice of Life
Animation
Personality symbol
Fantasy
Dramatization
Humor
Combinations
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Advertising Execution
Straight Sell/Factual:
Straightforward presentation of information
Often used with informational/rational appeals
Focus of the message is the product and its
specific attributes and benefits.
Common in print ads
For high involvement consumer products aswell as industrial and B2B products
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Advertising Execution
Scientific/ Technical Evidence:
Technical information, results of scientific or
lab studies, endorsements by scientific bodies
to support ad claims
Demonstration:
Key benefits/ attributes shown in actual use
TV is best suited medium
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Advertising Execution
Comparison: In case of competitive advantage appeals
Positioning a brand
Testimonial: A person praises the product or service on the basis
of his or her personal experience with it
Effective when they come from a recognizable sourceand the source is someone with whom the targetaudience can associate itself.
Endorsement- by a celebrity.
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Advertising Execution
Slice of Life:
Based on a problem/solution approach.
Show real life problems
Consumers can relate to the situations
Animation:
Cartoon animation is popular
Animations mixed with real people
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Advertising Execution
Personality Symbol:
Develop a central character or personality
symbol that can deliver the advertising
message and with which the P/S can beidentified.
Personality figures can be built around
animated characters.
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Advertising Execution
Fantasy: Image advertising fantasy
Often used by cosmetics
Dramatization: The focus is on telling a short story with the product or
service as the star.
Humor
Combinations
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Creative Tactics
Once the creative approach, type of
appeal and execution style have been
determined, attention turns to creating the
actual ad.
Design and production of ad messages
include activities such as-
Writing copy, developing illustrations
Visual elements
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Creative Tactics
Creative Tactics for Print Advertising:
Basic components-
Headline
Body copy
Visual illustrations
Layout.
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Creative Tactics
Creative Tactics for Print Advertising:
Headline:
The words in the leading position of the ad.
Usually set in larger, darker type and often setapart from the body copy
Has to attract the readers attention
Headlines also perform a segmentation function
by engaging the attention and interest ofconsumers who are most likely to buy a particular
P/S.
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Creative Tactics
Creative Tactics for Print Advertising:
Headline: Can be categorized as direct and indirect
Direct headlines are straightforward and informative
Indirect ones provoke curiosity questions andprovocations
Subheads smaller than the headline but largerthan the body copy
Often used to enhance readability Their content reinforces the headline and ad
theme/slogan
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Creative Tactics
Creative Tactics for Print Advertising:
Body Copy:
Main text portion
Heart of the ad message, but difficult to get thetarget audience to read it.
It often flows from the points made in the headline,
but the specific content depends on the type of the
appeal used. Body copy in sync with appeal and execution.
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Creative Tactics
Creative Tactics for Print Advertising:
Visual Elements:
In synergy with headline and copy.
Many decisions have to be made regarding thevisual portion of the ad:
What identification marks should be included (brand
name, company or trade name, trademarks, logos)
Whether to use photos or hand drawn or paintedillustrations
What colors to use
What should be the focus of the visual.
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Creative Tactics
Creative Tactics for Print Advertising:
Layout:
Blend all the elements into a finished ad
Layout is the physical arrangement of the variousparts of the ad.
Rough layouts for client approvals.
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Aesop Glims copy policy
Step One: Arresting Power
From the makers of Volgate
NEW DENTIUM TOOTHPASTE WITH CALCIUM
Builds teeth while it cleans
A stopper, grabs attention, creates
interest
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Step Two: Substantiation
Lab tests prove that small doses of calcium
ingested through the gums strengthen tooth
enamel. Calcium not only builds bones in
children, it helps maintain and fortify bones in
adults. Pregnant women, and those over 40,need calcium daily to keep brittle bones at
bay.
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Step Three: Transition
Protect tooth enamel. Give your teeth a daily
dose of calcium while you brush.
WITH NEW DENTIUM.
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Step Four: Competition
No other toothpaste guarantees stronger teeth
while it cleans.
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Step Five: Your Product:
ONLY NEW DENTIUM is reinforced with high-
density calcium to slow down wear and tear
on your teeth. Its germ-reducing properties
make it the trusted toothpastefrom the
makers of Volgate.
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Step Six: Business Ending
Get yourself a lifetime guarantee against
dentures. Start brushing with NEW DENTIUM
TODAY!
Its the calcium in the dentium that does it.
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Creative Tactics
Creative Tactics for Television Advertising:
On a cost-per minute basis, commercials are
the most expensive productions seen on TV
TV advertising is unique because It combines sight, sound and motion
Viewer cannot control the rate, thus no opportunity
to review points.
Video and audio must work together to create
the right impact.
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Creative Tactics
Creative Tactics for Television Advertising:
Video:
Visual portion generally dominates in a TV ad
Decisions regarding the product, the
presenter, action sequences, demonstrations,
the setting, characters, etc.
Lighting, color, graphics, art direction,landscaping, footage of scenes.
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Creative Tactics
Creative Tactics for Television Advertising:
Audio:
Voices, music, sound effects.
Voice of the direct presenter, a conversation amongpeople.
Voiceover- the message or voice is delivered by a
presenter who is not visible onscreen.
Music is used to break through clutter and attractattention.
Used to create a mood.
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Creative Tactics
Creative Tactics for Television Advertising:
Audio:
Popular songs are used, rights are bought
Jingles catchy songs about a product or
service that usually carries the message
theme. Serves as a good reminder.
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Creative Tactics
Creative Tactics for Television Advertising:
Planning and Production of TV Commercials:
Type of appeal and execution to be used.
TV is necessarily an entertainment medium, so adshave to be entertaining as well.
Planning the Commercial:
Various elements are brought together in a scripta written
version of the commercial.
The script shows the various audio components of thecommercial copy to be spoken by voices, the music, and
sound effects.
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Creative Tactics
Creative Tactics for Television Advertising:
Planning and Production of TV Commercials:
Planning the Commercial:
Video portion of the script provides the visual plan of the ad-camera actions and angles, scenes, transitions, etc.
Once the script is conceived, the writer and art director get
together to produce a storyboard still drawings of the video
scenes and descriptions of the audio that accompanies each
scene. Storyboards are then presented for client approval.
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Creative Tactics
Creative Tactics for Television Advertising: Planning and Production of TV Commercials:
Production:
Preproduction activities before the actualshooting
Production period during which the ad is filmedor videotaped.
Postproduction activities after filming andrecording.
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Preproduction:
Selecting a directorProduction company
Bidding
Cost estimation
TimingProduction timetable
Set construction
Location
Agency and client approvals
Casting
Wardrobes
Preproduction meeting
Production:Location versus set shoots
Night/weekend shoots
Talent arrangements
Postproduction:Editing
Processing
Recording sound effects
Audio/video mixingOptical
Client/agency approval
Duplicating
Release/shipping
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Creative Tactics
Guidelines for Evaluating Creative Output:
1. Is the creative approach consistent with the brandsmarketing and advertising objectives?
2. Is the C.A. consistent with the creative strategy andobjectives?
3. Does it communicate what it is supposed to?
4. Is the C.A. appropriate for the target audience?
5. Does the C.A. communicate a clear and convincing
message to the customer?6. Is the C.A. appropriate for the media environment in
which it is likely to be seen?
7. Is the ad truthful and tasteful?