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Advertising and Promotion An Integrated Marketing Communications Perspective

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Chapter 9

CREATIVE STRATEGY: IMPLEMENTATION AND EVALUATION

Chapter Overview

In the previous chapter, the importance of advertising creativity was examined along with the creative process of advertising. Attention was also given to various approaches for determining the big idea that will be used as the central theme of the advertising campaign. This chapter continues the discussion of creative strategy by turning attention to how these big ideas are developed into advertising messages. We will examine various appeals and execution styles that can be used in developing an advertisement along with tactical issues involved in the design and production of advertising messages. The chapter concludes with a discussion of some guidelines for evaluating the creative work of the advertising agency.

Learning Objectives

1. Compare the different types of appeals used in advertising.

2. Identify creative execution styles and their most appropriate applications.

3. Compare tactics for the creation of print ads and TV commercials as well as online advertising.

4. Discuss guidelines for clients to evaluate creative work.

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Chapter and Lecture Outline

I. APPEALS AND EXECUTION STYLES

Once the major selling idea and the advertising campaign theme has been agreed upon, the creative team then turns its attention to determining the specific type of appeal and execution style that will be used to carry out the creative concept. The focus in this chapter is on how the advertising message will be executed and considers the various appeals or approaches used to as well as the creative execution styles that can be used to turn the appeal into an actual advertisement.

A. Advertising Appeals The advertising appeal refers to the basis or approach used in the advertisement to elicit some consumer response or to influence their feelings toward the product, service, or cause. At the broadest level, these approaches can be broken down into two categories or classes, which are informational/rational appeals and emotional appeals.

1. Informational/rational appeals These types of appeals focus on the consumer's practical, functional or utilitarian need for the product or service and/or specific reasons for owning a particular brand. The Honda Accord ad shown in Exhibit 9-1 provides an example of a rational appeal. Examples of a number of product- or service-related appeals that would fall under the category of rational appeals are discussed including:

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 Feature appeals

 Competitive advantage appeals

 Favorable price appeals

 News appeals

 Product/service popularity appeals

B. Emotional appeals

These types of appeals relate to consumers' social and/or psychological needs for purchasing a brand of a product or service. Emotional appeals have become very popular in advertising as marketers recognize that many purchase decisions are made based on feelings and emotions since rational, functional-based differentiation is often very difficult. Examples of psychological states or feelings that can serve as a basis for emotional appeals are shown in Figure 9-1 of the text and can be reviewed. The effectiveness of emotional appeals has been documented in a number of research studies by Pringle and Field, which are discussed in their new book Brand Immortality. A key finding from their research is that advertising campaigns with purely emotional content are nearly twice as likely to generate large profit gains versus campaigns using only rational content. The emotional only campaigns were also more effective than those that used a combination of emotional and rational content. One of the reasons given for why emotional campaigns work so well is that they reduce price sensitivity and strengthen the ability of brands to charge a price premium, which contributes to profitability. Another reason for using emotional appeals is to influence consumers' interpretations of their product usage experience through the use of transformational advertising. This type of advertising creates feelings, images, meanings and beliefs about the product or service that may be activated when the consumer uses it and thus "transforms" their interpretation of the usage experience. The “Find Your Beach” campaign for Corona Extra beer is a very good example of transformational advertising.

1. Combining rational and emotional appeals Many purchase decisions are made based on both rational and emotional motives. Thus rational and emotional appeals may be combined in the advertisement to attempt to influence both types of purchase motives. Attention should be given to the concept of emotional bonding, which focuses on how consumers feel about brands and their relationships with them. The strongest relationship between a consumer and a brand is based on feeling or emotional attachment to the brand.

2. Additional types of appeals Other appeal types that are discussed in the text include reminder advertising, teaser advertising and user-generated content whereby ads are created by consumers rather than by the company and/or its agency. The “Fiesta Movement: A Social Remix” campaign was based on user-generated content as the various print ads and TV spots used in the campaign were created by consumers rather than an advertising agency. The increasing use of social media such as YouTube and Facebook is likely to result in greater use of user-generated content to by marketers as a way of getting consumer more engaged with their brands.

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C. Advertising Execution Creative execution refers to the manner in which an advertising appeal is carried out or presented. A particular advertising appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals. Some of the more commonly used execution techniques include:

1. Straight-sell or factual message This type of execution relies on a straightforward presentation of information about the product or service such as specific attributes or benefits.

2. Scientific/technical evidence A variation of the straight sell where scientific or technical evidence or information is presented in the ad to support a claim.

3. Demonstration This type of execution is designed to illustrate the key advantages or benefits of a product or service by showing it in actual use or in some contrived or staged situation.

4. Comparison This type of execution involves a direct or indirect comparison of a brand against the competition.

5. Testimonial Many advertisers present their advertising messages in the form of a testimonial whereby a person speaks on behalf of the product or service based on his or her personal use of and/or experiences with it.

6. Slice of life This type of execution is often based on a problem/solution type of format. The ad attempts to portray a real-life situation involving a problem, conflict or situation consumers may face in their daily lives. The ad then focuses on showing how the advertiser's product or service can resolve the problem. Slice-of-life executions are also becoming very common in business-to-business advertising as companies use this approach to demonstrate how their products and services can be used to solve business problems.

7. Animation This technique uses animated characters or scenes drawn by artists or on a computer. Animation is often used as an execution technique for advertising targeted at children, such as in toys and cereal commercials. Animated characters have been used in many campaigns, including Green Giant vegetable (the Jolly Green Giant) and Keebler cookies (the Keebler elves). Some advertisers use ads that mix animation with real people. For example, Star-Kist tuna often uses commercials featuring Charlie the Tuna that mixes animation with real people. Kraft Foods recently revitalized its Mr. Peanut character to make him more appealing to younger consumers. Many advertisers now rely on computergenerated animation, such as the award-winning “Back to the Start” short film for Chipotle’s Cultivate Foundation, which is shown in Exhibit 9-17

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8. Personality symbol This type of execution involves the use of a central character or personality symbol to deliver the advertising message and with whom the company or brand can be identified. The personality symbol can take the form of an actual person who is used as a spokesperson, animated characters or even animals. For example, AFLAC has made effective use of this execution style by developing commercials that have made a duck a popular personality symbol for the company. The chapter discusses how the Wieden+Kennedy agency created a campaign for KFC that resurrected Colonel Harlan Sander, who founded the company (originally known as Kentucky Fried Chicken) in 1940 and appeared in ads for decades for the chicken restaurant chain. The campaign harkens to the company’s past by using comedians Darrell Hammond and Norm Macdonald playing the founder as well as actor George Hamilton. Dos Equis also used this technique by creating a popular personality symbol for the brand with “The Most Interesting Man in the World” campaign, which was discussed in Chapter 8.

