4550: Creative: The Good, the Bad

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4550 Creative The Good, the Bad the Ugly

• Professor Campbell
• 2/10/05

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Schedule for the Day

• A Structure for Analyzing Video Commercials
• A Structure for Analyzing Print Advertisements

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Is That Ad Good or Bad?
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Evaluating TV Commercials

• Four Questions

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1. Does it Engage the Target?

• The target must be engaged by the spot
• Attention target identification
• Processing Involvement
• Is the spot
• Fresh?
• Unexpected?

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2. Does the Spot Say Something?

• There must be something said about the brand
• Meaningful
• Interesting/intriguing
• Does it make the viewer think about the brand in
  a new or different way?

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3. Does the Ad Say the Right Thing?

• Must say something that is right for the target
  customer at this point in time
• Must meet the objective
• Must communicate convincingly

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4. Is There Anything Special about the Spot?

• Is there a problem?
• How hard does the viewer have to work?
• Is the spot too far out or too risky?
• Are there mistakes made?
• Are there any special benefits?
• Elements that can be transferred
• Tag line
• Visuals
• Immediate impact
• Dramatic/clear benefit visualization

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Recap

1. Target must pay attention
2. Target needs to learn something
3. The something that the target learns must be the
   right thing to predispose the target to the
   desired action

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What about Across Media?

• How are other media different from television?
• Getting targets attention
• Saying something
• Saying the right thing
• Anything special

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Steps in Print Evaluation

• Who does the communication target?
• Is the illustration attention-getting and
  relevant?
• What does the initially processed material (i.e.,
  illustration headline combo) convey?
• Is an important benefit communicated to the
  target? (is it important to the target)
• Is the benefit supported and convincing?
• Is the piece memorable and persuasive?

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Ways to Say Something

• Lecture format
• Rationality
• Comparison
• Dramatic format
• Versimilitude
• Story Grammar
• Emotions
• Execution
• Visuals

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Motivational Creative Appeals

• Emotion
• Fear
• Borrowed Interest
• Humor
• Metaphor/Analogies
• Music
• Source

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Source Characteristics

• Source credibility
• Expertise
• Trustworthiness
• Source attractiveness
• Familiarity
• Similarity
• Likability
• MEANING
• Source power

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Communication Effectiveness...

• Good communications catch the attention of the
  target
• Stopping power
• Target self-identification
• Good communications maintain the interest of the
  target
• Relevance
• Benefit communication
• Support