In this chapter, we examined how the advertising message is implemented and executed. Once the creative strategy that will guide the ad campaign has been determined, attention turns to the specific type of advertising appeal and execution format to carry out the creative plan. The appeal is the central message used in the ad to elicit some response from consumers or influence their feelings. Appeals can be broken into two broad categories, rational and emotional. Rational appeals focus on consumers' practical, functional, or utilitarian need for the product or service; emotional appeals relate to social and/or psychological reasons for purchasing a product or service. Numerous types of appeals are available to advertisers within each category.

The creative execution style is the way the advertising appeal is presented in the message. A number of common execution techniques were examined in the chapter, along with considerations for their use. Attention was also given to tactical issues involved in creating print and TV advertising. The components of a print ad include headlines, body copy, illustrations, and layout. We also examined the video and audio components of TV commercials and various considerations involved in the planning and production of commercials.

Creative specialists are responsible for determining the advertising appeal and execution style as well as the tactical aspects of creating ads. However, the client must review, evaluate, and approve the creative approach before any ads are produced or run. A number of criteria can be used by advertising, product, or brand managers and others involved in the promotional process to evaluate the advertising messages before approving final production.