9. Imagery This type of appeal is used when the goal is to encourage consumers to associate the brand with the symbols, characters, and/or situation shown in the ad. An imagery execution may be based on usage imagery by showing how a brand is used or performs and the situation in which it is used. It can also be based on user imagery where the focus is on the type of person who uses the brand. For example, ads for cosmetics and clothing often use very attractive models in the hope of getting consumers to associate his or her physical attractiveness with the brand.

10. Dramatization This execution technique creates a suspenseful situation or scenario in the form of a short story. Dramatizations often use the problem/solution approach as they show how the advertised brand can help resolve a problem.

11. Humor Humor can be used as the basis for an advertising appeal. However, humor can also be used as a way of executing the message and presenting other types of advertising appeals.

12. Combinations many of these execution techniques can be combined in presenting an advertising message. For example, slice-of-life ads are often used to demonstrate a product or make brand comparisons.

Professor Notes

McGraw-Hill Connect ®: Appeals Used in WPU's Campaigns

Type of Activity: Click and Drag

Activity Summary:

In this activity, students will match the various campaign options developed by the ad agency for WPU’s campaign with the type of advertising appeals used.

Activity Learning Objective:

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09-01 Compare the different types of appeals used in advertising.

CONCEPT REVIEW:

The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. An advertising appeal can also be viewed as something that moves people, speaks to their wants or needs, and excites their interest. Many different appeals can be used as the basis for advertising messages. At the broadest level, these approaches are generally broken into two categories: informational/rational appeals and emotional appeals.

Difficulty: Medium

Bloom’s: Understand

AASCD: Analytical Thinking

McGraw-Hill Connect ®: Bee and Gee Ad Executions

Type of Activity: Case Analysis

Activity Summary:

Bee & Gee is a multi-product, multi-brand, packaged goods company with a significant presence in the personal care and grooming category. Within each product category, it has numerous brands that sometimes compete with each other in the same geographical markets. Bee & Gee has four different shampoo brands that it markets to consumers in multiple countries. This activity will have the students select the best answer for each question related to their execution techniques.

Activity Learning Objective:

09-02 Identify creative execution styles and their most appropriate applications.

CONCEPT REVIEW:

Once the specific advertising appeal that will be used as the basis for the advertising message has been determined, the creative specialist or team begins its execution. Creative execution is 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.

Difficulty: Medium

Bloom’s: Analyze

AASCD: Analytical Thinking

II. CREATIVE TACTICS

Once the creative approach, type of appeal, and execution style has been determined, attention turns to creating the actual advertisement. The design and production of an advertising message involves a number of activities such as writing copy, developing illustrations and other visual elements of the ad and bringing all of the pieces together in a finished product.

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A. Creative tactics for print advertising There are three basic components of a print ad including the headline, body copy, and the visual elements or illustrations. These elements are brought together through a layout.

1. Headlines The headline refers to the words in the leading position of the advertisement those that are likely to be read first or are positioned to draw the most attention. The most important function of a headline is to attract the readers’ attention and make them interested in the remainder of the advertising message. There are various types of headlines including:

 Direct headlines – straightforward and informative in terms of the message presented

 Indirect headlines provoke curiosity and intrigue by using questions, challenges, provocations, and other methods

 Subheads Many ads also contain a main headline and one or more secondary headlines or subheads. These subheads usually appear in a smaller type size than the main headline and are generally larger the type size used for the body copy. They are used to break-up or section off large amount of body copy and highlight key sales points in the ad.

 Body copy The main text portion of a print ad is referred to as the body copy. Body copy content depends on the type of advertising appeal and/or execution style being used.

2. Visual elements Another major component of a print ad is the visual elements or illustrations. Visual components often dominate print advertising and play a very important role in determining effectiveness.

3. Layout A layout refers to the physical arrangement of the various parts of the ad including the headline, subheads, illustrations, body copy and any identifying marks.

B. Creative Tactics for Television As with print ads, television commercials have several components which must work together to create the right impact to communicate the advertiser's message.

1. Video The video or visual elements are what is seen on the television screen. Decisions have to be made regarding the main focus of the visual components of a television commercial, such as the product, the presenter, scenery, action sequences, lighting graphics, color and other factors.

2. Audio The audio portion of a commercial includes several elements such as voice, music and sound effects. Voices may be heard in several ways such as through the direct presentation of a spokesperson or as a dialogue or conversation among people in the commercial. A common method for presenting the audio portion of a commercial is through a voiceover, whereby the message is delivered or action on the screen is narrated by the voice of an announcer who is not visible. A trend among major advertisers is to hire celebrities with distinctive voices to do the voiceovers for their commercials.

 Music A very important part of many television commercials is music, which plays various roles and functions such as providing a pleasant background or helping create the appropriate mood or setting. Some artists are concerned about the backlash they might get when their songs are used in commercials Another important musical element in both television and radio commercials is jingles, which are catchy songs about a product or service that usually carry the advertising theme and a simple message.

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3. Planning and production of television commercials The various elements of a television commercial

 Planning the commercial The script which is a written version of a commercial that provides a detail description of its video and audio content. The script indicates the various audio components of the commercial such as the copy to be spoken by voices, music and sound effects. The video portion of the script provides the visual plan of the commercial. Once the basic script has been conceived, the writer and art director get together to produce a storyboard or a series of drawings used to present the visual plan or layout of a proposed commercial. Once the client approves the storyboard, the commercial is ready to move to the production phase.

