PRESENTED BY:

CHAPTER#9  HALIMA SADIA (20020920-224)

CREATIVE
STRATEGY:  NOOR FATIMA (20020920-246)

IMPLEMENTATION  AAMIR (20020920-240)

AND EVALUATION
 SHEHROZ (20020920-228)

 HADEED (20020920-189)
APPEALS AND EXECUTION STYLES

 Advertising appeal: approach used to attract

attention of consumer and to influence their
feelings towards the product, service.
 Example: (Unlock your potential) Join our
exclusive fitness community and discover what
your body is truly capable of.
 Creative Execution Style: it’s a way a particular
appeal is turned into an advertising message
presented to consumer.
 Example: High energy visuals used to show the
energy boosting properties of the drink.
ADVERTISING APPEALS

 Informational/rational appeals focus on the

consumer’s practical, functional, or utilitarian
need for the product or service and emphasise
features of a product or service and/or the
benefits or reasons for owning or using a
particular brand.
 Example: Energyefficient LED light bulbs
 Energy efficient upto 80% more than other bulbs.
 Long lasting: lasts upto 25 times longer than other
bulbs.
 Environmental friendly: It contains no harmful or
mercury elements.
CONT.
 A feature appeal focus on the dominant traits of the product or service.

Example: Smartphone with advanced camera
 a competitive advantage appeal is used, the advertiser makes either a direct or an indirect comparison to another
brand
example : fastest internet speed in town
 A favourable price appeal makes the price offer the dominant point of the message. Price appeal advertising is
used most often by retailers to announce sales, special offers, or low everyday prices.
Example: Budget friendly vacuum cleaner

 News appeals are those in which some type of news or announcement about the product, service, or company
dominates the ad.
Example: Breakthrough skin care discovery

 Product/service popularity appeals stress the popularity of a product or service by pointing out the number of
consumers who use the brand, the number who have switched to it, the number of experts who recommend it, or
its leadership position in the market.
CONT.

2. Emotional appeals relate to the customers’ social

and/or psychological needs for purchasing a product or
service.
 Example: Home Away from Home used by McDonald

 Personal States or Feelings

 Safety Security Fear Love Affection Happiness Joy
Excitement

 SocialBased Feelings
 Recognition Status Respect Involvement
Embarrassment Affiliation/belonging Rejection
Acceptance Approval
CONT.
 Transformational ads create feelings, images, meanings, and beliefs about the product or service that may be activated when
consumers use it, transforming their interpretation of the usage experience.

1. 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.
2. 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.
 Nike "Just Do It" Campaign
Description:
The ad opens with a montage of individuals from diverse backgrounds engaging in various athletic activities – running, basketball,
yoga, and more.
 CONT.
3. Combining Rational and Emotional Appeal:
 We're showing how the Lexus SC has cool features and is reliable (rational appeal),
but also makes you feel classy and adventurous when you drive it (emotional appeal).

 Level of relationship with brands

 Product Benefit:
 Consumers initially think about brands based on the benefits they offer.
 This happens through a rational learning process, often influenced by advertising.
 Consumers are not very loyal at this stage, and they frequently switch brands.
 Personality Assignment:
 At the next stage, consumers start assigning personality traits to brands.
 For example, a brand may be seen as confident, adventurous, or timid.
3. Emotions:
 the strongest connection between a brand and consumer comes from feelings or
emotional attachments. When consumers feel emotionally connected to a brand, it
creates positive feelings toward it. Marketers aim to build strong emotional bonds
ADDITIONAL TYPES OF APPEALS

Reminder advertising gently nudges consumers who are already familiar with a brand or
product to keep it top of mind. It reinforces the brand's presence and encourages repeat
purchases or engagement.

CocaCola often uses reminder advertising Teaser advertising creates curiosity and anticipation by
during holidays, reminding consumers to revealing limited information about a product or brand,
include their product in celebrations. enticing consumers to learn more.

movie trailers that provide glimpses of a film's plot and characters without revealing too
much, enticing viewers to watch the full movie for the complete experience.
NOOR FATIMA
20020920-246
ADVERTISING EXECUTION

 Once the advertising appeal is decided, the creative team starts execution.
 How an ad is executed is as important as its message.
 William Bernbach's View: Bernbach emphasized that execution can be as impactful as the content.
CONT..
An advertising message can be presented or executed in numerous ways:
 Straight sell or factual message
 Animation
 Scientific/technical evidence
 Personality symbol
 Demonstration
 Fantasy
 Comparison
 Dramatization
 Testimonial
 Humor
 Slice of life
 Combinations
1. STRAIGHT SELL OR FACTUAL MESSAGE

 Basic ad type presenting straightforward

information about a product or service.
 Paired with rational appeals focusing on specific
attributes and benefits.
 Common in print ads with a product picture and
factual copy.
 Used in TV ads with an announcer delivering the
message while showing the product.
 Often used for high involvement consumer
products, industrial, and business to business
products.
SCIENTIFIC/TECHNICAL EVIDENCE

 Variation of straight sell: uses scientific or technical

evidence in the ad.
 Advertisers cite technical info, study results, or
endorsements to support claims.
 Example: Crest used an endorsement from the
American Council on Dental Therapeutics to
promote fluoride benefits.
 Example: Dermasil ad emphasizes a breakthrough
from Vaseline Research.
DEMONSTRATION:

 Demonstration ads show the product in use to highlight key advantages.

