

PROMOTION MIX:
DECISION AND STRATEGIES
 
Execution Styles for Advertising

•Slice-of-Life
•Lifestyle
•Spokesperson/Testimonial
•Fantasy
•Humorous
•Real/Animated Product
•Symbols
•Mood or Image
•Demonstration
•Musical
•Scientific
 
Slice-of-Life

•Depicts people in normal settings, such as at the dinner table or

in their car.

“Come As You Are” (2010)

 
Lifestyle

•Shows how well the product will fit in with the consumer’s
lifestyle.

“Synchronicity” (1999)
 
Spokesperson/Testimonial

•Features a celebrity, company official, or typical consumer

making a testimonial or endorsing a product.
(2006)
(2007)

(2006)

(2007)

“My Life. My Card.”

 
Fantasy

•Creates a fantasy for the viewer built around use of the product.

“The Big Race” (2006)

 
Humorous

•Advertisers often use humor in their ads.

“You're Not You When

You're Hungry”
(2010-2011)
 
Real/Animated Product

•Creates a character that represents the product in

advertisements.

“Space Station” (2010)

 
Symbols

•Representations of a brand that become cult classics.

“Caveman” (2004)
 
Mood or Image

•Builds a mood or image around the product, such as peace, love,

or beauty. “Solitaire” (1999)
 
Demonstration

•Shows consumers the expected benefit.

“Stylus Tough Life Proof” (2010)

 
Musical

•Conveys the message of the advertisement through song.

My bologna has a first name, it's O-S-C-A-R My bologna has a

second name, it's M-A-Y-E-R Oh, I love to eat it everyday, And
if you ask me why I'll say. . . 'Cuz Oscar Mayer has a way. .
. With B-O-L-O-G-N-A.

“My Bologna Has a First

Name” (1973)
 
Scientific

•Uses research or scientific evidence to give a brand superiority

over competitors.
“Feel Better”
(2008)
 
Questions?