chapter 7 creative tactics decisions. chapter 7 : creative tactics decisions chapter objectives to...
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Chapter 7
Creative Tactics Decisions
Chapter 7 : Creative Tactics Decisions
Chapter Objectives
• To identify 3 key decisions for creative tactics: execution style, message structure, and design elements.
• To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.
Chapter 7 : Creative Tactics Decisions
Chapter Objectives
• To examine different types of message structures that can be used to develop a promotional message.
• To analyze various decision elements involved in the creation of print advertising and TV commercials.
Chapter 7 : Creative Tactics Decisions
Chapter Objectives
• To understand a planning model for making creative tactics decisions.
• To consider how clients evaluate the creative work of their agencies and discuss guidelines for the evaluation and approval process.
Chapter 7 : Creative Tactics Decisions
Creative Tactics
• Creative Execution Style.– 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.
Chapter 7 : Creative Tactics Decisions
Ad Execution Techniques
• Straight-sell or factual message
• Science / technical evidence
• Demonstration
• Comparison
• Slice of life
• Testimonial
• Animation
• Personality symbol
• Fantasy
• Dramatization
• Humor
• Combinations
Chapter 7 : Creative Tactics Decisions
Message Structure
• Order of Presentation.
– Primacy Effect.• Assumes that information presented first is the most effective.
– Recency Effect.• Assumes that information presented last is the most
persuasive.
Chapter 7 : Creative Tactics Decisions
Order of Presentation
• Figure 7-1 – Ad message recall as a function of order of presentation
Chapter 7 : Creative Tactics Decisions
Conclusion Drawing
• Marketing communicators must choose between two conclusion styles:– The message can explicitly draw a firm conclusion.– The message can allow receivers to draw their own
conclusions.
Chapter 7 : Creative Tactics Decisions
Message Sidedness
• Marketers must also decide between message sidedness styles:– One-sided message.
• Mentions only positive attributes or benefits.
– Two-sided message.• Mentions both good and bad attributes.
– Refutation.• Special type of two-sided message.• Communicator presents both sides of an issue and then
refutes.
Chapter 7 : Creative Tactics Decisions
Verbal Versus Visual Messages
• The nonverbal, visual elements of an ad are also very important.
• Many ads provide minimal amounts of information and rely on visual elements to communicate.
• Commonly used visual elements are pictures.
Chapter 7 : Creative Tactics Decisions
Creative Tactics for Print Advertising
• Headline.– Words in the leading position of the ad.– Direct vs. Indirect headlines.– Subheads.
• Body copy.– The main text portion of a print ad.
Chapter 7 : Creative Tactics Decisions
Creative Tactics for Print Advertising
• Visual elements.– Illustration; Must attract, communicate and produce an
effective message.
• Layout.– Physical arrangement of the various parts of the ad.
Chapter 7 : Creative Tactics Decisions
Creative Tactics for Television
• Video.– What the consumer sees on the TV screen.– Must attract consumers and communicate a message.
• Audio.– includes voices, music, and sound effects.
• Planning and Production.– The various elements of a TV commercial are brought
together in a script.
Chapter 7 : Creative Tactics Decisions
Production
• There are 3 stages of production:• Preproduction
– All work before actual shooting/recording
• Production– Period of filming, taping, or recording
• Postproduction– Work after commercial is filmed or recorded
Chapter 7 : Creative Tactics Decisions
Preproduction Tasks
• Selecting a director
• Choosing a production company
• Bidding
• Cost estimation and timing
Chapter 7 : Creative Tactics Decisions
Preproduction Tasks
• Production timetable– Set construction– Location– Agency and client approvals– Casting– Wardrobes
• Preproduction meeting
Chapter 7 : Creative Tactics Decisions
Production Tasks
• Location versus set shoots
• Night/weekend shoots
• Talent arrangements
Chapter 7 : Creative Tactics Decisions
Postproduction Tasks
• Editing• Processing• Recording sound effects• Audio/video mixing• Opticals• Client/agency approval• Duplicating• Release/shipping
Chapter 7 : Creative Tactics Decisions
The Foote, Cone & Belding (FCB) Grid
• Figure 7-3
Chapter 7 : Creative Tactics Decisions
The Foote, Cone & Belding (FCB) Grid
• An advertising planning model developed by building on traditional response theories.
• Delineates four primary advertising planning strategies - informative, affective, habit formation, and satisfaction - along with the most appropriate variant of the alternative response hierarchies.
Chapter 7 : Creative Tactics Decisions
The R&P Planning Model
• Brand awareness tactics.– Brand awareness is a necessary precursor to brand
attitude.
Chapter 7 : Creative Tactics Decisions
The R&P Planning Model
• Brand attitude grid tactics.– Low involvement - informational creative tactics.– Low involvement - transformational creative tactics.– High involvement - informational creative tactics.– High involvement - transformational creative tactics.
Chapter 7 : Creative Tactics Decisions
Evaluation Guidelines
• Consistent with brand’s marketing objectives?
• Consistent with brand’s advertising objectives?
• Consistent with brand’s communication objectives?
• Approach appropriate to target audience?
Chapter 7 : Creative Tactics Decisions
Evaluation Guidelines
• Communicate clear, convincing message?
• Approach keep from overwhelming the message?
• Approach appropriate to the media environment?
• Is the advertisement truthful and tasteful?