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23 Cards in this Set
- Front
- Back
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What are the styles of execution |
1. Straight sell 2. Testimony 3. Celebrity 4. Demonstration 5. Humor 6. Fear 7. Problem-solution 8. Slice of life 9. comparison |
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Why are creative tactics so important? |
- time fatigue - media clutter - consumer control - few differences b/t brands |
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Straight Sell |
- simple presentation of facts - often accompanies rational strategy - more likely in print ( USP, and Positioning) - gives consumer a reason to buy the product |
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Strategic implication of straight sell |
- gives consumer permission to buy - assumes high level of involvement - requires high frequency - legal challenges |
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Testimonial |
- durable technique - someone speaks for the product FORMS - celebrity/ceo - unknown--avg joe - non-user - devalue the seller/parody |
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Strategic implications of Testimonial |
- can seem fake - celebrities screw up - celebrities serve as distractions and cause confusion if they over endorse |
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Demonstration |
- Demonstration is often found in high scoring commercials even if product is dull - illustration key benefits by showing product in action - visual dominates verbal - good for tv/ audio and video over print |
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Forms of demonstration |
straightforward - torture test - whimsical vary who demonstrates and how they demonstrated |
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Strategic implications of demonstration |
Veryretrievable memory-- Helpsconsumer defend purchase --Regulatoryexposure --Cynicalaudience (is demo real?) |
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Celebrity Endorsers ( facts) |
- us. cos paid more than 1 billion for endorsement deals in - 20% of tv ads use celebrities |
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Why use celebrity endorsers |
stopping power influence atts. and behavior enhance image halo effect |
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Problems with celebrity endorsers |
overexposure overshadow the product unperceptive target uncontrollable |
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Rules of celebrity endorsement |
match celebrity with product watch their animate nature diff b/t likability and effectiveness |
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Humor ` |
attracts and holds attention creates positive mood--leads to liking can distract from counter arguing universal language humanizes sponsor |
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When should you use humor |
as a means to an end not an end to itself |
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Strategic implications of humor |
Veryeager creatives --Wearsout in as little as 3 exposures --Attractsattention but can hurt comprehension--Musttie humor to brand message |
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Forms of Fear |
social disapproval vs. physical consequences effect of behaving vs effects of not behaving Facilitating effect--gets attention and interest inhibiting effect--counter argues, denies, and tunes out |
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Strategic implications of fear |
Moderatelevel is best --Mustoffer a clear solution --Ethicalissues |
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Guidelines of humor |
inadvisable for new product and sensitive products - funny kids/pets can upstage - make humor relevant to product and message - parody works due to borrowed interest ( familiar) - subtle not slapstick |
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Slice of life |
real life situation ad as a mini play Problem-solution 1.Problem 2. Product ( hero) 3. solution |
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strategic implications of slice of life |
- legal deniability -common -can get lost in clutter -doesn't copy test well |
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Comparison |
- pair images in a side by side comparison - easy to remember - hardest part: catchy headline - popular since ftc lifted restrictions - good for new brands, underdogs |
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strategic implications of comparison |
can help underdogs legal challenges cynical audience |
