marketing research
farahalenezi
chapter09.ppt
Creative Strategy: Implementation and Evaluation
9
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Chapter One
An Introduction to Integrated Marketing Communications
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Appeals and Execution Style
Advertising
Appeals
Execution
Style
To influence consumer feelings toward a product,
service or cause
The approach used to attract the attention of consumers
The way an appeal is turned into an advertising message
The way the message is presented to the consumer
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Types of Informational/Rational Appeals
Popularity: Stresses the brand’s popularity
News: News announcement about the product
Price: Makes price offer the dominant point
Competitive: Makes comparisons to other brands
Feature: Focus on dominant traits of the product
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A Rational Appeal
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Appealing to Personal States or Feelings
Safety
Security
Fear
Love, Affection
Happiness, Joy
Nostalgia
Sentiment
Excitement
Arousal
Stimulation
Sorrow, Grief
Pride
Achievement
Accomplishment
Self-esteem
Embarrassment
Actualization
Pleasure
Ambition
Comfort
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Appealing to Social-Based Feelings
Social-Based
Feelings
Many feelings or needs can serve as the basis for advertising appeals designed to influence consumers on an emotional level.
Status
Acceptance
Respect
Approval
Affiliation
Belonging
Rejection
Recognition
Embarrass-ment
Involvement
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Transformational Ads
It must make the product use experience . . .
The ads
create . . .
Transformational ads are defined as those which associate the experience of using the advertised brand with a unique set of psychological characteristics not typically associated with the brand experience, or to the same degree without exposure to the advertisement.
Richer
More
Exciting
Warmer
Feelings
Meanings
Images
Beliefs
More
Enjoyable
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Example of Transformational Ads
http://www.youtube.com/watch?v=LK8Z5_Ky4TM
Malt syrup
Transformational advertising can help differentiate a product or service by making the consumption experience more enjoyable by suggesting the type of experiences consumers might have when they consume the product/ or services.
Combining Rational and Emotional Appeals
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Levels of Relationships With Brands “emotional bonding concept”
The basic concept of emotional bonding is that consumers develop three levels of relationship with brands.
Emotions
Personality
Product Benefits
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Teaser Ads Excite Curiosity
Brief advertising campaign intended to arouse interest and curiosity without revealing the product.
Once the teaser campaign gets the public's attention, it is replaced by traditional advertising.
Grand Bentley Teaser Campaign
New BMW 5 Series Teaser Campaign
Ad Execution Techniques
Personality Symbol
Straight sell
Scientific/Technical
Demonstration
Comparison
Testimonial
Humor
Slice of life
Imagery
Animation
Dramatization
Combinations
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Straight Sell or Factual Image
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Slice-of-Life Execution
http://www.youtube.com/watch?v=7oI85rc9YPI
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Animation
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Personality Symbol
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Jeep Uses Imagery for the Wrangler
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Dramatization
Humor & Comparison
Examples of ads. techniques
- Slice of death
- https://www.youtube.com/watch?v=ZvqV2JgKdRk
- Demonstration
- https://www.youtube.com/watch?v=kilVkRoT5uk
- Technical /scientific ads
- https://www.youtube.com/watch?v=2tmyoXnRcn0
- Clinically proved
- https://www.youtube.com/watch?v=Odu3z057brw
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
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Ad Layout
Indirect headline
Body copy
Visual element
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Creative Tactics for Television
Sight
Motion
Sound
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Jingles
Jingles: are catchy songs about a product/ or service that usually carry the advertising theme and a simple message.
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Production Stages for TV Commercials
Preproduction
All work before actual shooting, recording
Production
Period of filming, taping, or recording
Postproduction
Work after spot is filmed or recorded (E.g., editing, audio/ video mixing and duplicating
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Preproduction Tasks
Preproduction
http://www.youtube.com/watch?v=dkpIM_uqLeg
Select a director
Cost estimation and timing
Choose production company
Bidding/ request
Preproduction meeting
Production timetable
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Production Tasks
Production
Location (Decision regarding where to shoot)
Timing of shoots (night, weekends)
Talent management
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Postproduction Tasks
Postproduction
https://www.youtube.com/watch?v=nNorsp_Dwp4
Editing
Processing
Sound effects
Audio/video mixing
Optical /visual
Approvals
Duplicating
Release/
shipping
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Evaluation Guidelines for Creative Output
Consistent with brand marketing objectives?
Consistent with brand advertising objectives?
Consistent with creative strategy, objectives?
Communicates what it’s supposed to?
Approach appropriate to target audience?
Communicates clear, convincing message?
Does execution overwhelm/ overshadowed the message?
Appropriate to the media environment?
Truthful and tasteful?
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