Advertising Appeals and Creative Tactics

Types of Advertising Appeals

Feature Appeal

  • Ads highlight the qualities of a service or product.
  • Example: Apple Watch Series 6 - "The future of health is on your wrist."
  • Focus on understanding your health and privacy matters.

Competitive Advantage Appeal

  • An advertiser directly or indirectly compares their brand to communicate superiority.
  • Example: Burger King trolling McDonald's.

Price Appeal

  • Sales, low prices, and special discounts and offers are announced.
  • Examples: Pizza Hut promotions like "Buy 1 Pizza Get 1 Free Online Only" and Ramada offers.
  • Deals such as "3 Small Pizzas + 2x 500 ML Pepsi for Only 59" are used.

News Appeal

  • Any kind of news related to the company, service, or product is highlighted.
  • Example: Amazon signing an agreement with LuLu Group in UAE.

Product/Service Popularity Appeals

  • This ad type highlights the quality of a brand because it is popular and encourages new customers to start using it.
  • Example: Apple iPhone 15.

Appealing to Personal States or Feelings

  • Ads target personal feelings and states such as:
    • Achievement, Actualization, Accomplishment
    • Affection, Ambition, Arousal (Stimulation)
    • Comfort, Excitement, Grief, Joy, Nostalgia, Pride
    • Security, Sentiment
    • Fear, Happiness, Love, Pleasure, Safety
    • Self-esteem, Sorrow

Appealing to Social-Based Feelings

  • Ads target social-based feelings, including:
    • Approval, Affiliation, Acceptance
    • Embarrassment
    • Status
    • Belonging
    • Respect, Rejection, Recognition
    • Involvement

Transformational Ads

  • Ads create:
    • Feelings
    • Images
    • Meanings
    • Beliefs
  • It must make the product use experience:
    • Richer
    • Warmer
    • More Exciting
    • More Enjoyable

Levels of Relationship with Brands

  • Emotions
  • Personality
  • Product Benefits

Ad Execution Techniques

  • Straight sell
  • Scientific
  • Animation
  • Personality Symbol
  • Demonstration
  • Imagery
  • Comparison
  • Dramatization
  • Testimonial
  • Humor
  • Slice of life
  • Combinations

Creative Tactics

  • The design and production of advertising messages involve:
    • Writing copy
    • Developing illustrations and other visual elements
    • Bringing all of the pieces together to create an effective message.
  • Examine the verbal and visual elements of an ad.
  • Discuss tactical considerations in creating print ads and TV commercials.

Print Ad Components

  • Headline: Words in the leading position of the ad
  • Subheads: Smaller than the headline, larger than the copy
  • Body Copy: The main text portion of a print ad
  • Visual Elements: Illustrations such as drawings or photos

Print Ad Layout

  • Format: Arrangement of the elements on the printed page
  • Size: Expressed in columns, column inches, or portions of a page.
  • Color: Black & white or two-, three-, or four-color printing
  • White Space: Marginal and intermediate space that remains unprinted

Production Stages for TV Commercials

  • Preproduction: All work before actual shooting/recording.
  • Production: Period of filming, taping, or recording.
  • Postproduction: Work after the spot is filmed or recorded.

Preproduction Tasks

  • Preproduction meeting
  • Choose production company
  • Select a director
  • Cost estimation and timing
  • Production timetable
  • Bidding

Production Tasks

  • Location versus set shoots
  • Night/weekend shoots
  • Talent arrangements

Postproduction Tasks

  • Editing
  • Processing
  • Sound effects
  • Opticals
  • Audio/video mixing
  • Duplicating
  • Client/agency approval
  • Release/shipping

Evaluation Guidelines for Creative Output

  • Consistent with the brand's marketing objectives?
  • Consistent with the brand's advertising objectives?
  • Consistent with creative strategy objectives?
  • Does it communicate what it's supposed to?
  • Approach appropriate to the target audience?
  • Communicate clear, convincing message?
  • Does execution overwhelm the message?
  • Appropriate to the media environment?
  • Is the advertisement truthful and tasteful?