APCh09

Creative Strategy:Implementation and Evaluation: 

Creative Strategy: Implementation and Evaluation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Appeals and Execution Style: 

Appeals and Execution Style © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Types of Rational Appeals: 

Types of Rational Appeals © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Rational, “Popularity” Appeal: 

A Rational, “Popularity” Appeal © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Appealing to Personal States or Feelings: 

Appealing to Personal States or Feelings © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Appealing to Socially Based Feelings: 

Appealing to Socially Based Feelings © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Music and Visual Effects Excite Feelings: 

Music and Visual Effects Excite Feelings © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Transformational Ads: 

Transformational Ads © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Norwegian Uses Transformational Advertising : 

Norwegian Uses Transformational Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Norwegian Uses Transformational Advertising: 

Norwegian Uses Transformational Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Levels of Relationship with Brands: 

Emotions Levels of Relationship with Brands © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Personality Product Benefits Personality Product Benefits

MasterCard Creates an Emotional Bond: 

MasterCard Creates an Emotional Bond © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Teaser Ads May Not Show the Product: 

Teaser Ads May Not Show the Product © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Teaser Ads Excite Curiosity: 

Teaser Ads Excite Curiosity © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Ad Execution Techniques: 

Ad Execution Techniques © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Apple Uses a Testimonial: 

Apple Uses a Testimonial © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Crest Whitestrips Uses a Demonstration: 

Crest Whitestrips Uses a Demonstration © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Chevy Trucks Uses a Slice-of-Life Execution : 

Chevy Trucks Uses a Slice-of-Life Execution © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

AFLAC Duck, a Personality Symbol: 

AFLAC Duck, a Personality Symbol © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Print Ad Components: 

Print Ad Components © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Altoids Uses a Headline Effectively: 

Altoids Uses a Headline Effectively © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Headlines Can Capture Attention: 

Headlines Can Capture Attention © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

Print Ad Layout: 

Print Ad Layout © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Top 10 Jingles of the Century: 

Top 10 Jingles of the Century © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 1. McDonald’s You deserve a break today 2. U.S. Army Be all that you can be 3. Pepsi Cola Pepsi Cola Hits the Spot 4. Campbell’s Soup M’m, Good M’m Good 5. Chevrolet See the USA in your Chevrolet 6. Oscar Mayer I wish I was an Oscar Mayer Wiener 7. Wrigley’s gum Double your pleasure, double your fun 8. Winston Winston tastes good like a cigarette should 9. Coca-Cola It’s the real thing 10. Brylcreem Brylcreem—A little dab’ll do ya Company Jingle

Nortel Uses Music Creatively: 

Nortel Uses Music Creatively © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide

Production Stages for TV Commercials : 

Production Stages for TV Commercials © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Preproduction Tasks: 

Preproduction Tasks © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Production Tasks: 

Production Tasks © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Postproduction Tasks: 

Postproduction Tasks © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Evaluation Guidelines for Creative Output : 

Evaluation Guidelines for Creative Output © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Savin Creates An Effective Campaign: 

Savin Creates An Effective Campaign © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +