Creative execution refers to the manner in which an advertising appeal is carried

out or presented. A particular advertising appeal can be executed in a variety of

ways and a particular means of execution can be applied to a variety of advertising
appeals. Some of the more commonly used execution techniques include:
1. Straight-sell or factual messagethis type of execution relies on a
straightforward presentation of information about the product or service such as
specific attributes or benefits.
2. Scientific/technical evidencea variation of the straight sell where scientific or
technical evidence or information is presented in the ad to support a claim.
3. Demonstrationthis type of execution is designed to illustrate the key
advantages or benefits of a product or service by showing it in actual use or in some
contrived or staged situation.
4. Comparisonthis type of execution involves a direct or indirect comparison of a
brand against the competition.
5. Testimonialsmany advertisers present their advertising messages in the form of
a testimonial whereby a person speak on behalf of the product or service based on
his or her personal use of and/or experiences with it.
6. Slice of lifethis 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 or service can resolve the problem. Slice-of-life
executions are also becoming very common in business-to-business advertising as
companies use this approach to demonstrate how their products and services can
be used to solve business problems.
7. Animationthis technique used animated characters or scenes drawn by artists
or on computer. Animation is often used as an execution technique for advertising
targeted at children. Some advertisers have also been Roger Rabbit style ads that
mix animation with real people. For example, Exhibit 9-18 shows an image from a
Star-Kist tuna commercial featuring Charlie the Tuna that mixes animation with real
people.
8. Personality symbolthis type of execution involves the use of a central character
or personality symbol to deliver the advertising message and with which the
product or service can be identified. The personality symbol can take the form of a
person who is used as a spokesperson, animated characters or even animals. The
text discusses how AFLAC has made effective use of this execution style by
developing commercials that have made a duck a popular personality symbol for

the company.
9. Fantasythis type of appeal is often used for image advertising by showing an
imaginary situation or illusion involving a consumer and the product or service.
Cosmetic companies often use fantasy executions although the technique has also
been used in advertising for other products such as automobiles and beer.
10. Dramatizationthis 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. Humorhumor can be used as the basis for an advertising appeal. However,
humor can also be used as a way of executing the message and presenting other
types of advertising appeals.
12. Combinationsmany of these execution techniques can be combined in
presenting an advertising message. For example, slice-of-life ads are often used to
demonstrate a product or make brand comparisons.