 Production The process for a commercial actually involves three phases:

1. Preproduction all the work and activities that occur before the actual filming of a commercial.

2. Production the period during which the commercial is filmed or videotaped and recorded.

3. Postproduction activities and work that occur after the commercial has been filmed and recorded.

C. Creative Tactics for Online Advertising Marketers are allocating more of their media budgets to digital ads that appear on websites, social media and mobile devices which are creating a new set of challenges from a creative perspective. Compared to traditional media such as television or magazines, the Internet is a more goal-oriented medium. Getting consumers to pay attention to, let alone engage or interact with, a digital ad is very difficult since doing so takes them away from the content on the web page or social media site they are visiting on their computers, tablets, or phones. Online ads often interrupt our viewing sessions, and unless they are providing relevant information and/or are very creative or entertaining, it is likely they will be ignored.

1. Role of Digital Ads

A variety of digital advertising formats are available to marketers including banner ads, search ads, interstitials, native ads, and videos. The type of online ad used by marketers will vary depending on the goal(s) they are trying to achieve. The goal of digital concept ads is to drive top-of-the-funnel goals such as awareness and interest, which can be achieved through banner ads, or videos such as commercials. Content ads typically have a mid-funnel goal of enhancing consumers’ knowledge or understanding of a product or service, which can be done by providing high-quality content with which the viewer can engage. Different types of online ads can be used to provide content such as videos, webisodes, in-feed ads to Facebook or Twitter with sponsored content, and native ads. Native advertising is a type of paid placement designed to fit seamlessly into the content that surrounds it. The design, content, and writing style of a native ad mirrors the nonpaid content around it, giving the user the impression that it really belongs. Native advertising is becoming a dominant form of content advertising, particularly in digital editions of magazines and newspapers.

The third form of digital advertising is commerce ads, which primarily have a bottom-ofthe-funnel goal of getting consumers to take action and make a purchase. Commerce ads are the dominant form of display advertising, particularly retargeting types that follow consumers across the Web, and typically are not visually rich as their success is based on serving the right offer to consumers and can be easily measured in terms of clicks and conversions.

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Professor Notes

 Display ads Many online display ads use large-size ad formats such as rectangular ads, horizontally oriented leaderboards, or skyscrapers that are vertically oriented and give advertisers the ability to place an ad adjacent to the website content.

 Online video

The use of online video advertising is growing rapidly and is part of the tremendous growth in the viewing of videos across all online platforms including websites, YouTube, Facebook, Twitter, Snapchat, and other popular social media sites. The use of video for online advertising can include multiple formats ranging from the airing of a digital video or commercial in a program streaming online to more customized formats for viewing on mobile devices. Digital and Social Media Perspective 9–2 discusses the award-winning “Unskippable” campaign the Martin Agency developed for GEICO which consisted of a series of ads created specifically for use as pre-roll to YouTube videos.

McGraw-Hill Connect ®: Sunday Motor's Creative Tactics

Type of Activity: Click and Drag

Activity Summary:

An advertising agency is currently in the process of planning and developing television ads for the Sunday Santa Barbara, an SUV made by the Sunday Motor Corporation, an Asian automaker. Students will identify the correct sequence of the various stages in the planning and development process of a television commercial. They will then match activities with the corresponding stage of the commercial planning and development process for the Sunday Santa Barbara TV commercial.

Activity Learning Objective:

09-03 Compare tactics for the creation of print ads and TV commercials as well as online advertising.

CONCEPT REVIEW:

Once the creative approach, type of appeal, and execution style have been determined, attention turns to creating the actual advertisement. The design and production of advertising messages involve a number of activities, among them writing copy, developing illustrations and other visual elements of the ad, and bringing all of the pieces together to create an effective message. The verbal and visual elements of an ad are part of the tactical considerations in creating print ads and TV commercials.

Difficulty: Hard

Bloom’s: Understand

AASCD: Analytical Thinking

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III. CLIENT EVALUATION AND APPROVAL OF CREATIVE WORK

While the creative specialists determine the advertising appeal and execution style that will be used in the campaign, the client must evaluate and approve the creative approach before any ads are actually produced. A number of different people on the client side may be involved in evaluating and approving the creative work of the agency. The amount and influence of these individuals will depend on the company's organization and policies, the importance of the product to the company, the role of advertising in the marketing program, and the nature of the advertising approach being recommended. The text discusses the challenges the Chiat/Day agency had in convincing Apple’s board of directors to approve the famous “1984” television commercial that was used to introduce the McIntosh personal computer.

There are two basic stages in the development of advertising creation and production. Most of the attention in this chapter has focused on the creation stage and creative process. Once the creative approach has been determined and approved, the attention turns to the production process, which involves a variety of functions needed to produce the ad or commercial and put it into a finished form suitable for use by the media. The client will have the opportunity to review the final version of the advertisement after the production stage. However, it is important that a careful evaluation be made before the ad actually enters production, as this stage requires a substantial investment of time and money.

A. Guidelines for Evaluating Creative Output

There are a number of guidelines that personnel on the client side might use to evaluate the creative approaches suggested by the agency. Some of the most important and basic criteria or guidelines that might be used in evaluating creative approaches are discussed in the text and include the following:

 Is the creative approach consistent with the brand's marketing and advertising objectives?

 Is the creative approach consistent with the creative strategy and objectives? Does it communicate what it is supposed to?

 Is the creative approach appropriate for the target audience?

 Does the creative approach communicate a clear and convincing message to the customer?

 Does the creative execution keep from overwhelming the message?

 Is the creative approach appropriate for the media environment in which it is likely to be seen?

 Is the ad truthful and tasteful?

Professor Notes

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the prior written consent of Mc-Graw Hill Education

Teaching Suggestions

Nearly every student has an opinion about the quality and effectiveness of various ads and those they feel are particularly good or bad. Students should enjoy reading this chapter and learning about the various creative appeals and execution styles that can be used by advertisers. An interesting way of beginning the lecture on creative strategy is to ask the students to name the TV commercial or print ad they would rate as the "most outstanding" one they have seen lately. You might then ask them how they think their list of top commercials would compare against that of ad critics. Publications such as Advertising Age and AdWeek pick the best ads each year and feature them in special editions. For example, the Advertising Age Best Awards are given each year in various product and service categories and for various media including television, radio, newspapers magazines, out of home and interactive. There are two very interesting websites that you may want to visit and direct your students to including Ad Forum (www.adforum.com) and Advertising Age’s Creativity Online (http://creativity-online.com/). Commercials currently running can be viewed on these sites and they also include reviews of spots, industry news and many other interesting features. A number of marketers now have their own YouTube channel where they make their commercials available as well as other videos used. For example, Nike’s channel can be found at http://www.youtube.com/user/nike.

