Post on 21-Dec-2015
Chapter 9
Creative Strategy:
Implementation and Evaluation
Last Class
creative strategy
creation of the advertising campaign
The concept of copy platforms that are used to guide
the development of advertising campaigns.
Various approaches used for determining major selling
ideas that form the basis of an advertising campaign
Inherent drama
Today
Understand the different types of advertising appeals
Recognize the various advertising execution techniques
Consider the evaluation guidelines
TV Ads Print Ads
To influence consumer feelings toward a product, service or cause
To influence consumer feelings toward a product, service or cause
To influence consumer feelings toward a product, service or cause
To influence consumer feelings toward a product, service or cause
The approach used to attract the attention of consumers
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message
The way the message is presented to the consumerThe way the message is
presented to the consumer
The approach used to attract the attention of consumers
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising messageThe way an appeal is turned into an advertising message
Appeals and Execution Style
AdvertisingAppeals
AdvertisingAppeals
ExecutionStyle
ExecutionStyle
A Rational, “Popularity” Appeal
+
Advertising for Skyy vodka uses emotional appeals
Why Emotional Appeals?
consumers' feelings about a brand can be more important than their knowledge of its features or attributes
emotional messages are better remembered than non-emotional messages
Music and Visual Effects Excite Feelings
Rational and emotional advertising appeals
can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives
RicherRicher
MoreExcitingMore
Exciting
WarmerWarmer
FeelingsFeelings
MeaningsMeanings
ImagesImages
BeliefsBeliefs
MoreExcitingMore
Exciting
WarmerWarmerRicherRicher
BeliefsBeliefs
ImagesImages
MeaningsMeanings
FeelingsFeelings
Transformational Ads
MoreEnjoyable
MoreEnjoyable
It must make the product use experience . . .
It must make the product use experience . . .
The ads create . . .The ads
create . . .
Norwegian Uses Transformational Advertising
+
Norwegian Uses Transformational Advertising
+
MasterCard Creates an Emotional Bond
+
American Red
Cross
Lee Jeans used ______ advertising to create interest and excitement for its new jeans
Teaser Ads May Not Show the Product
Teaser Ads Excite Curiosity
Personality Symbol Personality Symbol Personality Symbol Personality Symbol
Straight-sellStraight-sell
ScientificScientific
DemonstrationDemonstration
ComparisonComparison
DramatizationDramatization
HumorHumor
Slice of lifeSlice of life
TestimonialTestimonial
AnimationAnimation
FantasyFantasyFantasyFantasyDramatizationDramatization
ComparisonComparison
AnimationAnimationDemonstrationDemonstration
TestimonialTestimonialScientificScientific
Slice of lifeSlice of lifeStraight-sellStraight-sell
Ad Execution Techniques
Apple Uses a ____________
+
Crest Whitestrips Uses a __________
+
Chevy Trucks Uses a __________ Execution
Slice of life Executions
sometimes criticized for being unrealistic and irritating.
often present a problem consumers encounter and suggest a solution.
can be used effectively by business-to-business marketers.
Procter & Gamble a frequent user of slice-of-life executions.
AFLAC Duck, a __________________
What is the appeal?
What is the execution technique?
Overwhelming Creativity
Any examples?
Nortel Uses Music Creatively
Animatic Rough
Visa – TV Commercials
Print Ads
1950
““Equinox”Equinox”(1995)(1995)
StoresStores(1995)(1995)
StoresStores(1995)(1995)
ChefsChefs(1995)(1995)
ChefsChefs(1995)(1995)
BeachBeachChairsChairs(1997)(1997)
BeachBeachChairsChairs(1997)(1997)
CitiesCities
ArtistsArtists
FlavorsFlavors
FlavorsFlavors
Layout:How Elements Are Blended Into a Finished Ad
Layout:How Elements Are Blended Into a Finished Ad
Visual Elements: Illustrations Such As Drawings or Photos
Visual Elements: Illustrations Such As Drawings or Photos
Body Copy:The Main Text Portion of a Print Ad
Body Copy:The Main Text Portion of a Print Ad
Subheads:Smaller Than the Headline, Larger Than the Copy
Subheads:Smaller Than the Headline, Larger Than the Copy
Headline:Words in the Leading Position of the Ad
Headline:Words in the Leading Position of the Ad
Visual Elements: Illustrations Such As Drawings or Photos
Visual Elements: Illustrations Such As Drawings or Photos
Body Copy:The Main Text Portion of a Print Ad
Body Copy:The Main Text Portion of a Print Ad
Subheads:Smaller Than the Headline, Larger Than the Copy
Subheads:Smaller Than the Headline, Larger Than the Copy
Headline:Words in the Leading Position of the Ad
Headline:Words in the Leading Position of the Ad
Print Ad Components
The role of headlines and subheads
HEADLINES:The most important function or role of the headline is to
• attract the readers' attention and • make them interested in the remainder of the
message.
• Some ads use little or no body copy so the headline must work with the illustration or visual portion of the ad to communicate the entire advertising message.
Altoids Uses a Headline Effectively
+
Headlines Can Capture Attention
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The role of headlines and subheads (cont.)
SUBHEADS:Subheads are often used to enhance the readability of the
message
- by breaking up large amounts of body copy and
- highlighting key sales points.
Their content often reinforces the headline and advertising slogan or theme.
