Advertising Design: Message Strategies and Executional Frameworks Chapter 8 with Duane Weaver

OUTLINE MESSAGE STRATEGIES EXECUTIONAL FRAMEWORKS SOURCES and SPOKESPERSONS CREATING ADS AD EFFECTIVENESS

MESSAGE STRATEGIES Cognitive Affective Conative Brand Presentation of rational arguments or pieces of information to consumers Generic – direct promo of product or service without claims of superiority Pre-emptive – claims of superiority based on specific attribute or benefit Unique Selling Proposition – explicit testable claim of superiority or uniqueness Comparative – direct or indirect comparison of good or service to competitor. Affective invoke feelings and emotions and match them with the product, service, or company Resonance – connects products with consumer’s experience to build stronger ties between product and consumer. Emotional – elicits powerful emotions that lead to product recall and choice Conative Designed to lead more directly to some type of consumer behaviour. Action-inducing – cognitive evaluation through use after sale (impulse purchase displays-buy now be happy later) Promotional support – designed to support other promotions (gets consumer to take supportive action to other promotion – sweepstake or store visit) Brand Builds or enhances brand or corporate name (vs. consumer action) Brand user – types of individuals that use brand (celebrity?) Brand image – develop brand personality (limited copy and generic presenters) Brand usage – Stress different uses for a Brand (showing brand advantage and versatility) Corporate Ads – Promotes corporate name and image rather than the Brand name.

EXECUTIONAL FRAMEWORKS The manner in which an ad appeal is presented. Appeals: Fear Humour Sex Music Rationality Emotions Scarcity Animation Dramatization Testimonials Authoritative Demonstration Fantasy Informative

SOURCES and SPOKESPERSONS Who will represent… Celebrities (Tiger Woods, Gretzky, Celine Dionne) CEOs (Remington – I bought the co.) Experts (Surgeon General) Typical persons (Joe Canadian, eh!)

CREATING ADS

AD EFFECTIVENESS 7 Basic Principles: Visual Consistency Campaign Duration Repeated Tag Lines Consistent Positioning Simplicity (e.g. Internet load time) Identifiable Selling Point (one point easily identifiable) And…Beating Ad clutter standing out in a crowd - e.g. variability theory

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