© 2012 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Creative Strategy:Implementation and Evaluation

Dr. George BelchSan Diego State University

Appeals and Execution Style

To influence consumerfeelings toward a product,

service, or cause

The approach used to attract the attention of consumers

The way an appeal is turned into an advertising message

The way the message is presented to the consumer

AdvertisingAppeals

ExecutionStyle

Informational/Rational Appeals

PopularityStresses the brand’s popularity

NewsNews announcement about the product

PriceMakes price offer the dominant point

CompetitiveMakes comparisons to other brands

FeatureFocus on the dominant product traits

A Popularity Appeal that Focuses on Benefits

Appealing to Personal States or Feelings

Personal

Safety

Security

Fear

Love, Affection

Happiness, Joy

Nostalgia

Sentiment

ExcitementSorrow, Grief

Social-Based

Recognition

Status

Respect

Involvement

Embarrassment

Affiliation

Rejection

Acceptance

Approval

Combining Rational and Emotional Appeals

Levels of Relationships With Brands

Emotions

Personality

Product Benefits

Reminder Advertising

Ad Execution Techniques

Personality Symbol Personality Symbol

Straight sellStraight sell

Scientific/TechnicalScientific/Technical

DemonstrationDemonstration

ComparisonComparison

TestimonialTestimonial HumorHumor

Slice of lifeSlice of life

ImageryImagery

AnimationAnimation

DramatizationDramatization

CombinationsCombinations

Straight Sell or Factual Message

Samsung Uses a Demonstration

Apple used testimonials to encourage brand switching

Slice-of-Life Execution

Charles Schwab Uses a Form of Animation

Jack is a Personality Symbol

Usage Based Imagery

Basic Components of Print Advertising

LayoutHow Elements Are Blended Into a Finished Ad

LayoutHow Elements Are Blended Into a Finished Ad

Visual Elements Illustrations Such As Drawings or Photos

Visual Elements Illustrations Such As Drawings or Photos

Body CopyThe Main Text Portion of a Print Ad

Body CopyThe Main Text Portion of a Print Ad

SubheadsSmaller Than the Headline, Larger Than the Copy

SubheadsSmaller Than the Headline, Larger Than the Copy

HeadlineWords in the Leading Position of the Ad

HeadlineWords in the Leading Position of the Ad

Use of an Indirect Headline to create couriousity

This Ad Uses a Clever Visual Appeal

Ad Layout

Headline

Copy

Visual Element

Identifying mark

Subhead

Creative Tactics for Television

Sight Motion Sound

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

Consistent with brand’s advertising objectives?Consistent with brand’s advertising objectives?

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

Does it communicate what it’s supposed to?Does it communicate what it’s supposed to?

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

Communicate clear, convincing message?Communicate clear, convincing message?

Does execution overwhelm the message?Does execution overwhelm the message?

Appropriate to the media environment?Appropriate to the media environment?

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

Consistent with brand’s advertising objectives?Consistent with brand’s advertising objectives?

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

Does it communicate what it’s supposed to?Does it communicate what it’s supposed to?

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

Communicate clear, convincing message?Communicate clear, convincing message?

Does execution overwhelm the message?Does execution overwhelm the message?

Appropriate to the media environment?Appropriate to the media environment?

Evaluation Guidelines for Creative Output

Is the advertisement truthful and tasteful?Is the advertisement truthful and tasteful?