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Advertising Design: Message Strategies and Executional Frameworks

Advertising Design: Message Strategies and Executional Frameworks. Chapter 7. Chapter Overview. Message strategies Executional frameworks Spokespersons and endorsers Principles of effective advertising. Cognitive. Message Strategies. Affective. Conative. Cognitive. Affective.

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Advertising Design: Message Strategies and Executional Frameworks

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  1. Advertising Design: Message Strategies and Executional Frameworks Chapter 7

  2. Chapter Overview • Message strategies • Executional frameworks • Spokespersons and endorsers • Principles of effective advertising

  3. Cognitive Message Strategies Affective Conative

  4. Cognitive Affective Conative Message Strategies Generic Preemptive Unique Selling Proposition Hyperbole Comparative

  5. Generic Cognitive Message An ad for Koestler Granite & Marble using a generic cognitive message strategy. Click picture for video.

  6. Preemptive Cognitive Strategy An ad for the Waterfront Grill created by Sartor Associates using a pre-emptive cognitive message strategy. Click picture for video.

  7. Comparative Cognitive Strategy Direct or indirect comparisons Real or fictitious competitor Captures attention Brand awareness increases Message awareness increases Choose comparisons carefully Less believable, negative attitude

  8. Message Strategies Cognitive Affective Conative Resonance Emotional

  9. Resonance Affective Strategy Advertisement by Cheerios using a resonance, affective message strategy.

  10. Message Strategies Cognitive Affective Conative • Action-inducing • Promotional support

  11. Message Strategies Hierarchy of Effects Model HEM Message Strategies • Awareness • Knowledge • Liking • Preference • Conviction • Actual purchase • Cognitive strategies • Affective strategies • Conative strategies • Brand strategies

  12. Executional Frameworks Animation Slice of life Dramatization Testimonial Authoritative Demonstration Fantasy Informative

  13. Animation Executional Frameworks Originally used by firms with small advertising budgets. Increased use due to advances in computer technology.

  14. Executional Frameworks Slice of Life(Dramatization) Encounter Problem Interaction Solution

  15. Executional Frameworks Testimonials Business-to-business ads Service sector Enhance credibility Source Customers Paid actors

  16. Executional Frameworks Authoritative Expert, Scientific or survey authority Independent evidence Business-to-business ads Cognitive processing Specialty print media

  17. Executional Frameworks Demonstration Shows product use Business-to-business sector Video/TV/Internet

  18. Executional Frameworks Fantasy Beyond reality Common themes Sex, Love, Romance Products such as perfume/cologne/personal grooming

  19. Executional Frameworks Informative Used extensively in radio Business-to-business usage Key is buying situation Level of involvement

  20. Spokespersons Celebrities CEOs Experts Typical persons

  21. Source Characteristics Credibility Attractiveness Trustworthiness Similarity Expertise Likeability

  22. Source Typesand Characteristics Celebrities Tend to score high in credibility Over exposure, Negative publicity CEO Trustworthy, expertise, and some credibility Must exercise care in selection Expert Seek experts who are attractive, likable, trustworthy Valid credentials important Typical person Real-person, Actor 7-22

  23. Principles of Effective Advertising Visual consistency Campaign duration Repeated tag lines Consistent positioning Simplicity Identifiable selling point Effective flow

  24. Elements of an Advertisement 7-24

  25. Which Taglines Can You Identify? A diamond is forever. Be all you can be. Can you hear me now? Don’t leave home without it. Just do it. Look Mom, no cavities. The ultimate driving machine. What can brown do for you? We try harder. You deserve a break today. Answers: 1) DeBeers 2) US Army 3) Verizon 4) American Express 5) Nike 6) Crest 7) BMW 8) UPS 9) Avis 10) McDonald’s 7-25

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