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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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Presentation Transcript
chapter overview
Chapter Overview
  • Message strategies
  • Executional frameworks
  • Spokespersons and endorsers
  • Principles of effective advertising
message strategies
Message Strategies
  • Cognitive
  • Affective
  • Conative
message strategies4
Message Strategies

Cognitive

  • Generic
  • Preemptive
  • Unique selling proposition
  • Hyperbole
  • Comparative
message strategies5
Message Strategies

Affective

  • Resonance
  • Emotional
message strategies6
Message Strategies

Conative

  • Action-inducing
  • Promotional support
slide7

Message Strategies

Hierarchy of Effects Model

  • Awareness
  • Knowledge
  • Liking
  • Preference
  • Conviction
  • Purchase
  • Cognitive
  • Affective
  • Conative
executional frameworks
Executional Frameworks
  • Animation
  • Slice of life
  • Dramatization
  • Testimonial
  • Authoritative
  • Demonstration
  • Fantasy
  • Informative
executional frameworks9
Executional Frameworks

Animation

  • Originally used by firms with small advertising budgets.
  • Increased use due to advances in computer technology.
  • Clay animation
slice of life dramatization

Executional Frameworks

Slice of Life(Dramatization)
  • Encounter
  • Problem
  • Interaction
  • Solution
testimonials

Executional Frameworks

Testimonials
  • Business-to-business ads
  • Service sector
  • Enhance credibility
  • Source
    • Customers
    • Paid actors
authoritative

Executional Frameworks

Authoritative
  • Expert, Scientific or survey authority
  • Independent evidence
  • Business-to-business ads
  • Cognitive processing
  • Specialty print media
demonstration
Demonstration

Executional Frameworks

  • Shows product use
  • Business-to-business sector
  • Video/TV/Internet
fantasy
Fantasy

Executional Frameworks

  • Beyond reality
  • Common themes
    • Sex, Love, Romance
  • Products such as perfume/cologne/personal grooming
informative

Executional Frameworks

Informative
  • Used extensively in radio
  • Business-to-business usage
  • Key is buying situation
  • Level of involvement
spokespersons
Spokespersons
  • Celebrities
  • CEOs
  • Experts
  • Typical persons
source characteristics
Source Characteristics
  • Attractiveness
  • Trustworthiness
  • Similarity
  • Expertise
  • Likeability

Credibility

source types and characteristics
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

slide19

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

principles of effective advertising
Principles of Effective Advertising
  • Visual consistency
  • Campaign duration
  • Repeated tag lines
  • Consistent positioning
  • Simplicity
  • Identifiable selling point
  • Effective flow
beating ad clutter
Beating Ad Clutter
  • Presence of competitive ads
  • Repetition/Variability
  • Multiple media
  • Ads that gain attention
  • Ads that relate to the target audience
slide22

F I G U R E 7 . 8

Elements of an Advertisement

7-22

slide23

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

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