1. Creative Strategy: Implementation and Evaluation Group 8 Integrated Marketing Communications Aditya | Indrajit | Krishna | Niraj | Prateek | Silpa Chapter 9 Advertising And Promotion, 6/E - Belch

2. Appeals and Execution Style 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 Advertising Appeals Execution Style

3. Informational/Rational Appeals 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 the dominant product traits

4. Appealing to Personal States or Feelings Personal Safety Security Fear Love, Affection Happiness, Joy Nostalgia Sentiment Excitement Sorrow, Grief Social-Based Recognition Status Respect Involvement Embarrassment Affiliation Rejection Acceptance Approval

5. Transformational Ads Richer More Exciting Warmer Feelings Meanings ImagesBeliefs More Enjoyable It makes the product use experience... The ads create...

6. Levels of Relationships With Brands Emotions Personality Product Benefits

7. User-Generated Content Mountain DEWmocracy Using passionate fans to create, choose, and promote new Mountain Dew flavors Techniques Interactive games Mobile tour Contests Facebook Twitter Upload sites (http://www.12seconds.tv)http://www.12seconds.tv

8. Ad Execution Techniques Personality Symbol Straight sell Scientific/Technical Demonstration Comparison Testimonial Humor Slice of life Imagery Animation Dramatization Combinations

9. Basic Components of Print Advertising 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

10. The Power of Audio in Commercials Audio elements Voices Music Sound effects Presentation methods Voiceover Needledrop Jingles

11. Top-10 Jingles

12. Production Stages for TV Commercials Preproduction All work before actual shooting, recording Production Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded

13. Client Evaluation and Approval Client-side approvals Advertising or communications manager Product or brand managers Marketing director or vice president Legal department President or CEO Board of directors

14. Preproduction Tasks Select a director Cost estimation and timing Choose production company Bidding Preproduction meeting Production timetable Preproduction