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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
9. Creative Strategy:
Implementation and
Evaluation
teaser ads to generate interest in and excitement for the Cayenne SUV when it
was introduced to the U.S. market (Exhibit 9-11). The ads used the theme
“The next Porsche” and were part of an integrated campaign that included a
website telling the story of the new Cayenne, from development through testing
to its unveiling in fall 2002.
Teaser campaigns can generate interest in a new product, but advertisers
must be careful not to extend them too long or they will lose their effectiveness.
14 Many advertising experts thought the teaser campaign used by Infiniti
to introduce its cars to the U.S. market in 1989 ran too long and created confusion
among consumers. 15 As one advertising executive says, “Contrary to
what we think, consumers don’t hold seminars about advertising. You have to
give consumers enough information about the product in teaser ads to make
them feel they’re in on the joke.” 16
Many ads are not designed to sell a product or service but rather to enhance
the image of the company or meet other corporate goals such as soliciting
investment or recruiting employees. These are generally referred to as corporate
image advertising and are discussed in detail in Chapter 17.
Advertising Execution
Once the specific advertising appeal that will be used as the basis for the advertising
message has been determined, the creative specialist or team begins its execution. Creative
execution is the way an advertising appeal is presented. While it is obviously
important for an ad to have a meaningful appeal or message to communicate to the
consumer, the manner in which the ad is executed is also important.
One of the best-known advocates of the importance of creative execution in advertising
was William Bernbach, founder of the Doyle Dane Bernbach agency. In his
famous book on the advertising industry, Madison Avenue, Martin Mayer notes Bernbach’s
reply to David Ogilvy’s rule for copywriters that “what you say in advertising
is more important than how you say it.” Bernbach replied, “Execution can become
content, it can be just as important as what you say. A sick guy can utter some words
and nothing happens; a healthy vital guy says them and they rock the world.” 17 Bernbach
was one of the revolutionaries of his time who changed advertising creativity on
a fundamental level by redefining how headlines and visuals were used, how art directors
and copywriters worked together, and how advertising could be used to arouse
feelings and emotions. IMC Perspective 9-2 discusses how many in advertising
thought the dot-com ad boom that occurred a few years ago would drive a new creative
revolution in advertising.
An advertising message can be presented or executed in numerous
ways:
• Straight sell or factual message • Animation
• Scientific/technical evidence • Personality symbol
• Demonstration • Fantasy
• Comparison • Dramatization
• Testimonial • Humor
• Slice of life • Combinations
We now examine these formats and considerations involved in their use.
Straight Sell or Factual Message One of the most basic types
of creative executions is the straight sell or factual message. This type of
ad relies on a straightforward presentation of information concerning the
product or service. This execution is often used with informational/rational
appeals, where the focus of the message is the product or service and its
specific attributes and/or benefits.
Straight-sell executions are commonly used in print ads. A picture of the
product or service occupies part of the ad, and the factual copy takes up the
rest of the space. (See the ad for Castrol Syntec motor oil in Exhibit 9-12.)
© The McGraw−Hill
Companies, 2003
Exhibit 9-11 Porsche used
teaser ads to create interest
in the new Cayenne SUV
Exhibit 9-12 Castrol uses
a straight-sell execution
style in this ad
275
Chapter Nine Creative Strategy: Implementation and Evaluation