Chapter 9 Presentation

Promotional StrategyMKT4230

Creative Strategy: Implementation and

Evaluation

Patricia Knowles, Ph.D.

Associate ProfessorClemson University

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2Promotional StrategyMKT4230 2

Appeals and Execution StyleThis is the definition of advertising appeal and creative execution style:

TextbookPages 293

The approach used to attract the attention of consumersAdvertising

Appeals

Execution Style

The way an appeal is turned into an advertising message

The way the message is presented to the consumer

To influence consumer feelings toward a product, service, or cause


Informational / Rational AppealsThese are the various types of informational or rational appeals, which:

• Focus on the consumers’ practical, functional, or utilitarian need for using the product or service.

• Emphasize the features of the product or services and/or benefits or reasons for owning or using a particular brand.

TextbookPages 293 - 295

PopularityStresses the brand’s popularity

NewsNews announcement about the product

PriceMakes price offer the dominant point

CompetitiveMakes comparisons to other brands

FeatureFocus on the dominant product traits


Red Bull Promotes Features and BenefitsThe rational appeal presented by this Red Bull ad, which focuses on the various ingredients contained in the energy drink and the benefits they provide, such as:

• Enhanced performance• Endurance• Concentration

TextbookPages 293 – 294 / Exhibit 9 – 2

This particular ad is targeted to college students, and suggests that Red Bull can help you stay awake and alert when studying for exams.


Appealing to Personal States of FeelingsThis visual introduces the emotional appeals and the various personal feelings on which such advertisements can be based.

TextbookPages 295 – 296 / Figure 9 - 1

PersonalSafety

SecurityFear

Love, AffectionHappiness, Joy

NostalgiaSentimentExcitement

Sorrow, Grief

Social-BasedRecognition

StatusRespect

InvolvementEmbarrassment

AffiliationRejection

AcceptanceApproval


Transformational AdsTransformational advertising and its distinctive characteristics:


Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreEnjoyable

It makes the product use experience. . .

The ads create . . .


Transformational Advertising for Skyy VodkaThis visual shows a print ad for Skyy vodka, which is a good example of transformational advertising.

TextbookPages 297 / Exhibit 9 - 6

It associates the brand with cinematic-inspired cocktail moments. The ad does not contain copy, but rather relies on stylish, seductive visuals that set up a story line but leave the actual interpretation of the scenario up to the viewer.

Transformational ads create feelings, images meanings, and beliefs about the product or service that may be activated when consumers use it and thus "transforms" their interpretation of the usage experience.


Combining Rational and Emotional AppealsAs David Ogilvy and Joel Raphaelson have stated, few purchases of any kind are made for entirely rational reasons. Even a purely functional product, such as laundry soap, could offer the emotional benefit of seeing one’s children in bright, clean clothes.

TextbookPages 297 – 299 / Exhibit 9 - 7

Consumer purchase decisions are often made on the basis of both emotional and rational motives, and attention must be given to both when developing effective advertising.

This American Airlines ad was created to show that American can better help flyers navigate through their entire travel experience.

The award-winning campaign has helped American connect emotionally with its most valuable customers and increase their brand loyalty.


Levels of Relationships with BrandsThe three levels of customer/brand relationships are:

TextbookPages 298 – 299 / Exhibit 9 - 2

Emotions

Personality

Product BenefitsHow consumers think about brands with respect to product benefits. This occurs through a rational learning process.

The consumer assigns a personality to the brand (aggressive, adventurous, timid, etc.). This personality is determined on the basis of cues found in advertising.

The strongest relationship between brand and consumer and is based on feelings and emotional attachment to the brand.


Test Your KnowledgeAccording to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and 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


MasterCard Creates an Emotional BondThis visual is an example of an ad campaign that was developed on the basis of emotional bonding.

When the McCann-Erickson agency took over the account a few years ago, MasterCard was perceived as an ordinary credit card you keep in your wallet. The challenge was to reposition the brand and create an emotional bond between consumers and MasterCard, without losing the brand’s functional appeal.

The “Priceless” campaign has helped build an emotional bond with consumers by positioning MasterCard as the best way to pay for everything that truly matters and can enrich one’s life. The campaign has been extremely successful, is used in 80 countries, and has won numerous creative awards.



