Ch9 Implementing and Executing Creative Strategy

Question 1

advertising execution methods

Answer 1

1. straight sell/factual
2. scientific/technical evidence
3. demonstration
4. comparison
5. testimonial
6. slice of life
7. animation
8. personality symbol
9. imagery
10. dramatisation
11. humour
12. combinations

Question 2

straight sell

Answer 2

• straightforward presentation of product attributes and benefits using informational/rational appeals
• often used in print and TV ads for high involvement consumer products - how does the product solve your problem?
• may be used for industrial also

Question 3

scientific/technical evidence

Answer 3

• presented in ad to support performance claims
• can be research results or claims by scientific bodies or doctors for e.g. Alcon multipurpose contact lens solution is no. 1 doctor recommended brand

Question 4

demonstration

Answer 4

• illustrates key advantages in actual use or staged situation
• best suited to TV/online videos as you can effectively show advantages with sight, sound and motion
• may be used in print - e.g. Varilux progressive Lens vs normal progressive lens

Question 5

comparison

Answer 5

directly communicates particular advantage of brand over competitors

often used by new/lesser-known brands to position next to industry leaders

Question 6

testimonial

Answer 6

• personal praises product based on personal experience
• most effective when person delivering it is credible, identified with by audience or is relatable/has interesting story
• must be based on actual use to avoid legal issues
• related to endorsement by celeb or expert but this is not necessarily based on personal experiences
• e.g. tutors selling revision packs for A Level or highschool exams use student testimonials, add credibility by listing grades received

Question 7

slice of life

Answer 7

• portrays everyday-life problem then shows how product can resolve it
• useful for both B2C and B2B and B2B may use slice-of-death combined with fear appeal - FedEx
• effectiveness depends on how well actors execute roles to get viewers to identify with them, so more likely to be used by companies with large enough ad budgets to hire professional actors to ensure quality
• can be an effective way to execute humour appeals - Kevin Hart Hyundai Genesis ad

Question 8

animation

Answer 8

• animated scenes and/or characters drawn or computer generated
• especially popular for ads targetted at kids
• Chipotle Food With Integrity campaign - Back to the Start
• may increase in use as creative specialists find more ways to use CGI and other tech advancements

Question 9

personality symbol

Answer 9

• develop a memorable central character that delivers the ad message and is used to identify the brand
• e.g. colonel sanders for KFC; tony the tiger for frosted flakes