Creative Strategy: Implementation and Evaluation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

To influence consumer feelings toward a product, service or cause The approach used to attract the attention of consumers The way an appeal is turned into an advertising message The way the message is presented to the consumer The approach used to attract the attention of consumers The way an appeal is turned into an advertising message Appeals and Execution Style © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advertising Appeals Advertising Appeals Execution Style Execution Style

Popularity: Stresses the brand’s popularity News: News announcement about the product Price: Makes price offer the dominant point Competitive: Makes comparisons to other brands Feature: Focus on dominant traits of the product News: News announcement about the product Price: Makes price offer the dominant point Competitive: Makes comparisons to other brands Feature: Focus on dominant traits of the product Types of Rational Appeals © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Rational, “Popularity” Appeal © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

AchievementAccomplishment ActualizationAffection AmbitionArousal StimulationComfort ExcitementFear GriefHappiness JoyLove NostalgiaPleasure PrideSafety SecuritySelf-esteem SentimentSorrow AchievementAccomplishment ActualizationAffection AmbitionArousal StimulationComfort ExcitementFear GriefHappiness JoyLove NostalgiaPleasure PrideSafety SecuritySelf-esteem Appealing to Personal States or Feelings © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Status Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Appealing to Socially Based Feelings © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Social-Based Feelings Social-Based Feelings

Music and Visual Effects Excite Feelings © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Richer More Exciting More Exciting Warmer Feelings Meanings Images Beliefs More Exciting More Exciting Warmer Richer Beliefs Images Meanings Feelings Transformational Ads © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin More Enjoyable More Enjoyable It must make the product use experience... The ads create...

Norwegian Uses Transformational Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Norwegian Uses Transformational Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Emotions Levels of Relationship with Brands © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Personality Product Benefits Personality Product Benefits

MasterCard Creates an Emotional Bond © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Teaser Ads May Not Show the Product © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Teaser Ads Excite Curiosity © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Personality Symbol Straight-sell Scientific Demonstration Comparison Dramatization Humor Slice of life Testimonial Animation Fantasy Dramatization Comparison Animation Demonstration Testimonial Scientific Slice of life Straight-sell Ad Execution Techniques © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Apple Uses a Testimonial © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Crest Whitestrips Uses a Demonstration © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Chevy Trucks Uses a Slice-of-Life Execution © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

AFLAC Duck, a Personality Symbol © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Layout: How Elements Are Blended Into a Finished Ad Layout: How Elements Are Blended Into a Finished Ad Visual Elements: Illustrations Such As Drawings or Photos Body Copy: The Main Text Portion of a Print Ad Body Copy: The Main Text Portion of a Print Ad Subheads: Smaller Than the Headline, Larger Than the Copy Subheads: Smaller Than the Headline, Larger Than the Copy Headline: Words in the Leading Position of the Ad Headline: Words in the Leading Position of the Ad Visual Elements: Illustrations Such As Drawings or Photos Body Copy: The Main Text Portion of a Print Ad Body Copy: The Main Text Portion of a Print Ad Subheads: Smaller Than the Headline, Larger Than the Copy Subheads: Smaller Than the Headline, Larger Than the Copy Headline: Words in the Leading Position of the Ad Headline: Words in the Leading Position of the Ad Print Ad Components © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Altoids Uses a Headline Effectively © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Headlines Can Capture Attention © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Format Arrangement of the Elements on the Printed Page Size Expressed in Columns, Column Inches or Portions of a Page Color Black & White or Two-, Three-, or Four- color Printing White Space White Space Marginal and Intermediate Space That Remains Unprinted Format Arrangement of the Elements on the Printed Page Color Black & White or Two-, Three-, or Four- color Printing Size Expressed in Columns, Column Inches or Portions of a Page Print Ad Layout © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Top 10 Jingles of the Century © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1. McDonald’s You deserve a break today 2. U.S. Army Be all that you can be 3. Pepsi Cola Pepsi Cola Hits the Spot 4. Campbell’s Soup M’m, Good M’m Good 5. Chevrolet See the USA in your Chevrolet 6. Oscar Mayer I wish I was an Oscar Mayer Wiener 7. Wrigley’s gumDouble your pleasure, double your fun 8. Winston Winston tastes good like a cigarette should 9. Coca-Cola It’s the real thing 10. Brylcreem Brylcreem—A little dab’ll do ya CompanyJingle

Nortel Uses Music Creatively © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Production Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded Preproduction All work before actual shooting, recording Production Period of filming, taping, or recording Production Stages for TV Commercials © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Preproduction All work before actual shooting, recording

Select a Director Cost Estimation and Timing Choose Production Company Bidding Preproduction Meeting Production Timetable Cost Estimation and Timing Bidding Choose Production Company Select a Director Preproduction Tasks © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Preproduction

Location Versus Set Shoots Night/weekend Shoots Talent Arrangements Talent Arrangements Night/weekend Shoots Location Versus Set Shoots Production Tasks © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Production

Editing Processing Sound Effects Audio/Video Mixing Opticals Client/agency Approval Duplicating Release/ Shipping Duplicating Client/agency Approval Opticals Audio/Video Mixing Sound Effects Processing Editing Postproduction Tasks © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Postproduction

Consistent With Brand’s Marketing Objectives? Consistent With Brand’s Advertising Objectives? Consistent With Creative Strategy, Objectives? Does It Communicate What It’s Suppose to? Approach Appropriate to Target Audience? Communicate Clear, Convincing Message? Does Execution Overwhelm the Message? Appropriate to the Media Environment? Consistent With Brand’s Marketing Objectives? Consistent With Brand’s Advertising Objectives? Consistent With Creative Strategy, Objectives? Does It Communicate What It’s Suppose to? Approach Appropriate to Target Audience? Communicate Clear, Convincing Message? Does Execution Overwhelm the Message? Appropriate to the Media Environment? Evaluation Guidelines for Creative Output © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Is the Advertisement Truthful and Tasteful?

Savin Creates An Effective Campaign © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +