9 Creative Strategy Implementation and Evaluation Mc GrawHillIrwin

9 Creative Strategy: Implementation and Evaluation Mc. Graw-Hill/Irwin Copyright © 2009 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Hyundai • Fastest growing brand in US since 2000 • 2006 third in J. D. Powers & Associates Initial Quality study, trailed on Porsche and Lexus • No Brand • Think about it 19%

Appeals and Execution Style Advertising Appeals Execution Style The approach used to attract the attention of consumers To influence consumer feelings toward a product, service or cause The way an appeal is turned into an advertising message The way the message is presented to the consumer

Types of Informational/Rational Appeals Feature: Focus on dominant traits of the product Competitive: Makes comparisons to other brands Price: Makes price offer the dominant point News: News announcement about the product Popularity: Stresses the brand’s popularity

A Rational Appeal

Appealing to Personal States or Feelings Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement Arousal Stimulation Sorrow, Grief Pride Achievement Accomplishment Self-esteem Embarrassment Actualization Pleasure Ambition Comfort

Appealing to Social-Based Feelings Approval Affiliation Embarrassment Acceptance Status Social-Based Feelings Respect Belonging Involvement Rejection Recognition

Taylor. Made Uses an Emotional Appeal *Click outside of the video screen to advance to the next slide

Transformational Ads Feelings Meanings Richer More Exciting Images The ads create. . . It must make the product use experience. . . Beliefs Warmer More Enjoyable

Transformational Advertising for Skyy Vodka

Combining Rational and Emotional Appeals

Levels of Relationships With Brands Emotions Personality Product Benefits

Test Your Knowledge According to Mc. Cann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand a consumer is based on: A) Product benefits B) Brand personality C) Feelings or emotional attachment to the brand D) Rational motives E) Competitive advantage over similar products in the market

Master. Card Creates an Emotional Bond

Reminder Advertising

Teaser Ads Excite Curiosity

Ad Execution Techniques Straight sell Animation Scientific/Technical Personality Symbol Demonstration Imagery Comparison Dramatization Testimonial Humor Slice of life Combinations

Straight Sell or Factual Image

Mentadent Uses a Demonstration Ad

Slice-of-Life Execution

Test Your Knowledge Which of the following is an advertising execution approach designed to illustrate key advantages or features of a product by showing it in actual use? A) Comparison B) Demonstration C) Scientific evidence D) Straight-sell E) Animation

Animation

Personality Symbol

Jeep Uses Imagery for the Wrangler

Basic Components of Print Advertising Headline Words in the Leading Position of the Ad Subheads Smaller Than the Headline, Larger Than the Copy Body Copy The Main Text Portion of a Print Ad Visual Elements Illustrations Such As Drawings or Photos Layout How Elements Are Blended Into a Finished Ad

Headlines Help Select Good Prospects

Ad Layout Visual element Body copy Indirect headline

Ad Layout

Creative Tactics for Television Sight Motion Sound

Nortel Uses Music Creatively *Click outside of the video screen to advance to the next slide

Jingles 1 2

Production Stages for TV Commercials Preproduction All work before actual shooting, recording Production Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded

Preproduction Tasks Select a director Choose production company Preproduction meeting Preproduction Production timetable Bidding Cost estimation and timing

Production Tasks Production Location Timing Talent

Postproduction Tasks Editing Processing Release/ shipping Sound effects Postproduction Audio/video mixing Duplicating Approvals Opticals

Test Your Knowledge The creative work of an advertising agency may be reviewed and evaluated by: A) Brand managers B) Advertising managers C) Legal departments D) Board of directors E) All of the above

Evaluation Guidelines for Creative Output Consistent with brand marketing objectives? Consistent with brand advertising objectives? Consistent with creative strategy, objectives? Communicates what it’s supposed to? Approach appropriate to target audience? Communicates clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Truthful and tasteful?

The Hispanic Market

Pennzoil Creates Ads for the Hispanic Market *Click outside of the video screen to advance to the next slide