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See all Premium member Presentation Transcript The Creative Strategy : The Creative Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Characteristics of Great Advertising : Characteristics of Great Advertising Strategically Sound Great Creative Concept Well Executed See Figure 8-1 Characteristics of Great Advertising The Silhouettes campaign for the iPod is an Example of Creative and Well Executed Advertising : The Silhouettes campaign for the iPod is an Example of Creative and Well Executed Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advertising Creativity : Determining what the advertising message will say or communicate Advertising Creativity © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Creative Strategy Creative Tactics Young's Creative Process : Young's Creative Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Getting Creative Input : Ask everyone involved for information! Listen to what people are talking about! Use the product to become familiar with it! Read anything related to the product or market! Getting Creative Input © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Verification and Revision of Ideas : Portfolio tests Message communication studies Directed focus groups Give them final expression Refine remaining ideas Reject inappropriate ideas Evaluate ideas generated Verification and Revision of Ideas © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Objective Techniques Building a Copy Platform Outline : 1. Basic problem advertising must address 1. Basic problem advertising must address Building a Copy Platform Outline © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Creative Concept (Campaign Theme) : BMW Wendy’s Creative Concept (Campaign Theme) © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The big idea that dramatizes the selling idea and is communicated in all of the various IMC activities Successful Long-Running Campaigns : Successful Long-Running Campaigns © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Nike Just do it Allstate Insurance You’re in good hands with Allstate Hallmark cards When you care enough to send the very best Budweiser This Bud’s for you Intel Intel inside State Farm Insurance Like a good neighbor, State Farm is there Chevy Trucks Like a rock Dial soap Aren’t you glad you use Dial? Company or Brand Campaign Theme Appeals and Execution Style : To influence consumer feelings toward a product, service or cause The approach used to attract the attention of consumers The way an appeal is turned into an advertising message Appeals and Execution Style © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advertising Appeals Execution Style Types of Informational/Rational Appeals : Feature: Focus on dominant traits of the product Feature: Focus on dominant traits of the product Types of Informational/Rational Appeals © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin A Rational “Competitive” appeal : A Rational “Competitive” appeal A Rational, “Popularity” Appeal : A Rational, “Popularity” Appeal © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Emotional Appeals: Appealing to Personal States or Feelings : Emotional Appeals: Appealing to Personal States or Feelings © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin TaylorMade Uses an Emotional Appeal to Connect with Golfers : TaylorMade Uses an Emotional Appeal to Connect with Golfers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide The “Happy Cows” Campaign Uses Humor to Promote Real California Cheese : The “Happy Cows” Campaign Uses Humor to Promote Real California Cheese © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide Ad Execution Techniques : Personality Symbol Personality Symbol Straight sell Scientific Demonstration Comparison Testimonial Humor Slice of life Imagery Animation Dramatization Dramatization Testimonial Comparison Animation Demonstration Imagery Scientific Slice of life Straight sell Ad Execution Techniques © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Humor Combinations Ads for High Involvement Products Often Use Straight Sell Executions : Ads for High Involvement Products Often Use Straight Sell Executions © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Mentadent Uses a Demonstration : Mentadent Uses a Demonstration © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 21: Geiko uses a “Testimonial” Execution Slide 22: Apple Computer uses a “Comparison” Execution Listerine Uses a Slice-of-Life Execution : Listerine Uses a Slice-of-Life Execution © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Pennzoil uses a “Slice of Life” Execution : Pennzoil uses a “Slice of Life” Execution © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide Nissan uses an “Animation” Execution : Nissan uses an “Animation” Execution © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide AFLAC uses a “Personality Symbol” : AFLAC uses a “Personality Symbol” © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide Slide 27: Nike uses an “Imagery” Execution You do not have the permission to view this presentation. 