Reminder AdvertisingThe objective of reminder advertising is to build brand awareness and/or keep the brand name in front of consumers. Reminder ads are often used by well-known brands and market leaders.


This clever ad reminds golfers to carry Nature Valley Granola Bars in their golf bags, because many golfers consume granola and energy bars during a round of golf.

Products and services that have a seasonal pattern to their consumption also use reminder advertising.


Teaser Ads Excite CuriosityTeaser ads are designed to build curiosity, interest, and/or excitement by talking about the new product, but not actually showing it.

TextbookPages 300 - 301 / Exhibit 9 - 10

Teaser ads, also called mystery ads, are also used for new movies or TV shows. They are especially popular among automotive advertisers for introducing a new model or announcing significant changes in a vehicle.


User-Generated Content User-generated content is becoming increasingly popular, and a number of marketers have come up with inventive ways to have consumers both select a new product and create the marketing behind it.

Mountain Dew got consumers involved in the development of the color, flavor, graphics, and name of new products:

• Mountain Dew Voltage (raspberry and ginseng)• Mtn Dew White Out

The tactics employed include:• Interactive games• Mobile tour• Contests• Facebook• Twitter• Upload sites (www.12seconds.tv)


Creative execution is the way in which an advertising appeal is presented. As shown here, there are a number of ways in which creative specialists can present the advertising message.


Ad Execution Techniques

TextbookPages 302

Personality Symbol

Straight sell

Scientific/Technical

Demonstration

Comparison

Testimonial Humor

Slice of life

Imagery

Animation

Dramatization

Combinations


Straight Sell or Factual MessageOne of the most basic types of creative executions is the straight sell or factual message, which relies on a straightforward presentation of information about a product or service.


This type of execution is often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits.

Ford uses a straight-sell execution style in the ad shown on this slide.


Samsung Uses a DemonstrationDemonstration advertising is designed to illustrate the key advantages of a product or service by showing it in actual use or in some staged situation. TV is particularly well suited for demonstration executions, because the benefits or advantages of the product can be shown right on the screen.


This slide shows an ad that Samsung uses to demonstrate the ultra thin feature of their new LED television.


Slice-of-Life ExecutionSlice-of-Life advertising is a widely used advertising format that is generally based on a problem and solution. They are often criticized for being unrealistic and irritating to watch because they remind consumers of things such as dandruff, bad breath, body odor, and laundry problems.


These ads often come across to consumers as contrived, silly, phony, or even offensive. However, many advertisers still prefer this style because they believe it is effective and presents a situation to which most consumers can relate.

Slice-of-death advertising is often used in conjunction with a fear appeal that focuses on the negative consequences that result from not using the product or service.


Test Your KnowledgeWhich 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


Charles Schwab Uses a Form of AnimationAnimated ads are have become popular in recent years, especially for commercials targeted to children. Examples would be the Jolly Green Giant and the Keebler elves.


Charles Schwab & Co. has been using a technique known as rotoscoping in its commercials. It involves shooting live-action digital videos of actors and then using special software to make them look animated. The technique was effective in drawing attention to the ads and creating an image of the company as being candid and real.

The use of animation may increase as creative specialists discover the possibilities of computer-generated graphics and other technological innovations.


The Aflac Duck is a Personality SymbolPersonality symbols in advertising is the execution of which involves developing a central character or personality symbol that can both deliver the advertising message and be tied to the product or service.


Examples include Mr. Whipple, “Please don’t squeeze the Charmin,” or the Maytag repairman, who sits anxiously by the phone, but is never needed.

Personality figures can also be animated characters and animals, such as Morris the cat, Tony the tiger, and Charlie the tuna. Recent personality symbols include the Energizer bunny, the GEICO gecko, and the Aflac duck.


Imagery AdvertisingImagery advertisements consist primarily of visual elements, such as pictures, illustrations, and/or symbols, rather than information. An imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad.



