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Advertising Strategies. Executional Frameworks Chapter 7. Message Strategies. Message strategies are used to deliver a message theme (Chapter 5). Message Strategies. Generic Preemptive Unique Selling Proposition Hyperbole Comparative. Cognitive. Affective. Conative. Brand.

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advertising strategies

Advertising Strategies

Executional Frameworks

Chapter 7

message strategies
Message Strategies
  • Message strategies are used to deliver a message theme (Chapter 5)
message strategies1
Message Strategies
  • Generic
  • Preemptive
  • Unique Selling Proposition
  • Hyperbole
  • Comparative

Cognitive

Affective

Conative

Brand

generic cognitive message strategy
Generic Cognitive Message Strategy

An ad for Koestler Granite & Marble using a generic cognitive message strategy.

Click picture for video.

preemptive cognitive message strategy
Preemptive Cognitive Message Strategy

An ad for the Waterfront Grill created by Sartor Associates using a pre-emptive cognitive message strategy.

Click picture for video.

message strategies2
Message Strategies
  • Resonance
  • Emotional

Cognitive

Affective

Conative

Brand

message strategies3
Message Strategies
  • Action-inducing
  • Promotional support

Cognitive

Affective

Conative

Brand

message strategies4
Message Strategies
  • Brand user
  • Brand image
  • Brand usage
  • Corporate

Cognitive

Affective

Conative

Brand

slide10

F I G U R E 7 . 2

The Hierarchy of Effects Model, Message Strategies, and Advertising Components

executional frameworks
Executional Frameworks
  • An executional framework is the manner in which an ad appeal (Chapter 6) is presented.
means end chain theory
Means-End Chain Theory

Product

Attributes

Executional Framework

Leverage

Point

Consumer

Benefits

Personal

Value

figure 7 3 executional frameworks
Figure 7-3 -Executional Frameworks
  • Animation
  • Slice-of-life
  • Dramatization
  • Testimonial
  • Authoritative
  • Demonstration
  • Fantasy
  • Informative
  • Combination
animation
Animation
  • Originally only used by firms with a small advertising budget
  • Use has increased due to computer graphics technology.
  • Some Web sites to explore
  • Http://www.greengiant.com
  • Http://www.doughboy.com
  • Http://www.animationlibrary.com
components of a slice of life ad

F I G U R E 7. 4

Components of a Slice-of-Life Ad

Solution

Interaction

Problem

Encounter

sources of spokespersons
Sources of Spokespersons

Celebrities

CEOs

Experts

Typical persons

Source

characteristics of effective spokespeople
Characteristics of Effective Spokespeople
  • Attractiveness
    • Physical
    • Personality
  • Likability
  • Trustworthiness
  • Expertise
  • Credibility
matching source types and characteristics
Matching Source Types and Characteristics
  • Celebrities
    • Tend to score high in credibility
    • Negative publicity
    • Endorsement of too many products
  • CEO
    • Trustworthy, expertise, and some credibility
    • Must exercise care in selection
  • Expert
    • Seek experts who are attractive, likable, trustworthy
    • Valid credentials important
  • Typical person
    • Multiple typical persons increase credibility
    • Real-person
    • Actor
what s happening
What’s Happening?
  • Hey Denton,
  • I had in mind an advertisement that is related to what we have been talking about in class this past week or so. I think it shows a good combinations of the \'Appeals\' that we have been looking. I showed it to my group today at our meeting and they told me to email it to you as you might find it amusing and a good example to use in class.
  • http://www.youtube.com/watch?v=1IrPnRGaSUk
  •  Kind Regards
  •  Mark
  • I thought it was very effective using the humour appeal. It is an ad for Old Spice body wash http://www.youtube.com/watch?v=owGykVbfgUE
  • Jessica Flesser
  • http://www.fastcompany.com/1585666/starbucks-sponsors-coffee-cup-redesign-contest?partner=homepage_newsletter
principles of effective advertising
Principles of Effective Advertising
  • Visual consistency
  • Campaign duration
  • Repeated taglines
  • Consistent positioning
  • Simplicity
  • Identifiable selling point
  • Effective flow of message
beating ad clutter
Beating Ad Clutter
  • Use repetition
  • Variability Theory
  • Use multiple mediums.
  • Create ads that gain attention – any dangers of this?
  • Create ads that relate to the target audience
which taglines can you identify
Which taglines can you identify?
  • It’s everywhere you want to be.
  • Just do it.
  • You’re in good hands.
  • The brushing that works between brushings.
  • What can brown do for you?
  • A different kind of company. A different kind of car.
  • When you care enough to send the very best.
  • It takes a licking and keeps on ticking.
  • What can brown do for you?
  • Can you hear me now?
  • I’m loving it!
ad clutter television
Ad Clutter - Television

Non-program material each hour

  • 4 broadcast networks – 13 min 4 sec
  • 37 cable networks – 14 min 30 sec
  • Lowest cable channels
    • ESPN2 – 11:16
    • ESPN – 12:11
    • CNN – 12:19
  • Highest cable channels
    • Golf Channel – 18:32
    • MTV – 16:27
    • Food Network – 16:09

Source: Katy Bachman, “Court TV Gets on Ad Clutter Case,” Adweek, Sept. 15,2003, p. 8.

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