EXECUTION STYLE & CREATIVE BRIEFPresented By:Gaurav SharmaNitesh PalliwalRajesh VermaKamal Kumar

What is meant by Execution Style? Advertising Execution: 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 a particular means of execution can be applied to a variety of advertising appeals. Some of the more commonly used execution techniques include:

Contd.. 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. 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. 3. Scientific/technical evidence- this type of execution is designed to illustrate the key advantages or benefits of a product or service by showing it in actual use.

Contd.. 4. Comparisonthis type of execution involves a direct or indirect comparison of a brand against the competition.

5.Testimonialsmany 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.

Contd.. 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.

Contd.. 7. Animationthis technique used animated characters or scenes drawn by artists or on computer. Animation is often used as an execution technique for advertising targeted at children. Some advertisers have also been Roger Rabbit style ads that mix animation with real people.

For example, Exhibit 9-18 shows an image from a Star-Kist tuna commercial featuring Charlie the Tuna that mixes animation with real people.

Contd.. 8. Personality symbolthis 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. The text discusses how AFLAC has made effective use of this execution style by developing commercials that have made a duck a popular personality symbol for the company.

Contd.. 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

Contd..

10. Dramatizationthis 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.

11. Humorhumor can be used as the basis for an advertising appeal. However, humor can also be used as a way of executing the message and presenting other types of advertising appeals.

Contd.. 12. Combinationsmany 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 Having developed a creative strategy that clarifies what the communications should say, marketers and their agents need to decide how this message can be executed.

An appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings towards a product, service or cause. Thus all these methods are used to be communicated with mass audience. all these styles are used in advertising.

creative briefKNOWLEDGE IS KEYfor opening doorsWhat is a Creative Brief? A Creative Brief is a key that identifies all the correct doors to go through. A good brief leads to imaginative and effective solutions that help accomplish goals according to predetermined expectations. A bad brief sends you through all the wrong doors and in all the wrong directions while wasting time and money. Simply put, a Creative Brief is a written document outlining, in detail, the relationship expectations, business objectives and corresponding strategies for you and your creative team.

Why is a Creative Brief Necessary?We have outlined the most important information necessary for a successful project and a successful partnership.This ensures everyone is on the same page driving toward a common goal.the creative brief is the core document for the project. It defines the project, enables the project plan to be developed and is the main point of reference during the development process in terms of keeping the project on target

ExampleThe Asian Paints Advertising Strategy

As can be seen from the Creative Brief, the ad is strategic in nature, being a part of the Asian Paints campaign promoting Asian Paints as the brand with the largest range of colours and one that will satisfy the consumer and is able to give him precisely what he wants. The advertising through the campaign is single-minded and focussed in its proposition, communication and target audience. The campaign included TVCs and other print advertisements as part of the same communication.

Contd..At the time, Asian Paints had 13 brands with over 1,100 shades, targeting different niches. They were beginning to realize that though some brands like Apex emulsions, Royale interior emulsion, Acolyte and Touch Wood had high recall; none except Tractor distemper were almost generic. Therefore, they decided to promote the corporate image and the various brands under their umbrella brand Asian Paints through their communication, pushing the generic Asian Paints brand instead of pumping in investment on individual brands. This leveraged on the advantage that Asian Paints was the one company in this low-involvement segment where people actually asked for the paint by brand.

What I would have done with the brief

Comparative Evaluation of the AdvertisementsTarget Audience

The primary target audience for all of the brands marketing and communication activities has been the adult male who is the primary decision maker on the brand of paint used. However, the female members of the house play a very significant role in the selection of shades, a fact they have leveraged through a series of ads over the last decade aimed at the female shopper. By not showing any particular individual in the image, the advertisement aims to cut across and appeal to the various niches of the target consumer.

Body copy The non-use of caps in the headline as in the original ad is in line with the asian paints logo, which is in a similar font. This style has been incorporated in the colour world logo designed in this ad as well. This design is also meant to allow better readability because of the structure of the colours used. The use of the toll-free number is very strategic and part of the overall corporate image. Thus, for the customer the best advice was just a call away. For Asian Paints, a sale was also just a phone call away. In the case of Asian Paints they already had a loyal customer base.

Layout and CopyThe advertisement has more space allocated to the image, also cutting out the sub-headline and reducing body copy. This has been done in a manner to make the image more appealing and give a potential to catch the readers eye without reducing relevant matter from the bodycopy.

THANK YOU