EXECUTION STYLE & CREATIVE

BRIEF
Presented By:
Gaurav Sharma
Nitesh Palliwal
Rajesh Verma
Kamal 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 brief
KNOWLEDGE IS KEY
for opening doors
What 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


Example
The 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
Advertisements
Target 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 Copy
The 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