Creative Strategy: Implementation and Evaluation

Irwin/McGraw-Hill

The McGraw-Hill Companies, Inc., 1998

Types of Appeals
Informational/Rational Appeals Emotional Appeal

Types of Rational Appeals

Feature Competitive advantage Favorable price News Product/service popularity

Irwin/McGraw-Hill

Slide 9-1

Characteristics of Transformational Ads

It must make the experience of using the product richer, warmer, more exciting, and/or more enjoyable than that obtained solely from an objective description of the advertised brand. It must connect the experience of the advertisement so tightly with the experience of using the brand that consumers cannot remember the brand without recalling the experience generated by the advertisement.

Irwin/McGraw-Hill

Slide 9-2

Levels of Relationships with Brands

Emotions Personality Product benefits

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Slide 9-3 Figure 9-2

Advertising Execution
Straight sell or factual message Scientific/technical evidence Demonstration Comparison Testimonial Slice of Life
Slide 9-4

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Advertising Execution (cont.)

Animation Personality symbol Fantasy Dramatization Humor Combinations
Slide 9-5

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Components of a Print Ad
Headlines Body copy The visual Layout

Irwin/McGraw-Hill
Slide 9-6

Creative Tactics for Television

Video Audio (Voice Over) Licensing Music Musical Composition (Music Notes & Words) Master Recording (Original Voice of Artist) Jingle

Planning & Production of TV Commercial

Script: The written version of commercial (Video & Audio Content) Once the script is conceived the Copy writer and Art Director get together to produce a STORYBOARD (series of drawings used to present the visual plan or layout of commercial) Few of times an Animatic (a video tape of storyboard along with the sound track) is made.

Production
Pre-production Production Post-production

Criteria for Evaluating Creative Approaches

Is the creative approach consistent with the brand's marketing and advertising objectives? Is the creative approach consistent with the creative strategy and objectives and 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 overwhelm the message? Is the creative approach appropriate for the media environment in which it is likely to be seen? Is the advertisement truthful and tasteful?