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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 Message Strategies Cognitive Affective Conative Message Strategies Cognitive

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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. Message Strategies • Cognitive • Affective • Conative

  4. Message Strategies Cognitive • Generic • Preemptive • Unique selling proposition • Hyperbole • Comparative

  5. Message Strategies Affective • Resonance • Emotional

  6. Message Strategies Conative • Action-inducing • Promotional support

  7. Message Strategies Hierarchy of Effects Model • Awareness • Knowledge • Liking • Preference • Conviction • Purchase • Cognitive • Affective • Conative

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

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

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

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

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

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

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

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

  16. Spokespersons • Celebrities • CEOs • Experts • Typical persons

  17. Source Characteristics • Attractiveness • Trustworthiness • Similarity • Expertise • Likeability Credibility

  18. 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 Source Typesand Characteristics 7-18

  19. FI G U R E 7 . 6 Hollywood Celebrity Endorsers • Catherine Zeta-Jones, T-Mobile, $20 million. • Angelina Jolie, St. John clothing, $12 million. • Nicole Kidman, Channel 5 perfume, $12 million. • Jessica Simpson, Guthy-Renker direct response TV, cosmetics, $7.5 million. • Gwynweth Paltrow, Estee Lauder fragrances, $6 million. • Charlize Theron, Dior fragrance, $6 million • Julia Roberts, Gianfranco Ferre fashion, $5 million • Brad Pitt, Heineken beer, $4 million. 7-19

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

  21. Beating Ad Clutter • Presence of competitive ads • Repetition/Variability • Multiple media • Ads that gain attention • Ads that relate to the target audience

  22. F I G U R E 7 . 8 Elements of an Advertisement 7-22

  23. F I G U R E 7. 11 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 7-23

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