FormatFormat Arrangement of the Elements on the Printed PageArrangement of the Elements on the Printed Page
SizeSize Expressed in Columns, Column Inches or Portions of a PageExpressed in Columns, Column Inches or Portions of a Page
ColorColor Black & White or Two-, Three-, or Four-color PrintingBlack & White or Two-, Three-, or Four-color Printing
WhiteSpaceWhiteSpace
Marginal and Intermediate Space That Remains UnprintedMarginal and Intermediate Space That Remains Unprinted
FormatFormat Arrangement of the Elements on the Printed PageArrangement of the Elements on the Printed Page
ColorColor Black & White or Two-, Three-, or Four-color PrintingBlack & White or Two-, Three-, or Four-color Printing
SizeSize Expressed in Columns, Column Inches or Portions of a PageExpressed in Columns, Column Inches or Portions of a Page
Print Ad Layout
Elements of a Print ad
Headline
Visual
Body Copy
Identification Marks
Insert Savin ad from 6/e
acetates here T9-6
Design Guidelines Balance Do the elements in the materials work with each other?
Dominance One element should be larger than the others to draw
attention to the ad Flow
Sequential eye movement Proportion
Size should be determined by importance Coherence
There must be harmony among the elements Unity
How well the ad holds together in terms of total effect
Formal balance can create a very orderly look and feel.
Informal balance can create
desired eye movement
through an ad.
Emphasis in an ad will lead the reader to focus on one layout element more than another
Step-by-Step Guide to Art & Copy Art
Thumbnail sketches Rough or pencil
layout Comprehensive
layout
Copy Headline &
subheads Rough copy Final copy
Phone: 555-555-5555 Fax: 555-555-5555
Email: xyz@microsoft.com
Primary Business Address Your Address Line 2 Your Address Line 3 Your Address Line 4
Back Panel Heading
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Organization
This is a good place to briefly, but effectively, summarize your prod-ucts or services. Sales copy is typi-cally not included here.
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Product/Service Information
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Tel: 555 555 5555
Your business tag line here.
Caption describing picture or graphic.
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Secondary Heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aliguam erat volutpat. Ut wisis enim ad minim veniam, quis nostrud exerci tution ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo conse-quat. Duis te feugifacilisi. Duis autem dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit au gue duis dolore te feugat nulla facilisi. Ut wisi enim ad minim veniam, quis nostrud exerci taion ullam-corper suscipit lobortis nisl ut aliquip ex en commodo consequat. Duis te feugifacilisi per suscipit lobortis nisl ut aliquip ex en commodo consequat. Lorem ipsum dolor
The most important information is included here on the inside pan-els. Use these panels to introduce your or-ganization and describe specific products or services. This text should be brief and should entice the reader to want to know more about the product or service.
You can use secondary headings to organize your text to make it
more scannable for the reader.
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Main Inside Heading
sit amet, consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aliguam erat volutpat.
Primary Business Address Your Address Line 2 Your Address Line 3 Your Address Line 4
Phone: 555-555-5555 Fax: 555-555-5555
Email: xyz@microsoft.com
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Caption describing pic-ture or graphic.
Caption describing picture or graphic.
Art: Thumbnail Sketch
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AD D R E SS
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Art: Thumbnail Sketch
Art: Thumbnail Sketch
Home Page Your business tag line here.
HOME PAGE TITLE
Your home page gives your readers their first impressions of your site's purpose, content, and layout. This is a good place for text that orients readers to your organization and shows them how to navigate around your site. The Wizard has automatically set up hyperlinks to the pages you selected. Simply fill the pages with your own content and your site is ready to post to the World Wide Web.
Organization
To contact us:
Phone: 555-555-5555 Fax: 555-555-5555
Email: xyz@microsoft.com
Primary Business Address Your Address Line 2 Your Address Line 3 Your Address Line 4
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Home Page
Art: Rough or Pencil Layout
Use actual dimensions Mock up to best simulate color, type
size, text block size, photo size, drawing size, etc.
Incorporate actual headlines and subheads when possible
Create the look & feel of the material without having completed components
Art: Comprehensive Layout “Comps”
Final layout before actual materials are inserted
Used to communicate creative concepts to client
Actual dimensions, colors, paper types, etc.
Typography
Copy: Final Copy
Corresponds to art director’s final layout Copywriter’s complete & polished effort Takes SEVERAL drafts to reach final
copy Final copy needs time to “cool”
Evaluating Layouts Will the layout attract the prospect?
Does the layout reflect values & tastes of the target markets? Is the product the star?
No “art for art’s sake” What is the point of the layout?
Does the layout grab the customer & encourage involvement? Is the layout inviting & readable?
Obscure types hurt the eyes. Reverse type – a BIG NO NO!!! Are the color combinations right?
For ad space: How does the ad look in its editorial environment?
Evaluating Copy
Lots of checklists & how-to guides Copy should be clean & clear
Language is simple without being simplistic Present tense, active voice
DON’T USE THE VERB “TO BE” Friendly & conversational, not patronizing Makes sense to the customer
Long v. short copy
Evaluating Copy Fact of life
80%+ of people who see an ad don’t read the copy (Ogilvy 1985)
If the headline doesn’t catch ‘em, they’re lost till next time
Benefits sell – features don’t sell The call to action Copy should do everything a personal sales call does White space Ease of ordering
Sum Up
Execution Styles Advertising Appeals
Super bowl ads http://msnbc.msn.com/id/4132154/
Print Ads
Next Class
To do!