Marketing bán hàng - Chapter 9: Creative Strategy: Implementation and Evaluation

Chapter 9Creative Strategy: Implementation and EvaluationAppeals and Execution StyleAdvertising appeal: Approach used to attract consumers’ attention and/or to influence their feelings toward the product, service, or causeCreative execution style: Manner in which a particular appeal is turned into an advertising message presented to the consumer2Types of Informational/Rational AppealsCompetitive advantage appealCompares to another brand and claims superiority on one or more attributesFeature appealFocuses on the dominant traits of the product or serviceFavorable price appealMakes product price the dominant point of the messageNews appealInvolves a type of news about the product, service, or companyProduct/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 brandLeadership position in the market3Advantages of Emotional-Only Campaigns More effective in relation to campaigns using emotional and rational contentWork well during economic downturnsInfluence consumers’ interpretations of product usage experience4Transformational AdsRicherMoreExcitingWarmerFeelingsMeaningsImagesBeliefsMoreEnjoyableIt makes the product use experience. . .The ads create . . .Figure 9.1 - Bases for Emotional Appeals6Figure 9.2 - Levels of Relationships With Brands7Additional Types of AppealsReminder advertisingBuilds brand awareness and/or helps keep the brand name in front of consumersTeaser advertisingBuilds curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing itUser-generated content (UGC) Created by consumers rather than by the company and/or its agency8Ad Execution TechniquesStraight sell/factualScientific/technicalDemonstrationComparisonTestimonialSlice of lifeAnimationPersonality SymbolImageryDramatizationHumorCombinations9Basic Components of Print AdvertisingLayoutHow Elements Are Blended Into a Finished AdVisual Elements Illustrations Such As Drawings or PhotosBody CopyThe Main Text Portion of a Print AdSubheadsSmaller Than the Headline, Larger Than the CopyHeadlineWords in the Leading Position of the AdAd LayoutHeadlineCopyVisual ElementIdentifying markSubheadBasic Components of Television AdvertisingVideoVisual elements that attract viewers’ attention and communicate an idea, message, and/or imageAudioIncludes voices, music, and sound effects Voiceover: Message is delivered by an announcer who is not visibleNeedledrop: Music that is prefabricated, multipurpose, and highly conventionalJingles: Catchy songs about a product or service that carry the advertising theme and a simple message12Figure 9.4 - The Three Phases of Production for Commercials13Production Stages for TV CommercialsPreproductionAll work before actual shooting, recordingProductionPeriod of filming, taping, or recordingPostproductionWork after spot is filmed or recordedPreproduction TasksSelect a directorCost estimation and timingChoose production companyBiddingPreproduction meetingProduction timetablePreproductionProduction TasksLocationTimingTalentProductionPostproduction TasksEditingProcessingSound effectsAudio/video mixingOpticalsApprovalsDuplicatingRelease/shippingPostproduction