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Creative Strategy: Implementation and Evaluation
Citation preview
Creative Strategy: Implementation and
Evaluation
Creative Strategy: Implementation and
Evaluation
9
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Hyundai
• Fastest growing brand in US since 2000
• 2006 third in J.D. Powers & Associates Initial Quality study, trailed only Porsche and Lexus
• No Brand• Think about it
19%
Appeals and Execution Style
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
AdvertisingAppeals
AdvertisingAppeals
ExecutionStyle
ExecutionStyle
Types of Informational/Rational Appeals
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
A Rational Appeal
Appealing to Personal States or Feelings
Safety
Security
Fear
Love, Affection
Happiness, Joy
Nostalgia
Sentiment
ExcitementArousal
Stimulation
Sorrow, Grief
Pride
Achievement
Accomplishment
Self-esteem
Embarrassment
Actualization
Pleasure
Ambition
Comfort
Appealing to Social-Based Feelings
StatusStatus
AcceptanceAcceptance
RespectRespect
ApprovalApproval AffiliationAffiliation
BelongingBelonging
RejectionRejection RecognitionRecognition
Embarrass-ment
Embarrass-ment
InvolvementInvolvement
Social-BasedFeelings
Social-BasedFeelings
TaylorMade Uses an Emotional Appeal
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Transformational Ads
RicherRicher
MoreExcitingMore
Exciting
WarmerWarmer
FeelingsFeelings
MeaningsMeanings
ImagesImages
BeliefsBeliefs
MoreEnjoyable
MoreEnjoyable
It must make the product use experience . . .
It must make the product use experience . . .
The ads create . . .The ads
create . . .
Transformational Advertising for Skyy Vodka
Combining Rational and Emotional Appeals
Levels of Relationships With Brands
Emotions
Personality
Product Benefits
Test Your Knowledge
According 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 Bond
Reminder Advertising
Teaser Ads Excite Curiosity
Ad Execution Techniques
Personality Symbol Personality Symbol
Straight sellStraight sell
Scientific/TechnicalScientific/Technical
DemonstrationDemonstration
ComparisonComparison
TestimonialTestimonial HumorHumor
Slice of lifeSlice of life
ImageryImagery
AnimationAnimation
DramatizationDramatization
CombinationsCombinations
Straight Sell or Factual Image
Mentadent Uses a Demonstration Ad
Slice-of-Life Execution
Test Your Knowledge
Which 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
Animation
Personality Symbol
Jeep Uses Imagery for the Wrangler
Basic Components of Print Advertising
LayoutHow Elements Are Blended Into a Finished Ad
LayoutHow Elements Are Blended Into a Finished Ad
Visual Elements Illustrations Such As Drawings or Photos
Visual Elements Illustrations Such As Drawings or Photos
Body CopyThe Main Text Portion of a Print Ad
Body CopyThe Main Text Portion of a Print Ad
SubheadsSmaller Than the Headline, Larger Than the Copy
SubheadsSmaller Than the Headline, Larger Than the Copy
HeadlineWords in the Leading Position of the Ad
HeadlineWords in the Leading Position of the Ad
Headlines Help Select Good Prospects
Ad Layout
Indirect headline
Body copy
Visual element
Ad Layout
Creative Tactics for Television
Sight Motion Sound
Nortel Uses Music Creatively
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Jingles 1 2
Production Stages for TV Commercials
PreproductionPreproduction All work before actual shooting, recordingAll work before actual shooting, recording
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
Preproduction Tasks
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 timetable
PreproductionPreproduction
Production Tasks
LocationLocation TimingTiming TalentTalent
ProductionProduction
Postproduction Tasks
EditingEditing ProcessingProcessing
Sound effectsSound effects
Audio/video mixing
Audio/video mixing
OpticalsOpticalsApprovalsApprovals
DuplicatingDuplicating
Release/shippingRelease/shipping
PostproductionPostproduction
Test Your Knowledge
The creative work of an advertising agency may be reviewed and evaluated by:
A) Brand managers
B) Advertising managers
C) Legal departments
D) Board of directors
E) All of the above
Evaluation Guidelines for Creative Output
Consistent with brand marketing objectives?Consistent with brand marketing objectives?
Consistent with brand advertising objectives?Consistent with brand advertising 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 overwhelm the message?Does execution overwhelm the message?
Appropriate to the media environment?Appropriate to the media environment?
Truthful and tasteful?Truthful and tasteful?
The Hispanic Market
Pennzoil Creates Ads for the Hispanic Market
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