Creative strategy: Implementation & Evaluation

"The appeal can be said to form the underlying content of the advertisement, and the execution the way in which that content is presented." - William Weilbacher

Advertising appeals

The appeals can be mostly categorized in two categories:

1. Rational appeals: Focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and/or the benefits or reasons for owning or using a particular brand. The content of these messages emphasizes facts, learning, and the logic of persuasion. Ex - comfort, convenience, economy, health, and sensory benefits.

There are a lot of appeals that fall under this category: Feature, Competitive advantage, Favorable, Price, News and Product/service popularity appeals

 2. Emotional appeals: Relate to the customers’ social and/or psychological needs for purchasing a product or service. Advertisers for many products and services view rational, information-based appeals as dull. Many advertisers believe appeals to consumers’ emotions work better at selling brands that do not differ markedly from competing brands, since rational differentiation of them is difficult.

Combining Rational and Emotional Appeals 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. Consumer purchase decisions are often made on the basis of both emotional and rational motives, and attention must be given to both elements in developing effective advertising.

Other types of appeals:

1. Reminder advertising -  building brand awareness and/or keeping the brand name in front of consumers
2. Teaser advertising - build curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it

Advertising execution

Creative execution is the way an advertising appeal is presented. While it is obviously important for an ad to have a meaningful appeal or message to communicate to the consumer, the manner in which the ad is executed is also important.

An advertising message can be presented or executed in numerous ways

1. Straight sell or factual message
2. Animation
3. Scientific/technical evidence
4. Personality symbol
5. Demonstration
6. Fantasy
7. Comparison
8. Dramatization
9. Testimonial
10. Humor
11. Slice of life
12. Combinations

Components of a print advertising:'

1. Headlines: The most important function of a headline is attracting readers’ attention and interesting them in the rest of the message. Headlines also perform a segmentation function by engaging the attention and interest of consumers who are most likely to buy a particular product or service. They are of two types: direct and indirect headlines
2. Subheads: Subheads are often used to enhance the readability of the message by breaking up large amounts of body copy and highlighting key sales points. Their content reinforces the headline and advertising slogan or theme.
3. Body copy: Body copy content often flows from the points made in the headline or various subheads, but the specific content depends on the type of advertising appeal and/or execution style being used.
4. Visual elements: The visual portion of an ad must attract attention, communicate an idea or image, and work in a synergistic fashion with the headline and body copy to produce an effective message. In some print ads, the visual portion of the ad is essentially the message and thus must convey a strong and meaningful image.
5. Layout: The layout shows where each part of the ad will be placed and gives guidelines to the people working on the ad. The layout can also guide the art director in determining the size and type of photos.

Components of a TV Commercial:

1. Video: The visual portion generally dominates the commercial, so it must attract viewers’ attention and communicate an idea, message, and/or image. A number of visual elements may have to be coordinated to produce a successful ad.
2. Audio: Voices are used in different ways in commercials. They may be heard through the direct presentation of a spokesperson or as a conversation among various people appearing in the commercial. A common method for presenting the audio portion of a commercial is through a voice-over, where the message is delivered or action on the screen is narrated or described by an announcer who is not visible.

Evaluation

“A fine line: Make sure the sales message is not lost, but be careful not to stifle the efforts of the creative specialists and force them into producing dull, boring advertising.”

Basic guidelines for evaluation are:

1. Is the creative approach consistent with the brand’s marketing and advertising objectives?
2. Is the creative approach consistent with the creative strategy and objectives?
3. Does it communicate what it is supposed to?
4. Is the creative approach appropriate for the target audience?
5. Does the creative approach communicate a clear and convincing message to the customer?
6. Does the creative execution keep from overwhelming the message?
7. Is the creative approach appropriate for the media environment in which it is likely to be seen?
8. Is the ad truthful and tasteful?