Download Advertising Execution Tactics

Advertising
Execution Tactics
Lecture 7
MAMURJON RAHIMOV
WESTMINSTER INTERNATIONAL
UNIVERSITY IN TASHKENT
FOR UUOOI.ORG
'The difference between the right word and the
almost right word is the difference between
lightning and a lightning bug.‘
-Mark Twain
The Power of Words
Ways of Advertising Execution
An advertising message can be presented or executed in
numerous ways:

Straight sell or factual message

Scientific/technical evidence

Demonstration

Comparison

Testimonial

Slice of Life

Animation

Personality Symbol

Fantasy

Dramatization

Humor

Combinations
Straight Sell or Factual Message

Basic type of creative executions.

Relies on a straight forward presentation of information.

Often used with informational/rational appeals.

Focus of the message is the product or services and its attributes.
Straight Sell or Factual Message
Scientific/Technical Evidence

In a variation of the straight sell, scientific or technical evidence is
presented in the ad.

Advertisers often cite technical information, results of scientific or
laboratory studies to support their advertising claims.
Demonstration

It is illustrate the key advantages of the product by showing it in
actual use or in some staged situations.

It can be very effective in convincing consumers of a product’s
utility or quality and of the benefits of owning or using the brand.
Demonstration
Comparison

This type of execution involves a direct or indirect comparison of a
brand against the competition.
Comparison
Testimonial

Many advertisers present their marketing communication messages
in the form of a testimonial whereby a person speak on behalf of the
product based on his or her personal use of and/or experiences with
it.
Testimonial
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 can
resolve the problem
Slice of Life
2010 Superbowl Tabasco ad
Animation

This technique used animated characters or scenes drawn by artists
or on computer.
Animation
Animation
Personality Symbol

This type of execution involves the use of a central character of
personality symbol to deliver the marketing communication
message and with which the product 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 Symbol
Fantasy

This type of appeal is often used for image marketing
communication by showing an imaginary situation or illusion
involving a consumer and the product
Fantasy
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.
Dramatization
Humor

Humor can be used as the basis for an marketing communication
appeal. However, humor can also be used as a way of executing
the message and presenting other types of marketing
communication appeals.
Humor
Combinations

Many of these execution techniques can be combined in
presenting an marketing communication message.

For example, slice-of-life ads are often used to demonstrate a
product or make brand comparisons.
Combinations: Slice of Life+Demonstration
Thank You.
If you have any questions, please, email me at
[email protected].