This chapter does not go into a great amount of detail regarding the process of creating and producing the advertisement. If more detail is desired on areas such as art and layout, copywriting or print and broadcast production students might be referred to a more traditional advertising principles book such as Contemporary Advertising by William F. Arens, Michael Weigold and Christian Arens. There are also numerous books available on the creative process such as Creative Strategy in Advertising by A. Jerome Jeweler and Bonnie L. Drewniany and Creative Advertising: Theory and Practice by Sandra E. Moriarty. Students interested in specific areas of the creative process such as copywriting or layout can be referred to books such as Creative Advertising by Mario Pricken, The Design of Advertising by Roy Paul Nelson, Advertising Copywriting by Philip Ward Burton and Fundamentals of Copy & Layout by Albert C. Book and C. Dennis Schick.

A new video case is available for this edition that examines the IMC program for Dasani, which is marketed by the Coca-Cola Company and is the leading brand of bottled water in the U.S. The chapter opener discusses how The Lambesis Agency developed an IMC campaign to reposition Dasani as well as leverage the new PlantBottle recyclable plastic bottle developed by The Coca Cola Company. This video goes into detail on the creative process used by Lambesis in developing the print, television, and online advertising for Dasani.

Answers to Discussion Questions

1. The chapter opener discusses how DASANI was able to use creative advertising to reposition the brand and make it the leading brand of bottled water. Evaluate the creative strategy used by The Lambesis Agency for DASANI bottled water as well as the two line extensions, DASANI Drops and DASANI sparkling. Why have they been effective? (LO 9-1, 9-2)

The Coca-Cola Company and Lambesis recognized that the environmental concerns regarding bottled water also had to be addressed and could be a point of differentiation. Coca-Cola had created PlantBottle® packaging, a 100% recyclable bottle made from up to 30% plant based material that was being used for some of its other beverages. The Company was ready to reintroduce its DASANI brand in this new, more environmentally friendly bottle and knew that the launch had to make the brand likeable and relevant to both consumers as well as retailers. Lambesis recognized that the relaunch campaign could serve the DASANI brand in two ways – by appealing to light green consumers who were seeking simple ways to be more environmentally conscious and by positioning

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the DASANI brand as a more premium brand in the highly competitive bottled water market. The agency created a fully integrated rebranding campaign that combined environmentally-conscious messaging with premium high design to celebrate the DASANI brand, the PlantBottle packaging, and the brand’s sustainability platform. A sleek and minimalist aesthetic was used throughout all of the creative work to reflect purity and the pure, clean and refreshing feeling of water. Lambesis utilized these design elements for the website as well as for high-impact online display ads, both of which helped educate consumers about the PlantBottle packaging.

Print and outdoor advertising used for the campaign centered around an impactful image of natural plant life “growing” the PlantBottle packaging. Lambesis created an innovative print insert on 100% recycled paper with a peel-off plantable seed paper leaf to highlight the environmentally conscious design of the packaging. Seeded leaf paper with eco-conscious messaging was also placed on products in retail stores to further communicate DASANI’s commitment to sustainability. The integrated campaign also used television advertising, as the first TV spot used bright, clean natureinspired imagery to showcase the brand’s commitment to being more sustainable and to portray DASANI bottled water as clean, crisp and refreshing. A second spot was set to music from the classic Chubby Checker song “The Twist” and leveraged its enduring appeal to demonstrate to consumers how easy it is to twist and recycle the new PlantBottle packaging.

The integrated campaign was very successful as it helped the DASANI line regain distribution in key retail accounts and positioned it as the mass prestige brand that stands out as the clear choice between higher-priced premium brands and lower-priced private label options. Building on the successful repositioning of DASANI bottled water, The Coca-Cola Company launched a new product named DASANI Drops®, which is a zero-calorie flavor enhancer with various flavors that can be added to water. DASANI Drops flavor enhancers give consumers a new way to enjoy drinking water by enhancing the taste of water with a simple squeeze of an easy to carry bottle and targets mothers and health-conscious people who are very busy with their daily routine. An integrated campaign themed “Turn Your Flavor On” supported the introduction of the Dasani Drops enhancers, and included print, digital and outdoor advertising along with in-store promotions and sampling at stores, on college campuses and at concerts.

The successful repositioning of DASANI made the brand the market leader in the bottled water category and The Coca-Cola Company decided to leverage the brand equity by introducing DASANI Sparkling, a carbonated water beverage. The new product is produced by adding carbonation to filtered water, has no sweeteners and comes naturally flavored with lime, lemon, berry and apple. The line extension leverages the brand’s strong identity as well as the strong growth in carbonated water, which is one of the fastest growing segments of the beverage industry. In 2016, The Coca-Cola Company debuted new flavors and introduced fresh packaging for the DASANI Sparkling line and supported these efforts with an integrated marketing campaign called “Break for Bubbles” which encourages people to take a break from everyday stresses with a refreshing beverage. The integrated marketing campaign includes television, digital, print and out-of-home advertising that delivers a message of how the DASANI Sparkling brand enlivens any moment with a refreshing and rejuvenating escape so you can renew, recharge and restart your day fresh.

Over the past seven years, the excellent creative work done by the Lambesis agency has helped propel DASANI bottled water from a brand that was struggling to avoid commodity status to the highest ranked branded water in dollar volume. Moreover, bottled water has become the fastest growing mass-market beverage category in the U.S. with annual sales of nearly $15 billion. The DASANI brands have also become an important part of the Coca-Cola Company's product portfolio as consumers continue to move toward healthy, convenient and refreshing beverages.

