Ch8/9 Flashcards
Creative execution Style
Critical creative tactic, the way that a message appeals presented.
Ad execution techniques
- Straight sell / factual
- Scientific / technical evidence
- Demonstration
- Comparison
- Slice of Life (Ordinary life scene or situation)
- Testimonial
- Animation
- Personality symbol ( Dovercat)
- Imagery (recognizable scene, ex: fine dining)
- Dramatization
- Humour
message structure
The structure of a persuasive message can influence its effectiveness.
affected by the order of presentation, conclusion drawing, message sidedness, verbal vs. Visual balance.
Order of presentation
Items presented first and last are remembered better than those presented in the middle.
The strongest arguments should be presented early or late in the message but never in the middle.
Primacy or recency effect
Items choice is dependant on several factors: target audience level of opposition, length of message, and level of detail in message.
Conclusion drawing
Marketing communicators must decide whether messages should explicitly draw a firm conclusion or allow receivers to draw their own conclusion.
Dependent on: target audience, type of issue or topic, and the nature of the situation.
The more intelligent your target audience the more you can allow them to draw their own conclusions and still be successful.
Message sidedness
One-sided message: mentions only positive attributes or benefits, most effective when target audience already holds favorable opinion of product
Two-sided message: presents both good and bad points, more effective when the target audience holds an opposing opinion or is highly educated.
Refutation: a special type of two-sided message
Verbal / visual balance
Both the verbal and visual portions of an ad influence the way the message is processed
verbal and visual portions can be used concurrently to enhance message processing.
They can also be used and congruently the juxtaposition engages the consumer and encourages more effortful processing.
When are Design Elements for printing advertising used?
Types of design elements for print messages
Used when competing brands are so similar is difficult to find or create a unique attribute.
Types include:
- Headlines
- Body copy
- Visual
- Layout
Headlines
- direct- Straightforward and informative in terms of the message they present in the target audience who they are directed.
- indirect- Not straightforward about identifying product or service or getting to the point often more effective at attracting attention because they provoke curiosity.
- subheads- Breaks up body copy to make message more readable and highlight key sales points are content also reinforces headline and slogan or theme.
Body copy
Often flows from points made in the headline
content depends on the advertising appeal and/or the execution being used
Is directed by the creative strategy.
Visual (use and types of decisions)
Dominant element
must attract attention communicate an idea or image and work in a synergistic fashion with headline and body copy.
Some key decisions:
1. Identification marks (brand, company, trade name)
- Photos or hand drawn or painted illustration
- Colours
- Focus of visual
Layout
Physical arrangement of the various parts of the ad including:
- headline
- subhead
- body copy
- illustration
- identifying marks.
Microphone advertising
Longer version of video message
message format originate from in identified sponsor
Used to motivate online viewing, discussion, and distribution without payment
intention is to persuade.
Steps of pre-production
- Selecting director
- choosing a production company
- Bidding
- cost estimation and timing
- production time table
- set construction
- location
- agency and client approvals
- casting
- wardrobes - Pre-production meeting
Steps of production
- Location vs. Set shoots
- Night / weekend shoots
- Talent arrangements
Steps of post-production
- Editing
- Processing
- Recording sound effects
- Audio/video mixing
- Opticals
- Client/agency approval
- Duplicating
- Release/shipping
Forms of verbal talking in audio messages (radio, podcast)
Straight announcer
dialog
announcer / actor
customer interview
Audio logos
Jingles / songs
Low involvement- transformational (brand attitude)
the emphasis of benefit claim is stronger than the emotional portrayal of a negative motive.
Low involvement- informational (brand Attitude)
should have very obvious benefit claim with an unusual execution-style.
High involvement - transformational (brand attitude)
Persuasion require strong emphasis on emotion
A positive attitude towards the ad leads to a positive brand attitude
the target audience must relate to the execution-style and feel the ad supports their lifestyle.
High involvement - informational (brand Attitude)
Considerable and accurate benefit claims are required
many benefits can be presented but they must be organized and presented in a manner that respects the current attitude of the target audience.
Reasons for measuring effectiveness
- Avoiding costly mistakes
- evaluating alternative strategies
- increasing advertising efficiency
- determining if objectives are achieved.
Reasons not to measure effectiveness
- Cost
- Research problems
- Disagreement of what to test
- Objections of creative specialists
The testing process
Tests at various stages
stage 1: concept testing
stage 2: rough testing
stage 3: finished art of commercial testing
stage 4: Market testing or post-testing.
Concept generation testing
Conducted very early in the campaign used to explore consumers responses to ad concepts expressed in words, pictures, or symbols
Measures positioning statements, copy, headlines, and illustrations.
Alternatives are exposed to consumers who match the target audience their reactions and evaluations are sought through focus groups, direct questioning, surveys, Etc…
Provides qualitative and/or quantitative data evaluating and comparing alternative concepts
Rough art, copy, and commercial testing ( advantages and disadvantages)
Advantages:
- control
- cost-effectiveness
- endorsements by independent third parties
- achievement of credibility
Disadvantages:
- Consumer may become a self-appointed expert - number of ads that can be evaluated is limited
- a halo effect is possible
- preference for ad types may overshadow objectivity
Rough commercials definition and categories
An unfinished execution that may fall into 3 categories:
- Animatic rough ( succession of drawings/ cartoons, rendered artwork, still frames, simulated movement)
- Live-action rough (live motion, stand in talent, limited props/minimal opticals, location setting)
- Photomatic rough (succession of photographs, real people/scenery, still frames, simulated movements)
Pre-testing finished print messages
Portfolio test- lab method
readability test- flesch formula
diagnostic measures- account for shortcomings of other methods
Theatre tests
Invitation to view Pilots of proposed TV programs, audiences responses to commercials can be compared with normative responses.
On-air tests
Insert commercials into actual programs in certain test markets
Physiological tests of finish ads
Pupil dilation
galvanic skin response/ electrodermal response
eye tracking
brain waves
Post-test of print ads
Inquiry test
recognition test
tracking studies
recall test
Post-test of broadcast commercials
Single-Source tracking comprehensive measures test marketing tracking studies day after recall test
