Advertising Styles

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

Advertising Styles

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ADVERTISING MESSAGES

ADVERTISING EXECUTION STYLES

Creative execution refers to the manner in which an

A particular advertising appeal can be executed in a variety

The impact of the message depends not only on what is

Any message can be presented in different execution

Message execution can be decisive

1. STRAIGHT - SELL OR FACTUAL MESSAGE

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

Slice-of-life executions are also becoming very common in

animation is often used as an execution technique for

the personality symbol can take the form of a person who is

cosmetic companies often use fantasy executions although

dramatizations often use the problem/solution approach as

13. MOOD OR IMAGE

DeBeers ads depicting shadowy silhouettes wearing diamond

15. CULTURE OR TRADITION

Cadbury celebration ads leverage the festive occasions

this kind of a technique is more like a proxy for a product,

typically used for liquor and cigarettes

DEMONSTRATION /STRAIGHT SELL

MEDIUMS USED FOR EXECUTING ADVERTISING MESSAGES/ STYLES

Radio has made a huge splash in India, especially in

Real estate companies and TV programmes have been

Using humour and drama the commercials are very

Radio advertising also enables sonic branding, sonic

Advertisements on TV have been used to sell every

The TV commercial is considered the most effective

The majority of television commercials features a

TV offers your message sight, sound, motion, color

TV ads are intrusive in nature - the viewer does not

Messages get "zipped" as viewers click to other

Print as an advertising medium is the most direct

It can reach such a large audience, and the great

Newspaper has something for everybody: sports,

Advertisers use different attention devices to attract

However, newspaper ads can only use limited

AD EFFECTIVENESS OF RADIO, TELEVISION & PRESS

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