This chapter focuses in how the advertising message can be
conveyed. It is divided into following
three parts:
- Appeals & execution styles
- Creative tactics
- Client evaluations & approval of creative work
Appeals & Execution styles
The advertising appeal refers to the approach used to attract the attention of consumers and/or
to influence
their feelings toward the product, service, or
cause.
The creative execution style is the way a
particular appeal is turned into an advertising message presented to the consumer.
Advertising appeals mainly falls into two categories
Information/Rational appeals
Various Examples of ads with
information/rational appeal
Dish-TV ad making a PRICE offer
Volvo ad giving the product features along with price
Coke v/s Pepsi- product comparison
Emotional Appeal
Emotional appeals relate to the
customers’ social and/or psychological needs for purchasing a product
or service.
Various types of needs & emotions can be
Examples:
Open happiness by CocaCola
Fear factor ad of I-pill
Combined rational & emotional appeal
In many
advertising situations, the decision facing the creative specialist is
not whether to choose an emotional or a rational appeal but, rather, determining how to combine the two approaches.
Advertising Execution
Various Styles of
Execution are :
Each of these styles can
be very well understood by examples:
Animation- Alpenlibe
Comparison – Surf V/s
Tide
Testimonial- Maggi (me
and meri maggi commercial)
Slice of Life- Moov
Janani TVC
Demonstration- Harpic
Scientific/Technical-
Intel ads
Personality Symbol-
Pillsbury Atta commercial
Creative Tactics
Print Advertising:
TV commercial
Various production
stages of the commercial
Client Evaluation & approval of Creative Work
There exists a variety
of approvals which are required from the client side
•
Advertising or communications manager
•
Product or brand managers
•
Marketing director or vice president
•
Legal department
•
President or CEO
•
Board of directors
Guidelines for
evaluating the creative output
- 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?