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2. Discuss some of the reasons why emotion-based advertising appeals are effective. Find an example of a company or brand that is using an advertising campaign based on emotional appeals and analyze its effectiveness. (LO 9-1)

Emotional appeals relate to the consumer's social and/or psychological needs for purchasing a product or service. Emotional appeals are most appropriate for products and services where social and/or psychological needs and feelings are important or where consumers need to be reached on an emotional level. Many consumer products are difficult to differentiate on a functional/utilitarian basis and advertisers often turn to appeals to emotions to create feelings, images and beliefs that can be activated when the consumer uses the product. Moreover, marketers recognize that commercials must be meaningful to consumers, as well as entertaining, and emotional appeals are often the best way to touch the consumer and hold their interest. Emotional appeals are not, however, limited to consumer products that are difficult to differentiate. Appeals to emotions are also used for major purchases such as automobiles, financial investments, and many other purchases. Figure 9-1 lists various personal psychological states (safety, security, fear, joy, nostalgia, pride) as well as social-based feelings or needs (recognition, status, respect, approval) that can be used as the basis for emotional advertising appeals. Students should have no trouble finding ads that use social and psychological needs as the basis for their appeal. However, they should be encouraged to discuss whether the needs appealed to in the ad are appropriate for the product or service they are analyzing.

3. Explain the concept of transformational advertising. Find an example of a company that is using transformational ads and discuss how the ads might enhance the experience of using the product or service. (LO 9-1)

A transformational ad is one which associates the experience of using (consuming) the advertised brand with a unique set of psychological characteristics which would not be typically be associated with the brand experience to the same degree without exposure to the advertisement. Transformational ads create feelings, images meanings, and beliefs about the product or service that may be activated when consumers use it and thus "transforms" their interpretation of the usage experience.

There are many good examples of how companies use transformational advertising to enhance the consumption experience of consumers. McDonald’s has used TV commercials showing parents or grandparents enjoying the experience of taking their children or grandchildren to the fast food restaurant and enjoying a bonding experience with them. These types of commercials can be very effective as they can make the experience of a trip to McDonalds with a child richer, warmer and more enjoyable. The “Find Your Beach’ campaign for Corona Extra beer that is discussed in the chapter is also a very good example of transformational advertising as the ads are designed to preserve Corona’s iconic beach image while extending the Corona state of mind beyond the sun, sand and surf.

4. Discuss the value of virtual reality (VR) as a way for marketers to communicate with consumers. What are some of the applications of VR to integrated marketing communications? What challenges will marketers face in using virtual reality as a way to connect with consumers? (LO 9-1, 9-2)

Virtual reality is a fully immersive digital simulated environment that gives the user the feeling and sensation of actually being in a situation or setting. It allows for a much richer experience whereby a consumer feels that s/he is actually in an environment such the playing field at a sporting event or a tourist destination such as a national park. Many experts feel that virtual reality is going to revolutionize the way we live, play, learn, and shop as marketers continue to find ways to connect with consumers through the new technology. Virtually reality offers tremendous opportunities for

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marketers; however, its use as a marketing tool requires the development of quality content that captures the environment they are trying to simulate and presents it well to the consumer. Consumers must also have the proper equipment to experience the VR content. Facebook is betting big on virtual reality; the company paid $2 billion in 2014 to purchase Oculus Rift, which makes high-end VR headsets and is developing handheld controllers that let users see and incorporate their hands in VR games and other experiences. Samsung, Sony, HTC, and Google are also investing heavily in VR. Several companies are developing online ads that utilize VR and in the future, it is likely that we will be immersed in TV commercials rather than just watching them.

5. IMC Perspective 9-1 discusses the new “Live Más” campaign for Taco Bell. Analyze the creative strategy used for this campaign, giving attention to the type of creative appeals used as well as the advertising execution. (LO 9-1, 9-2)

The Live Más campaign for Taco Bell uses a variety of creative appeals and executions. One of the best-known ads was the “Viva Young” commercial that debuted during the 2013 Super Bowl and was one of the most popular spots on the big game. The commercial features a group of senior citizen sneaking out of their retirement home late at night and embarking on a night of partying that includes dancing, getting tattoos, sneaking into swimming pools, and other escapades. They eventually end up at a Taco Bell for a “Fourthmeal’ before returning home. The purpose of the ad is to show that you are never too old to Live Más. This commercial is clearly an emotional appeal that uses a combination of executions but is best classified as an entertaining humorous execution. It should also be noted that the spot uses music very effectively, as a Spanish version of Fun’s hit song “We Are Young” is integrated very well into the commercial. Taco Bell has used a number of other types of advertising appeals and executions to help with the launch of the Doritos Locos Tacos. For example, several spots for the DLTs relied on user-generated content. One spot is called “Road Trip” and is based on a video posted on YouTube showing a consumer who drove over 900 miles to find a DLT while another featured a series of Instagram posts strung together showing consumers taking their first bite of a Cool Ranch DLT. Another popular TV commercial is the launch spot for the Cool Ranch DLT called “World’s Most Obvious Idea” which capitalized on the swell of consumers wondering when Taco Bell would make a Cool Ranch version of the new product. The humorous spot uses a form of a slice-of-life execution by showing various scenes of people eating a Nacho Cheese DLT as they go about their business and daily lives but noting that “they should make a Cool Ranch one.” All of the advertising for Taco Bell is very upbeat and designed to promote the positive experience consumers have at Taco Bell while building an image for the company as a lifestyle brand. Examples of television commercials used by Taco Bell can be found on the company’s YouTube channel (https://www.youtube.com/user/tacobell).

6. Choose three of the advertising execution techniques discussed in the chapter and find examples of advertisements that are using them. Discuss why the marketers might be using these particular ad execution techniques. (LO 9-2)

A number of advertising execution techniques are discussed in the chapter and students should be encouraged to select three of them to analyze and find examples of their use. We discuss two of them here to as an example of how this question might be answered.

