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McGraw-Hill/Irwin
Advertising Appeal
Creative Execution Style Creativity: Evaluation Guidelines for Evaluating Creative Output
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
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
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.
Personality Symbol
Dramatization Humor Combinations
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.
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.
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
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.
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.
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
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
Size
Color
White Space
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
Production Meeting
Editing Processing Sound effects Audio/video mixing Client/agency approval Duplicating Release/shipping