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Presentation on advertising execution styles
- 2. An advertising message can be presented or executed in numerous ways: Straight sell or factual message Scientific/technical evidence Demonstration Comparison Testimonial Slice of Life Animation Personality Symbol Imagery Dramatization Humor Combinations
- 3. Basic type of creative executions. Relies on a straight forward presentation of information. Often used with informational/rational appeals. Focus of the message is the product or services and its attributes.
- 5. In a variation of the straight sell, scientific or technical evidence is presented in the ad. Advertisers often cite technical information, results of scientific or laboratory studies to support their advertising claims.
- 7. It is illustrate the key advantages of the product by showing it in actual use or in some staged situations. It can be very effective in convincing consumers of a product’s utility or quality and of the benefits of owning or using the brand.
- 9. This type of execution involves a direct or indirect comparison of a brand against the competition.
- 11. Many advertisers present their marketing communication messages in the form of a testimonial whereby a person speak on behalf of the product based on his or her personal use of and/or experiences with it.
- 13. 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 can resolve the problem
- 15. This technique used animated characters or scenes drawn by artists or on computer.
- 17. This type of execution involves the use of a central character of personality symbol to deliver the marketing communication message and with which the product can be identified.The personality symbol can take the form of a person who is used as a spokesperson, animated characters or even animals.
- 19. This type of appeal is often used for image marketing communication by showing an imaginary situation or illusion involving a consumer and the product
- 21. 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.
- 23. Humor can be used as the basis for an marketing communication appeal. However, humor can also be used as a way of executing the message and presenting other types of marketing communication appeals.
- 25. Many of these execution techniques can be combined in presenting an marketing communication message. For example, slice-of-life ads are often used to demonstrate a product or make brand comparisons.