This document discusses advertising appeals, execution styles, and creative tactics. It covers two categories of appeals - informational/rational and emotional. Execution styles include presentation of information, demonstration, comparison, testimonials, and slice-of-life. Creative tactics for print and television can include animation, fantasy, slice-of-life, demonstration, and humor. Guidelines for evaluating creative output include ensuring the approach meets objectives, targets the audience effectively, and clearly communicates the message in a truthful and tasteful way.

1. Group No 8
Mehmet Sentürk, Mike Weber, Nico Frey, Onur Deniz

2. 1. Appeals and Execution Styles
◦ Advertising Appeals
◦ Advertising Execution
2. Creative Tactics
◦ Creative Tactics for Print Advertising
◦ Creative Tactics for Television
3. Client Evaluation and Approval
◦ Guidelines for Evaluating Creative Output

3. Advertising Appeals

4. The approach used to attract the
attention of consumers
Advertising Appeals
To influence consumer feelings
toward a product, service or cause
The way an appeal is turned into an
advertising message
Execution Style
The way the message is presented to
the consumer

5. 
Two categories:
◦ Informational/Rational Appeals
◦ Emotional Appeals

6. Feature Appeal
Focus on the dominant product traits
Competitive Advantage Appeal
Makes comparisons to other brands
Favorable Price Appeal
Makes price offer the dominant point
News Appeal
News announcement about the product
Product/Service Popularity
Stresses the brand’s popularity

12. Reminder Advertising

13. Teaser Advertising

14. Advertising Execution

15. -
-
Presentation of information
Focus: Product or service and its
specific attributes and/or benefits
Often used in print ads but also in TV
advertising (ex.: high-involvement consumer
products)

17. -
-
Technical information, results of scientific or
laboratory studies or endorsements.
Results from scientific bodies or agencies.

18. -
-
-
Key advantages of the product or service by
showing the actual use or situation.
Goal: Convince the consumers of a product s
utility or quality.
Very practical for TV advertising (but also used in
print ads)

20. The own product will
directly compared with a competitor s product
 Competitor s advantage
-

22. -
-
Testimonial by ordinary
satisfied customers with whom target audience
can identify.
Endorsement
Ex.: Apples switch campaign

23. -
Package-goods products
Problem/solution approach
Slice-of-death advertising

25. -
-
Use of animated scenes
(cartoons, puppets etc.)
Especially for commercials targeted at children.
Roger-Rabbit-style

27. -
-
Developing a central character or symbol to
deliver the advertising message.
VIP
Problems

28. -
-
Popular for emotional
types of appeals (image advertising)
Well suited for Cosmetics

29. -
-
Telling a short story of the product/service
Difference to slice-of-life: More excitement and
suspense.
Well suited for TV.

32. -
Animation and Fantasy
Slice-of-Life and Demonstration
Comparison and Humor

33. Creative Tactics for Print and Television
Advertising

39. Guidelines for Evaluating Creative Output

40. 






Is the creative approach consistent with the brand’s
marketing and advertising objectives?
Is the creative approach consistent with the creative
strategy and objectives?
Is the creative approach appropiate for the target
audience?
Does the creative approach communicate a clear and
convincing message to the consumer?
Does the creative execution keep from overwhelming
the message?
Is the creative approach appropiate for the media
environment in which it is likely to be seen?
Is the ad truthful and tasteful?

41. Creative approach has to:


be compatible with way of positioning
contribute to the marketing and advertising
objectives
F.e. Samsung’s positioning by competitor is
supported by their advertising

43. 
The advertisement has to communicate what it is
supposed to communicate

44. The ad appeal has to:
 be understood
 communicate effectively
Difficult to develop ads for teenage market

Styles, fashions and values change rapidly
Advertisers use approach that is popular among
teens

Ad of Sparrow guitar, an example of effective
communication with youth


46. 
Creativity important in advertising
Creative advertisement has also to
communicate reasons to buy the product
Benefits, features,…

Scottex: creative and informative ad


48. 

The creative execution may not overshadow the
advertiser’s message
essential to register the brand name & selling
points effectively

49. 
The ad has to fit into the media environment
in which it will be shown
Example: Heineken develops new ads for the
Champions Leage

51. 
Is the ad truthful?

Can it offend consumers?