Implementation and Evaluation (Guidelines for evaluating creative input …
Implementation and Evaluation
Appeals and Execution
Advertising Appeals - "the approach used to attract the attention of con- sumers and/or to influence their feelings toward the product, service, or cause."
focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand."
Emotional appeals relate to the customers’ social and/or psychological needs for purchasing a product or service.
"transformational ad is defined as “one which associates the experience of using (consuming) 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.”"
There are levels to relationships with brands. At the foundation is the product benefits, next level is the personality, and then at the top is the emotion
reminder advertising, which has the objective of building brand awareness and/or keeping the brand name in front of consumers.
"teaser advertising , which is designed to build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it."
"user- generated content (UGC) , whereby ads are created by consumers rather than by the company and/or its agency."
Advertising Execution -
Straight-sell or factual message
Slice of life
Creative Execution Style - "the way a particular appeal is turned into an advertising message presented to the consumer."
- the words in the leading position of the ad—the words that will be read first or are positioned to draw the most attention.
are straightforward and informative in terms of the message they are presenting and the target audience they are directed toward.
are not straightforward about identifying the product or ser- vice or getting to the point.
"Subheads are usually smaller than the main headline but larger than the body copy."
"The main text portion of a print ad is referred to as the body copy"
Visual Element is the third major component. Illustrations are a dominant part of the ad
"A layout is the physical arrangement of the various parts of the ad, including the headline, subheads, body copy, illustrations, and any identifying marks."
Television (Tv ads have several components)
Video -Generally dominates the commercial, so it must attract viewers’ attention and communicate an idea, message, and/or image
Audio -voices, music, and sound effects.
voiceover - the message is delivered or action on the screen is narrated or described by an announcer who is not visible.
Needle drop - Refers to music that is prefabricated, multipurpose, and highly conventional.
Jingles - catchy songs about a product or service that usually carry the advertising theme and a simple message.
Planning and production of TV commercials
Find type of appeal and execution style
Script - a written version of a commercial that provides a detailed description of its video and audio content.
Preproduction —all the work and activities that occur before the actual shoot- ing/recording of the commercial.
Production —the period during which the commercial is filmed or videotaped and recorded.
Postproduction —activities and work that occur after the commercial has been filmed and recorded
Guidelines for evaluating creative input
Is the creative approach consistent with the brand’s marketing and advertising objectives?
Is the creative approach consistent with the creative strategy and objectives? Does it communicate what it is supposed to?
Is the creative approach appropriate for the target audience?
Does the creative approach communicate a clear and convincing message to the customer?
Does the creative execution keep from overwhelming the message?
Is the creative approach appropriate for the media environment in which it is likely to be seen?
Is the ad truthful and tasteful?