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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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Presentation Transcript
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 enter the contest.

  • Brand user

  • Brand image

  • Brand usage

  • Corporate

Cognitive

Affective

Conative

Brand


Advertising strategies

F I G U R E 7 . 2 enter the contest.

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


Executional frameworks
Executional Frameworks enter the contest.

  • An executional framework is the manner in which an ad appeal (Chapter 6) is presented.


Means end chain theory
Means-End enter the contest. Chain Theory

Product

Attributes

Executional Framework

Leverage

Point

Consumer

Benefits

Personal

Value


Figure 7 3 executional frameworks
Figure 7-3 -Executional Frameworks enter the contest.

  • Animation

  • Slice-of-life

  • Dramatization

  • Testimonial

  • Authoritative

  • Demonstration

  • Fantasy

  • Informative

  • Combination


Animation
Animation enter the contest.

  • 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 enter the contest.

Components of a Slice-of-Life Ad

Solution

Interaction

Problem

Encounter


Sources of spokespersons
Sources of Spokespersons enter the contest.

Celebrities

CEOs

Experts

Typical persons

Source


Characteristics of effective spokespeople
Characteristics of Effective Spokespeople enter the contest.

  • Attractiveness

    • Physical

    • Personality

  • Likability

  • Trustworthiness

  • Expertise

  • Credibility


Matching source types and characteristics
Matching Source Types and Characteristics enter the contest.

  • 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? enter the contest.

  • 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 enter the contest.

  • Visual consistency

  • Campaign duration

  • Repeated taglines

  • Consistent positioning

  • Simplicity

  • Identifiable selling point

  • Effective flow of message


Beating ad clutter
Beating Ad Clutter enter the contest.

  • 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? enter the contest.

  • 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 enter the contest.

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.