Creative strategies presentation for mktg4752

1. ECU Advertising Creative Strategies and AppealsTracy Tuten, Ph.D.East Carolina University

2. Creative Strategies USP Brand image/ symbolic Inherent drama Emotional Resonance Preemptive Generic Informational/ rational/functional Experiential

3. USP – Double Twist by Revlon

4. Image - Mercedes

5. Inherent Drama - Mini

6. Resonance – Macy’s

7. Resonance - Pillsbury

8. Resonance - Lexus

9. Generic: AB

10. Preemptive: Honda

11. Emotion - Zales

12. Emotion - MasterCard

13. Emotion (Belonging) - Pepsi

14. Emotion: Fear/Embarrassment - Tampax

15. Emotion - Budweiser

16. Emotion: Humor – Fed Ex

17. Humor - Heineken

18. Humor - Danier Leather

19. Feature-Based Functional Appeal

20. Experiential - T-Mobile

21. Executions Straight sell Scientific/Technical evidence News announcement Demonstration Comparison Testimonial Reminder Slice of life/death Animation Personality symbol Imagery Dramatization Fantasy Combinations

22. Straight Sell - Ford

23. Animation

24. Testimonial

25. Scientific – L’Oreal

26. Evidence - Puritan

27. Combination, Demonstration/ Indirect Comparison - Zest

28. Competitive, Direct Comparative

29. Comparison

30. News Announcement

31. Personality Symbol - Charmin

32. Dramatization – JC Penney

33. Imagery - Jeep

34. Slice of Life

35. Slice-of-death

36. Fantasy – Levi’s

37. Fantasy: Chevy Traverse

38. Combination: Comparison and Preemptive - Pizza Hut

39. Combination: USP/Comparison

40. Music

41. Jingles

42. Production Stages for TV Commercials Preproduction All work before actual shooting, recording Production Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded

43. Production Tasks Location Timing Talent http://www.youtube.com/watch?v=1eiB6C8c2gc http://www.youtube.com/watch?v=-_M-WaCg27k Production

44. Commercial Production Insights

45. Basic Components of Print Advertising Headline Words in the Leading Position of the Ad Subheads Smaller Than the Headline Body Copy The Main Text Portion of a Print Ad Visual ElementsIllustrations Such As Drawings or Photos Layout How Elements Are Blended Into a Finished Ad

46. Ad Layout Visual element Indirect headline Body copy

47. Best Print Ads 2008

51. Evaluation Guidelines Consistent with brand marketing objectives? Consistent with brand advertising objectives? Consistent with creative strategy, objectives? Communicates what it’s supposed to? Approach appropriate to target audience? Communicates clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Truthful and tasteful?

52. Questions

53. Contact Dr. Tracy Tuten tutent@ecu.edu Brandacity.blogspot.com www.twitter.com/brandacity www.linkedin.com/in/tracytuten Skype: tracy.tuten Facebook: tracy.tuten