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Chapter 9

Creative strategy involves considering appeals and execution style when crafting advertising messages. There are rational and emotional appeals, and straight sell, transformational, and reminder styles. Effective ads match appeals and execution to the target audience. Producing TV commercials involves preproduction, production, and postproduction stages to develop, film, and refine the message. Ads are evaluated based on consistency with objectives and effective communication of the intended message.

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Sheena Mari Uy Ellevera
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346 views35 pages

Chapter 9

Creative strategy involves considering appeals and execution style when crafting advertising messages. There are rational and emotional appeals, and straight sell, transformational, and reminder styles. Effective ads match appeals and execution to the target audience. Producing TV commercials involves preproduction, production, and postproduction stages to develop, film, and refine the message. Ads are evaluated based on consistency with objectives and effective communication of the intended message.

Uploaded by

Sheena Mari Uy Ellevera
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Creative Strategy:

Implementation and Evaluation

Chapter 9
Advertising And
Promotion, 6/E - Belch
Group 8 Integrated Marketing Communications
Aditya | Indrajit | Krishna | Niraj | Prateek | Silpa
Appeals and Execution Style

The approach used to attract


the attention of consumers
Advertising
Appeals To influence consumer
feelings toward a product,
service, or cause

The way an appeal is turned


into an advertising message
Execution
Style
The way the message is
presented to the consumer
Informational/Rational Appeals

Feature
Focus on the dominant product traits

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
Red Bull Promotes Features and Benefits
Appealing to Personal States or Feelings

Personal Social-Based
Safety Recognition
Security Status
Fear Respect
Love, Affection Involvement
Embarrassment
Happiness, Joy
Affiliation
Nostalgia
Rejection
Sentiment
Acceptance
Excitement Approval
Sorrow, Grief
Transformational Ads

Feelings Images
The ads
create . . .
Meanings Beliefs

Richer Warmer
It makes the
product use
More experience. . . More
Exciting Enjoyable
Transformational Advertising for Skyy Vodka
Combining Rational and Emotional Appeals
Levels of Relationships With Brands

Emotions

Personality

Product Benefits
MasterCard Creates an Emotional Bond
Reminder Advertising
Teaser Ads Excite Curiosity
User-Generated Content

• Mountain DEWmocracy
• Using passionate fans to
create, choose, and promote new
Mountain Dew flavors
• Techniques
• Interactive games
• Mobile tour
• Contests
• Facebook
• Twitter
• Upload sites (http://www.12seconds.tv)
Ad Execution Techniques

Straight sell Animation

Scientific/Technical Personality Symbol

Demonstration Imagery

Comparison Dramatization

Testimonial Humor

Slice of life Combinations


Straight Sell or Factual Message
Samsung Uses a Demonstration
Slice-of-Life Execution
Charles Schwab Uses a Form of Animation
The Aflac Duck is a Personality Symbol
Imagery Advertising
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 That Grab Attention
Use of an Indirect Headline
This Ad Uses a Clever Visual Appeal
Ad Layout

Headline

Subhead

Visual
Element

Identifying
mark

Copy
Creative Tactics for Television

Sight Motion Sound


The Power of Audio in Commercials

• Audio elements
• Voices
• Music
• Sound effects
• Presentation methods
• Voiceover
• Needledrop
• Jingles
Top-10 Jingles
Production Stages for TV Commercials

All work before actual


Preproduction
shooting, recording

Period of filming, taping, or


Production
recording

Work after spot is filmed or


Postproduction recorded
Client Evaluation and Approval

• Client-side approvals
• Advertising or communications manager
• Product or brand managers
• Marketing director or vice president
• Legal department
• President or CEO
• Board of directors
Preproduction Tasks

Select a director

Choose
Preproduction
production
meeting
company

Preproduction

Production
Bidding
timetable

Cost estimation
and timing
Production Tasks

Production

Location Timing Talent


Postproduction Tasks

Editing Processing

Release/ Sound
shipping effects
Postproduction
Audio/video
Duplicating
mixing

Approvals Opticals
TV Commercial Production Costs
Evaluation Guidelines for Creative Output

Is it consistent with marketing objectives?


Is it consistent with creative strategy/objectives?
Does it communicate what it’s supposed to?
Is the approach appropriate for the audience?
Is the message clear and convincing?
Is the message overwhelmed by execution?
Is the message appropriate for chosen media?
Is the ad truthful and tasteful?

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