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Effective Advertising Strategies: Message and Executional Frameworks

This overview explores essential message and executional strategies in advertising, focusing on cognitive, affective, and conative approaches. Key elements include unique selling propositions, emotional appeals, and the importance of credible spokespersons. Learn how to create engaging ads that resonate with audiences through effective executional frameworks, such as slice-of-life and animation. Discover principles that enhance advertising effectiveness, including consistency, simplicity, and repeated messaging, to navigate advertising clutter successfully.

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Effective Advertising Strategies: Message and Executional Frameworks

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  1. What’s Happening? • Projects • https://www.youtube.com/watch?v=-mQZqKLiMIg&feature=youtu.be • https://www.youtube.com/watch?v=3t6bLugtJkQ

  2. Creative Tactics and Executional Frameworks Chapter 6 Advertising Strategies

  3. Message Strategies • Message strategies are used to deliver a message theme (Chapter 5)

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

  5. Message Strategies Cognitive Affective Conative Brand • Resonance • http://www.youtube.com/watch?v=gpD7f8gWgDg • Emotional

  6. Porsche combines informational and emotional appeals in it’s communications

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

  8. Message Strategies Cognitive Affective Conative Brand • Brand user • Brand image

  9. Executional Frameworks • An executional framework is the manner in which an ad appeal (Chapter 5) is presented.

  10. Figure 6-2Executional Frameworks • Animation • Slice-of-life • Dramatization • https://www.youtube.com/watch?v=NXJE8UGtjmI • Testimonial • Authoritative • Demonstration • http://www.youtube.com/watch?v=tZrZB_ZxbL0 • Fantasy • Informative

  11. 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

  12. Components of a Slice-of-Life Ad F I G U R E 6. 3 Solution Interaction Problem Encounter https://www.youtube.com/watch?v=vtP-S9OS0o0

  13. Sources of Spokespersons Celebrities CEOs Experts Typical persons Source

  14. Characteristics of Effective Spokespeople • Attractiveness • Physical • Personality • Likability • Trustworthiness • Expertise • Credibility

  15. 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

  16. Principles of Effective Advertising • Visual and verbal consistency • Campaign duration • Repeated messages and taglines • Consistent positioning • Simplicity • Identifiable selling point • Effective flow of message • Variability Theory • Same message in different environments and media

  17. 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

  18. Which taglines can you identify? • It’s everywhere you want to be. • Just do it. • You’re in good hands. • What can brown do for you? • Always fresh • 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!

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