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Lecture 7 & 8

The document discusses creative strategy and execution in advertising. It covers advertising appeals, execution styles, creative tactics for print and television, and guidelines for evaluating creative output such as consistency with objectives and appropriateness for the target audience.

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Adil Iqbal
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© © All Rights Reserved
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6 views

Lecture 7 & 8

The document discusses creative strategy and execution in advertising. It covers advertising appeals, execution styles, creative tactics for print and television, and guidelines for evaluating creative output such as consistency with objectives and appropriateness for the target audience.

Uploaded by

Adil Iqbal
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 53

Chpt.

9 Creative Strategy:
Implementation and Evaluation
Group No 8
Mehmet Sentürk, Mike Weber, Nico Frey, Onur Deniz
Outline
1. Appeals and Execution Styles
◦ Advertising Appeals
◦ Advertising Execution
2. Creative Tactics
◦ Creative Tactics for Print Advertising
◦ Creative Tactics for Television
3. Client Evaluation and Approval
◦ Guidelines for Evaluating Creative Output
1. Appeals and Execution
Styles
Advertising Appeals
Appeals and Execution Style
The approach used to attract the
attention of consumers
Advertising Appeals

To influence consumer feelings


toward a product, service or cause

The way an appeal is turned into an


advertising message
Execution Style

The way the message is presented to


the consumer
Advertising Appeals
 Two categories:

◦ Informational/Rational Appeals

◦ Emotional Appeals
Informational/Rational Appeals
Feature Appeal
Focus on the dominant product traits

Competitive Advantage Appeal


Makes comparisons to other brands

Favorable Price Appeal


Makes price offer the dominant point

News Appeal
News announcement about the product

Product/Service Popularity
Stresses the brand’s popularity
Emotional Appeals
Combining Rational and Emotional
Appeals
Levels of Relationships with Brands
Additional Types of Appeals
Reminder Advertising
Additional Types of Appeals
Teaser Advertising
1. Appeals and Execution
Styles
Advertising Execution
Straight Sell or Factual Message

- Presentation of information
- Focus: Product or service and its
specific attributes and/or benefits
- Often used in print ads but also in TV
advertising (ex.: high-involvement consumer
products)
Scientific/Technical Evidence

- Technical information, results of scientific or


laboratory studies or endorsements.
- Results from scientific bodies or agencies.
Demonstration
- Key advantages of the product or service by showing
the actual use or situation.
- Goal: Convince the consumers of a product´s utility or
quality.
- Very practical for TV advertising (but also used in print
ads)
Comparison

- The own product will


directly compared with a competitor´s product
 Competitor´s advantage
Testimonial

- Testimonial by ordinary
satisfied customers with whom target audience
can identify.
- Endorsement
- Ex.: Apples switch campaign
Slice of Life

- Package-goods products
- Problem/solution approach
- Slice-of-death advertising
Animation

- Use of animated scenes


(cartoons, puppets etc.)
- Especially for commercials targeted at children.
- Roger-Rabbit-style
Personality Symbol

- Developing a central character or symbol to deliver the


advertising message.
- VIP
- Problems
Fantasy

- Popular for emotional


types of appeals (image advertising)
- Well suited for Cosmetics
Dramatization

- Telling a short story of the product/service


- Difference to slice-of-life: More excitement and
suspense.
- Well suited for TV.
Humor
Combination

- Animation and Fantasy


- Slice-of-Life and Demonstration
- Comparison and Humor
2. Creative Tactics
Creative Tactics for Print and Television
Advertising
Old Spice Commercial
3. Client Evaluation and
Approval
Guidelines for Evaluating Creative Output
Guidelines for evaluating creative
output
 Is the creative approach consistent with the brand’s
marketing and advertising objectives?
 Is the creative approach consistent with the creative strategy
and objectives?
 Is the creative approach appropiate for the target audience?
 Does the creative approach communicate a clear and
convincing message to the consumer?
 Does the creative execution keep from overwhelming the
message?
 Is the creative approach appropiate for the media
environment in which it is likely to be seen?
 Is the ad truthful and tasteful?
Is the creative approach consistent with the brand’s
marketing and advertising objectives?

Creative approach has to:

 be compatible with way of positioning


 contribute to the marketing and advertising
objectives

F.e. Samsung’s positioning by competitor is


supported by their advertising
Is the creative approach consistent with the
creative strategy and objectives?

 The advertisement has to communicate what it is


supposed to communicate
Is the creative approach appropiate for the
target audience?

The ad appeal has to:


 be understood
 communicate effectively

Difficult to develop ads for teenage market

 Styles, fashions and values change rapidly


 Advertisers use approach that is popular among teens

 Ad of Sparrow guitar, an example of effective


communication with youth
Stop playing games. Start playing
guitar.
Does the creative approach communicate a clear and
convincing message to the consumer?

 Creativity important in advertising


 Creative advertisement has also to

communicate reasons to buy the product


Benefits, features,…

 Scottex: creative and informative ad


Scottex. Toilet paper escape.
Does the creative execution keep from overwhelming the
message?

 The creative execution may not overshadow the


advertiser’s message
 essential to register the brand name & selling
points effectively
Is the creative approach appropiate for the media
environment in which it is likely to be seen?

 The ad has to fit into the media environment


in which it will be shown

Example: Heineken develops new ads for the


Champions Leage
Is the ad truthful and tasteful?

 Is the ad truthful?

 Can it offend consumers?


Thank you for your attention!

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