chap09 creative strategy implementation and evaluation 5673

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Creative Strategy: Implementation and Evaluation

Creative Strategy: Implementation

and Evaluation

9

McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Appeals and Execution Style

Creative Execution Style

ƒ The way a particular appeal is turned into

an advertising message

ƒ The way the message is presented to the consumer

Advertising Appeals

Informational/Rational Appeals Emotional Appeals

Two Broad Categories of Appeals

ƒFocuses on the consumer’s

that do not differ markedly from competing brands

Rational Appeals

ƒ Feature appeals

ƒ Focus on the dominant traits of the product

ƒ Competitive appeals

ƒ Makes comparisons to other brands

ƒ Favorable price appeals

ƒ Makes price offer the dominant point

ƒ News appeals

ƒ News or announcement about the product

ƒ Product/service popularity appeals

ƒ Stresses the brand’s popularity

Advertising for Skyy vodka uses emotional appeals

Source: Courtesy of Skyy Spirits, LLC

Transformational Advertising

¾ The ads create feelings, images, meanings, and beliefs about the product or service that may be activated

when consumers use it

¾ Transformational ads have two characteristics:

ƒ 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

ƒ 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

A transformational ad is “one which associates the transformational ad

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”

Levels of Relationship with Brands

Emotions Personality Product Benefits

Other Types of Appeals

¾ Reminder Advertising – the objective is to Reminder Advertising

build and/or maintain awareness and keep the name of the company and/or brand in front of the customer.

ƒ Often used by well known brands and market

leaders that are well-established in the market

¾ Teaser advertising – goal is to create Teaser advertising

curiosity, interest, and/or excitement about

a product, brand or topic by mentioning it but not actually showing it

ƒ Often used for new products/models and for

movies

Lee Jeans used teaser advertising to create interest and excitement for its new jeans

Advertising Execution Techniques

This ad uses a straight sell execution of a product popularity appeal

Source: Courtesy Neutrogena Corporation

Creative Tactics: Print Advertising

Headline

ƒ Words in the leading position of the ad Attract readers’ attention/interest and encourage them to read the rest of the ad

ƒ Direct Headlines – straightforward and informative about the product or service

ƒ Indirect Headlines – provoke curiosity or interest by use of questions, provocations, challenges, how-to

Subheads

ƒ Smaller than the main headline, larger than the copy Used

to break up large amounts of copy and highlight key sales points

Body copy

ƒ The main text portion of a print ad, used to present the

relevant information Content depends on appeal and

execution style

Creative Tactics: Print Ad Components

Visual Elements

ƒ Must attract attention

ƒ Communicate idea or image

ƒ Work in synergistic fashion with headline and copy

ƒ Illustrations such as drawings or photos

ƒ Identification marks such as trademarks, logos, brand name

Layout or Format

ƒ The physical arrangement of the various elements of

a print ad including headline, subheads, body copy, illustrations, and identifying marks

ƒ Decisions include size, color, white space

T9-6

Creative Tactics: Print Ad Layout

Creative Tactics: Television

ƒ Video – what is seen on the screen Includes decisions regarding visual, sequencing, setting, lighting, talent, etc.

ƒ Audio – voices, music, sound effects

ƒ Voiceover – delivery of the message

Classic songs used in commercials

Creative Tactics: Television

Planning and Production

The elements of a TV commercial are brought together

in a Script which is used to provide a detailed Script

description of the video and audio content

Three Phases of Production

Creative Tactics: Television

Creative Tactics: Television

Production Tasks

¾ Location versus set shoots

¾ Night/weekend shoots

¾ Talent arrangements

Creative Tactics: Television Postproduction Tasks

Evaluation and Approval of Creative Work

¾ Consistent with brand’s marketing objectives?

¾ Consistent with brand’s advertising objectives?

¾ Consistent with creative strategy, objectives?

¾ Does it communicate what it’s suppose to?

¾ Approach appropriate to target audience?

¾ Communicate clear, convincing message?

¾ Does execution overwhelm the message?

¾ Appropriate to the media environment?

¾ Is the advertisement truthful and tasteful?

¾ Consistent with brand’s marketing objectives?

¾ Consistent with brand’s advertising objectives?

¾ Consistent with creative strategy, objectives?

¾ Does it communicate what it’s suppose to?

¾ Approach appropriate to target audience?

¾ Communicate clear, convincing message?

¾ Does execution overwhelm the message?

¾ Appropriate to the media environment?

¾ Is the advertisement truthful and tasteful?

Guidelines for Evaluating Creative Output