Welcome!
Ad Execution
Dr. Satyendra Singh
Professor, Marketing & International Business
University of Winnipeg, CANADA
Ad Execution Technique
Straight-sell/financial
Scientific/technical evidence
Demonstration
Slice of life
Comparison
Testimonial
Animation
Personality symbol
Imagery
Dramatization
Humor
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Ad Execution Style: Message Structure
Order of presentation
Beginning preferable, strongest argument last, not middle
Primary (beginning) and Recency (last) effect – both effective
audience, message length and detail
Conclusion drawing
Explicit conclusion (complex/technical message)
audience (involved/hostile), topic (sensitive), situation (buy now)
Message sidedness
One-sided (+) or Two-sided (±)
Verbal/visual balance
both to enhance message processing
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Ad message recall as a function of order of presentation
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Evaluation Guidelines for Creative Output
Is creative approach:
truthful and tasteful?
overwhelming message?
appropriate for target audience?
applicable for expected media exposure?
consistent with communication objectives?
communicating a clear message to target audience?
aligned with brand’s marketing and advertising objectives?
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Ad agency: Y & R
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Ad agency - McCann
Group activity
Identify 6 creative ads (i.e., abstract, nonobvious) that apply any 3 execution techniques.
Please send the .doc file with your interpretation of the ads to s.singh@uwinnipeg.ca with AD Gr # in subject line.
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Questions?�s.singh@uwinnipeg.ca