Creative Strategy:

Implementation and
Evaluation
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Appeals and Execution Style

Advertising
Advertising
Appeals
Appeals

Execution
Execution
Style
Style

The
The approach
approach used
used to
to attract
attract
the
the attention
attention of
of consumers
consumers
To
To influence
influence consumer
consumer feelings
feelings
toward
toward aa product,
product,
service
service or
or cause
cause

The
The way
way an
an appeal
appeal is
is turned
turned
into
into an
an advertising
advertising message
message
The
The way
way the
the message
message is
is
presented
presented to
to the
the consumer
consumer

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Types of Informational/Rational Appeals

Feature:
Feature: Focus
Focus on
on dominant
dominant traits
traits of
of the
the product
product

Competitive:
Competitive: Makes
Makes comparisons
comparisons to
to other
other brands
brands

Price:
Price: Makes
Makes price
price offer
offer the
the dominant
dominant point
point

News:
News: News
News announcement
announcement about
about the
the product
product

Popularity:
Popularity: Stresses
Stresses the
the brands
brands popularity
popularity
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Feature Appeal

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2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Feature Appeal

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2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Feature Appeal

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2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Feature Appeal

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2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Price Appeal

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2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

News Appeal

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Rational, Popularity Appeal

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Appealing to Personal States or Feelings

Achievement
Actualization
Ambition
Stimulation
Excitement
Grief
Joy
Nostalgia
Pride
Security
Sentiment

Accomplishment
Affection
Arousal
Comfort
Fear
Happiness
Love
Pleasure
Safety
Self-esteem
Sorrow

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Transformational Ads

Feelings
Feelings
Meanings
Meanings

Richer
Richer
More
More
Exciting
Exciting

The
The ads
ads
create
create .. .. ..

It
It must
must make
make
the
the product
product use
use
experience
experience .. .. ..

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Images
Images
Beliefs
Beliefs

Warmer
Warmer
More
More
Enjoyable
Enjoyable

Reminder Advertising

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Reminder Advertising

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Teaser Ad campaigns

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Transformational Advertising for Skyy Vodka

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Levels of Relationship with Brands

Emotions
Emotions
Personality
Personality
Product
Product Benefits
Benefits

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

MasterCard Creates an Emotional Bond

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Ad Execution Techniques
Straight
Straight sell
sell

Animation
Animation

Scientific
Scientific

Personality
Personality Symbol
Symbol

Demonstration
Demonstration

Imagery
Imagery

Comparison
Comparison

Dramatization
Dramatization

Testimonial
Testimonial

Humor
Humor

Slice
Slice of
of life
life

Combinations
Combinations

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Mentadent Uses a Demonstration

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Apple Uses a Testimonial

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Listerine Uses a Slice-of-Life Execution

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Jeep Uses Imagery for the Wrangler

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Print Ad Components
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
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Headlines Help Select Good Prospects

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Print Ad Layout

Format
Format
Size
Size

Arrangement
Arrangement of
of the
the elements
elements on
on the
the
printed
printed page
page
Expressed
Expressed in
in columns,
columns, column
column inches
inches or
or
portions
portions of
of aa page
page

Color
Color

Black
Black &
& white
white or
or two-,
two-, three-,
three-, or
or fourfourcolor
printing
color Printing
printing
Printing

White
White
Space
Space

Marginal
Marginal and
and intermediate
intermediate space
space that
that
remains
remains unprinted
unprinted

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Top 10 Jingles of the Century

Company

Jingle

1. McDonalds

You deserve a break today

2. U.S. Army

Be all that you can be

3. Pepsi Cola

Pepsi Cola Hits the Spot

4. Campbells Soup

Mm, Good Mm Good

5. Chevrolet

See the USA in your Chevrolet

6. Oscar Mayer

I wish I was an Oscar Mayer Wiener

7. Wrigleys gum

Double your pleasure, double your fun

8. Winston

Winston tastes good like a cigarette should

9. Coca-Cola

Its the real thing

10. Brylcreem

BrylcreemA little dabll do ya

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Production Stages for TV Commercials

Preproduction
Preproduction

All
All work
work before
before actual
actual
shooting,
shooting, recording
recording

Production
Production

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

Postproduction
Postproduction

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

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Preproduction Tasks
Select
Select aa director
director
Choose
Choose
production
production
company
company

Preproduction
Preproduction
meeting
meeting

Preproduction
Preproduction
Production
Production
timetable
timetable

Bidding
Bidding
Cost
Cost estimation
estimation
and
and timing
timing
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Production Tasks

Production
Production

Location
Location versus
versus
set
set shoots
shoots

Night/weekend
Night/weekend
shoots
shoots

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Talent
Talent
arrangements
arrangements

Postproduction Tasks
Editing
Editing

Processing
Processing

Release/
Release/
shipping
shipping

Sound
Sound effects
effects
Postproduction
Postproduction
Audio/video
Audio/video
mixing
mixing

Duplicating
Duplicating

Client/agency
Client/agency
approval
approval

Opticals
Opticals

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Evaluation Guidelines for Creative Output

Consistent
Consistent with
with brands
brands marketing
marketing objectives?
objectives?
Consistent
Consistent with
with brands
brands advertising
advertising objectives?
objectives?
Consistent
Consistent with
with creative
creative strategy,
strategy, objectives?
objectives?
Does
Does itit communicate
communicate what
what its
its supposed
supposed to?
to?
Approach
Approach appropriate
appropriate to
to target
target audience?
audience?
Communicate
Communicate clear,
clear, convincing
convincing message?
message?
Does
Does execution
execution overwhelm
overwhelm the
the message?
message?
Appropriate
Appropriate to
to the
the media
media environment?
environment?
Is
Is the
the advertisement
advertisement truthful
truthful and
and tasteful?
tasteful?
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin