Chapter 9 - Creative Strategy Planning and Development

7/29/2019 Chapter 9 - Creative Strategy Planning and Development

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MRKT 5940

Promotional Mgt

Chapter 9 & 14Jason Lee & Michelle Eaktavewut


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IMC Planning Model

Promotional program situation analysis

Analysis of the communications process

Budget determination

Develop integrated marketing communications programs

Review of marketing plan

AdvertisingSales

promotion

PR/

publicity

Personal

selling

Direct

marketing

Advertising

objectives

Salespromotionobjectives

PR/publicityobjectives

Personalsellingobjectives

Directmarketingobjectives

Message

strategy

Salespromotionstrategy

PR/publicitystrategy

Personalsellingstrategy

Directmarketingstrategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

Internet/

interactive

Internet/interactiveobjectives

Internet/interactivestrategy


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Copyright 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin

08

Creative Strategy:

Planning and Development


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Copyright 2012 McGraw-Hill Companies, Inc., All right reversedMcGraw-Hill/Irwin

09

Creative Strategy:

Implementation and Evaluation


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Chapter Objectives

1. To analyze various types of appeals that can be used inthe development and implementation of an advertisingmessage.

2. To analyze the various creative execution styles thatadvertisers can use and the advertising situationswhere they are most appropriate.

3. To analyze various tactical issues involved in thecreation of print advertising and TV commercials.

4. To consider how clients evaluate the creative work oftheir agencies and discuss guidelines for the evaluationand approval process.

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Appeals and Execution Style

To influence consumerfeelings toward a product,

service, or cause

The approach used to attractthe attention of consumers

The way an appeal is turned

into an advertising message

The way the message ispresented to the consumer

1.Advertising

Appeals

2. ExecutionStyle

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1. ADVERTISING APPEALS


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1. Advertising Appeals

Advertising appeals can be broken down into 2classes

1. Informational Appeals: Emphasize features of aproduct/service and their benefits for owning it.

Feature appeals

Focuses on the dominant product traits (e.g. Red Bull) Competitive advantage appeal

Makes comparisons to other brands

Favorable price appeals (e.g. HP) Makes price offer the dominant point

News appeals News announcement about the product

Product/service popularity appeals Stresses the brands popularity
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1. Advertising Appeals

Advertising appeals can be broken down into 2classes

2. Emotional Appeals: Relates to the customers social orpsychological needs for purchasing a product/service.

Consumers motives are emotional and their feelings about a brandcan be more important than knowledge of its features or attributes.E.g. Evian water

Works well because they reduce price sensitivity and strengthenbranding


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Transformational Ads

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

It makes theproduct use

experience. . .

The ads

create . . .

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One which associates the experience of using advertised brand which would nottypically be associated with brand experience to the same degree without

exposure to the advertisement.


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Transformational Advertising for Skyy Vodka

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Combining Rational & Emotional Appeals

Many purchases are made on basis of both rational& emotional motives.

Advertisers combine them and give attention to bothelements in developing effective advertising.

OMO Laundry DetergentTVC

E.g. Laundry detergent- nowoffering emotional benefts

such as the satisfaction ofseeing ones children in bright,clean cloths.


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Levels of Relationships With Brands

Emotions

Personality

Product Benefits

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Appealing to Personal States or Feelings

PersonalSafety

Security

Fear

Love, Affection

Happiness, Joy

Nostalgia

SentimentExcitement

Sorrow, Grief

Social-BasedRecognition

Status

Respect

Involvement

Embarrassment

Affiliation

Rejection

Acceptance

Approval

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Additional Types of Appeals

Reminder Advertising Building brand awareness and keeping brand at the top ofmind of consumers

Teaser Advertising Build curiosity, interest, and excitement about product

User-Generated Content

Ads that are created by consumers. Techniques Interactive games

Mobile tour

Contests

Facebook YouTube

Twitter

Upload sites


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Reminder Advertising

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MasterCard Creates an Emotional Bond

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1. ADVERTISINGEXECUTION


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Ad Execution Techniques

Personality Symbol

Straight sell

Scientific/Technical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations

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Straight-sell or Factual Message Execution relies on a straightforward

presentation of information about theproduct or service such as specificattributes or benefits.

Scientific/Technical Evidence A variation of the straight sell where

scientific or technical evidence orinformation is presented in the ad to

support a claim.


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Demonstration This type of execution is designed to illustrate the key advantages or

benefits of a product or service by showing it in actual use or in somecontrived or staged situation.

Comparison This type of execution involves a direct or indirect comparison of a brand

against the competition. Testimonials

Many advertisers present their advertising messages in the form of atestimonial whereby a person speak on behalf of the product or servicebased on his or her personal use of and/or experiences with it.


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Slice of Life This type of execution is often based on a problem/solution type of

format. The ad attempts to portray a real-life situation involving aproblem, conflict, or situation consumers may face in their daily lives.

Animation This technique used animated characters or scenes drawn by artists or on

computer. Animation is often used as an execution technique foradvertising targeted at children. For example, Star-Kist tuna often usescommercials featuring Charlie the Tuna that mixes animation with realpeople.

Personality Symbol This type of execution involves the use of a central character or

personality symbol to deliver the advertising message and with which theproduct or service can be identified.
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Imagery This type of appeal is used when the goal is to encourage consumers to

associate the brand with the symbols, characters, and/or situation shownin the ad.

Dramatization This execution technique creates a suspenseful situation or scenario in

the form of a short story. Dramatizations often use the problem/solutionapproach as they show how the advertised brand can help resolve aproblem.

Humor Humor can be used as the basis for an advertising appeal. However,

humor can also be used as a way of executing the message and

presenting other types of advertising appeals. Combinations

Many of these execution techniques can be combined in presenting anadvertising message. For example, slice-of-life ads are often used todemonstrate a product or make brand comparisons.
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T 10 Ji l


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Top-10 Jingles

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P d ti St f TV C i l


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Production Stages for TV Commercials

PreproductionAll work before actualshooting, recording

ProductionPeriod of filming, taping, orrecording

Postproduction

Work after spot is filmed or

recorded

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P d ti St f TV C i l


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Production Stages for TV Commercials

Selecting a director

Choosing a production company Bidding Cost estimation & Timing Production timetable

Set construction location Agency and client approvals Casting Wardrobes

Preproduction meeting

Location vs. Set Shoots Night/Weekend Shoots Talent arrangement

Editing Processing Recording sound effects Audio/VDO missing Opticals Client/agency approval Duplicating Release/Shipping

Preproduction

ProductionPostproduction


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Cli t E l ti d A l


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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

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DAGMAR-determine adv goals. Measure adv resultsNegotiate a time frame Get it signed


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