8604822 advertising styles

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ADVERTISING

MESSAGES

Presented by

Ali Lakdawala, Gesen Dcosta,

Isha Mongia, Mansi Choksi,

Shafi Gujrati and Sobia Syed


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ADVERTISING

EXECUTIONSTYLES


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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 varietyof ways and this means of execution can be applied to avariety of advertising appeals

The impact of the message depends not only on what issaid but also on how it is said

Any message can be presented in different executionstyles

Message execution can be decisive


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1. STRAIGHT-SELLORFACTUALMESSAGE

this type of execution relies on a straightforward presentationof information about the product or service such as specificattributes or benefits


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STRAIGHT SELL
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/1sprite%20straight%20sell.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/1sprite%20straight%20sell.mpeg


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2. SCIENTIFIC/TECHNICALEVIDENCE

a variation of the straight sell where scientific or technicalevidence or information is presented in the ad to support aclaim


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SCIENTIFIC/TECHNICAL EVIDENCE
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/2dove%20technical%20evidence.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/2dove%20technical%20evidence.mpeg


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3. DEMONSTRATION

this type of execution is designed to illustrate the keyadvantages or benefits of a product or service by showing it inactual use or in some contrived or staged situation


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DEMONSTRATION
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/3vicks%20demonstrative.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/3vicks%20demonstrative.mpeg


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4. COMPARISON

this type of execution involves a direct or indirectcomparison of a brand against the competition


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COMPARISION
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/4sprite%20comparison.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/4sprite%20comparison.mpeg


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5. TESTIMONIALS

advertisers present their advertising messages inthe form of a testimonial whereby a person speakon behalf of the product or service based on his orher personal use of and/or experiences with it


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TESTIMONIAL
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/5lalitaji%20surf%20testimonial.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/5lalitaji%20surf%20testimonial.mpeg


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6. SLICE OF LIFE

This type of execution is often based on a problem/solutiontype of format

The ad attempts to portray a real-life situation involving a

problem, conflict or situation consumers may face in theirdaily lives

The ad then focuses on showing how the advertiser's productor service can resolve the problem

Slice-of-life executions are also becoming very common inbusiness-to-business advertising as companies use thisapproach to demonstrate how their products and services canbe used to solve business problems


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SLICE OF LIFE
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/6vodafone%20slice%20of%20life.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/6vodafone%20slice%20of%20life.mpeg


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7.ANIMATION

this technique uses animated characters or scenes drawn byartists or on a computer

animation is often used as an execution technique foradvertising targeted at children


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ANIMATION
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/7mentos%20animation.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/7mentos%20animation.mpeg


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8. PERSONALITYSYMBOL

this type of execution involves the use of a central characteror personality symbol to deliver the advertising message andwith 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


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PERSONALITY
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/8reid%20&%20taylor%20personality.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/8reid%20&%20taylor%20personality.mpeg


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9. FANTASY

this type of appeal is often used for image advertising by

showing an imaginary situation or illusion involving aconsumer and the product or service

cosmetic companies often use fantasy executions althoughthe technique has also been used in advertising for other

products such as automobiles and beer


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FANTASY
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/9amul%20macho%20fantasy.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/9amul%20macho%20fantasy.mpeg


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10. DRAMATIZATION

this execution technique creates a suspenseful situation orscenario in the form of a short story

dramatizations often use the problem/solution approach asthey show how the advertised brand can help resolve a

problem


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DRAMATISATION
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/10ponds%20dramatization.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/10ponds%20dramatization.mpeg


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11. HUMOUR

humour can be used as the basis for an advertising appeal

humour can also be used as a way of executing the messageand presenting other types of advertising appeals


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HUMOUR
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/11saint%20gobain%20humour.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/11saint%20gobain%20humour.mpeg


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12. LIFESTYLE

shows how well the product will fit in with the consumer'slifestyle


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LIFESTYLE
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/12scorpio%20lifestyle.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/12scorpio%20lifestyle.mpeg


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13. MOODORIMAGE

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

love, or beauty

DeBeers ads depicting shadowy silhouettes wearing diamondengagement rings and diamond necklaces portray passion andintimacy while extolling that a "diamond is forever."


