Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Seven Advertising Design Message Strategies and Executional Frameworks
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-2 Message Strategies CognitiveAffectiveConative
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-3 Message Strategies Generic Cognition Unique Selling Proposition Comparative CognitiveAffectiveConative
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-4 Cognitive Message Strategy An ad for Koestler Granite & Marble using a generic cognitive message strategy. Click picture for video.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-5 An advertisement by Bonne Bell using the unique selling proposition.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-6 Message Strategies Resonance Emotional CognitiveAffectiveConative
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-7 Advertisement by Cheerios using a resonance, affective message strategy.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-8 Message Strategies Action-inducing Promotional support CognitiveAffectiveConative
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-9 An advertisement by Fisher Boy encouraging consumers to enter the contest.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-10 F I G U R E 7. 2 The Hierarchy of Effects Model, Message Strategies, and Advertising Components
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-11 Animation Dramatization Testimonial Authoritative Demonstration Fantasy Informative F I G U R E 7. 3 Executional Frameworks
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-12 Animation Originally only used by firms with a small advertising budget. Use has increased due to computer graphics technology. Rotoscoping. Clay animation.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-13 Dramatization Use of the drama executional framework by United Airlines in a television advertisement. Click picture for video.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-14 Business-to-business sector Service sector Enhance credibility Source Customers Paid actors Testimonials
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-15 Testimonials Use of the testimonial execution by Diamond Security in a television advertisement. Click picture for video.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-16 Expert authority Scientific or survey evidence Independent evidence Business-to-business ads Cognitive processing Specialty print media Authoritative
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-17 Shows product being used Business-to-business sector Television and Internet Demonstration
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-18 Used extensively in radio Business-to-business usage Key is buying situation Level of involvement Informative
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-19 Sources and Spokespersons Source Celebrities CEOs Experts Typical persons
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-20 F I G U R E 7. 6 Characteristics of Effective Spokespersons Credibility Attractiveness Likability Trustworthiness Expertise Similarity
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-21 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 Matching Source Types and Characteristics
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 7-22 Beating Ad Clutter Repetition Multiple mediums Create ads that gain attention Create ads that relate to the target audience