The slice-of-life format relies on a problem-solution approach that is often presented with a little drama. These spots usually begin by showing consumers facing or talking about a problem such as bad breath, dingy laundry, dandruff, headaches, or dry skin. The short drama always ends with the problem being resolved by the advertiser’s product. Many advertisers feel that the slice-of-life format is a more interesting and effective way to present their message than just making performance or efficacy claims. Consumers purchase products to solve problems and marketers feel the slice-of-life

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execution format is an effective way of registering a product feature or benefits and showing how it can resolve common problems we encounter in our daily lives. The slice-of-life execution format is very popular among packaged-goods companies such as Procter & Gamble because it is an effective way of connecting with consumers by showing common situations or problems they encounter in their everyday lives.

Some business-to business marketers use a variation of the slice-of-life technique known as slice-ofdeath advertising, which involves showing the negative consequences that, can result when companies make the wrong decision in choosing a vendor or service provider. B2B marketers use this advertising execution technique to demonstrate how their products and services can be used to solve their customers’ business problems and how they are better than their competitors’ products or service. This execution style is often used in conjunction with a fear appeal although some companies, such as Fed Ex, also integrate humor into their slice-of-death commercials.

Another execution technique is dramatization, where the focus is on telling a short story with the product or service as the star. The approach is similar to a slice-of-life execution in that it usually relies on a problem/solution approach but uses more excitement and suspense in telling the story. Products and services for which there are significant consequences or outcomes associated with their use or performance are good candidates for the use of dramatization executions. Dramatization is an effective way to draw the viewer into the action and hopefully to get them to experience the feelings and concerns of the characters. For example, Exhibit 9-21 shows some images from the TV commercial for the Buick Enclave, which uses dramatization by showing a family coming home from a trip and landing at an airport on a cold and snowy night. As the plane touches down, the man takes out a smartphone and uses the MyBuick remote start feature to start the vehicle so that it is nice and warm when the family gets off the shuttle bus and into the Enclave.

7. Discuss some of the reasons a marketer might choose to create a personality symbol or character to represent the company or brand. Analyze KFC's decision to bring back Colonel Sanders as a personality symbol for the brand. Do you agree with this decision? (LO 9-2)

Marketers might choose to create a personality symbol or character for their company or brand for a number of reasons. One of the major reasons is that a personality symbol or character can be an effective way to draw attention to a company’s advertising and a way to break through the clutter of competing ads. They can also be a way to build and maintain an identity for a company or brand, particularly when the character is well liked by consumers. They can also bring some continuity to an advertising campaign as consumers will be seeing the person or character regularly and thus can associate him/her or the character with the company or brand. A recent campaign created by the Wieden+Kennedy agency for KFC resurrected Colonel Harland Sanders, who founded the company (originally known as Kentucky Fried Chicken) in 1940 and appeared in ads for decades for the popular chicken restaurant chain. Although Sanders died over 35 years ago, KFC decided to harken back to its past by having comedians Darrell Hammond and Norm Macdonald play the bespectacled founder. In 2017 George Hamilton, the handsome actor best known for his extreme suntans, was added to play the Colonel. Hamilton appears as an extra bronzed colonel in commercial for Extra Crispy Colonel, making him KFC’s first product-specific colonel. A major goal of the campaign is to appeal to millennials, many of whom have never tried KFC, by adding a modern, comedic twist to his character. The integrated campaign includes new packaging, menu items, websites, and social media and has helped increase KFC sales since its launch. Same store sales at KFC locations have increased every quarter since the campaign reintroducing the Colonel began in May 2015. The campaign has also generated a considerable amount of earned media, as the commercials are very popular on YouTube and other social media platforms.

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8. Discuss the role of headlines in a print advertisement. What is the difference between a direct headline and an indirect headline and when might each be used? (LO 9-3)

The most important function or role of the headline is to attract the readers' attention and make them interested in the remainder of the message. Headlines can also perform a segmentation function by engaging the attention and interest of consumers who may be most likely to buy a particular product or service. Some ads use little or no body copy so the headline must work with the illustration or visual portion of the ad to communicate the entire advertising message. Subheads are secondary headlines that are usually smaller than the main headline but larger than the body copy. Subheads are often used to enhance the readability of the message by breaking up large amounts of body copy and highlighting key sales points. Their content often reinforces the headline and advertising slogan or theme.

A direct headline is very straightforward and informative in terms of the message presented and the audience the ad is targeting. Examples are headlines that make an announcement or provide news or information to the reader. Indirect headlines are not straightforward but rather may be designed to create attention, interest or curiosity with questions, provocations, or challenges. Direct headlines are often used when marketers have a specific product attribute or benefit they want to communicate or are making a promise or offering something that is very likely to be of interest to the reader. Indirect headlines are often more effective at attracting readers’ attention and interest because they provoke curiosity which can be a way to motivate readers to become more involved with the advertisement. Students should find an example of ads that use direct and indirect headlines.

9. Discuss the role of music in advertising. Find an example of a television commercial that is using a specific song and discuss the role the music plays in delivering the message. (LO 9-3)

Music can play a variety of roles and functions in commercials. In many spots, the role of music is primarily to provide a pleasant background or to help create the appropriate mood or setting for the commercial. In some ads, the role of music is much more central to the delivery of the advertising message. It can be used to break through clutter, help establish an image or position, or add emotion or feeling. Music can work through a classical conditioning process whereby it creates positive feelings or affect that become associated with the company or brand being advertised. Music can also create a positive mood state that can make the consumer more receptive toward the advertising message.

Companies/brands pay large sums of money for the rights to use these songs such as because they feel the music is central to the feeling or image they want to create in the commercial. For example, Google has used Lady Gaga’s hit song “Edge of Glory” in commercials for its Chrome web browser while Citibank has used Alicia Keys’song “Girl on Fire” in its commercials. General Motors used the music from Led Zeppelin’s hit song “Rock and Roll” in its commercials for Cadillac as part of its effort to attract baby boomers by creating a more hip image for the brand. Microsoft licensed the rights to use the classic Rolling Stones song “Start Me Up” in ads for its Windows 95 operating system as the music helped deliver a message regarding the integral role the operating system plays in the functioning of a personal computer. The company also licensed the rights to Madonna’s hit song “Ray of Light” for use in ads introducing its new XP operating system as the company felt that the lyrics were very appropriate for promoting a technology product. Other example of how music has played a very effective role in TV commercials is Meghan Trainor’s hit song “Lips Are Movin,” which resulted in a 26 percent increase in sales for the HP x360 tablet among teens and young adults. Ford also had great success with the use of Rachel Platten’s hit “Fight Song” in commercials for its Edge SUV in 2015.

