Chap009 Belch
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Transcript of Chap009 Belch
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7/27/2019 Chap009 Belch
1/14
McGraw-Hill/Irwin 9-2Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Appeals and Execution Style
Advertising Appeals The approach used to attract the
attention of consumersand/or
To influence consumer feelingstoward the product, service or cause
Execution Style
The way a particular appeal is turnedinto an advertising message The way the message is presented
to the consumer
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7/27/2019 Chap009 Belch
2/14
McGraw-Hill/Irwin 9-3Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Rational Appeals
Feature appeals Focus on the dominant traits of the product
Competitive appeals Makes comparisons to other brands
Favorable price appeals Makes price offer the dominant point
News appeals News or announcement about the product
Product/service popularity appeals Stresses the brands popularity
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7/27/2019 Chap009 Belch
3/14
McGraw-Hill/Irwin 9-4Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Emotional AppealsPersonal States or Feelings
Achievement /Accomplishment
Actualization Affection Ambition Arousal /
stimulation
Comfort Excitement Fear Happiness
Joy Love Nostalgia
Pleasure
Pride Safety Security
Self-esteem Sentiment Sorrow / grief
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7/27/2019 Chap009 Belch
4/14
McGraw-Hill/Irwin 9-5Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Emotional Appeals
Social-Based Feelings
AcceptanceApprovalAffiliation / belonging
Embarrassment InvolvementRecognition
RejectionRespectStatus
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7/27/2019 Chap009 Belch
5/14
McGraw-Hill/Irwin 9-6Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Transformational Ads
The ads create feelings, images, meanings,
and beliefs about the product or service thatmay be activated when consumers use it
These transform the consumersinterpretations of use of the product
The ad must make the experience of using theproduct richer, warmer, more exciting and / orenjoyable than that obtained solely from anobjective description of the advertised brand
It must connect the experience of the ad so tightlywith the experience of using the brand that theconsumer cant remember the brand withoutrecalling the experience generated by the ad
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7/27/2019 Chap009 Belch
6/14
McGraw-Hill/Irwin 9-7Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Levels of Relationship with Brands
Emotions
Personality
Product Benefits
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7/27/2019 Chap009 Belch
7/14McGraw-Hill/Irwin 9-8Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Ad Execution Techniques
Straight-sell orfactual message
Science / technicalevidence
Demonstration
Comparison
Slice of life
Testimonial
Animation
Personality Fantasy
Dramatization
Humor Combination
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7/27/2019 Chap009 Belch
8/14McGraw-Hill/Irwin 9-9Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Print Ad Components
Headline Words in the leading position of the ad Subheads
Smaller than the headline, larger than the copy
Illustration Visual elements such as drawings or photos
Body copy The main text portion of a print ad
Logo Visual symbol of the product or brand
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7/27/2019 Chap009 Belch
9/14McGraw-Hill/Irwin 9-10Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Print Ad Layout
FormatArrangement of the elements on theprinted page
Size Expressed in columns, column inches
or portions of a page
Color Black & white or two-, three-, or four-
color printing
White Space Marginal and intermediate space onthe page that remains unprinted
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7/27/2019 Chap009 Belch
10/14McGraw-Hill/Irwin 9-11Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Production Stages
PreproductionAll work before actual
shooting, recording
Production Period of filming, taping,or recording
Postproduction Work after commercial is
filmed or recorded
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7/27/2019 Chap009 Belch
11/14McGraw-Hill/Irwin 9-12Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Preproduction Tasks
Select a director
Choose production companyBidding
Cost and timingProduction timetable Set construction Location
Agency, client approval Casting Wardrobes
Production Meeting
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7/27/2019 Chap009 Belch
12/14McGraw-Hill/Irwin 9-13Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Production Tasks
Location versus set shoots
Night/weekend shoots
Talent arrangements
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7/27/2019 Chap009 Belch
13/14McGraw-Hill/Irwin 9-14Copy right 2001 by The McGraw-Hil l Compan ies, Inc. All r igh ts reserved.
Postproduction Tasks
EditingProcessingSound effects
Audio/video mixingOpticalsClient/agency approval
DuplicatingRelease/shipping
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7/27/2019 Chap009 Belch
14/14McGraw-Hill/Irwin 9-15Copy right 2001 by The McGraw-Hil l Compan ies Inc All r igh ts reserved
Evaluation Guidelines
Consistent with brands marketing objectives? Consistent with brands advertising objectives? Consistent with creative strategy, objectives?
Does it communicate what its suppose to?Approach appropriate to target audience? Communicate clear, convincing message?
Does execution overwhelm the message?Appropriate to the media environment? Is the advertisement truthful and tasteful?