ADVERTISING MESSAGES

Presented by Ali Lakdawala, Gesen Dcosta, 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 other media

Radio is far more local, immediate and interactive than 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 the top advertisers on radio over the past few years

Real estate companies and TV programmes have been

 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 recognize it as a McDonalds commercial
television

For example, on hearing Im Loving It, we immediately With radio there is a distinct disadvantage over

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 listeners attention

TELEVISION

 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.

PRESS

 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