This document outlines different ways that an advertising message can be presented or executed, including through straight factual messages, scientific evidence, demonstrations, comparisons, testimonials, slice of life portrayals, animation, personality symbols, imagery, dramatizations, humor, and combinations of techniques. It provides examples and brief descriptions of each execution type.

1. NaveenChopra
MBA F S2
1106.12

2. 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
 Imagery
 Dramatization
 Humor
 Combinations

3.  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.

5.  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.

7.  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.

9.  This type of execution involves a direct or
indirect comparison of a brand against the
competition.

11.  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.

13.  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

15.  This technique used animated characters or
scenes drawn by artists or on computer.

17.  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.

19.  This type of appeal is often used for image
marketing communication by showing an
imaginary situation or illusion involving a
consumer and the product

21.  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.

23.  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.

25.  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.