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Students should be encouraged to find an example of a current advertising campaign that is using a song and analyze the role the music plays in delivering the message. There are a number of advertisers that are rely heavily on the use of music in their advertising such as Kia, Apple, Nike, Coca Cola, PepsiCo and many others

10. Discuss the challenges marketers face in developing online advertising messages. How will the creative strategy for online advertising differ depending on whether the goal is for concept, content or commerce types of online advertising? (LO 9-3)

Online advertising can take various forms including various types of banner ads such as skyscrapers and leaderboards, text-only ads used for paid search, webisodes and video. Many online video ads are similar to or the same as the commercials that are aired on television. One of the challenges face when using online advertising is that getting consumer to attend to and engage with an online ad can be very difficult as doing so takes them away from the content on the website or social media page. Television and radio ads air during commercial breaks and do not compete for viewers’ attention during a program while print ads often appear on separate pages of a magazine or newspaper and can be easily attended to or ignored. The clutter problem that traditional media advertising faces is also an issue for online advertisers, as consumers are bombarded by online ads and often annoyed by them. As discussed in Chapter 1, most consumers are using some type of ad-blocking software to prevent ads from appearing on their computers, tablets and smartphones.

A variety of digital advertising formats is available to marketers including banner ads, search ads, interstitials, native ads, and videos. The type of online ad used by marketers will vary depending on the goal(s) they are trying to achieve. Peter Minnium of the Internet Advertising Bureau notes that digital advertising is trifurcating into three types of advertising concept, content, and commerce ads and their use varies based on the goals and/or objectives the marketer is trying to achieve all along the purchase funnel. The goal of digital concept ads is to drive top-of-the-funnel goals such as awareness and interest, which can be achieved through banner ads, or videos such as commercials. Content ads typically have a mid-funnel goal of enhancing consumers’ knowledge or understanding of a product or service, which can be done by providing high-quality content with which the viewer can engage. Different types of online ads can be used to provide content such as videos, webisodes, in-feed ads to Facebook or Twitter with sponsored content, and native ads. Native advertising is a type of paid placement designed to fit seamlessly into the content that surrounds it. The design, content, and writing style of a native ad mirrors the nonpaid content around it, giving the user the impression that it really belongs. Native advertising is becoming a dominant form of content advertising, particularly in digital editions of magazines and newspapers.

The third form of digital advertising is commerce ads, which primarily have a bottom-of-the-funnel goal of getting consumers to take action and make a purchase. Commerce ads are the dominant form of display advertising, particularly retargeting types that follow consumers across the Web, and typically are not visually rich as their success is based on serving the right offer to consumers and can be easily measured in terms of clicks and conversions.

Critics argue that one of the major problems with online advertising is that it has been too focused on ubiquitous banner ads as marketers often try to build awareness and/or brand identity by simply buying large amounts of banner ads across a myriad on online platforms. A great deal of time and effort is devoted to optimizing media placement, retargeting, and measuring the effects of digital advertising campaigns, but less attention is given to creative considerations and the fundamentals of great advertising.57 However, the domination of banner ads at the top or side of a page is weakening as new online display formats are being developed that are larger, richer, and take up more of a page, either initially or upon expansion. The Internet Advertising Bureau refers to these new formats as “Rising Stars” which include ad unit formats such as billboard sidekicks and sliders as well as various

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video formats. One format that has become very popular is expanding pushdown ad units that push page content down rather than expanding over it, which helps address the annoyance issue. Exhibit 9–29 shows examples of these various formats offered on the website of Cox Media. These formats are also available for online videos; we now turn our attention to this form of digital advertising.

11. Digital and Social Media Perspective 9-2 discusses the Unskippable online advertising campaign created by the Martin Agency for GEICO. Why do you think this campaign was so popular among consumers? Do you think other marketers could use the technique used for the GEICO campaign as a way to draw attention to their online video ads?

The Unskippable online campaign for GEICO was very effective as it was able to avoid the problem which most pre-roll ads face, which is getting consumers not to skip out of it. The Martin Agency, which handles all of GEICO’s advertising, was well aware of research showing that more than 90 percent of people skip online pre-roll ads because they fail to hook them before they press the skip button. The agency knew it was important to get the attention of consumers in the first few seconds of the spots, which they did by freezing the video and having a voiceover tell viewers “You can’t skip this GEICO ad because it is already over. As the Cannes Jury president noted in discussing its selection of the family dinner spot for its top honor: “Instead of begging you to watch this ad, it challenges you not to watch it. Instead of a long story with a tenuous link to the brand at the end, there is a gigantic logo of the brand in middle of screen the entire time. To us it’s a deceptively simple piece of communication and really showed us how film can reinvent the way we look at media, even the least-sexy media in the world, which is pre-roll.”

Consumers are very likely to continue watching online videos and marketers will keep trying to get them to watch their pre-roll ads before doing so. Perhaps more will follow the lead of GEICO and create pre-roll ads that are worth watching. However, it will be important that advertiser find creative ways to grab the attention of online viewers in the first 5 seconds of an online video if they are going to get them to watch it. This will continue to be a major challenge for marketers using pre-roll and other forms of online video advertising.

12. Choose a current advertising campaign and analyze it with respect to the creative guidelines discussed in the last section of the chapter. Identify any areas where you feel the campaign does not meet the guidelines and discuss why this is so. (LO 9-4)

The last section of the chapter discusses criteria or guidelines that can be used for evaluating the output from the creative process of advertising. Some of these concern factors that are not directly accessible and thus more difficult to evaluate, such as consistency with marketing and advertising objectives. However, answers to many of these questions are judgmental in nature and can be evaluated such as appropriateness for the target audience, communication of a clear and convincing message, whether the creative overwhelms the message, appropriateness for the media environment, and whether the ads are truthful and tasteful. Students should be encouraged to choose a particular campaign, conduct some research on it in the business press or trade publications, and then evaluate the creative approach as well as some of the individual ads against these guidelines. Excellent sources of information that can be helpful to students in this assignment are the ad reviews that appear in publications such as Advertising Age, and AdWeek.

