Appeals and Execution Style

Advertising Appeals
and/or

The approach used to attract the

attention of consumers

To influence consumer feelings

toward the product, service or cause

Execution Style

The way a particular appeal is turned

into an advertising message The way the message is presented to the consumer

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Rational Appeals

Feature appeals

Focus on the dominant traits of the product

Competitive appeals

Makes comparisons to other brands

Makes price offer the dominant point News or announcement about the product

Favorable price appeals

News appeals

Product/service popularity appeals

Stresses the brands popularity
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Emotional Appeals
Personal States or Feelings

Achievement /
Accomplishment Actualization Affection Ambition Arousal / stimulation Comfort Excitement Fear Happiness
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Joy Love Nostalgia Pleasure Pride Safety Security Self-esteem Sentiment Sorrow / grief
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Emotional Appeals Social-Based Feelings

Acceptance Approval Affiliation / belonging Embarrassment Involvement Recognition Rejection Respect Status
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Transformational Ads
The ads create feelings, images, meanings,
and beliefs about the product or service that may be activated when consumers use it

These transform the consumers

interpretations of use of the product

The ad must make the experience of using the

product richer, warmer, more exciting and / or enjoyable than that obtained solely from an objective description of the advertised brand It must connect the experience of the ad so tightly with the experience of using the brand that the consumer cant remember the brand without recalling the experience generated by the ad
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Levels of Relationship with Brands

Emotions Personality Product Benefits

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Ad Execution Techniques
Straight-sell or
factual message

Science / technical
evidence

Demonstration Comparison Slice of life

Testimonial Animation Personality Fantasy Dramatization Humor Combination

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Print Ad Components
Headline
Words in the leading position of the ad Smaller than the headline, larger than the copy

Subheads

Illustration

Body copy

Visual elements such as drawings or photos

The main text portion of a print ad Visual symbol of the product or brand

Logo

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Print Ad Layout
Format Size
Arrangement of the elements on the
printed page

Expressed in columns, column inches

or portions of a page

Color

Black & white or two-, three-, or fourcolor printing

White Space

Marginal and intermediate space on

the page that remains unprinted

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Production Stages

Preproduction Production

All work before actual

shooting, recording

Period of filming, taping,

or recording

Postproduction

Work after commercial is

filmed or recorded

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Preproduction Tasks

Select a director Choose production company Bidding Cost and timing Production timetable
Set construction Location Agency, client approval Casting Wardrobes

Production Meeting
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Production Tasks

Location versus set shoots

Night/weekend shoots
Talent arrangements

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Postproduction Tasks

Editing Processing Sound effects Audio/video mixing Opticals Client/agency approval Duplicating Release/shipping
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Evaluation Guidelines
Consistent with brands marketing objectives? Consistent with brands advertising objectives? Consistent with creative strategy, objectives? Does it communicate what its suppose to? Approach appropriate to target audience? Communicate clear, convincing message? Does execution overwhelm the message? Appropriate to the media environment? Is the advertisement truthful and tasteful?
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