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Advertising Design: Message Strategies and Executional Frameworks. Chapter 8 with Duane Weaver. OUTLINE. MESSAGE STRATEGIES EXECUTIONAL FRAMEWORKS SOURCES and SPOKESPERSONS CREATING ADS AD EFFECTIVENESS. MESSAGE STRATEGIES. Cognitive

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advertising design message strategies and executional frameworks

Advertising Design:Message Strategies and Executional Frameworks

Chapter 8 with Duane Weaver

outline
OUTLINE
  • MESSAGE STRATEGIES
  • EXECUTIONAL FRAMEWORKS
  • SOURCES and SPOKESPERSONS
  • CREATING ADS
  • AD EFFECTIVENESS
message strategies
MESSAGE STRATEGIES

Cognitive

Presentation of rational arguments or pieces of information to consumers

  • Generic – direct promo of product or service without claims of superiority
  • Pre-emptive – claims of superiority based on specific attribute or benefit
  • Unique Selling Proposition – explicit testable claim of superiority or uniqueness
  • Comparative – direct or indirect comparison of good or service to competitor.

Affective

invoke feelings and emotions and match them with the product, service, or company

  • Resonance – connects products with consumer’s experience to build stronger ties between product and consumer.
  • Emotional – elicits powerful emotions that lead to product recall and choice

Conative

Designed to lead more directly to some type of consumer behaviour.

  • Action-inducing – cognitive evaluation through use after sale (impulse purchase displays-buy now be happy later)
  • Promotional support – designed to support other promotions (gets consumer to take supportive action to other promotion – sweepstake or store visit)

Brand

Builds or enhances brand or corporate name (vs. consumer action)

  • Brand user – types of individuals that use brand (celebrity?)
  • Brand image – develop brand personality (limited copy and generic presenters)
  • Brand usage – Stress different uses for a Brand (showing brand advantage and versatility)
  • Corporate Ads – Promotes corporate name and image rather than the Brand name.
executional frameworks
EXECUTIONAL FRAMEWORKS

The manner in which an ad appeal is presented.

  • Appeals:
    • Fear
    • Humour
    • Sex
    • Music
    • Rationality
    • Emotions
    • Scarcity
  • Animation
  • Dramatization
  • Testimonials
  • Authoritative
  • Demonstration
  • Fantasy
  • Informative
sources and spokespersons
SOURCES and SPOKESPERSONS
  • Who will represent…
    • Celebrities(Tiger Woods, Gretzky, Celine Dionne)
    • CEOs(Remington – I bought the co.)
    • Experts(Surgeon General)
    • Typical persons(Joe Canadian, eh!)
ad effectiveness
AD EFFECTIVENESS

7 Basic Principles:

  • Visual Consistency
  • Campaign Duration
  • Repeated Tag Lines
  • Consistent Positioning
  • Simplicity (e.g. Internet load time)
  • Identifiable Selling Point (one point easily identifiable)

And…Beating Ad clutterstanding out in a crowd - e.g. variability theory