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MOOD OR IMAGE
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/13nakshatra%20mood%20or%20image.mpeg%20-%20Shortcut.lnkhttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/13nakshatra%20mood%20or%20image.mpeg%20-%20Shortcut.lnk


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14. MUSICAL

conveys the message of the advertisement through song

prior to the 1980s music in television advertisements wasgenerally limited to jingles and incidental music on someoccasions lyrics to a popular song would be changed to create

a theme song or a jingle for a particular product


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MUSICAL
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/14bajaj%20musical.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/14bajaj%20musical.mpeg


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15. CULTUREORTRADITION

connects with the culture or traditions to convey the

message

Cadbury celebration ads leverage the festive occasions


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TRADITIONAL
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/15tata%20salt%20culture-tradition.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/15tata%20salt%20culture-tradition.mpeg


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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


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SURROGATE
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/16smirnoff%20life%20is%20calling%20surrogate.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/16smirnoff%20life%20is%20calling%20surrogate.mpeg


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17. SOCIAL

public service advertising that seeks to spread awareness for

the benefit of the community


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SOCIAL
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/17aids%20social%20combinaton.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/17aids%20social%20combinaton.mpeg


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18. COMBINATIONS

many of these execution techniques can be combined inpresenting an advertising message for example, slice-of-life

ads are often used to demonstrate a product or make brandcomparisons


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DEMONSTRATION /STRAIGHT SELL COMBINATION
http://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/18ek%20titli%20social%20&%20animation%20combination.mpeghttp://../Local%20Settings/Temporary%20Internet%20Files/Content.IE5/DRBMNM2Y/advertising%20presentation/videos/18ek%20titli%20social%20&%20animation%20combination.mpeg


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MEDIUMS USED FOR EXECUTING

ADVERTISING MESSAGES/ STYLES

Radio

Television

Press (Newspaper & Magazine)


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RADIO


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Radio has made a huge splash in India, especially in

metros during the past few years and along with theprogrammes, even the advertisements have clicked withpeople

Radio is far more local, immediate and interactive than

other media

Radio offers an opportunity to target a specific segmentof people with a plethora of different shows targetingdifferent groups at different times which enables a wide

and specific listener-ship

Real estate companies and TV programmes have beenthe top advertisers on radio over the past few years


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Using humour and drama the commercials are veryappealing to listeners

Radio advertising also enables sonic branding, sonicbranding is when the music used in a commercial, itenables you to identify a brand

For example, on hearing Im Loving It, we immediatelyrecognize it as a McDonalds commercial

With radio there is a distinct disadvantage overtelevision

One can only make a person hear your concept and notsee it, so when a lot of information has to bedisseminated through an ad, the execution has to becreative to hold on to the listeners attention


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TELEVISION


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Advertisements on TV have been used to sell everyproduct imaginable over the years

The TV commercial is considered the most effectivemass-market advertising format as reaches verylarge audiences

The majority of television commercials features asong or jingle that listeners soon relate to theproduct or catch-phrases that generate sustainedappeal


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TV offers your message sight, sound, motion, colorand all the special effects you can afford; it is apowerful medium with sensual impact

TV ads are intrusive in nature - the viewer does nothave to be actively involved to receive yourmessage

Messages get "zipped" as viewers click to otherchannels and "zapped" as viewers mute them orturn them off.


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PRESS


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Print as an advertising medium is the most directmode of communication in the world of advertising

It can reach such a large audience, and the greatnumber of specialized publications enable

businesses to focus in on a target audience with aspecific set of characteristics

Newspaper has something for everybody: sports,

comics, crosswords, news, classifieds, etc.;advertisers can reach certain types of people byplacing the ad in different sections of the paper


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Advertisers use different attention devices to attractreaders -a headline, a graphic or logo layout bodycopy, the price of goods or services etc.

However, newspaper ads can only use limited

special effects, such as font size and color; theselimitations lead to advertising "clutter" innewspapers because all the ads look very similar

A


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ADEFFECTIVENESSOFRADIO,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


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8604822 advertising styles

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