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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 9-20 This Zerex
ad uses a dramatization
execution
V. Developing the
Integrated Marketing
Communications Program
9. Creative Strategy:
Implementation and
Evaluation
© The McGraw−Hill
Companies, 2003
service as the star. Dramatization is somewhat akin to slice-of-life execution in that it
often relies on the problem/solution approach, but it uses more excitement and suspense
in telling the story. The purpose of using drama is to draw the viewer into the
action it portrays. Advocates of drama note that when it is successful, the audience
becomes lost in the story and experiences the concerns and feelings of the characters. 24
According to Sandra Moriarty, there are five basic steps in a dramatic commercial:
First is exposition, where the stage is set for the upcoming action. Next comes conflict, which
is a technique for identifying the problem. The middle of the dramatic form is a period of rising
action where the story builds, the conflict intensifies, the suspense thickens. The fourth
step is the climax, where the problem is solved. The last part of a drama is the resolution,
where the wrap-up is presented. In advertising that includes product identification and call to
action. 25
The real challenge facing the creative team is how to encompass all these elements
in a 30-second commercial. A good example of the dramatization execution technique
is the ad for Zerex antifreeze in Exhibit 9-20, which shows a woman’s sense of relief
when her car starts at the airport on a cold winter night. The ad concludes with a strong
identification slogan, “The temperature never drops below Zerex,” that connects the
brand name to its product benefit.
Humor Like comparisons, humor was discussed in Chapter 6 as a type of advertising
appeal, but this technique can also be used as a way of presenting other advertising
appeals. Humorous executions are particularly well suited to television or radio, although
some print ads attempt to use this style. The pros and cons of using humor as an executional
technique are similar to those associated with its use as an advertising appeal.
Combinations Many of the execution techniques can be combined to present
the advertising message. For example, animation is often used to create personality
symbols or present a fantasy. Slice-of-life ads are often used to demonstrate a product
or service. Comparisons are sometimes made using a humorous approach. FedEx uses