Creative Strategy:Implementation and Evaluation

Creative Strategy:Implementation and Evaluation

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To influence consumer feelings toward a product, service or cause

To influence consumer feelings toward a product, service or cause

To influence consumer feelings toward a product, service or cause

To influence consumer feelings toward a product, service or cause

The approach used to attract the attention of consumers

The approach used to attract the attention of consumers

The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message

The way the message is presented to the consumerThe way the message is

presented to the consumer

The approach used to attract the attention of consumers

The approach used to attract the attention of consumers

The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message

Appeals and Execution Style

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AdvertisingAppeals

AdvertisingAppeals

ExecutionStyle

ExecutionStyle

Popularity: Stresses the brand’s popularityPopularity: Stresses the brand’s popularity

News: News announcement about the productNews: News announcement about the product

Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point

Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product

News: News announcement about the productNews: News announcement about the product

Price: Makes price offer the dominant pointPrice: Makes price offer the dominant point

Competitive: Makes comparisons to other brandsCompetitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the productFeature: Focus on dominant traits of the product

Types of Rational Appeals

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A Rational, “Popularity” Appeal

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Achievement Accomplishment

Actualization Affection

Ambition Arousal

Stimulation Comfort

Excitement Fear

Grief Happiness

Joy Love

Nostalgia Pleasure

Pride Safety

Security Self-esteem

Sentiment Sorrow

Achievement Accomplishment

Actualization Affection

Ambition Arousal

Stimulation Comfort

Excitement Fear

Grief Happiness

Joy Love

Nostalgia Pleasure

Pride Safety

Security Self-esteem

Appealing to Personal States or Feelings

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StatusStatus

AcceptanceAcceptance

RespectRespect

ApprovalApproval AffiliationAffiliation

BelongingBelonging

RejectionRejection RecognitionRecognition

Embarrass-ment

Embarrass-ment

InvolvementInvolvement

AcceptanceAcceptance

RespectRespect

ApprovalApproval AffiliationAffiliation

BelongingBelonging

RejectionRejection RecognitionRecognition

Embarrass-ment

Embarrass-ment

InvolvementInvolvement

Appealing to Socially Based Feelings

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Social-BasedFeelings

Social-BasedFeelings

Music and Visual Effects Excite Feelings

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RicherRicher

MoreExcitingMore

Exciting

WarmerWarmer

FeelingsFeelings

MeaningsMeanings

ImagesImages

BeliefsBeliefs

MoreExcitingMore

Exciting

WarmerWarmerRicherRicher

BeliefsBeliefs

ImagesImages

MeaningsMeanings

FeelingsFeelings

Transformational Ads

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MoreEnjoyable

MoreEnjoyable

It must make the product use experience . . .

It must make the product use experience . . .

The ads create . . .The ads

create . . .

Norwegian Uses Transformational Advertising

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Norwegian Uses Transformational Advertising

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EmotionsEmotions

Levels of Relationship with Brands

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PersonalityPersonality

Product BenefitsProduct Benefits

PersonalityPersonality

Product BenefitsProduct Benefits

MasterCard Creates an Emotional Bond

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Teaser Ads May Not Show the Product

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Teaser Ads Excite Curiosity

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Personality Symbol Personality Symbol Personality Symbol Personality Symbol

Straight-sellStraight-sell

ScientificScientific

DemonstrationDemonstration

ComparisonComparison

DramatizationDramatization

HumorHumor

Slice of lifeSlice of life

TestimonialTestimonial

AnimationAnimation

FantasyFantasyFantasyFantasyDramatizationDramatization

ComparisonComparison

AnimationAnimationDemonstrationDemonstration

TestimonialTestimonialScientificScientific

Slice of lifeSlice of lifeStraight-sellStraight-sell

Ad Execution Techniques

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Apple Uses a Testimonial

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Crest Whitestrips Uses a Demonstration

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Chevy Trucks Uses a Slice-of-Life Execution

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AFLAC Duck, a Personality Symbol

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Layout: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

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

Print Ad Components

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Altoids Uses a Headline Effectively

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Headlines Can Capture Attention

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FormatFormat Arrangement of the Elements on the Printed PageArrangement of the Elements on the Printed Page

SizeSize Expressed in Columns, Column Inches or Portions of a PageExpressed in Columns, Column Inches or Portions of a Page

ColorColor Black & White or Two-, Three-, or Four-color PrintingBlack & White or Two-, Three-, or Four-color Printing

WhiteSpaceWhiteSpace

Marginal and Intermediate Space That Remains UnprintedMarginal and Intermediate Space That Remains Unprinted

FormatFormat Arrangement of the Elements on the Printed PageArrangement of the Elements on the Printed Page

ColorColor Black & White or Two-, Three-, or Four-color PrintingBlack & White or Two-, Three-, or Four-color Printing

SizeSize Expressed in Columns, Column Inches or Portions of a PageExpressed in Columns, Column Inches or Portions of a Page

Print Ad Layout

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Top 10 Jingles of the Century

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1. McDonald’s You deserve a break today

2. U.S. Army Be all that you can be

3. Pepsi Cola Pepsi Cola Hits the Spot

4. Campbell’s Soup M’m, Good M’m Good

5. Chevrolet See the USA in your Chevrolet

6. Oscar Mayer I wish I was an Oscar Mayer Wiener

7. Wrigley’s gum Double your pleasure, double your fun

8. Winston Winston tastes good like a cigarette should

9. Coca-Cola It’s the real thing

10. Brylcreem Brylcreem—A little dab’ll do ya

CompanyCompany JingleJingle

Nortel Uses Music Creatively

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ProductionProduction Period of filming, taping, or recordingPeriod of filming, taping, or recording

PostproductionPostproduction Work after spot is filmed or recordedWork after spot is filmed or recorded

PreproductionPreproduction All work before actual shooting, recordingAll work before actual shooting, recording

ProductionProduction Period of filming, taping, or recordingPeriod of filming, taping, or recording

Production Stages for TV Commercials

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PreproductionPreproduction All work before actual shooting, recordingAll work before actual shooting, recording

Select a DirectorSelect a Director

Cost Estimation and Timing

Cost Estimation and Timing

Choose Production Company

Choose Production Company

BiddingBidding

Preproduction Meeting

Preproduction Meeting

Production Timetable

Production TimetableProduction Timetable

Production Timetable

Cost Estimation and Timing

Cost Estimation and Timing

BiddingBidding

Choose Production Company

Choose Production Company

Select a DirectorSelect a Director

Preproduction Tasks

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PreproductionPreproduction

Location Versus Set Shoots

Location Versus Set Shoots

Night/weekend Shoots

Night/weekend Shoots

TalentArrangements

TalentArrangements

Night/weekend Shoots

Night/weekend Shoots

Location Versus Set Shoots

Location Versus Set Shoots

Production Tasks

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ProductionProduction

EditingEditing ProcessingProcessing

Sound EffectsSound Effects

Audio/Video Mixing

Audio/Video Mixing

OpticalsOpticalsClient/agency Approval

Client/agency Approval

DuplicatingDuplicating

Release/ShippingRelease/Shipping

DuplicatingDuplicating

Client/agency Approval

Client/agency Approval OpticalsOpticals

Audio/Video Mixing

Audio/Video Mixing

Sound EffectsSound Effects

ProcessingProcessingEditingEditing

Postproduction Tasks

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PostproductionPostproduction

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 Suppose to?Does It Communicate What It’s Suppose 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 Suppose to?Does It Communicate What It’s Suppose 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

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Is the Advertisement Truthful and Tasteful?Is the Advertisement Truthful and Tasteful?

Savin Creates An Effective Campaign

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