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Creative Strategy:
Implementation and Evaluation

Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

Appeals and Execution Style

Advertising
Appeals

Execution
Style

The approach used to attract

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

The way an appeal is turned

into an advertising message
The way the message is
presented to the consumer
9-2

Informational/Rational Appeals
Feature
Focus on the dominant product traits
Competitive
Makes comparisons to other brands
Price
Makes price offer the dominant point
News
News announcement about the product
Popularity
Stresses the brands popularity
9-3

Appealing to Personal States or Feelings

Personal
Safety
Security
Fear
Love, Affection
Happiness, Joy
Nostalgia
Sentiment
Excitement
Sorrow, Grief

Social-Based
Recognition
Status
Respect
Involvement
Embarrassment
Affiliation
Rejection
Acceptance
Approval

9-4

Transformational Ads

Feelings

Meanings

Richer
More
Exciting

Images

The
The ads
ads
create
create .. .. ..

It
It makes
makes the
the
product
product use
use
experience.
experience. .. ..

Beliefs

Warmer
More
Enjoyable

9-5

Levels of Relationships With Brands

Emotions

Personality

Product Benefits

9-6

User-Generated Content
Mountain DEWmocracy
Using passionate fans to create, choose,
and promote new Mountain Dew flavors

Techniques
Interactive games
Mobile tour
Contests
Facebook
Twitter
Upload sites (http://www.12seconds.tv)
9-7

Ad Execution Techniques
Straight
Straight sell
sell

Animation
Animation

Scientific/Technical
Scientific/Technical

Personality
Personality Symbol
Symbol

Demonstration
Demonstration

Imagery
Imagery

Comparison
Comparison

Dramatization
Dramatization

Testimonial
Testimonial

Humor
Humor

Slice
Slice of
of life
life

Combinations
Combinations

9-8

Basic Components of Print Advertising

Headline
Headline
Words
Words in
in the
the Leading
Leading Position
Position of
of the
the Ad
Ad
Subheads
Subheads
Smaller
Smaller Than
Than the
the Headline,
Headline, Larger
Larger Than
Than the
the Copy
Copy
Body
Body Copy
Copy
The
The Main
Main Text
Text Portion
Portion of
of aa Print
Print Ad
Ad
Visual
Visual Elements
Elements
Illustrations
Illustrations Such
Such As
As Drawings
Drawings or
or Photos
Photos
Layout
Layout
How
How Elements
Elements Are
Are Blended
Blended Into
Into aa Finished
Finished Ad
Ad
9-9

The Power of Audio in Commercials

Audio elements
Voices
Music
Sound effects

Presentation methods
Voiceover
Needledrop
Jingles

9-10

Production Stages for TV Commercials

Preproduction
Preproduction

All
All work
work before
before actual
actual
shooting,
shooting, recording
recording

Production
Production

Period
Period of
of filming,
filming, taping,
taping, or
or
recording
recording

Postproduction
Postproduction

Work
Work after
after spot
spot is
is filmed
filmed or
or
recorded
recorded

9-11

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

9-12

Preproduction Tasks

Select a director
Choose
production
company

Preproduction
meeting

Preproduction
Production
timetable

Bidding
Cost estimation
and timing
9-13

Production Tasks

Production
Production

Location
Location

Timing
Timing

Talent
Talent

9-14

Postproduction Tasks

Editing
Editing

Processing
Processing

Release/
Release/
shipping
shipping

Sound
Sound
effects
effects
Postproduction
Postproduction

Duplicating
Duplicating

Approvals
Approvals

Audio/video
Audio/video
mixing
mixing
Opticals
Opticals
9-15