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Presented by Ali Lakdawala, Gesen D’costa, Isha Mongia, Mansi Choksi, Shafi Gujrati and Sobia Syed
ADVERTISING EXECUTION STYLES
• Creative execution refers to the manner in which an
advertising appeal is carried out or presented
• A particular advertising appeal can be executed in a
variety of ways and this means of execution can be applied to a variety of advertising appeals
• The impact of the message depends not only on
what is said but also on how it is said
• Any message can be presented in different
• Message execution can be decisive
1. STRAIGHT - SELL OR FACTUAL MESSAGE
this type of execution relies on a straightforward presentation of information about the product or service such as specific attributes or benefits
2. SCIENTIFIC/TECHNICAL EVIDENCE a variation of the straight sell where scientific or technical evidence or information is presented in the ad to support a claim .
SCIENTIFIC/TECHNICAL EVIDENCE .
3. DEMONSTRATION this type of execution is designed to illustrate the key advantages or benefits of a product or service by showing it in actual use or in some contrived or staged situation .
4. COMPARISON this type of execution involves a direct or indirect comparison of a brand against the competition .
TESTIMONIALS advertisers present their advertising messages in the form of a testimonial whereby a person speak on behalf of the product or service based on his or her personal use of and/or experiences with it .5.
SLICE OF LIFE • This type of execution is often based on a problem/solution type of format • The ad attempts to portray a real-life situation involving a problem. conflict or situation consumers may face in their daily lives • The ad then focuses on showing how the advertiser's product or service can resolve the problem • Slice-of-life executions are also becoming very common in business-to-business advertising as companies use this approach to demonstrate how their products and services can be used to solve business problems .6.
SLICE OF LIFE .
7. ANIMATION • this technique uses animated characters or scenes drawn by artists or on a computer • animation is often used as an execution technique for advertising targeted at children .
8. animated characters or even animals . PERSONALITY SYMBOL • this type of execution involves the use of a central character or personality symbol to deliver the advertising message and with which the product or service can be identified • the personality symbol can take the form of a person who is used as a spokesperson.
9. FANTASY • this type of appeal is often used for image advertising by showing an imaginary situation or illusion involving a consumer and the product or service • cosmetic companies often use fantasy executions although the technique has also been used in advertising for other products such as automobiles and beer .
DRAMATIZATION • this execution technique creates a suspenseful situation or scenario in the form of a short story • dramatizations often use the problem/solution approach as they show how the advertised brand can help resolve a problem .10.
11. HUMOUR • humour can be used as the basis for an advertising appeal • humour can also be used as a way of executing the message and presenting other types of advertising appeals .
LIFESTYLE • shows how well the product will fit in with the consumer's lifestyle .12.
or beauty • DeBeers ads depicting shadowy silhouettes wearing diamond engagement rings and diamond necklaces portray passion and intimacy while extolling that a "diamond is forever.13." . such as peace. MOOD OR IMAGE • builds a mood or image around the product. love.
MOOD OR IMAGE .
MUSICAL • conveys the message of the advertisement through song • prior to the 1980s music in television advertisements was generally limited to jingles and incidental music on some occasions lyrics to a popular song would be changed to create a theme song or a jingle for a particular product .14.
15. CULTURE OR TRADITION • connects with the culture or traditions to convey the message • Cadbury celebration ads leverage occasions the festive .
where there is a substitute product used to depict the brand • typically used for liquor and cigarettes . SURROGATE • this kind of a technique is more like a proxy for a product.16.
SOCIAL • public service advertising that seeks to spread awareness for the benefit of the community .17.
slice-of-life ads are often used to demonstrate a product or make brand comparisons .18. COMBINATIONS many of these execution techniques can be combined in presenting an advertising message for example.
DEMONSTRATION /STRAIGHT SELL COMBINATION .
MEDIUMS USED FOR EXECUTING ADVERTISING MESSAGES/ STYLES • Radio • Television • Press (Newspaper & Magazine) .
immediate and interactive than other media • Radio offers an opportunity to target a specific segment of people with a plethora of different shows targeting different groups at different times which enables a wide and specific listenership • Real estate companies and TV programmes have been the top advertisers on radio over the past few years . even the advertisements have clicked with people • Radio is far more local.• Radio has made a huge splash in India. especially in metros during the past few years and along with the programmes.
on hearing “I’m Loving It”.• Using humour and drama the commercials are very appealing to listeners • Radio advertising also enables sonic branding. it enables you to identify a brand immediately commercial television recognize it as a McDonald’s • For example. sonic branding is when the music used in a commercial. so when a lot of information has to be disseminated through an ad. the execution has to be creative to hold on to the listener’s attention . we • With radio there is a distinct disadvantage over • One can only make a person hear your concept and not see it.
TELEVISIO N .
• Advertisements on TV have been used to sell every product imaginable over the years • The TV commercial is considered the most effective mass-market advertising format as reaches very large audiences • The majority of television commercials features a song or jingle that listeners soon relate to the product or catch-phrases that generate sustained appeal .
motion. it is a powerful medium with sensual impact • TV ads are intrusive in nature . . sound. color and all the special effects you can afford.the viewer does not have to be actively involved to receive your message • Messages get "zipped" as viewers click to other channels and "zapped" as viewers mute them or turn them off.• TV offers your message sight.
PRES S .
comics. and the great number of specialized publications enable businesses to focus in on a target audience with a specific set of characteristics • Newspaper has something for everybody: sports.• Print as an advertising medium is the most direct mode of communication in the world of advertising • It can reach such a large audience. news. classifieds. crosswords. etc. advertisers can reach certain types of people by placing the ad in different sections of the paper ..
• Advertisers use different attention devices to attract readers -a headline. • However. newspaper ads can only use limited special effects. the price of goods or services etc. these limitations lead to advertising "clutter" in newspapers because all the ads look very similar . a graphic or logo layout body copy. such as font size and color.
TELEVISION & PRESS • RADIO: direct and personal radio.AD EFFECTIVENESS OF RADIO. only voice • promotion cheapest form • TV: most intrusive medium – sound. • reminder ads. picture and • animation a versatile form but most expensive • PRESS: very effective in teaser campaigns. targeting the mass No sound. no drama and animation .
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