ADVERTISING MESSAGES

Presented byAli 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

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