Marketing communication: principles and practice

Table 14.4
Executional formats according to Shimp
Individual oriented
Story oriented
Product oriented
Technique oriented
Celebrity endorser
Off-camera video 
Demonstration
Fantasy
drama
Typical person 
On-camera video 
Product display
Analogy
endorser
drama
Spokesperson
Narration
Personality
BOX 14.5
‘WE HAVE OVER £6,000 WORTH OF GOODIES TO
GIVE AWAY’
Ever wondered why magazines give away products? To qualify for the free goodies,
you return a postcard or dial the special telephone number – and you give your name
and address. The sponsors then have current, directly generated, qualified mailing
lists. You have told them what products you want to own. The telephone line may well
be a premium-charge line, which also generates income for the sponsor. The magazine
publisher may well sell more copies because the offer is available, too. Even if you
don’t ask for a free one, you have seen the product promoted in the magazine. You may
get the product you know you can’t live without. Everyone is a winner! Free give-aways
are actually highly focused advertising campaigns.

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COMPARATIVE ADVERTISING
Some advertisers set out to refer to the price or quality of a competitor’s
products directly or indirectly. This is an increasingly popular and effective
tool for drawing attention to claims of advantage over competing offers. 
The legal profession has also benefited from this development in the use
of ‘knocking copy’. The clash of interests is obvious. Brand owners and
managers are concerned that their product, corporate reputation, and
goodwill can be damaged. Consumers, however, can gain by the additional
information they can gather and the stimulation of competition that arises
from comparative advertising – see Box 14.7.