aflac duck n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
AFLAC Duck PowerPoint Presentation
Download Presentation
AFLAC Duck

Loading in 2 Seconds...

play fullscreen
1 / 38

AFLAC Duck - PowerPoint PPT Presentation


  • 180 Views
  • Uploaded on

7. AFLAC Duck. Typical insurance ads 1999 – AFLAC duck Linda Kaplan Thaler Target market – small businesses Sales up 27% Duck merchandise What is the future?. Discussion Slide. 7. Chapter Overview. Advertising Design: Message Strategies and Executional Frameworks.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'AFLAC Duck' - zalika


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
aflac duck

7

AFLAC Duck
  • Typical insurance ads
  • 1999 – AFLAC duck
    • Linda Kaplan Thaler
  • Target market – small businesses
  • Sales up 27%
  • Duck merchandise
  • What is the future?

Discussion Slide

© 2007 by Prentice Hall

chapter overview

7

Chapter Overview

Advertising Design:

Message Strategies and

Executional Frameworks

  • Message strategies
  • Executional frameworks
  • Spokespersons and endorsers
  • Principles of effective advertising

© 2007 by Prentice Hall

message strategies
Generic

Preemptive

Unique Selling Proposition

Hyperbole

Comparative

Message Strategies

Cognitive

Affective

Conative

© 2007 by Prentice Hall

generic cognitive message strategy
GenericCognitive Message Strategy

An ad for Koestler Granite & Marble using a generic cognitive message strategy.

Click picture for video.

© 2007 by Prentice Hall

preemptive cognitive message strategy
PreemptiveCognitive Message Strategy

An ad for the Waterfront Grill created by Sartor Associates using a pre-emptive cognitive message strategy.

Click picture for video.

© 2007 by Prentice Hall

slide6

An advertisement by Bonne Bell using the unique selling proposition.

© 2007 by Prentice Hall

message strategies1
Resonance

Emotional

Message Strategies

Cognitive

Affective

Conative

© 2007 by Prentice Hall

slide8

Advertisement by Cheerios using a resonance, affective message strategy.

© 2007 by Prentice Hall

slide9

An advertisement by Skechers

using an emotional message strategy.

© 2007 by Prentice Hall

corporate advertising
Corporate Advertising
  • Promotes corporate name and image
  • Often uses an affective message strategy

Microsoft  “Your Potential, Our Passion”

GlaxoSmithKline

“Today’s medicines finance tomorrow’s miracles.”

© 2007 by Prentice Hall

message strategies2
Action-inducing

Promotional support

Message Strategies

Cognitive

Affective

Conative

© 2007 by Prentice Hall

slide12

An advertisement by Fisher Boy encouraging consumers to enter the contest.

© 2007 by Prentice Hall

slide13

F I G U R E 7 . 2

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

© 2007 by Prentice Hall

executional frameworks

F I G U R E 7. 3

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

© 2007 by Prentice Hall

animation
Animation
  • Originally only used by firms with a small advertising budget.
  • Use has increased due to computer graphics technology.
  • Rotoscoping.
  • Clay animation.

© 2007 by Prentice Hall

slice of life
Slice-of-Life
  • Encounter
  • Problem
  • Interaction
  • Solution

© 2007 by Prentice Hall

slide17

Slice-of-life

A business-to-business print advertisement using a slice-of-life executional framework.

The text asks:

“If the average single female breaks up with 4.3 men, avoids 237 phone calls and ignores 79 red lights per year - What are the chances she’ll read your e-mail message?”

© 2007 by Prentice Hall

drama
Drama

Use of the drama executional framework by United Airlines in a television advertisement.

Click picture for video.

© 2007 by Prentice Hall

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

© 2007 by Prentice Hall

testimonials1
Testimonials

Use of the testimonial execution by Diamond Security in a television advertisement.

Click picture for video.

© 2007 by Prentice Hall

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

© 2007 by Prentice Hall

demonstration
Demonstration
  • Shows product being used
  • Business-to-business sector
  • Television and Internet

© 2007 by Prentice Hall

slide23

Fantasy

  • Beyond reality
  • Common themes
    • Sex
    • Love
    • Romance
  • Perfume/Cologne

An advertisement by Jantzen using a fantasy executional framework.

© 2007 by Prentice Hall

informative
Informative
  • Used extensively in radio
  • Business-to-business usage
  • Key is buying situation
  • Level of involvement

© 2007 by Prentice Hall

changing world of creatives
Changing World of Creatives
  • Beyond Madison Avenue
  • Emphasis on market research
  • Creatives  Director
  • Goals for creatives
    • Keep work original
    • Take risks

© 2007 by Prentice Hall

spokespersons
Spokespersons
  • Celebrities
  • CEOs
  • Experts
  • Typical persons

© 2007 by Prentice Hall

slide27

F I G U R E 7 . 4

Celebrity Endorsers

© 2007 by Prentice Hall

slide28

F I G U R E 7 . 5

Top 10 Earnings of Dead Celebrities

© 2007 by Prentice Hall

slide29

F I G U R E 7 . 6

Characteristics of Effective Spokespersons

Credibility

Likability

Attractiveness

Trustworthiness

Expertise

© 2007 by Prentice Hall

endorsers
Endorsers

Celebrity Endorser Bo Derrick

© 2007 by Prentice Hall

endorsers1
Endorsers

Celebrity Endorser Ringo Starr

© 2007 by Prentice Hall

slide32

F I G U R E 7 . 8

Creating an Advertisement

© 2007 by Prentice Hall

slide33

F I G U R E 7 . 9

Principles of Effective Advertising

  • Visual consistency
  • Campaign duration
  • Repeated taglines
  • Consistent positioning- avoid ambiguity
  • Simplicity
  • Identifiable selling point
  • Create an effective flow

© 2007 by Prentice Hall

campbell s advertising
Campbell’s Advertising

With a $178 million ad budget, Campbell’s has demonstrated effective advertising with 43.1% of ready-to-serve soup market.

Ready-to-serve soup Market share

  • Campbell’s Chunky 27.2%
  • Progresso 23.5%
  • Campbell’s Select 11.4%
  • Swanson 7.7%
  • Campbell’s 4.5%

Source: Stephanie Thompson, “Mobile Meals Gaining,” Advertising Age, Vol. 74, No. 25 (June 23, 2002), p. 20.

© 2007 by Prentice Hall

slide35

F I G U R E 7. 10

Which Taglines Can You Identify?

  • It’s everywhere you want to be.
  • Are you feeling it?
  • Just do it.
  • You’re in good hands.
  • The brushing that works between brushings.
  • Driving excitement.
  • A different kind of company. A different kind of car.
  • When you care enough to send the very best.
  • The ultimate driving machine.
  • It takes a licking and keeps on ticking.

Answers: Visa, Reebok, Nike, Allstate, Colgate, Pontiac, Saturn, Hallmark, BMW, Timex.

© 2007 by Prentice Hall

ad clutter television
Ad Clutter - Television

Nonprogram 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.

© 2007 by Prentice Hall

beating ad clutter
Beating Ad Clutter
  • Presence of competitor ads
  • Repetition
  • Variability Theory
  • Multiple mediums
  • Create ads that gain attention
  • Create ads that relate to the target audience

© 2007 by Prentice Hall

slide38

Advertisement for The Socoh Group

© 2007 by Prentice Hall