CHAPTER 9

CREATIVE STRATEGY:
IMPLEMENTATION AND EVALUATION

Nazia Choudhury
Lecturer, School of Business, ULAB
 Appeals and Execution Style
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The approach used to attract the

attention of consumers
Advertising
Appeals
To influence consumer feelings toward a
product, service or cause

The way an appeal is turned into an

advertising message
Execution
Style
The way the message is presented to the
consumer
 Types of Informational/Rational Appeals
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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

Appealing to Personal States or Feelings
(bases for emotional appeals)
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Safety Stimulation
Security Sorrow, Grief
Pride
Fear
Achievement
Love, Affection Accomplishment
Happiness, Joy Self-esteem
Nostalgia Embarrassment
Sentiment Actualization
Pleasure
Excitement
Ambition
Comfort
Appealing to Social-Based Feelings
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Approval Affiliation

Acceptance Embarrassment

Status Social-Based Belonging

Feelings

Respect Involvement

Rejection Recognition
 Transformational Ads
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Feelings Images
The ads
create . . .
Meanings Beliefs

Richer Warmer
It must make the
product use
More experience . . . More
Exciting Enjoyable
 Combining Rational and Emotional Appeals
7
 Levels of Relationships With Brands
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Emotions

Personality

Product Benefits
Reminder Advertising
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Teaser Ads Excite Curiosity
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 Ad Execution Techniques
11

Scientific/Technical Evidence

Straight Sell or Factual Message

Demonstration Testimonial
 Ad Execution Techniques
12

Slice of Life
Animation

Testimonial

Personality Symbol
 Ad Execution Techniques
13

MIO GPS System

Imagery
Dramatization

Combinations

Humor
 Creative Tactics for Print Advertising
14

Headline
Words in the Leading Position of the Ad

Subheads
Smaller Than the Headline, Larger Than the Copy

Body Copy
The Main Text Portion of a Print Ad

Visual Elements
Illustrations Such As Drawings or Photos

Layout
How Elements Are Blended Into a Finished Ad
 Creative Tactics for Television
15

Sight Motion Sound

 Production Stages for TV Commercials
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All work before actual shooting,

Preproduction
recording

Production Period of filming, taping, or recording

Postproduction Work after spot is filmed or recorded

 Figure 9-4
The Three Phases of Production for Commercials
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 Guidelines for Evaluating Creative Output
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 Is the creative approach consistent with the brand’s marketing and

advertising objectives?
 Is the creative approach consistent with the creative strategy and
objectives? Does it communicate what it is supposed to?
 Is the creative approach appropriate for the target audience?
 Does the creative approach communicate a clear and convincing message
to the customer?
 Does the creative execution keep from overwhelming the message?
 Is the creative approach appropriate for the media environment in which it
is likely to be seen?
 Is the ad truthful and tasteful?
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