Chapter 9 - Creative strategy: Implementation and evaluation. After completing this unit, you should be able to: To analyze various types of appeals that can be used in the development and implementation of an advertising message, to analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate, to analyze various tactical issues involved in the creation of print advertising and TV commercials,...
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Chapter 9 Creative Strategy:
Implementation and Evaluation
Trang 2 Advertising appeal: Approach used to attract
consumers’ attention and/or to influence their
feelings toward the product, service, or cause
Creative execution style: Manner in which a
particular appeal is turned into an advertising
message presented to the consumer
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Types of Informational/Rational
Appeals
Competitive advantage appeal
• Compares to another brand and claims superiority on one or more attributes
Feature appeal
• Focuses on the dominant traits of the product or service
Favorable price appeal
• Makes product price the dominant point of the message
News appeal
• Involves a type of news about the product, service, or company
Product/service popularity appeal
• Stresses the popularity of a product or service by pointing out the:
• Number of consumers who use the brand or those who have switched to it
• Number of experts who recommend the brand
• Leadership position in the market
3
Trang 4Campaigns
More effective in relation to campaigns using
emotional and rational content
Work well during economic downturns
Influence consumers’ interpretations of product
usage experience
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Transformational Ads
Richer
More
Exciting
Warmer
Feelings
Meanings
Images
Beliefs
More Enjoyable
It makes the product use experience. . .
It makes the product use experience. . .
The ads create . . .
The ads create . . .
Trang 6Appeals
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Figure 9.2 Levels of Relationships
With Brands
7
Trang 8Reminder advertising
• Builds brand awareness and/or helps keep the
brand name in front of consumers
Teaser advertising
• Builds curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it
User-generated content (UGC)
• Created by consumers rather than by the company and/or its agency
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Ad Execution Techniques
9
Trang 10Layout
How Elements Are Blended Into a Finished Ad
Layout
How Elements Are Blended Into a Finished Ad
Visual Elements
Illustrations Such As Drawings or Photos Visual Elements
Illustrations Such As Drawings or Photos
Body Copy
The Main Text Portion of a Print Ad
Body Copy
The Main Text Portion of a Print Ad
Subheads
Smaller Than the Headline, Larger Than the Copy
Subheads
Smaller Than the Headline, Larger Than the Copy
Headline
Words in the Leading Position of the Ad
Headline
Words in the Leading Position of the Ad
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Ad Layout
Headline
Copy
Visual Element
Identifying mark Subhead
Trang 12Advertising
Video
• Visual elements that attract viewers’ attention and
communicate an idea, message, and/or image
Audio
• Includes voices, music, and sound effects
• Voiceover: Message is delivered by an announcer who
is not visible
• Needledrop: Music that is prefabricated, multipurpose,
and highly conventional
• Jingles: Catchy songs about a product or service that
carry the advertising theme and a simple message
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Figure 9.4 The Three Phases of
Production for Commercials
13
Trang 14Commercials
Preproduction All work before actual shooting, recording All work before actual shooting, recording
Production Period of filming, taping, or recording Period of filming, taping, or recording
Postproduction Work after spot is filmed or recorded Work after spot is filmed or recorded
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Preproduction Tasks
Select a director
Cost estimation and timing
Choose production company
Bidding
Preproduction
meeting
Production
timetable
Preproduction
Trang 16Production
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Postproduction Tasks
Editing Processing
Sound effects
Audio/video mixing
Audio/video mixing
Opticals Approvals
Duplicating
Release/
shipping
Release/
shipping
Postproduction