Creative Strategy:

1
Chapter 9

• Creative Strategy
• Implementation and Evaluation

2
Chapter 9 Learning Objectives

• Understand the different types of advertising
  appeals
• Recognize the various advertising execution
  techniques
• Consider the evaluation guidelines

3
Advertising Appeals

• Rational appeals
• Emotional appeals
• Reminder advertising
• Teaser advertising

4
Ad Execution Techniques

• Straight-sell or factual message
• Science / technical evidence
• Demonstration
• Comparison
• Slice of life

• Testimonial
• Animation
• Personality
• Fantasy
• Dramatization
• Humor
• Combination

5
Evaluation Guidelines

• Consistent with objectives?
• Approach appropriate to target audience?
• Communicate clear, convincing message?
• Appropriate execution and media?
• Is the advertisement truthful and tasteful?