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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
9. Creative Strategy:
Implementation and
Evaluation
Exhibit 9-16 AT&T uses a slice-of-life execution to advertise its wireless services
mercials used either the slice-of-life or testimonial format. However, P&G has begun
using humor, animation, and other less traditional execution styles and now relies less
on slice-of-life or testimonials. 18
Slice-of-life or problem/solution execution approaches are not limited to consumerproduct
advertising. Many business-to-business marketers use this type of advertising
to demonstrate how their products and services can be used to solve business problems.
For example, AT&T used this approach in executing the “It’s all within your
reach” campaign that promoted a broad array of the company’s offerings. The ads in
the campaign used emotionally charged moments to demonstrate how AT&T understands
and helps individuals reach their goals by offering the most relevant solutions
to the challenges of working and living in today’s fast-paced world and managing
one’s personal life and business pressures.
An award-winning commercial from the campaign was a spot called “Beaches,”
which focused on a working mother and her very busy life (Exhibit 9-16). The ad
addressed the problem facing many working parents: They would like to spend more
time with their children but need to go to work and kids don’t always understand why.
This situation, and the frustration often associated with it, is captured in the ad when
the little girl says to her mother, “Mom, when can I be a client?” Thanks to AT&T
Wireless Services, the mother is able to take the kids to the beach and still conduct her
important conference call as scheduled. 19
Some business-to-business marketers use a variation of the problem/solution execution
that is sometimes referred to as slice-of-death advertising. 20 This execution
style is used in conjunction with a fear appeal, as the focus is on the negative consequences
that result when businesspeople make the wrong decision in choosing a supplier
or service provider. For example, FedEx has used this type of advertising for
nearly three decades through humorous, but to-the-point, commercials that show what
might happen when important packages and documents aren’t received on time.
Animation An advertising execution approach that has become popular in
recent years is animation. With this technique, animated scenes are drawn by artists
or created on the computer, and cartoons, puppets, or other types of fictional characters
may be used. Cartoon animation is especially popular for commercials targeted
at children.
Animated cartoon characters have also been used successfully by the Leo Burnett
agency in campaigns for Green Giant vegetables (the Jolly Green Giant) and Keebler
cookies (the Keebler elves). Another successful example of animation execution was
the ad campaign developed for the California Raisin Advisory Board. A technique
called Claymation was used to create the dancing raisin characters used in these ads.
The use of animation as an execution style may increase as creative specialists discover
the possibilities of computer-generated graphics and other technological innovations.
21 Exhibit 9-17 shows an ad for Stagg Chili that uses computer-generated
graphics and animation.
© The McGraw−Hill
Companies, 2003
279
Chapter Nine Creative Strategy: Implementation and Evaluation