MKTG 303: Advertising and Promotion Advertising Design: Message Strategies and Executional Frameworks December 8-10, 2009 Zeynep Gürhan-Canlı

Message Strategies Cognitive Affective Conative Generic Preemptive Unique selling proposition Hyperbole Comparative Affective Resonance Emotional Conative Action-inducing Promotional support

Executional Frameworks Animation Slice of life & dramatization Encounter Problem Interaction Solution Testimonial Authoritative Demonstration Fantasy Informative

Spokespersons Celebrities CEOs Experts Typical persons

Source Characteristics Attractiveness Trustworthiness Expertise Likeability Credibility

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

Beating Ad Clutter Presence of competitive ads Repetition Variability theory Multiple mediums Ads that gain attention Ads that relate to the target audience

Creative Tactics Without words: How can the USP or benefit be depicted without words (e.g., in a single picture or silent movie)? 2. Mixing and matching: How can the product be combined with something else in order to make the USP clearer? (e.g., combine the problem and the solution, combine several objects to make one collage) Combination as a creative strategy: Combine two concepts or objects that were previously unconnected, so as to produce something new. 3. Comparative juxtaposition: Before and after comparisons 4. Repetition and accumulation: repetition attracts the most attention when it is enhanced by a puzzling variation. 5. Exaggeration: How can the effects of one product feature be exaggerated in order to emphasize the benefit in a witty way? 6. Turn it right around: Doing the opposite of what people expect.

Creative Tactics 7. Omission and suggestion: What could replace the product? What can be reduced or removed to emphasize the benefit? Paradoxes and optical illusions: A paradox is when the very existence of a thing negates the conditions that make that existence possible (e.g., DO NOT imagine a big black dog! Everything begins where everything ends) 9. Provocation and shock tactics 10. Playing with time: Make the effects of time visible. Take the product back into the distant past or put it in a time machine. 11. A change of perspective 1. Spatially unusual point of views; 2. Imagine yourself leaving your body and slipping into other people, objects, and animals. 12. Spoofs and parodies: Find a well-known original which could be taken from tv, advertising, literature, music, politics or art. 2. Change it to make it conflict with its original function.

Creative Tactics 13. Symbols and signs 14. Play: What kind of games can you use to get your target customers involved? 15. Telling stories: What sort of story could you involve the product as best friend, partner, life saver or helper? Which of the following dramatic styles would be best for presenting the product strength in an everyday situation or story? (horror, thriller, adventure, comedy, action, love story, drama, soap opera, documentary, news, chat show) 16. Absurd, surreal, bizarre (What if the product could.....defy gravity, make animals talk, let you read minds, make it possible to see into the future?) 17. Alter the product: Change its shape, its use, its location, alter the way it looks, sounds, smells. 18. Alternative uses: By other people or target group, in unexpected situations, in a different environment.