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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
9. Creative Strategy:
Implementation and
Evaluation
© The McGraw−Hill
Companies, 2003
be careful not to reject viable creative approaches or accept ideas that will result in
inferior advertising. However, personnel on the client side can use the guidelines discussed
next to judge the efficacy of creative approaches suggested by the agency.
Guidelines for Evaluating Creative Output
Advertisers use numerous criteria to evaluate the creative approach suggested by the
ad agency. In some instances, the client may want to have the rough layout or storyboard
pretested to get quantitative information to assist in the evaluation. However,
the evaluation process is usually more subjective; the advertising or brand manager
relies on qualitative considerations. Basic criteria for evaluating creative approaches
are discussed next:
• Is the creative approach consistent with the brand’s marketing and advertising
objectives? One of the most important factors the client must consider is whether the
creative appeal and execution style recommended by the agency are consistent with
the marketing strategy for the brand and the role advertising and promotion have been
assigned in the overall marketing program. This means the creative approach must be
compatible with the image of the brand and the way it is positioned in the marketplace
and should contribute to the marketing and advertising objectives. IMC Perspective
9-4 discusses how Savin Corporation has changed its advertising creative approach
several times in recent years as its marketing strategy has changed.
• Is the creative approach consistent with the creative strategy and objectives? Does
it communicate what it is supposed to? The advertising appeal and execution must
meet the communications objectives laid out in the copy platform, and the ad must say
what the advertising strategy calls for it to say. Creative specialists can lose sight of
what the advertising message is supposed to be and come up with an approach that
fails to execute the advertising strategy. Individuals responsible for approving the ad
should ask the creative specialists to explain how the appeal or execution style
adheres to the creative strategy and helps meet communications objectives.
• Is the creative approach appropriate for the target audience? Generally, much time
has been spent defining, locating, and attempting to understand the target audience for
the advertiser’s product or service. Careful consideration should be given to whether
the ad appeal or execution recommended will appeal to, be understood by, and
communicate effectively with the target audience. This involves studying all elements
of the ad and how the audience will respond to them. Advertisers do not want to
approve advertising that they believe will receive a negative reaction from the target
audience. For example, it has been suggested that advertising targeted to older
consumers should use models who are 10 years younger than the average age of the
target audience, since most people feel younger than their chronological age. 39 Advertisers
also face a considerable challenge developing ads for the teen market because
teenagers’ styles, fashions, language, and values change so rapidly. They may find
they are using an advertising approach, a spokesperson, or even an expression that is
no longer popular among teens.
• Does the creative approach communicate a clear and convincing message to the
customer? Most ads are supposed to communicate a message that will help sell the
brand. Many ads fail to communicate a clear and convincing message that motivates
consumers to use a brand. While creativity is important in advertising, it is also
important that the advertising communicate information attributes, features and benefits,
and/or images that give consumers a reason to buy the brand.
• Does the creative execution keep from overwhelming the message? A common criticism
of advertising, and TV commercials in particular, is that so much emphasis is
placed on creative execution that the advertiser’s message gets overshadowed. Many
creative, entertaining commercials have failed to register the brand name and/or selling
points effectively.
For example, a few years ago the agency for North American Philips Lighting Corp.
developed an award-winning campaign that focused on the humorous results when
lightbulbs fail at just the wrong time. The spots included a woman who appears to
accidentally vacuum up her screeching cat after a lightbulb blows out and an elderly