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9 Creative Strategy:Implementation and Evaluation
Presented by
Group no.2
2
Appeals and Execution Style
Advertising Appeals
• The approach used to attract the attention of consumers
• To influence consumer feelings toward a product, service or cause
Execution Style
• The way an appeal is turned into an advertising message
• The way the message is presented to the consumer
3
Two Main Categories of Appeals
1. Informational/ Rational Appeals
• Focus on the customer’s practical, functional or utilitarian need for the product or service
• Emphasize the features or benefits
• Message emphasize facts and logic
2. Emotional Appeals
• Relate to consumers’ social and/or psychological needs for purchasing a product or service
• Many advertisers believe consumers’ emotions work better at selling brand that do not differ markedly from competing brands
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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
Informational/ Rational Appeals
Rational Motive
• Comfort
• Convenience
• Economy
• Health
• Quality
• Dependability
• Durability
• Performance
• Efficiency
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Informational/ Rational Appeals
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Emotional Appeals
Personal States or Feelings Social-Based Feelings
• Safety • Arousal/Stimulation • Recognition
• Security • Sorrow/Grief • Status
• Fear • Pride • Respect
• Affection • Self-Esteem • Embarrassment
• Happiness • Actualization • Affiliation/Belonging
• Joy • Pleasure • Rejection
• Nostalgia • Ambition • Acceptance
• Sentiment • Comfort • Approval
• Excitement
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Emotional Appeals
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Transformational Ad
Transformation Ad
• Creates feelings, images, and beliefs about the product or service that may be activated when customers use it, transforming their interpretation of the usage experience.
• Help differentiate a product or service by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product or service.
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Combining Rational and Emotional Appeals
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Levels of Relationships With Brands
Emotions
Personality
Product benefits
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Other Types of Appeals
Reminder Advertising
• The objective is to build and/ or maintain awareness and keep the name of the company and/ or brand in front of customer.
• Often used by well known brands and market leaders that are well established in the market
Teaser Advertising
• The objective is to create curiosity, interest, and/ or excitement about a product, brand or topic by mentioning it but not actually showing it.
• Often used for new products/ models and for movies.
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Advertising Execution
Advertising Execution Techniques
Straight Sell or Factual Message straightforward presentation of information concerning the product
Scientific/ Technical Evidence citing technical information, results of scientific or lab studies
Demonstration illustrating the key advantages of the product/service by showing it in actual use or in some staged situation
Comparison offering a direct way of communicating a brand’s advantage over its competitors
Testimonial presented by way of a testimonial, where a person praises the product/service based on there experiences
Slice of Life showing a part of life of consumers where some problem is resolved by use of the product
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Advertising Execution
Advertising Execution Techniques
Animation characters, puppets, other fictional characters are used to connect with audience
Personal Symbol developing a central character that can deliver the advertising message
Imagery consist of visual elements to encourage consumers to associate the brand with symbol or characters
Dramatization a story is build around the product with a climax in the end
Humor can be used in execution to connect instantly with audience, but it has to be done very carefully
IMC LOVE SCENE
CREATIVE TACTICS
1 17/9/13
HEADLINEThe words attracting reader’s attention and interesting them in the rest of the message. Direct or in direct headline
Print Ad.
SUBHEADSSmaller than the heading but larger than body copy, used to highlight key sales point, reinforcing the headline
BODY COPYHeart of the ad message, getting the target audience to read. Must long enough to communicate the ad’s message and short enough to hold reader’s interest
VISUAL ELEMENTSImportant to attract attention, also helpful in communication an idea and making the ad more effective
LAYOUTShow where each part of the ad will be place and give guideline to the people working on ad. Straight-forward creative executions and can deliver branding message
Print Ad.
Print Ad.
Print Ad.
Television Ad.
Video elementsProductPresentersAction sequences/ settingLightingGraphicColorIdentifying Symbols
Video
Television Ad.
Audio elementsVoicesMusicSound effects
Presentation methodsVoiceoverNeedledropJingles
Audio
Editing, Processing, Audio/video mixing, approvals, release
Location,Night/Weekend shoots,talent arrangements
Selecting director, casting a production company, BiddingProduction timetable,Preproduction meeting
Television Ad.
Planning the commercialScript : a written version of a commercial that provides a detailed description of its video and audio content
Post Production
The 3 stages of Production
ProductionPre- Production
CLIENT EVALULATION AND APROVAL OF CREATIVE WORK
Consistent with brand’s marketing and ad objectives?Consistent with brand’s marketing and ad objectives?
Consistent with creative strategy, objectives?Consistent with creative strategy, objectives?
Communicates what it’s supposed to?Communicates what it’s supposed to?
Approach appropriate to target audience?Approach appropriate to target audience?
Communicates clear, convincing message?Communicates clear, convincing message?
Does execution keep from overwhelm the message?Does execution keep from overwhelm the message?
Appropriate for the media environment?Appropriate for the media environment?
Truthful and tasteful?Truthful and tasteful?
23
What’s this ad appealing you
?
24
ReferencesBelch, G.E. & Belch, : Advertising and Promotion: An Integrated Marketing
Communications Perspectives. (9th ed). McGraw-Hill, IrwinPrint ads.http://macdailynews.com/2012/09/16/samsung-runs-print-ad-attacking-apples-iphone-5-in-major-u-s-newspapers/comment-page-3/
http://www.mdgadvertising.com/blog/worlds-best-print-ads-2011-to-2012-print-advertising/
http://www.marketingoops.com/ads-ideas/minimalist-ads/
http://adsoftheworld.com/blog/ads_of_the_world_january_2013_winners
http://www.dzinepress.com/2010/02/30-coolest-minimalist-print-ads/