Promotional Management · MKT 337: WSK CREATIVE STRATEGY: IMPLEMENTATION AND EVALUATION Additional...

MKT 337: WSK CREATIVE STRATEGY: IMPLEMENTATION AND EVALUATION

Promotional Management

Chapter 9

CREATIVE STRATEGY: IMPLEMENTATION AND EVALUATION


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


Informational/Rational Appeals

• Focus on consumer’s practical, functional or utilitarian need for the

product/service

• Facts, learning and logic of experience

• Rational Motives

– Comfort, convenience, economy, health, quality, dependability,

durability, efficiency, performance


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

4


Emotional Appeals

• Relate to consumer’s social and/ore psychological needs for

purchasing a product/service

• Some purchase decisions are emotional, more important than

knowledge or feature

• Crucial for homogenous products

• Pleasure, excitement, status or recognition

• Marketers hope that the positive feeling will transfer to the brand


Bases for Emotional Appeals


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

7


Transformational Ad

• 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

• Two characteristics

– Make the experience richer, warmer, more exciting

– Connect the experience of ad and experience of the product tightly so

that consumers cannot recall the brand without recalling the

experience of the ad


Example: Transformational Ad

Beautiful Bangladesh – School of Life https://youtu.be/8sQd4f76iF0


Combining Rational and Emotional Appeal

• Read excerpt on page 306 [David Ogilvy and Joel Raphaelson]

• Often made on both emotional and rational motives

• Example: American Airlines “We know why you fly”


Example: Emotional and Rational

Combined


Example: Emotional and Rational

Combined [zoom]


Combining Rational and Emotional Appeal

• Emotional Bonding: evaluates how consumers feel about brands

and the nature of emotional rapport they have with a brand

compared to the ideal emotional state they associate with the

product category

- McCann Erickson Worldwide [with Prof. Michael Ray]


Levels of Relationship with Brands


MasterCard – Emotional Bondage


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

16


Advertising Execution

Straight sell/factual Scientific/technical Demonstration Comparison

Testimonial Slice of life Animation Personality Symbol

Imagery Dramatization Humor Combinations

17


CREATIVE TACTICS


Basic Components of Print Advertising

Layout

How Elements Are Blended Into a Finished Ad

Visual Elements Illustrations Such As Drawings or Photos

Body Copy

The Main Text Portion of a Print Ad

Subheads

Smaller Than the Headline, Larger Than the Copy

Headline

Words in the Leading Position of the Ad


Headlines

• Attract readers attention to main theme, appeal, or proposition

– 20% go beyond headline

– Some ads contain no body copy

• Segmentation function [example: AMEX, next slide]

• Types of headlines

– Direct Headlines

– Indirect Headlines

• Subheads


Body Copy

• Long enough to communicate the message, short enough to hold

readers’ interest

• Depends on the advertising appeal and execution style


Visual Elements

• Attract attention and work in synergistic fashion

• Often the dominant element

• Decisions

– Identification mark to use

– Photos or hand-drawn illustration

– Focus of the visual


Layout

• Physical arrangement of the ad

• Also used for client approval


Headline

Copy

Visual Element

Identifying mark

Subhead


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

• Jingles: Catchy songs about a product or service that carry the advertising theme and a simple message

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The Three Phases of Production for Commercials

• Script – Storyboard – Animatics


Guidelines for evaluating Creative Output

• Consistent with objectives?

• Consistent with creative strategy?

• Appropriate for the target audience?

• Clear and convincing message?

• Creative execution keep from overwhelming the message?

• Appropriate for the media environment?

• Truthful and tasteful?


End of Chapter

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