Appeals and Execution Styles:

The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. An advertising appeal can also be viewed as something that moves people, speaks to their wants or needs, and excites their interest.1 The creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer. According to William Weilbacher: The appeal can be said to form the underlying content of the advertisement, and the execution the way in which that content is presented. Advertising appeals and executions are usually independent of each other; that is, a particular appeal can be executed in a variety of ways and a particular means of execution can be applied to a variety of advertising appeals. Advertising appeals tend to adapt themselves to all media, whereas some kinds of executional devices are more adaptable to some media than others.

Advertising Execution:

Once the specific advertising appeal that will be used as the basis for the advertising message has been determined, the creative specialist or team begins its execution. Creative execution is the way an advertising appeal is presented. While it is obviously important for an ad to have a meaningful appeal or message to communicate to the consumer, the manner in which the ad is executed is also important.

An advertising message can be presented or executed in numerous ways: 1. Straight sell or factual message 2. Animation 3. Scientific/technical evidence 4. Personality symbol 5. Demonstration 6. Fantasy 7. Comparison 8. Dramatization 9. Testimonial 10. Humor 11. Slice of life 12. Combinations

Straight Sell or Factual Message :

One of the most basic types of creative executions is the straight sell or factual message. This type of ad relies on a straightforward presentation of information concerning the product or service. This execution is often used with informational/rational appeals, where the focus of the message is the product or service and its specific attributes and/or benefits. Straight-sell executions are commonly used in print ads. A picture of the product or service occupies part of the ad, and the factual copy takes up the rest of the space. Ads for high-involvement consumer products as well as industrial and other business-to-business products generally use this format.