As an account executive for an advertising agency, you have been assigned to a new client, a company that has developed a new energy drink. As you begin development of the creative strategy, you are considering different types of ad execution formats and tonality:

a. Comparative advertising

b. A fear appeal

c. A celebrity endorsement

d. A slice-of-life ad

e. Sex appeal

f. Humor

Outline the strengths and weaknesses of each of these appeals for advertising the new energy drink.