 Effective in convincing consumers of the product's utility, quality, and
benefits.
 TV is ideal for demonstration ads, visually showcasing product benefits
on screen.
 Demonstration ads can also work in print, though less dramatic, as seen
in Du Pont's Teflon Bakeware Liners ad.
COMPARISON

 Brand comparison ads directly compare a brand's advantages over

competitors.
 Increasingly popular among advertisers for highlighting a brand's unique
features.
 Helps position new or lesser-known brands against industry leaders.
 Often used for competitive advantage appeals.
TESTIMONIAL

 Testimonial ads feature people praising a product

based on personal experience.
 Ordinary customers share their experiences and
benefits of using the brand.
 Effective when the person delivering the
testimonial is relatable or has an interesting story.
 Testimonials must be based on actual product use to
avoid legal issues, and the spokesperson must be
credible.
ANIMATION

 A popular advertising execution approach

involving animated scenes drawn by artists or
created on computers.
 Especially favored for children's commercials;
characters like the Jolly Green Giant and
Keebler elves are successful examples.
 Increased use of animation due to possibilities
of computer-generated graphics and other
innovations.
 PERSONALITY SYMBOL

• Personality Symbol: Involves creating a character to

deliver the ad message and represent the product.
• Examples include Mr. Whipple for Charmin and the
Maytag repairman.
• Characters can be animated, like Morris the Cat for 9-
Lives cat food and Tony the Tiger for Frosted Flakes.
• AFLAC duck became a popular mascot for the insurance
company through humorous commercials
FANTASY:

 A technique often used for emotional appeals,

like image advertising.
 Well-suited for television commercials,
providing a brief escape into another lifestyle.
 Product or service is integrated into the fantasy
situation created by the advertiser.
 Commonly used in cosmetics ads to create
brand-associated images and symbols.
 DRAMATIZATION:

 A technique well-suited for television commercials.

 Focuses on telling a short story with the product or service as the main focus.

 Similar to slice-of-life execution but with more excitement and suspense.

 Aims to draw the viewer into the action portrayed, making them experience the concerns and

feelings of the characters.

HUMOR:

 Used not only as an advertising appeal but

also as an execution technique.
 Particularly effective in television or radio
ads, with some attempts in print ads.
 Similar pros and cons to using humor as an
advertising appeal.
COMBINATIONS:

 Multiple execution techniques can be combined to convey the advertising message effectively.
 For instance, animation may create personality symbols or present fantasies, while slice-of-life ads
demonstrate products.
 Sometimes, comparisons are made humorously.
 FedEx employs humorous executions like slice-of-death, portraying dire consequences when
documents aren't delivered on time.
 It's up to the creative specialists to decide on the best combination of execution styles for the ad.
MUHAMMAD AAMIR SHAHZAD
20020920240
CREATIVE TACTICS

“Creative tactics refer to the specific methods and techniques used

to execute a creative strategy in advertising”.
We will discuss tactical considerations in creating
 Print ads
 TV commercial
CREATIVE TACTICS FOR PRINT ADVERTISING

Print advertising includes printed advertisements in newspapers,

magazines, brochures, posters, and outdoor boards.

There are three basic components of a print advertising.

1. The headline,
2. Body copy
3. The visual elements or illustrations

Responsibilities: copywriters handle headlines and body copy,

artists under the direction of an art director create visuals
1. HEADLINES

 Headline: Leading words in the ad, usually larger to draw

attention
 Importance: Considered the most crucial part of a print ad
 Function: Attracts attention, interests readers in the rest of the
message
 Research: Shows headline is often the first thing people look at
in a print ad
 Purpose: Must give a good reason to read the rest of the ad's
copy
THERE ARE VARIOUS TYPES OF HEADLINES:

Direct Headlines:
 Straightforward and informative, targeting a specific audience
 Offer specific benefits, make promises, or announce reasons for reader interest

Indirect Headlines:
 Not straightforward, provoke curiosity and lure readers into the body copy
 Techniques include questions, provocations, howto statements, and challenges

Subheads:
 Often accompany main headlines in print ads
 Smaller than main headline but larger than body copy
 Enhance readability by breaking up body copy and highlighting key sales points
2. BODY COPY

Main text in a print ad, vital for conveying the message.

 Balancing Act: Must be concise yet informative to maintain
reader interest.
 Content: Reflects the ad's appeal type—rational or emotional.
 Writing Styles: Vary based on the chosen appeal to effectively
communicate with the audience.
3. VISUAL ELEMENTS

 The third major component of a print ad is the visual element.

