ADVERTISING

MESSAGES

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

execution styles

• 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
STRAIGHT SELL
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
DEMONSTRATION
4. COMPARISON

this type of execution involves a direct or

indirect comparison of a brand against the
competition
COMPARISION
5. 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
TESTIMONIAL
6. 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
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
ANIMATION
 8. 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, animated characters
or even animals
PERSONALITY
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
FANTASY
10. 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
DRAMATISATION
 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
HUMOUR
12. LIFESTYLE

• shows how well the product will fit in with the

consumer's lifestyle
LIFESTYLE
13. MOOD OR IMAGE

• builds a mood or image around the product, such as

peace, love, 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."
MOOD OR IMAGE
 14. 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
MUSICAL
 15. CULTURE OR TRADITION

• connects with the culture or traditions to convey the

message

• Cadbury celebration ads leverage the festive

occasions
TRADITIONAL
 16. SURROGATE

• this kind of a technique is more like a proxy for a

product, where there is a substitute product used to
depict the brand

• typically used for liquor and cigarettes

SURROGATE
17. SOCIAL

• public service advertising that seeks to spread

awareness for the benefit of the community
SOCIAL
18. COMBINATIONS

many of these execution techniques can be combined

in presenting an advertising message for example,
slice-of-life ads are often used to demonstrate a
product or make brand comparisons
DEMONSTRATION /STRAIGHT SELL COMBINATION
MEDIUMS USED FOR EXECUTING
ADVERTISING MESSAGES/ STYLES

• Radio

• Television

• Press (Newspaper & Magazine)

RADIO
• Radio has made a huge splash in India, especially
in metros during the past few years and along
with the programmes, even the advertisements
have clicked with people

• Radio is far more local, 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 listener-
ship

• Real estate companies and TV programmes have

been the top advertisers on radio over the past
few years
• Using humour and drama the commercials are
very appealing to listeners

• Radio advertising also enables sonic branding,

sonic branding is when the music used in a
commercial, it enables you to identify a brand

• For example, on hearing “I’m Loving It”, we

immediately recognize it as a McDonald’s
commercial

• With radio there is a distinct disadvantage over

television

• One can only make a person hear your concept

and not see it, 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
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
• TV offers your message sight, sound, motion,
color and all the special effects you can
afford; it is a powerful medium with sensual
impact

• TV ads are intrusive in nature - 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.
PRES
S
• Print as an advertising medium is the most
direct mode of communication in the world of
advertising

• It can reach such a large audience, 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, comics, crosswords, news, classifieds,
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, a graphic or logo
layout body copy, the price of goods or
services etc.

• However, newspaper ads can only use

limited special effects, such as font size and
color; these limitations lead to advertising
"clutter" in newspapers because all the ads
look very similar
AD EFFECTIVENESS OF
RADIO, TELEVISION &
PRESS

• RADIO: direct and personal radio, only voice

promotion
• cheapest form

• TV: most intrusive medium – sound, picture and

animation
• a versatile form but most expensive

• PRESS: very effective in teaser campaigns,

reminder ads, targeting the mass
• No sound, no drama and animation