Creative Strategy: The Decision Making Execusion Stage

OVERVIEW: CREATIVE STRATEGY: IMPLEMENTATION

SUBTOPIC:

Decisions about the Message Execution

               This is how the creative message is executed contributes to the relevance, originality and impact of the advertising. The execution details are the specifics about how the message will look, read and sound in its finished form – all the details and decisions involved in the message format, its tone and its production.

Message Formats

                 Advertisers use a number of common formats for advertising messages. In a way these formulaic, but they also are useful in explaining to the bosses and clients the plans for message delivery. Common formats include straight-forward, demonstrations, comparison, problem solution or problem avoidance, slice of life, spokespeople or endorsers and teasers.

1. Straightforward – A factual or informational message that is straight to the point without any gimmicks, emotions or special effects.  

                            [pic 1]

2. Demonstration – Straightforward in tone focuses on how to use the product and what it can do for you.

3. Comparison – A comparison contrasts two or more products and finds the advertisers brand superior. In comparison, as in demonstration, seeing is believing so conviction is the objective.

                                   [pic 2]

4. Problem Solution/Problem Avoidance – Also known as “product-hero”. The message begins with a problem and ends with a solution. A form of threat appeal, problem avoidance is often used to advertise insurance and personal care products.

 [pic 3]  [pic 4]

5. Slice of Life – This format is an elaborate version of a problem solution staged in the form of drama which “typical people” talk about a common problem and resolve it.

[pic 5] [pic 6]

6. Spokespeople/Endorsers - Uses celebrities we admire, created characters, experts we respect or someone “just like us” whose advice we might seek out to speak on behalf of the product to build credibility.