24210 Chap.9 Message Strategy, Appeals and Execution Styles
Message Strategy, Appeals and Execution Styles
The big idea
Lecture 6 calls the big idea the campaign’s central idea, turned into messages that grab attention and stay distinctive and memorable, more than a slogan and hard to find.
Appeals and execution
An appeal is the approach that attracts interest and shapes feelings; an execution style turns it into a message.
Rational appeals cover features, competition, price, news and popularity; emotional appeals address social and psychological needs. Ten execution techniques run from straight sell to humour.
Tactics and evaluation
Print relies on headline, visuals, body copy and layout; video and digital on presenters, visuals, audio and interactivity.
Seven guidelines then test whether creative work fits its objectives, audience and media.
What this chapter covers
- 01
The big idea
- 02
Appeal versus execution style
- 03
Five rational appeals
- 04
Emotional appeals
- 05
Ten execution techniques
- 06
Guidelines for evaluating creative work
Worked example · free
Classify three ads by execution technique and appeal
- 1Ad 1 is a scientific or technical execution, which the lecture lists as rational.
- 1Ad 2 is animation, a stylised execution the lecture lists as emotional.
- 1Ad 3 is slice of life, where the product solves an everyday problem; the lecture lists it as emotional or rational, and here the relief of a saved evening makes it mainly emotional.
Key terms
- Big Idea
- The central idea of a campaign, turned into attention-getting, distinctive and memorable messages.
- Execution Style
- The way a chosen appeal is transformed into an actual message, such as demonstration or humour.
- Transformational Appeal
- An emotional appeal, processed mainly emotionally, that works on social or psychological needs.
Message Strategy, Appeals and Execution Styles FAQ
What is the difference between an appeal and an execution style?
An appeal is the approach used to attract attention or interest and influence feelings toward the brand, such as a price appeal. An execution style is the way that appeal is transformed into a message, such as a demonstration or humour. The Week 6 tutorial asks you to analyse several ads on both.
What are the five rational appeals?
Feature appeals focus on the product’s dominant traits, competitive appeals compare with other brands, favourable price appeals make the price offer the main point, news appeals announce something about the product, and popularity appeals stress how widely the brand is used.
Which execution techniques are mainly emotional?
In the lecture’s table, animation, imagery and humour are listed as emotional. Straight sell and scientific or technical executions are rational, while demonstration, comparison, testimonial, slice of life and dramatisation can carry either kind of appeal.
What is a big idea in advertising?
The central idea of an IMC campaign, translated into messages that get attention and are distinctive and memorable. The lecture says it is more than a slogan and hard to come up with; the LEGO case in the Week 6 tutorial names creativity through play as its big idea.
How should creative work be evaluated?
Against seven guidelines: consistent with all objectives and strategies, communicates what it is supposed to, suits the target audience, gives a clear and convincing message, does not let execution overwhelm the message, fits the media environment, and is truthful and tasteful.
Do award-winning campaigns usually drive results?
The Week 6 podcast says only 21% of creatively awarded campaigns drive business results, rising to 44% at the very top of creative excellence. Its advice is to commit to fewer ideas for longer rather than reinventing the campaign constantly.
What are the creative tactics for print advertising?
The lecture names four elements: the headline that introduces the ad, the visual elements including product display, the body copy that carries the main sales message, and the layout. Layout itself covers format, size, colour and white space on the printed page.
Assessment move
Collect five ads and, for each, write the key message, the big idea, the appeal and the execution technique in four short lines. Then test your group’s main creative idea against the seven evaluation guidelines and fix the first one it fails. Keep the dot chart of techniques and appeals as a quick reference. For each mock-up in your group campaign, label the headline, visual, body copy and layout before you present it.
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