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Additional Discussion Questions (not in text)

13. Discuss the difference between an advertising appeal and a creative execution style. Find several ads and analyze the particular appeal and execution style used in each. (LO 9-1)

An advertising appeal refers to the basis or approach used in the advertisement to elicit some consumer response or influence feelings toward the product, service, or cause. The creative execution style refers to the way in which a particular appeal is turned into an advertising message and presented to the consumer. A particular appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals. For example, an informational appeal that focuses on a product's features or advantages can be executed through a straight-sell or factual message, a demonstration or a comparison.Aparticular execution technique such as animation could be used for an informational/rational appeal or for an emotional appeal. Students should be encouraged to analyze the particular appeals and execution styles used in selected ads.

14. Discuss how teaser advertising might be used to introduce a new product or brand or to reposition an existing brand. What factors should marketers take into consideration when using a teaser campaign? (LO 9-1)

Teaser advertising is designed to build curiosity, interest, and/or excitement about a product/service or brand by talking about it but not actually showing it. Teasers can also be used to draw attention to upcoming advertising campaigns and generate interest and publicity for them. Teaser ads are often used to introduce a new product or brand such as automobiles, movies or television shows. They can also be used to reposition an existing brand as the curiosity and interest they generate can create some excitement and intrigue that can help increase consumer involvement and make them more receptive to subsequent advertising. When using a teaser campaign marketers will have to consider several factors. They must make sure the teaser generates enough interest and/or curiosity among the target audience to be effective. If the message is too subtle, consumers may not even attend to it. Marketers must also be careful not to extend their teaser campaigns too long as this can create confusion among consumers or even generate negative reactions. As noted in the text, you have to give consumers enough information to hold their attention and interest yet maintain some level of mystery, intrigue and or curiosity.

15. Why do many advertisers pay large sums of money to celebrities to do the voiceovers for their commercials? Do you think consumers recognize the voices of the celebrities doing the commercials? Is it necessary that they recognize them for the commercials to be effective? (LO 9-3)

Advertisers will often pay as much as $500,000 to celebrities just to have them do the voiceovers for their commercials. Some celebrities prefer this more subtle form of product endorsement as they do not have to appear in the ads and thus can avoid the potential negative image of being perceived as “selling out” and pitching products. Advertisers and agencies that pay these large sums of money for celebrity voiceovers argue that a voice consumers have heard before is reassuring and makes the message more effective. They also argue that some celebrities have very distinctive and engaging voices that communicate very effectively.

It is difficult to say whether consumers recognize the celebrities doing the voiceovers in many commercials. Actors who have very distinctive voices may be recognized such as Donald Sutherland (Volvo), Morgan Freeman (VISA), Demi Moore (Verizon Wireless), and Jeff Goldblum (Apple Computer). However, most consumers probably do not recognize the celebrities doing the voiceover in many commercials. It is not necessary that consumers recognize the celebrity’s voice for the commercial to be effective. Distinctive voices are often part of the talent offered by actors and actresses as they may be help them be perceived a certain way (honest, humble, sincere, funny and

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the like). The voice characteristics that help make them popular entertainers may also be effective for television commercial voiceovers.

16. The chapter discuses how the campaign featuring the Aflac duck has been very successful in increasing awareness as well as sales for the supplemental insurance company. Why do you think this campaign has been so successful? What challenges does Aflac face by continuing to use the duck as the focal point of the campaign? (LO 9-2)

The Aflac campaign is a very good example of how a company can take a cute character such as a duck and turn it into a personality symbol that can effectively deliver an advertising message with which the company can become identified. Aflac, which is an acronym for American Family Life Assurance Company, sells insurance policies which supplement primary health plans. The company’s various insurance plans are sold through independent agents who work with customers in putting together a program that best meets their needs. However, advertising plays an important role in making consumers aware of the company and interested in learning more about its insurance plans. Since this campaign was first introduced in 2000, awareness of AFLAC has increased tremendously and the ads have helped make potential customers more interested in the company. The campaign has been very popular and has been recognized by a number of major media, which has generated a great deal of publicity for the company and helped increase awareness.

The primary reason the campaign has been so successful is because the humorous commercials have clearly struck a responsive chord with consumers. The spots featuring the quirky duck in all sorts of odd places are very entertaining and have been a very effective way to break through the clutter, get consumer to attend to the ads, and register the Aflac company name. Supplemental insurance is a product/service category that is not very easy to advertise as consumers are not interested in it or do not want to address the need for insurance. However, once the agents have the sales lead, it is up to them to explain Aflac’s insurance programs and close the sale. The campaign has helped increase Aflac sales as it paves the way for agents who are trying to the company’s supplemental insurance program and also helps Aflac recruit more agents to handle its products. The iconic duck has become an important part of Aflac and has recently been integrated into the company’s redesigned corporate logo. However, the company is reaching the saturation point with regard to awareness as nearly everyone is now aware of Aflac after being exposed to the ads over the past 16 years. Aflac has had to modify the commercials using the duck after research has showed that consumers are aware of the company but do not understand its insurance programs. Commercials using the duck now focus more attention on explaining supplemental insurance and its importance to consumers.

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Advertising and promotion an integrated marketing communications perspective 11th edition belch solu

Advertising and Promotion An Integrated Marketing Communications Perspective

CREATIVE STRATEGY: IMPLEMENTATION AND EVALUATION

Chapter Overview

Learning Objectives

Chapter and Lecture Outline

I. APPEALS AND EXECUTION STYLES

McGraw-Hill Connect ®: Appeals Used in WPU's Campaigns

II. CREATIVE TACTICS

McGraw-Hill Connect ®: Sunday Motor's Creative Tactics

III. CLIENT EVALUATION AND APPROVAL OF CREATIVE WORK

A. Guidelines for Evaluating Creative Output

Professor Notes

Teaching Suggestions

Answers to Discussion Questions

Additional Discussion Questions (not in text)