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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 9-14 This ad
demonstrates the benefits
of Du Pont’s Teflon
Bakeware Liners
Exhibit 9-15 Apple’s
“Switch” campaign makes
effective use of testimonials
V. Developing the
Integrated Marketing
Communications Program
9. Creative Strategy:
Implementation and
Evaluation
© The McGraw−Hill
Companies, 2003
life discussing why they switched from Windows-based machines to Macintoshes
(Exhibit 9-15). The people giving the testimonials in the ads are from various walks of
life, including a writer, publisher, programmer, and Windows network administrator,
and were chosen from a group of some 10,000 former PC users who wrote the company
to proclaim their love for Apple. As part of the campaign Apple created a website
that includes testimonials from PC users who switched to Macs and provides more
detailed information for those considering switching.
A related execution technique is the endorsement, where a well-known or respected
individual such as a celebrity or expert in the product or service area speaks
on behalf of the company or the brand. When endorsers promote a company
or its products or services, the message is not necessarily based on their personal
experiences.
Slice of Life A widely used advertising format, particularly for packaged-goods
products, is the slice-of-life execution, which is generally based
on a problem/solution approach. This type of ad portrays a problem or conflict
that consumers might face in their daily lives. The ad then shows how
the advertiser’s product or service can resolve the problem.
Slice-of-life executions are often criticized for being unrealistic and irritating
to watch because they are often used to remind consumers of problems
of a personal nature, such as dandruff, bad breath, body odor, and
laundry problems. Often these ads come across as contrived, silly, phony, or
even offensive to consumers. However, many advertisers still prefer this
style because they believe it is effective at presenting a situation to which
most consumers can relate and at registering the product feature or benefit
that helps sell the brand.
For many years, Procter & Gamble was known for its reliance on sliceof-life
advertising executions. In 1980, two-thirds of the company’s com-