Executional Frameworks Chapter 7.  Message strategies are used to deliver a message theme (Chapter 5)

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Presentation transcript:

Executional Frameworks Chapter 7

 Message strategies are used to deliver a message theme (Chapter 5)

 Generic  Preemptive  Unique Selling Proposition  Hyperbole  Comparative CognitiveAffectiveConativeBrand

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

An ad for the Waterfront Grill created by Sartor Associates using a preemptive cognitive message strategy. Click picture for video.

 Resonance  Emotional CognitiveAffectiveConativeBrand

 Action-inducing  Promotional support CognitiveAffectiveConativeBrand

7-8 An advertisement by Fisher Boy encouraging consumers to enter the contest.

 Brand user  Brand image  Brand usage CognitiveAffectiveConativeBrand

F I G U R E 7. 2 The Hierarchy of Effects Model, Message Strategies, and Advertising Components

 An executional framework is the manner in which an ad appeal (Chapter 6) is presented.

 Animation  Slice-of-life  Dramatization  KoC1A8&NR=1 KoC1A8&NR=1  Testimonial  Authoritative  Demonstration  Fantasy  Informative

 Originally only used by firms with a small advertising budget  Use has increased due to computer graphics technology. Some Web sites to explore

Encounter Problem Interaction Solution F I G U R E 7. 4

Source Celebrities CEOs Experts Typical persons

 Attractiveness  Physical  Personality  Likability  Trustworthiness  Expertise  Credibility

 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

 Visual consistency  Campaign duration  Repeated taglines  Consistent positioning  Simplicity  Identifiable selling point  Effective flow of message

 Use repetition  Variability Theory  Use multiple mediums.  Create ads that gain attention – any dangers of this?  Create ads that relate to the target audience

 It’s everywhere you want to be.  Just do it.  You’re in good hands.  The brushing that works between brushings.  What can brown do for you?  A different kind of company. A different kind of car.  When you care enough to send the very best.  It takes a licking and keeps on ticking.  What can brown do for you?  Can you hear me now?  I’m loving it!