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Appeals and Execution Style

Advertising Appeals The approach used to attract the

attention of consumersand/or

To influence consumer feelingstoward the product, service or cause

Execution Style

The way a particular appeal is turnedinto 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

Favorable price appeals Makes price offer the dominant point

News appeals News or announcement about the product

Product/service popularity appeals Stresses the brands popularity

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Emotional AppealsPersonal States or Feelings

Achievement /Accomplishment

Actualization Affection Ambition Arousal /

stimulation

Comfort Excitement Fear Happiness

Joy Love Nostalgia

Pleasure

Pride Safety Security

Self-esteem Sentiment Sorrow / grief

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Emotional Appeals

Social-Based Feelings

AcceptanceApprovalAffiliation / belonging

Embarrassment InvolvementRecognition

RejectionRespectStatus

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Transformational Ads

The ads create feelings, images, meanings,

and beliefs about the product or service thatmay be activated when consumers use it

These transform the consumersinterpretations of use of the product

The ad must make the experience of using theproduct richer, warmer, more exciting and / orenjoyable than that obtained solely from anobjective description of the advertised brand

It must connect the experience of the ad so tightlywith the experience of using the brand that theconsumer cant remember the brand withoutrecalling 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 orfactual message

Science / technicalevidence

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 Subheads

Smaller than the headline, larger than the copy

Illustration Visual elements such as drawings or photos

Body copy The main text portion of a print ad

Logo Visual symbol of the product or brand

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Print Ad Layout

FormatArrangement of the elements on theprinted page

Size Expressed in columns, column inches

or portions of a page

Color Black & white or two-, three-, or four-

color printing

White Space Marginal and intermediate space onthe page that remains unprinted

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Production Stages

PreproductionAll work before actual

shooting, recording

Production 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 companyBidding

Cost and timingProduction 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

EditingProcessingSound effects

Audio/video mixingOpticalsClient/agency approval

DuplicatingRelease/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?