Presentation by: Brandon Schuster

1. Types of Advertising AND Execution 
Styles
By: Brandon Schuster

2. 
Advertising vs. Marketing
An advertising campaign is the media that you use during a certain
time frame to promote a product, service, or an event.
A marketing plan presents the overall picture for how the
company will promote, distribute, and price its products or
services.

3. 
How an Advertising Agency Works
The Five Main Departments
•Account Planning & Management
•the strategic guide to the creation of an advertising campaign and link between the ad
agency, its clients, and the consumer
•Creative
•responsible for the creation and execution of the advertisements
•Media Planning & Placement
•develop a media plan to reach the target audience effectively in a cost effective manner
•Strategic Planning & Research
•interpret market environment, determine consumer needs and perceptions, and advise
how ads can meet strategic goals in order to produce and place the most effective
advertising campaign in the most effective media
•Digital/Social
•using the interactive space to track trends in technology and consumer behavior to
identify opportunities for clients through social media and digital product innovation

4. 
Major Types of Advertising
p. 267-268 (MKTG 5)
•Institutional
•goal of the promotion plan is to build up the image of the
company or the industry
•Product
•goal of the promotion plan is to enhance the sales of a
specific good or service

5. 
Institutional Advertising
•Promotes a company image, rather than a specific brand. It
attempts to create goodwill and the desired perception of an
entire company, rather than one brand or product.
•Seeks to establish, change, or maintain the corporation's identity.
•Usually the audience isn’t asked to do anything except maintain a
favorable attitude toward the institution.
•http://www.youtube.com/watch?v=nnsSUqgkDwU

6. 
Advocacy Advertising
Type of Institutional Advertising
•Typically used against negative consumer and media attitudes
and to enhance the company’s credibility among consumers who
already favor its position.
•http://www.youtube.com/watch?v=onGNrCc7RQA

7. 
Product Advertising
•Trying to promote and sell a specific good or service.
•http://www.youtube.com/watch?v=5ba0tZ_P5cg

8. 
Types of Product Advertising
Pioneering Competitive
Compare two or more brands
on one or more specific
attributes.
Intended to stimulate primary Normally used during the
growth phase of the
demand for a new product or product life cycle. Doesn’t
product category in order to try to build demand, but
create interest with consumers. instead tries to influence
Heavily used during demand by subtly drawing
Comparative distinctions amongst other
introductory stage of the
brands through
product life cycle. quality, performance, and
image.

9. 
Execution Styles for Advertising
p. 270 (MKTG 5)
•Slice-of-Life
•Lifestyle
•Spokesperson/Testimonial
•Fantasy
•Humorous
•Real/Animated Product
•Symbols
•Mood or Image
•Demonstration
•Musical
•Scientific

10. 
Slice-of-Life
•Depicts people in normal settings, such as at the dinner table or
in their car.
“Come As You Are” (2010)

11. 
Lifestyle
•Shows how well the product will fit in with the consumer’s
lifestyle.
“Synchronicity” (1999)

12. 
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.”

13. 
Fantasy
•Creates a fantasy for the viewer built around use of the product.
“The Big Race” (2006)

14. 
Humorous
•Advertisers often use humor in their ads.
“You're Not You When
You're Hungry”
(2010-2011)

15. 
Real/Animated Product
•Creates a character that represents the product in
advertisements.
“Space Station” (2010)

16. 
Symbols
•Representations of a brand that become cult classics.
“Caveman” (2004)

17. 
Mood or Image
•Builds a mood or image around the product, such as
peace, love, or beauty. “Solitaire” (1999)

18. 
Demonstration
•Shows consumers the expected benefit.
“Stylus Tough Life Proof” (2010)

19. 
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)

20. 
Scientific
•Uses research or scientific evidence to give a brand superiority
over competitors.
“Feel Better”
(2008)

21. 
Sources
•http://www.businessweek.com/smallbiz/content/oct2003/sb20031
09_3183_sb006.htm
•http://drypen.in/advertising/agency-structure-of-advertising-
agency.html
•http://www.rga.com/about/offerings/social
•http://wiki.answers.com/Q/How_does_product_advertising_differ_
from_institutional_advertising
•“Advertising Agencies: Functions, Structure, and Organization”
PowerPoint by Professor Deb Smith (University of South Florida)
•MKTG 5 Student Edition by Lamb/Hair/McDaniel (p. 267-270)

22. 
Summary
•The Difference Between Advertising and Marketing
•How an Advertising Agency Works
•Five Departments
•Institutional vs. Product Advertising
•Advocacy Advertising (Institutional)
•Pioneering Advertising (Product)
•Competitive Advertising (Product)
•Comparative Advertising (Product)
•11 Execution Styles for Advertising

23. 
Questions?