MKTG 2202 - Lec 10 - Ch 8 Creative Tactics

Creative Execution Styles

• Definition: Various techniques employed to communicate marketing messages effectively.

• **Common Techniques:

  • Straight Sell/Factual

  • Scientific/Technical Evidence

  • Demonstration

  • Comparison

  • Slice of Life

  • Testimonial

  • Animation

  • Personality Symbol

  • Imagery

  • Dramatization

  • Humour**

Message Structure

• Definition: The arrangement of information in a promotional message that affects its effectiveness.

• Key Elements:

  • Order of presentation

  • Conclusion drawing

  • Message sidedness

  • Verbal vs. visual characteristics

Order of Presentation

• Primary Effect: Information retained best from the beginning of the message.

• Recency Effect: Information retained better from the end of the message.

• Visual Aid: Figure illustrating ad message recall based on order of presentation.

Example Messages

• Open-ended Questions: Engaging viewers by prompting personal experiences.

• Sidedness: How advertisements address potential consumer barriers (e.g., admitting a product's downsides).

Design Elements for Communications

• **Components:

  • Visual

  • Headline

  • Subhead

  • Body Copy

  • Call to Action

  • Logo

  • Positioning Line/Tagline**

Design Elements for Print Messages

• Headlines: Capture attention and encourage further reading.

• Engagement: Must create sufficient interest to drive readers to body copy (only about 20% move past the headline).

Design for Video Messages

• Combination of Sight, Sound, and Motion: Capturing audience attention and conveying ideas effectively; challenges include digital clutter and multitasking behavior.

• Production Phases:

  • Preproduction: Selecting directors, production companies, casting.

  • Production: Shooting footage, managing talent, location versus set shoots.

  • Postproduction: Editing, sound effects, audio/video mixing.

Design for Audio Messages

• Types of Audio Content: Ranges from straight announcers to customer interviews; relies on sound for retention and effectiveness.

• Importance of Sound Elements: Jingles and audio logos reinforce brand messaging and create a lasting impression.

Evaluation Guidelines for Creative Output

• Assess if the creative content aligns with:

  • Overall brand marketing objectives

  • Advertising effectiveness

  • Target audience appropriateness

  • Clarity of communication and impact of the message

  • Truthfulness and tastefulness in execution.