4550: Creative: The Good, the Bad & the Ugly Professor Campbell 2/10/05

Schedule for the Day A Structure for Analyzing Video Commercials A Structure for Analyzing Print Advertisements

Is That Ad Good or Bad?

Evaluating TV Commercials Four Questions

1. Does it Engage the Target? The target must be engaged by the spot –Attention: target identification –Processing Involvement Is the spot… –Fresh? –Unexpected?

2. Does the Spot Say Something? There must be something said about the brand –Meaningful –Interesting/intriguing –Does it make the viewer think about the brand in a new or different way?

3. Does the Ad Say the Right Thing? Must say something that is right for the target customer at this point in time Must meet the objective Must communicate convincingly

4. Is There Anything Special about the Spot? Is there a problem? –How hard does the viewer have to work? –Is the spot too far out or too risky? –Are there mistakes made? Are there any special benefits? –Elements that can be transferred Tag line Visuals –Immediate impact Dramatic/clear benefit visualization

Recap 1.Target must pay attention 2.Target needs to “learn” something 3.The something that the target learns must be the right thing to predispose the target to the desired action

What about Across Media? How are other media different from television? –Getting target’s attention –Saying something –Saying the right thing –Anything special

Steps in Print Evaluation Who does the communication target? Is the illustration attention-getting and relevant? What does the initially processed material (i.e., illustration + headline combo) convey? Is an important benefit communicated to the target? (is it important to the target) Is the benefit supported and convincing? Is the piece memorable and persuasive?

Ways to “Say Something” Lecture format –Rationality –Comparison Dramatic format –Versimilitude –Story Grammar Emotions Execution –Visuals

Motivational Creative Appeals Emotion –Fear Borrowed Interest Humor Metaphor/Analogies Music Source

Source Characteristics Source credibility –Expertise –Trustworthiness Source attractiveness –Familiarity –Similarity –Likability –MEANING Source power

Communication Effectiveness... Good communications catch the attention of the target –Stopping power –Target self-identification Good communications maintain the interest of the target –Relevance –Benefit communication –Support