Presentation and Execution of Advertisement

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

1.  Straight sell or factual message

·       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.

2.  Scientific/technical evidence

·      In a variation of the straight sell, scientific or technical evidence is presented in the advertisement.

·      Advertisers often cite technical information, results of scientific or laboratory studies to support their advertising claims.

3.  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.

4. Comparison

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

5.  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.

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 can resolve the problem

7.   Animation

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

8.  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.

9. Imagery

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

10.                   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.

11.                    Humor

Humor can be used as the basis for a marketing communication appeal. However, humor can also be used as a way of executing the message and presenting other types of marketing communication appeals.

12.                   Combinations

Many of these execution techniques can be combined in presenting a marketing communication message.

For example, slice-of-life ads are often used to demonstrate a product or make brand comparisons.