Đang tải... (xem toàn văn)
Chapter 9 - Creative strategy: Implementation and evaluation. After completing this unit, you should be able to: To analyze various types of appeals that can be used in the development and implementation of an advertising message, to analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate, to analyze various tactical issues involved in the creation of print advertising and TV commercials,...
Chapter 9 Creative Strategy: Implementation and Evaluation Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Appeals and Execution Style Advertising appeal: Approach used to attract consumers’ attention and/or to influence their feelings toward the product, service, or cause Creative execution style: Manner in which a particular appeal is turned into an advertising message presented to the consumer Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Types of Informational/Rational Appeals Competitive advantage appeal • Compares to another brand and claims superiority on one or more attributes Feature appeal • Focuses on the dominant traits of the product or service Favorable price appeal • Makes product price the dominant point of the message News appeal • Involves a type of news about the product, service, or company Product/service popularity appeal • Stresses the popularity of a product or service by pointing out the: • Number of consumers who use the brand or those who have switched to it • Number of experts who recommend the brand Leadership position in the market Copyright â 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Advantages of EmotionalOnly Campaigns More effective in relation to campaigns using emotional and rational content Work well during economic downturns Influence consumers’ interpretations of product usage experience Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Transformational Ads Feelings Meanings Richer More Exciting Images The ads The ads create . . create . . It makes the It makes the product use product use experience. . experience. . Beliefs Warmer More Enjoyable Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 9.1 Bases for Emotional Appeals Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 9.2 Levels of Relationships With Brands Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Additional Types of Appeals Reminder advertising • Builds brand awareness and/or helps keep the brand name in front of consumers Teaser advertising • Builds curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it User-generated content (UGC) • Created by consumers rather than by the company and/or its agency Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Ad Execution Techniques Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Basic Components of Print Advertising Headline Headline Words in the Leading Position of the Ad Words in the Leading Position of the Ad Subheads Subheads Smaller Than the Headline, Larger Than the Copy Smaller Than the Headline, Larger Than the Copy Body Copy Body Copy The Main Text Portion of a Print Ad The Main Text Portion of a Print Ad Visual Elements Visual Elements Illustrations Such As Drawings or Photos Illustrations Such As Drawings or Photos Layout Layout How Elements Are Blended Into a Finished Ad How Elements Are Blended Into a Finished Ad Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Ad Layout Headline Visual Element Subhead Copy Identifying mark Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Basic Components of Television Advertising Video • Visual elements that attract viewers’ attention and communicate an idea, message, and/or image Audio • Includes voices, music, and sound effects • Voiceover: Message is delivered by an announcer who is not visible • Needledrop: Music that is prefabricated, multipurpose, and highly conventional • Jingles: Catchy songs about a product or service that carry the advertising theme and a simple message Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 12 Figure 9.4 The Three Phases of Production for Commercials Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 13 McGraw-Hill Education Production Stages for TV Commercials Preproduction Preproduction Production Production Postproduction Postproduction All work before actual shooting, All work before actual shooting, recording recording Period of filming, taping, or Period of filming, taping, or recording recording Work after spot is filmed or Work after spot is filmed or recorded recorded Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Preproduction Tasks Select a director Choose production company Preproduction meeting Preproduction Production timetable Bidding Cost estimation and timing Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Production Tasks Production Production Location Location Timing Timing Talent Talent Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Postproduction Tasks Editing Editing Processing Processing Release/ Release/ shipping shipping Sound effects Sound effects Postproduction Postproduction Audio/video Audio/video mixing mixing Duplicating Duplicating Approvals Approvals Opticals Opticals Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education ... Reminder advertising • Builds brand awareness and/ or helps keep the brand name in front of consumers Teaser advertising • Builds curiosity, interest, and/ or excitement about a product or brand by... attract viewers’ attention and communicate an idea, message, and/ or image Audio • Includes voices, music, and sound effects • Voiceover: Message is delivered by an announcer who is not visible... without the prior written consent of McGraw-Hill Education Types of Informational/Rational Appeals Competitive advantage appeal • Compares to another brand and claims superiority on one or more attributes