Creative Strategy- Imp & Eval.

8/3/2019 Creative Strategy- Imp & Eval.

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APPEALS & EXECUTION STYLEADVERTISING APPEAL:

The approach used to attract the attention of

consumers To influence the consumer feelings towards the

product, service or cause.


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CREATIVE EXECUTION STYLE:

The way a particular appeal is turned into an

advertising message. The way the message is presented to the consumer.


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ADVERTISING APPEALIt has 2 broad categories :

1. Informational/ rational appeal:

Focuses on consumers practical need of theproduct/ service.

Focus on features/ benefits.

Message emphasizes facts & logic.

Informative

Objective is to persuade by stating the product asbest available.


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2. Emotional appeal:

Focus on consumers social & psychological need forproduct/service.

Many advertisers believe appeals to consumersemotions work better at selling brands that do not

differ markedly from competing brands.


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Rational Appeals

Feature appeals:

Focus on the dominant traits of theproduct

Competitive advantage appeals:Makes comparisons to other brands

Favorable price appeals:Makes price offer the dominant point

News appeals:

News or announcement about the productProduct/service popularity appeals:

Stresses the brands popularity

i i


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Rationa Motives

Comfort

Convenience

Economy

Health

Quality

Dependability

Durability

Performance

Efficiency


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ases or mo ona ppea s

Personal States or Feelings :Achievement / AccomplishmentActualization

AffectionAmbitionComfort

ExcitementFearHappiness


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Social-basedfeelings Acceptance Approval Affiliation / belonging

Embarrassment Involvement Recognition Rejection

Respect Status Sophistication


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Advertising using emotional appeals:


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Transformational advertising

Atransformational ad is one which associates theexperience of using the advertised brand with a

unique set of psychological characteristics whichwould not typically be associated with the brandexperience to the same degree without exposureto the advertisement


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The ads create feelings, images, meanings, andbeliefs about the product or service that may beactivated when consumers use it

Transformational ads have two characteristics:

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 tightly

with the experience of using the brand that theconsumer cant remember the brand withoutrecalling the experience generated by the ad


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Levels of relationships with brands

EMOTIONS

PERSONALITY

PRODUCT BENEFITS


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OTHER TYPES OF APPEAL: REMINDER ADVERTISING:

The objective is to build/ maintain awareness & keepthe name of the company & brand in front ofconsumers.

Often used by well known brands & market leaders

that are well-established in market


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TEASER ADVERTISING:

Also called mystery ads.

Goal is to create curiosity, interest & excitement about

a product/ brand by mentioning it but not actuallyshowing it.

Often used for new products/models or for movies.


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Examples:


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ADVERTISING EXECUTION TECHNIQUES: Creative execution: The way an advertising appeal is

presented.

An ad message can be executed in following ways: Straight-sell or factual message

Science / technical evidence

Demonstration

Comparison

Slice of life


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Testimonial

Animation Personality Symbol

Fantasy

Dramatization

Humor

Combinations


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1. Straight sell/factual message:

Focus on product attributes

Used in print ads

Used with rational appeals

2. Scientific/ technical evidence:

Cite technical evidence

Endorsements by scientific bodies


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3. Demonstration :

Illustrate the advantages, by showing the product in

actual use

4. Comparison:

Position a new/ lesser known brand with theindustry leader.

Direct way of communicating

5. Testimonial: Given by a person on the basis of his personal

experience.


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Endorsements:

A well- known individual ( celebrity) speaks on behalf

of company/ brand.Not necessarily based on their personal experience.

6. Slice of life:

Portrays daily life problem of consumer

Criticism: Reminds consumer of problems.

Example: dandruff etc

Consumers easily relate to this ad.


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7. Animation:

Cartoon animation is used for commercials targeted

for children

8. Personality symbol:

Develop a central character/personality, whichdelivers the message.

9. Fantasy:

Popular for emotional type of appeal

Suitable for TV ads

Ex: cosmetics


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10. Dramatization:

Focus on telling a short story

11. Humor:

Suited to TV or radio.

12. Combinations:


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Creative Tactics: Print advertising

1. HEADLINE:

Words in the leading position of the Ad. Attract

readers attention/interest and encourage them to readthe rest of the Ad.

Direct Headlines straightforward and informativeabout the product or service

Indirect Headlines provoke curiosity or interest byuse of questions, provocations, challenges, how-to.


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2. SUB-HEADS:

Smaller than the main headline, larger than the copy.Used to break up large amounts of copy and highlightkey sales points.

3. BODY-COPY: The main text portion of a print ad, used to present the

relevant information. Content depends on appeal andexecution style

Heart of the advertising message


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4. VISUAL ELEMENTS:

Must attract attention

Communicate idea or image

Work in synergistic fashion with headline and copy

Illustrations such as drawings or photos Identification marks such as trademarks, logos, brand

name


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5. LAYOUT OR FORMAT:

The physical arrangement of the various elements of aprint ad including headline, subheads, body copy,illustrations, and identifying marks

Decisions include size, color, white space


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ELEMENTS OF A PRINT AD:


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CREATIVE TACTICS OF PRINT ADVT.

Size:

Expressed in columns or portions of a page

Color:

Black & white or two-, three-, or four-color printingWhite Space:

Marginal and intermediate space on the page thatremains unprinted


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CREATIVE TACTICS: TELEVISION

Components of a TV commercial: Video what is seen on the screen. Includes decisions

regarding visual, sequencing, setting, lighting, talent, etc.

Audiovoices, music, sound effects

Voiceover: delivery of the message by announcer( notvisible)

Music:

Needle drop( substitute for original music)Well known songs

Jingles


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Creative tactics: television planning

& production

The elements of a TV commercial are brought togetherin a Script, which is used to provide a detaileddescription of the video and audio content


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Three Phases of Production:

1.Preproduction:-All work before actual shooting,recording.

2.Production:-Period of filming, taping, or recording

3.Postproduction:-Work after commercial is filmed orrecorded


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Pre-production tasks:

Select a director Choose production company Bidding Cost and timing

Production timetable Set construction LocationAgency, client approval

CastingWardrobes Production Meeting


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Production tasks:

Location versus set shoots

Night/weekend shoots

Talent arrangements


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Post- production tasks:

Editing Processing

Sound effects

Audio/video mixing

Opticals

Client/agency approval

Duplicating

Release/shipping


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Evaluation & approval of creative work:Guidelines for Evaluating Creative Output:

Consistentwith brands marketing objectives?

Consistentwith 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?

Creative Strategy- Imp & Eval.

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