PresentationonAdvertising Execution Styles

Naveen ChopraMBA F S21106.12

Ways of Advertising Execution

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

Straight Sell or Factual Message

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.

Straight Sell or Factual Message

Scientific/Technical Evidence

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.

Scientific/Technical Evidence

Demonstration

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.

Demonstration

Comparison

This type of execution involves a direct or indirect comparison of a brand against the competition.

Comparison

Testimonial

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.

Testimonial

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 can resolve the problem

Slice of Life

Animation

This technique used animated characters or scenes drawn by artists or on computer.

Animation

Personality Symbol

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.

Personality Symbol

Imagery

This type of appeal is often used for image marketing communication by showing an imaginary situation or illusion involving a consumer and the product

Imagery

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.

Dramatization

Humor

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.

Humor

Combinations

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.

Combinations

Thank You