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

Continue reading here: Savin Advertising Connects with Customers

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