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creative strategy syd.mansoor Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 670 Category: Entertainment License: All Rights Reserved Like it (2) Dislike it (0) Added: November 02, 2010 This Presentation is Public Favorites: 2 Presentation Description creative strategy in advertising Comments Posting comment... By: royalbond999 (7 month(s) ago) it is a best presentation on that topic Saving..... Post Reply Close Saving..... Edit Comment Close By: royalbond999 (7 month(s) ago) good.. Saving..... Post Reply Close Saving..... Edit Comment Close By: 666shaheer (7 month(s) ago) beayty fal kuntham Saving..... Post Reply Close Saving..... Edit Comment Close By: punita28 (8 month(s) ago) Hi, I liked this presentation. Please mail it to punita28@rediffmail.com or punita.gupta@abesit.in Saving..... Post Reply Close Saving..... Edit Comment Close By: darakhvelidze (12 month(s) ago) veeeeeeeeeeery good presentation!!!!!! Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript The Creative Strategy : The Creative Strategy © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Characteristics of Great Advertising : Characteristics of Great Advertising Strategically Sound Great Creative Concept Well Executed See Figure 8-1 Characteristics of Great Advertising The Silhouettes campaign for the iPod is an Example of Creative and Well Executed Advertising : The Silhouettes campaign for the iPod is an Example of Creative and Well Executed Advertising © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advertising Creativity : Determining what the advertising message will say or communicate Advertising Creativity © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Creative Strategy Creative Tactics Young's Creative Process : Young's Creative Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Getting Creative Input : Ask everyone involved for information! Listen to what people are talking about! Use the product to become familiar with it! Read anything related to the product or market! Getting Creative Input © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Verification and Revision of Ideas : Portfolio tests Message communication studies Directed focus groups Give them final expression Refine remaining ideas Reject inappropriate ideas Evaluate ideas generated Verification and Revision of Ideas © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Objective Techniques Building a Copy Platform Outline : 1. Basic problem advertising must address 1. Basic problem advertising must address Building a Copy Platform Outline © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Creative Concept (Campaign Theme) : BMW Wendy’s Creative Concept (Campaign Theme) © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The big idea that dramatizes the selling idea and is communicated in all of the various IMC activities Successful Long-Running Campaigns : Successful Long-Running Campaigns © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Nike Just do it Allstate Insurance You’re in good hands with Allstate Hallmark cards When you care enough to send the very best Budweiser This Bud’s for you Intel Intel inside State Farm Insurance Like a good neighbor, State Farm is there Chevy Trucks Like a rock Dial soap Aren’t you glad you use Dial? Company or Brand Campaign Theme Appeals and Execution Style : To influence consumer feelings toward a product, service or cause The approach used to attract the attention of consumers The way an appeal is turned into an advertising message Appeals and Execution Style © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advertising Appeals Execution Style Types of Informational/Rational Appeals : Feature: Focus on dominant traits of the product Feature: Focus on dominant traits of the product Types of Informational/Rational Appeals © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin A Rational “Competitive” appeal : A Rational “Competitive” appeal A Rational, “Popularity” Appeal : A Rational, “Popularity” Appeal © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Emotional Appeals: Appealing to Personal States or Feelings : Emotional Appeals: Appealing to Personal States or Feelings © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin TaylorMade Uses an Emotional Appeal to Connect with Golfers : TaylorMade Uses an Emotional Appeal to Connect with Golfers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide The “Happy Cows” Campaign Uses Humor to Promote Real California Cheese : The “Happy Cows” Campaign Uses Humor to Promote Real California Cheese © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide Ad Execution Techniques : Personality Symbol Personality Symbol Straight sell Scientific Demonstration Comparison Testimonial Humor Slice of life Imagery Animation Dramatization Dramatization Testimonial Comparison Animation Demonstration Imagery Scientific Slice of life Straight sell Ad Execution Techniques © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Humor Combinations Ads for High Involvement Products Often Use Straight Sell Executions : Ads for High Involvement Products Often Use Straight Sell Executions © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Mentadent Uses a Demonstration : Mentadent Uses a Demonstration © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 21: Geiko uses a “Testimonial” Execution Slide 22: Apple Computer uses a “Comparison” Execution Listerine Uses a Slice-of-Life Execution : Listerine Uses a Slice-of-Life Execution © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Pennzoil uses a “Slice of Life” Execution : Pennzoil uses a “Slice of Life” Execution © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide Nissan uses an “Animation” Execution : Nissan uses an “Animation” Execution © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide AFLAC uses a “Personality Symbol” : AFLAC uses a “Personality Symbol” © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin *Click outside of the video screen to advance to the next slide Slide 27: Nike uses an “Imagery” Execution