Basic Components of Print AdvertisingThese are the basic components of a print advertisement:


LayoutHow Elements Are Blended Into a Finished Ad

Visual Elements Illustrations Such As Drawings or Photos

Body CopyThe Main Text Portion of a Print Ad

SubheadsSmaller Than the Headline, Larger Than the Copy

HeadlineWords in the Leading Position of the Ad


Headlines that Grab AttentionThe most important function of a headline is to attract a reader’s attention and interest them in the rest of the message.

TextbookPage 311 - 312 / Exhibit 9 - 21

Direct headlines are straightforward and informative, and often mention a specific benefit, make a promise, or announce why the reader should be interested in the product or service.

This ad for Visa catches the attention of people with the word GO, then explains how they can save 20 percent on various purchases by using a Visa Signature credit card.


Use of an Indirect HeadlineThis visual points out how companies use an indirect headline to generate curiosity or intrigue, so as to motivate readers to read the body copy to find the point of the message.


The visual element of this ad is a picture of the car itself. The indirect headline, “This car is missing a seat,” is an intriguing statement that hopes to encourage readers to find out why.


This Ad Uses a Clever Visual AppealThis visual points out the impact that the right image can have in an ad. It is a strong and meaningful image, reinforced by two simple lines of copy.



Ad LayoutThese are the components of a typical ad:


Layout: Physical arrangement of the various components of the ad.

Headline: Words in the leading position of the ad, which are usually read first.

Subhead: Secondary to the main headline, but larger than the body copy.

Visual Elements: The illustrations, drawings, and photos, used to attract attention and communicate ideas or images

Body Copy: Main text portion of the ad. Getting the target audience to read this is difficult.


Creative Tactics for TelevisionThese visuals illustrate that TV is a unique and powerful advertising medium because it contains the elements of sight, motion, and sound, which can be combined in a variety of ways. Unlike print, the viewer does not control the rate at which the message is presented, so there is no opportunity to review points of interest or reread things that were not clear.As with any form of advertising, the first goals in creating TV commercials is to get viewers’ attention, and then hold it. It is important that the video and audio work together to create the right impact and communicate the advertiser’s message.

TextbookPage 314

• The video elements are what is seen on the screen, including the product, the presenter, action sequences, demonstrations, and so forth.

• The audio portion includes voices, music, and sound effects.

Sight Motion Sound


The Power in Audio in CommercialsThese are common audio elements and presentation methods.


• Voiceover: The message is delivered, or action on the screen is narrated or described, by an announcer who is not visible. A trend is to have celebrities with distinctive voices, such as Morgan Freeman or Demi Moore, do voiceovers.

• Needledrop: Refers to music that is prefabricated, multipurpose, and highly conventional. It is an inexpensive substitute for original music, paid for on a one-time basis.

• Sound effects: Any sound, other than music or speech, used to create a dramatic or theatrical effect, such as the sound of a storm or a creaking door.

• Jingles: Catchy songs about a product or service that usually carries the advertising theme and a simple message.


Top 10 JinglesThis chart shows the Top 10 Jingles of the century:

TextbookPages 315 - 316 / Figure 9 - 3


Production Stages for TV CommercialsOnce the storyboard or animatic of a commercial is approved by the client, the next step is production. This chart outlines the three stages of the production process:


Preproduction All work before actual shooting, recording

Production Period of filming, taping, or recording

Postproduction Work after spot is filmed or recorded


Client Evaluation and ApprovalHere are the number of people on the client side of the project who may evaluate the creative work of an agency.


The amount of input each of these individuals has depends on:

• The company’s policies• The importance of the product to

the company• The role of advertising in the

marketing program• The advertising approach being

recommended

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 TasksSummary of the various tasks to be completed in the preproduction phase of the overall production process.


Select a director

Cost estimation and timing

Choose production company

Bidding

Preproduction meeting

Production timetable

Preproduction


Production TasksSummary of the tasks to be completed in the production phase of the overall production process.


Timing TalentLocation

Production


Postproduction TasksSummary of the various tasks to be completed in the postproduction phase of the overall production process.


Editing

Approvals

Sound Effects

Audio / Video Mixing

Release / Shipping

Duplicating

Postproduction

Processing

Opticals


TV Commercial Production CostsHere are some of the production costs related to a typical commercial:



Evaluation Guidelines for Creative OutputThese are the basic criteria for evaluating creative approaches:


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?