Creative Strategy Implementation and Evaluation

1
Creative StrategyImplementation and Evaluation

• I like it, but Id like to have my face in the
  ad.

2
Advertising Appeals

• I find this advertising very appealing.
  So appealing that its
  pulling the credit
  card right out of my purse. Its
  appealing to me to buy that
  brand new BMW 5
  series. I wonder what Daddy will think when he
  sees a 60,000 charge on his credit card.

3
Informational/Rational Appeals

• Focus on consumers practical, function, or
  utilitarian need for the product.
• A feature appeal focuses on the dominant traits
  of the product (e.g. the thirst quenching
  attributes of the bottle shown in picture).

Ive got one powerful thirst for this new
family sized Poland Spring.
4
Feature Appeal for Golf Clubs
FORE!...FIVE!...SIX! Well, Jim. Thats a
record. You hit six people with one swing.
5
Competitive Advantage Appeal

• When an advertiser makes direct or indirect
  comparison to its competition
• Were number two. We try harder. -- Avis

Were number 163 because we dont try at all.
6
Favorable Price Appeal

• Price is dominant part of message
• E.g. Fast food restaurants and their .99 cent
  burgers

Then, theres the 39.99 burger from Burger God.
Its expensive, yeah, but Ive been working on
this thing for two weeks now.
7
Emotional Appeals

• I just read an ad for bunyon removalsob
• Emotions can include feelings of warmth,
  nostalgia, humor, and excitement.

This bunyon removal ad makes me feel very
excited
8
Combining Rational and Emotional Appeals

• Car ads are perfect examples extolling the
  virtues of high mileage, durability, and safety,
  while at the same time showing the cars sleek,
  stylish design, aimed at turning us on.

Were number 163 because we dont try at all,
but at least were doing it in a hot new
convertible that gets 122 miles per gallon.
9
Levels of Relationships with Brands
Built by King Tut.
10
Additional Types of Appeals

• Reminder advertising (brand awareness)
• Teaser advertising Its coming, Its coming.
  (e.g. Iphone)

Hell with the British coming. The I-phones
coming! The I-phones coming!...maybe I can
just call in the thing with the British. Who
needs this racing horse crap.
11
Advertising Execution

• Straight sell/factual message
• Scientific approach
• Demonstration
• Comparison
• Testimonial
• Slice of Life

• Animation
• Personality
• Imagery
• Dramatization
• Humor
• Combinations

12
Guess the Type of Execution

• Straight sell
• Scientific
• Testimonial
• Slice of Life
• Personality
• Imagery
• Dramatization
• Humor
• Combination

I dont go anywhere without my Shick Turbo 5
razor. It removes the stubble and leaves my
skin feeling smooth.
13
Creative Tactics
Hmm
Hmm
Hmm
Hmm
Hmmwhats that bird doing on my head?
Hmm
14
Tactics for Print Advertising
I hate the way the ink always comes off on my
hands. It rubs off all the ink! Wow, look at
this unwanted hair removal ad. Great headline
Hair Today, Gone Tomorrow. Very clever
15
Headlines

• Direct Headline straightforward
• Indirect Headline more effective at getting
  attention
• Subheads smaller, break up large amounts of
  copy and highlight key points
• Guess the type of headline this is
  TITANIC SINKS! THOSE WITH ACME LIFE
  VESTS SURVIVE!

16
Example
A DIRECT HEADLINE
Q. What might be a good indirect headline?
Note Subheads are used to break up large
blocks of copy and also give the reader a
synopsis of the copy to follow.
17
Body Copy
Is this body copy, or just copying a body?
18
Body Copy

• Expands on headline and is either straight sell
• Product features and benefits
• Competitive advantages,
• or emotionally targeted

Body copy that says SPECIAL TWO DAY SALE ON ALL
SHOES AT NORDSTROMS!
19
Use a Lot of Copy When

• Introducing a new product
• You need to reduce cognitive dissonance or create
  balance
• Selling product that depends more on reasoning
  and logic

A brochure for the new Iphone
20
Use Little Copy when

• Creating a brand image
• Appealing to emotion (pathos)

I like ads with very little copy. Im
attention deficit, and I lose it if I have to
read any polysyllabic words.
21
Visual Elements

• Must attract attention, communicate an idea or
  image, and work with headline and copy to produce
  an effective message.
• Can be photos or line art, company logos, brand
  name, trademarks.

22
Layouts

• The physical arrangement of the parts of the ad.
• Shows copywriter how much room he/she has to work
  within.
• Shows art director how large and what type of
  photos can be used.

Where to put this photo of Paris Hilton and
whipped cream?
23
Example
A layout for a product thats become part of
antiquity. Has anyone ever heard of abook?
24
Evaluation of Creative Work
My children, Theobald and Lydie, are discussing
the newest Lindsay Lohan ad for the PatchI
think they like iteven though they think
Lindsays a slut.
25
Guidelines for Evaluating Creative Output

• Is creative approach consistent with brands
  marketing and advertising objectives?
• Is creative approach consistent with creative
  strategy?
• Is creative approach appropriate for target
  audience?

26
Guidelines for Evaluating Creative Output

• Does creative communicate a clear message?
• Does creative keep from overwhelming message?
• Is creative appropriate for the media
  environment?
• Is ad truthful and tasteful?
• (hint anything with Britney, Lindsay, Paris, or
  the Olsens probably isnt tasteful)

27
Next Week
The story of what happened to Dorothy after the
Wizard of Oz ends. Unhappy with her life in
Kansas, Dorothy returns to Oz and opens an ad
agency, with the Tin Man as VP in charge of
media, the Lion in charge of accounts payable,
and the Scare Crow as account executive.
Dorothy becomes Ozs most influential woman.