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What’s Happening?. Projects https://www.youtube.com/watch?v=- mQZqKLiMIg&feature=youtu.be https:// www.youtube.com/watch?v=3t6bLugtJkQ. Creative Tactics and Executional Frameworks Chapter 6. Advertising Strategies. Message Strategies.

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Presentation Transcript
what s happening
What’s Happening?
  • Projects
  • https://www.youtube.com/watch?v=-mQZqKLiMIg&feature=youtu.be
  • https://www.youtube.com/watch?v=3t6bLugtJkQ
message strategies
Message Strategies
  • Message strategies are used to deliver a message theme (Chapter 5)
message strategies1
Message Strategies

Cognitive

Affective

Conative

Brand

  • Generic
  • Preemptive
  • Unique Selling Proposition
  • Hyperbole
  • Comparative
message strategies2
Message Strategies

Cognitive

Affective

Conative

Brand

  • Resonance
    • http://www.youtube.com/watch?v=gpD7f8gWgDg
  • Emotional
message strategies3
Message Strategies

Cognitive

Affective

Conative

Brand

  • Action-inducing
  • Promotional support
message strategies4
Message Strategies

Cognitive

Affective

Conative

Brand

  • Brand user
  • Brand image
executional frameworks
Executional Frameworks
  • An executional framework is the manner in which an ad appeal (Chapter 5) is presented.
figure 6 2 executional frameworks
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
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
components of a slice of life ad
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

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
principles of effective advertising
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
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.
  • 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!