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Creative Strategy: Implementation and Evaluation

McGraw-Hill/Irwin

2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

Creative Strategy: Implementation and Evaluation


Creativity: Implementations

Advertising Appeal
Creative Execution Style Creativity: Evaluation Guidelines for Evaluating Creative Output

Appeals and Execution Style


Advertising Appeal
The approach used to attract the attention of consumers and/or To influence consumer feelings toward the product, service or cause

Creative Execution Style


The way a particular appeal is turned into an advertising message The way the message is presented to the consumer

Advertising Appeals
Two Broad Categories of Appeals
Informational/Rational Appeals
Focuses on the consumers practical, functional, or utilitarian need for the product or service Emphasizes the features or benefits Messages emphasize facts and logic

Emotional Appeals
Relate to consumers social and/or psychological needs for purchasing a product or service Many advertisers believe consumers emotions work better at selling brands that do not differ markedly from competing brands

Rational Appeals
Feature appeals Focus on the dominant traits of the product Ex: Ad of bike Competitive appeals Makes comparisons to other brands Ex: Ads of Dettol, lifebuoy, etc Favorable price appeals Makes price offer the dominant point Ex: Ad of DOCOMO 20 paisa per minute

News appeals News or announcement about the product Ex: Ad of Sensodyne toothpaste
Product/service popularity appeals Stresses the brands popularity Ex: Ad of Wagon R, Hero, Colgate, etc

Informational/Rational Appeals
Rational Motives
Comfort Convenience Economy Health Quality Dependability Durability Performance Efficiency

Emotional Appeals
Personal States or Feelings
Achievement / Accomplishment Actualization Affection Ambition Arousal / stimulation Comfort Excitement Fear Happiness Joy Love Nostalgia (the evocation of past happy feelings) Pleasure Pride Safety Security Self-esteem Sentiment Sorrow

Emotional Appeals
Social-Based Feelings
Acceptance Approval Affiliation / belonging Embarrassment Involvement Recognition Rejection Respect Status Sophistication

Transformational Advertising

A transformational ad is one which associates the experience of using the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement

Transformational Advertising
The ads create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it

Transformational ads have two characteristics:


The ad must make the experience of using the product richer, warmer, more exciting and/or enjoyable than that obtained solely from an objective description of the advertised brand

It must connect the experience of the ad so tightly with the experience of using the brand that the consumer cant remember the brand without recalling the experience generated by the ad

Levels of Relationship with Brands

Emotions Personality Product Benefits

Other Types of Appeals


Reminder Advertising the objective is to build and/or maintain awareness and keep the name of the company and/or brand in front of the customer.
Often used by well known brands and market leaders that are well-established in the market.

Teaser advertising goal is to create curiosity, interest, and/or excitement about a product, brand or topic by mentioning it but not actually showing it.
Often used for new products/models and for movies.

Advertising Execution Techniques


Creative execution: The way an advertising appeal is presented.
Straight-sell or factual message Testimonial Animation

Science / technical evidence


Demonstration Comparison Slice of life

Personality Symbol
Dramatization Humor Combinations

Advertising Execution Techniques


1. Straight-sell or factual message Its straightforward presentation concerning the product or service. of information

This often uses rational/informational appeals.


The focus of the message is the product or service and its specific features and/or benefits.

They are commonly used in print ads.


Picture of the product must be placed and remaining space will be covered by factual aspects. At times television ads are also used such technique in which narrator or announcer deliver the sales related message. Its quite often used and suitable to industrial or business to business products.

Advertising Execution Techniques


2. Science / technical evidence In variation to straight sell, scientific or technical evidence is presented in ad.

Advertisers often cite technical information, results of scientific or laboratory studies, or endorsements of specific bodies to support advertisement claims.
Ex: Colgate approved by ADA

3. Demonstration
It is used to illustrate the key advantages of the product or service by showing it in actual use or some suggested situation.

Its an effective way of convincing products utility or quality and of the benefit of using the brand.
TV is particularly most suited for demonstration execution, since the benefits or advantages of the product can be shown right on screen.

Advertising Execution Techniques


4. Comparison The comparison execution approach is increasingly popular among advertisers, since it offers a direct way of communicating brands particular advantage over its competitors. 5. Slice of life It is used for packaged good products. This type of ad portray a problem that consumer might face in their daily lives. The ad now shows hoe the advertisers product can resolve the problem. It is often criticized for being unrealistic or makes irritation to watch because they are often used to remind consumers problem of personal nature such as dandruff, bad breath, body odor, and laundry problems, etc It is often used among business marketers in form of Slice of death.

