Eighty percent of all pregnant women suffer from morning sickness. In a large majority of women, the morning sickness is alleviated by ginger. Your company has developed Gin-Gins, an all-natural hard candy made from real ginger. You are responsible for developing advertisements for Gin-Gins. Name six common advertising executional styles. Then briefly describe how you would design five different Gin-Gins advertisements (one for each executional style you have listed).

Question

What will be an ideal response?

Answer 1

SLICE-OF-LIFE. Two newly pregnant professional women are trying to work--one has morning sickness and the other does not because she has Gin-Gins.

LIFESTYLE. The ad could show how important Gin-Gins is for someone who wants to continue working and playing during her pregnancy.

SPOKESPERSON/TESTIMONIAL. A pregnant celebrity could endorse Gin-Gins.

FANTASY. This ad could build a fantasy for mothers-to-be. Their baby is born and is an immediate genius, making a million dollars before she is six.

HUMOR. Famous female comedians could talk about how awful their morning sickness was and wish that Gin-Gins had been invented when they needed it.

REAL OR ANIMATED PRODUCT SYMBOLS. Through animation, this ad could show how Gin-Gins settle a raging stomach.

MOOD OR IMAGE. This ad would build a mood or image around Gin-Gins--mothers can enjoy the pregnancy when they are not sick.

DEMONSTRATION. The ad could show women enjoying the taste of Gin-Gins and the feeling of good health it gives them.

MUSICAL. The benefits of Gin-Gins could be demonstrated through a lullaby-based video.

SCIENTIFIC EVIDENCE. Research or scientific evidence could be used to demonstrate how Gin-Gins relieve morning sickness.

Of course, students will likely come up with other executional techniques. See Exhibit 14.8.