Chapter 9 - Creative Strategy: Implementation & Evaluation

This chapter focuses in how the advertising message can be conveyed. It is  divided into following three parts:

1. Appeals & execution styles
2.  Creative tactics
3. 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

http://www.youtube.com/watch?v=2gPcupJrqig

Fear factor ad of I-pill

http://www.youtube.com/watch?v=yxYRU4JivZE

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

 http://www.youtube.com/watch?v=Ru0HbRlYu50

Comparison – Surf V/s Tide

http://www.youtube.com/watch?v=_Y9XasC_A3A

Testimonial- Maggi (me and meri maggi commercial)

http://www.youtube.com/watch?v=zlSzIp4G34U

Slice of Life- Moov Janani TVC

http://www.youtube.com/watch?v=QsrnN3B_A_o

Demonstration- Harpic

http://www.youtube.com/watch?v=1VYJjAuItuM

Scientific/Technical- Intel ads

http://www.youtube.com/watch?v=1RAkZUt2rA4

Personality Symbol- Pillsbury Atta commercial

http://www.youtube.com/watch?v=oi0Mp3_rEHI

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?