Advertising Execution Techniques


6. Testimonial Where the person is praise the product or service on the basis of his or her past experience with it.

Its using the approach of satisfied customers are discussing their experiences with the brand and the benefits of using it.
It becomes effective when target audience can identify the person or who has an interesting story to tell. Testimonial must be based on actual use of the product to avoid legal problems and the spoke person must be credible.

A relevant execution technique endorsement, where a well-known or respected individual such as celebrity or expert in the product or service area speaks on behalf of the company or the brand.

Advertising Execution Techniques


7. Animation With this animated scenes are drawn by artists or created on the computer, and cartoons, puppets, etc

These approach of preparing cartoon especially popular for targeting children.

characters

is

Animated cartoons have been used in many commercials. Its based on creative specialists capabilities of discovering computer generated graphics and other technological innovations. Some advertisers have used mix animation with real people. Ex: Alpenliebe candy, ICICI chintamani, Sunfeasts Sunny, Bajaj Allianz, etc

Advertising Execution Techniques


8. Personality Symbol It involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. This character can be a person or cartoon animated character like. Ex: Statue of Ronald McDonald with the brand of McDonalds indicate fun, love, and pleasuring environment inside the restaurant. 9. Imagery There are advertisements contain little or no information about the brand or company and are almost totally visual. These advertisements use imagery execution whereby the ad consists primarily of visual elements such as pictures, illustrations, and/or symbols rather than information.

Advertising Execution Techniques


9. Imagery The goal is to encourage consumers to associate the brand with symbols, characters, and/or situation shown in the ad. It also based on emotional appeals that are used to advertised products or service where differentiation based on physical characteristics is difficult.

Ex: Ad of SUV Vehicle like SAFARI, SUMO, etc

10. Dramatization
Where the focus is telling short story wit the product or service as the star. It is somewhat asking to slice-of-life execution in that it often relies on problem/solution approach. The purpose of using drama is to draw the viewer into action it portrays. The real challenge for creative staff is how to cover all these elements in 30 second commercial.

Advertising Execution Techniques


11. Humor It takes audiences environment. into positive mood and liking

It also reduces the impact of counter argument towards the messages. However, executions are television or radio ads. particularly well suited to

12. Combinations
Many execution techniques can be combined to present the advertising message. Slice-of-life often used along with dramatization execution style. Humor often used along with animation execution style. It is responsibility of creative specialist(s) to determine whether more than one execution style should be used in creating the ad or not.

Creative Tactics: Print Advertising


Headline
Words in the leading position of the ad. Attract readers attention/interest and encourage them to read the rest of the ad
Direct Headlines straightforward and informative about the product or service Indirect Headlines provoke curiosity or interest by use of questions, challenges, etc

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

Body copy
The main text portion of a print ad, used to present the relevant information. Content depends on appeal and execution style

Creative Tactics: Print Ad Components

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

Layout or Format
The physical arrangement of the various elements of a print ad including headline, subheads, body copy, illustrations, and identifying marks Decisions include size, color, white space

Creative Tactics: Print Ad Layout

Size

Expressed in columns, column inches or portions of a page

Color

Black & white or two-, three-, or four-color printing


Marginal and intermediate space on the page that remains unprinted

White Space

Creative Tactics: Television


Components of a TV Commercial

Video what is seen on the screen. Includes decisions regarding visual, sequencing, setting, lighting, talent, etc. Audio voices, music, sound effects
Voiceover delivery of the message Music
Needledrop Well known songs Jingles

Creative Tactics: Television Planning and Production


The elements of a TV commercial are brought together in a Script which is used to provide a detailed description of the video and audio content

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 or recorded

Creative Tactics: Television Preproduction Tasks


Select a director Choose production company Bidding Cost and timing Production timetable
Set construction Location Agency, client approval Casting Wardrobes

Production Meeting

Creative Tactics: Television Production Tasks

Location versus set shoots


Night/weekend shoots Talent arrangements

Creative Tactics: Television Postproduction Tasks

Editing Processing Sound effects Audio/video mixing Client/agency approval Duplicating Release/shipping

Evaluation and Approval of Creative Work


Guidelines for Evaluating Creative Output
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?