Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 9 - George E. Belch, Michael A. Belch

Chapter 9
Creative 
Strategy: 
Implementation 
and Evaluation

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Appeals and Execution Style
 Advertising appeal: Approach used to attract 
consumers’ attention and/or to influence their 
feelings toward the product, service, or cause
 Creative execution style: Manner in which a 
particular appeal is turned into an advertising 
message presented to the consumer

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Types of Informational/Rational 
Appeals
Competitive advantage appeal
• Compares to another brand and claims superiority on one or more attributes

Feature appeal
• Focuses on the dominant traits of the product or service

Favorable price appeal
• Makes product price the dominant point of the message

News appeal
• Involves a type of news about the product, service, or company

Product/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 brand
• Leadership position in the market
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Advantages of Emotional­Only 
Campaigns 
More effective in relation to campaigns using
emotional and rational content

Work well during economic downturns

Influence consumers’ interpretations of product
usage experience
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Transformational Ads
Feelings

Meanings

Richer
More
Exciting

Images

The ads 
The ads 
create . . .
create . . .

It makes the 
It makes the 
product use 
product use 
experience. . .
experience. . .

Beliefs

Warmer
More

Enjoyable

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Figure 9.1 ­ Bases for Emotional 
Appeals

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Figure 9.2 ­ Levels of Relationships 
With Brands

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Additional Types of Appeals
Reminder advertising
• Builds brand awareness and/or helps keep the
brand name in front of consumers

Teaser advertising

• Builds curiosity, interest, and/or excitement about a
product or brand by talking about it but not actually
showing it

User-generated content (UGC)
• Created by consumers rather than by the company
and/or its agency
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8


Ad Execution Techniques

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Basic Components of Print Advertising
Headline
Headline
Words in the Leading Position of the Ad
Words in the Leading Position of the Ad
Subheads
Subheads
Smaller Than the Headline, Larger Than the Copy
Smaller Than the Headline, Larger Than the Copy

Body Copy
Body Copy
The Main Text Portion of a Print Ad
The Main Text Portion of a Print Ad
Visual Elements 
Visual Elements 
Illustrations Such As Drawings or Photos
Illustrations Such As Drawings or Photos
Layout
Layout
How Elements Are Blended Into a Finished Ad
How Elements Are Blended Into a Finished Ad
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Ad Layout
Headline
Visual 
Element

Subhead
Copy
Identifying 
mark
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Basic Components of Television 

Advertising
Video
• Visual elements that attract viewers’ attention and
communicate an idea, message, and/or image

Audio
• Includes voices, music, and sound effects
• Voiceover: Message is delivered by an announcer who
is not visible
• Needledrop: Music that is prefabricated, multipurpose,
and highly conventional
• Jingles: Catchy songs about a product or service that
carry the advertising theme and a simple message
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12


Figure 9.4 ­ The Three Phases of 
Production for Commercials

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Production Stages for TV 
Commercials
Preproduction

Preproduction

Production
Production

Postproduction
Postproduction

All work before actual shooting, 
All work before actual shooting, 
recording
recording
Period of filming, taping, or 
Period of filming, taping, or 
recording
recording
Work after spot is filmed or 
Work after spot is filmed or 
recorded
recorded

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Preproduction Tasks
Select a director
Choose 
production 
company

Preproduction 
meeting

Preproduction
Production 
timetable

Bidding
Cost estimation 
and timing

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Production Tasks
Production
Production

Location
Location

Timing
Timing

Talent
Talent

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Postproduction Tasks
Editing
Editing

Processing
Processing

Release/
Release/
shipping
shipping

Sound effects
Sound effects
Postproduction
Postproduction
Audio/video 
Audio/video 
mixing
mixing

Duplicating
Duplicating

Approvals
Approvals

Opticals
Opticals

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