Chapter 9

Creative
Strategy:
Implementation
and Evaluation

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Education.
 Appeals and Execution Style
 Advertising appeal: Approach used to attract
consumers’ attention and/or to influence their
feelings toward the product, service, or cause
 Creative execution style: Manner in which a
particular appeal is turned into an advertising
message presented to the consumer

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 Types of Informational/Rational
Appeals
Competitive advantage appeal
• Compares to another brand and claims superiority on one or more attributes

Feature appeal
• Focuses on the dominant traits of the product or service

Favorable price appeal

• Makes product price the dominant point of the message

News appeal
• Involves a type of news about the product, service, or company

Product/service popularity appeal

• Stresses the popularity of a product or service by pointing out the:
• Number of consumers who use the brand or those who have switched to it
• Number of experts who recommend the brand
• Leadership position in the market
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 Advantages of Emotional-Only
Campaigns
More effective in relation to campaigns using
emotional and rational content

Work well during economic downturns

Influence consumers’ interpretations of product

usage experience

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 Transformational Ads

Feelings Images
The
The ads
ads
create
create .. .. ..
Meanings Beliefs

Richer Warmer
It
It makes
makes the
the
product
product use
use
More experience.
experience. .. .. More
Exciting Enjoyable

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Education.
 Figure 9.1 - Bases for Emotional
Appeals

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Figure 9.2 - Levels of Relationships
With Brands

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 Additional Types of Appeals
Reminder advertising
• Builds brand awareness and/or helps keep the brand
name in front of consumers
Teaser advertising
• Builds curiosity, interest, and/or excitement about a
product or brand by talking about it but not actually
showing it
User-generated content (UGC)
• Created by consumers rather than by the company
and/or its agency
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 Ad Execution Techniques

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Education. 9
 Basic Components of Print Advertising
Headline
Headline
Words
Words in
in the
the Leading
Leading Position
Position of
of the
the Ad
Ad

Subheads
Subheads
Smaller
Smaller Than
Than the
the Headline,
Headline, Larger
Larger Than
Than the
the Copy
Copy

Body
Body Copy
Copy
The
The Main
Main Text
Text Portion
Portion of
of aa Print
Print Ad
Ad

Visual
Visual Elements
Elements
Illustrations
Illustrations Such
Such As
As Drawings
Drawings or
or Photos
Photos

Layout
Layout
How
How Elements
Elements Are
Are Blended
Blended Into
Into aa Finished
Finished Ad
Ad

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Education.
 Ad Layout
Headline

Visual
Element

Subhead

Copy

Identifying mark

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Education.
 Basic Components of Television
Advertising
Video
• Visual elements that attract viewers’ attention and
communicate an idea, message, and/or image

Audio
• Includes voices, music, and sound effects
• Voiceover: Message is delivered by an announcer who is not
visible
• Needledrop: Music that is prefabricated, multipurpose, and
highly conventional
• Jingles: Catchy songs about a product or service that carry
the advertising theme and a simple message
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 Figure 9.4 - The Three Phases of
Production for Commercials

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 Production Stages for TV
Commercials
All
All work
work before
before actual
actual
Preproduction
Preproduction shooting,
shooting, recording
recording

Period
Period of
of filming,
filming, taping,
taping, or
or
Production
Production recording
recording

Work
Work after
after spot
spot is
is filmed
filmed or
or
Postproduction
Postproduction recorded
recorded

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Education.
 Preproduction Tasks
Select a director

Choose
Preproduction
production
meeting
company

Preproduction

Production
Bidding
timetable

Cost estimation
and timing

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Education.
 Production Tasks

Production
Production

Location
Location Timing
Timing Talent
Talent

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Education.
 Postproduction Tasks
Editing
Editing Processing
Processing

Release/
Release/ Sound
Sound
shipping
shipping effects
effects
Postproduction
Postproduction
Audio/video
Audio/video
Duplicating
Duplicating mixing
mixing

Approvals
Approvals Opticals
Opticals

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Education.