 They capture attention and convey ideas effectively.
 Sometimes, the picture alone communicates the message.
Example: Sims Snowboards ad featuring a snowboarder facing machines.
Decision Making for Visuals:
 Selecting logos, photos, or drawings that align with the message.
 Choosing appropriate colors to enhance the ad's impact.
 Deciding on the main focus of the picture to convey the intended
message clearly.
 CREATIVE TACTICS FOR TELEVISION

 TV combines sight, sound, and motion for a strong impact.

 Allows for various advertising appeals and styles.
 The goal is to grab and maintain attention despite distractions.

Components:
• TV commercials have video and audio elements.
• Both must work together to effectively communicate the message
VIDEO:

 The video part of a commercial is what you see on

the TV screen.
 This visual part is usually the most important.
 It needs to grab people's attention and show a clear
idea, message, or image.
 Many visual details need to be carefully planned to
make a good ad, including:
 The person presenting it
 Who will appear in the ad
 Lighting
 Graphics
 Colors etc
AUDIOS

 The audio part of a commercial includes voices, music, and sound effects.
 Voices can be used directly by a spokesperson, as a conversation, or through a
voiceover by an unseen announcer.
 Celebrities with distinctive voices are often used for voiceovers in commercials.
Examples include
 Richard Dreyfuss for Honda.
 Jeff Goldblum for Apple computers
 Ashley Judd for Diet Coke.
SHEROZ RAZZAQ
20020920228
PLANNING AND PRODUCTION OF TV COMMERCIALS

one of the first decisions that has to be made in planning a TV commercial is the type of appeal and execution style
that will be used. Television is well suited to both rational and emotional advertising appeals or combinations of
the two. Various execution styles used with rational appeals, such as a straight sell or announcement,
demonstration, testimonial, or comparison, work well on TV. Advertisers recognize that they need to do more than
talk about, demonstrate, or compare their products or services. Their commercials have to break through the
clutter and grab viewers’ attention; they must often appeal to emotional, as well as rational, buying motives.
Television is essentially an entertainment medium, and many advertisers recognize that their commercials are
most successful when they entertains well as inform. Many of the most popular advertising campaigns are
characterized by commercials with strong entertainment value, like the Whassup ? campaign for Budweiser, the
humorous “Got milk” ads, musical spots for the Gap, and the many stylish and engaging Nike ads. Some of the
most popular commercials recently have been those created for Volkswagen’s “Drivers wanted” campaign, which
explores drivers’ life experiences with their VWs36 (Exhibit 925). TV is particularly well suited to drama; no
other advertising medium can touch emotions as well. Various emotional appeals such as humor, fear, and fantasy
work well on TV, as do dramatizations and sliceoflife executions.
PLANNING THE COMMERCIALS

Planning the Commercial The various elements of a TV commercial are brought together in a script, a written
version of a commercial that provides a detailed description of its video and audio content. The script shows the
various audio components of the commercial—the copy to be spoken by voices, the music, and sound effects. The
video portion of the script provides the visual plan of the commercial—camera actions and angles, scenes,
transitions, and other important descriptions. The script also shows how the video corresponds to the audio portion
of the commercial.
Once the basic script has been conceived, the writer and art director get together to produce a storyboard, a series of
drawings used to present the visual plan or layout of a proposed commercial. The storyboard contains still
drawings of the video scenes and descriptions of the audio that accompanies each scene. Like layouts for print ads,
storyboards provide those involved in the production and approval of the commercial with a good approximation
of what the final commercial will look like. In some cases an anima tic (a videotape of the storyboard along with
the soundtrack) may be produced if a more finished form of the commercial is needed for client presentations or
pretesting.
PRODUCTION

Once the storyboard or anima tic of the commercial is approved, it isb ready to move to the production phase, which
involves three stages:
1. Preproduction—all the work and activities that occur before the actual shooting recording of the commercial.
2. Production—the period during which the commercial is filmed or videotaped and recorded.
3. Postproduction—activities and work that occur after the commercial has been filmed and recorded.
HADEED
20020920189
THE THREE PHASES OF PRODUCTION
FOR COMMERCIALS

Preproduction
* Selecting a director
* Choosing a production company
* Bidding
* Cost estimation and timing
* Production timetable
Set construction
Location
Agency and client approvals
Casting
Wardrobes
* Preproduction meeting
Production
 Location versus set shoots
 Night/weekend shoots
 Talent arrangements
Postproduction

* Editing

* Processing
* Recording sound effects
* Audio/video mixing
* Optical
* Client/agency approval
* Duplicating
* Release/shipping
 GUIDELINES FOR EVALUATING CREATIVE OUTPUT

Advertisers use numerous criteria to evaluate the creative approach suggested by thread agency. However, the
evaluation process is usually more subjective; the advertising or brand manager relies on qualitative considerations.
1. Basic criteria for evaluating creative approaches are discussed.
2. Consistent with the brand’s marketing and advertising objectives?
3. Consistent with the creative strategy and objectives?
4. Does it communicate what it is supposed to?
5. Appropriate for the target audience?
6. Creative approach communicate a clear and convincing message to the customer?