Creative Strategy:

1
Chapter 9

• Creative Strategy
• Implementation and Evaluation

2
Appeals and Execution Style

• Advertising Appeals
• Approach used to _______________ of consumers
• and/or
• Influence consumer _______ toward product/service
• Execution Style
• The way the appeal is turned into
  ______________________________
• The way the message is _________ to the consumer

3
Advertising Appeals

• Two Categories of Ad Appeal
• ___________ Appeal
• ____________ Appeal

4
Rational Appeals

• Feature appeals
• Competitive appeals
• Favorable price appeals
• News appeals
• Product/service popularity appeals

5
Other Appeals

• Emotional Appeals
• Bases of emotional appeals
• ______ needs status, recognition, respect,
  rejection
• _______ needs security, love, excitement,
  pleasure
• Many believe ________ appeals work better
• Research shows they are ____________ better
• _________________ portray the character in the
  ad as experiencing emotional benefit

6
Other Appeals

• Transformational Advertising
• Ads create feelings/images about product that are
  __________________________
• These transform the consumers ___________________
  ____ of the product

7
Other Appeals

• Often combo of _______________
• Additional Types of Appeals
• ____________ Ads
• ___________ Ads

8
Ad Execution Techniques

• Straight-sell or factual message
• Science / technical evidence
• Demonstration
• Comparison
• Slice of life

9
Ad Execution Techniques

• Testimonial
• Animation
• Personality
• Fantasy
• Dramatization
• Humor

10
Print Ad Components

• Headline
• Words in the ___________________ of the ad
• Subheads
• _____ than the headline, _____ than the copy
• Illustration
• ___________ such as drawings or photos
• Body copy
• The main ______ portion of a print ad
• Logo
• _____________ of the product or brand

11
Print Ad Layout

• Format
• ________________ of the elements on the printed
  page
• Size
• Expressed in ________________________ of a page
• Color
• White Space
• _______________________ space on the page that
  remains unprinted

12
TV Ad Components

• Video
• Audio
• Music
• Planning and Production