© 2007 by Prentice Hall 7-1 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

© 2007 by Prentice Hall 7-2 Chapter Overview Message strategies Executional frameworks Spokespersons and endorsers Principles of effective advertising Advertising Design: Message Strategies and Executional Frameworks 7

© 2007 by Prentice Hall 7-3 Message Strategies Generic Preemptive Unique Selling Proposition Hyperbole Comparative CognitiveAffectiveConative

© 2007 by Prentice Hall 7-4 Generic Cognitive Message Strategy An ad for Koestler Granite & Marble using a generic cognitive message strategy. Click picture for video.

© 2007 by Prentice Hall 7-5 Preemptive Cognitive 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 7-6 An advertisement by Bonne Bell using the unique selling proposition.

© 2007 by Prentice Hall 7-7 Message Strategies Resonance Emotional CognitiveAffectiveConative

© 2007 by Prentice Hall 7-8 Advertisement by Cheerios using a resonance, affective message strategy.

© 2007 by Prentice Hall 7-9 An advertisement by Skechers using an emotional message strategy.

© 2007 by Prentice Hall 7-10 Promotes corporate name and image Often uses an affective message strategy Corporate Advertising Microsoft  “Your Potential, Our Passion” GlaxoSmithKline “Today’s medicines finance tomorrow’s miracles.”

© 2007 by Prentice Hall 7-11 Message Strategies Action-inducing Promotional support CognitiveAffectiveConative

© 2007 by Prentice Hall 7-12 An advertisement by Fisher Boy encouraging consumers to enter the contest.

© 2007 by Prentice Hall 7-13 F I G U R E 7. 2 The Hierarchy of Effects Model, Message Strategies, and Advertising Components

© 2007 by Prentice Hall 7-14 Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative F I G U R E 7. 3 Executional Frameworks

© 2007 by Prentice Hall 7-15 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 7-16 Slice-of-Life Encounter Problem Interaction Solution

© 2007 by Prentice Hall 7-17 A business-to-business print advertisement using a slice-of-life executional framework. Slice-of-life 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 message?”

© 2007 by Prentice Hall 7-18 Drama Use of the drama executional framework by United Airlines in a television advertisement. Click picture for video.

© 2007 by Prentice Hall 7-19 Business-to-business sector Service sector Enhance credibility Source Customers Paid actors Testimonials

© 2007 by Prentice Hall 7-20 Testimonials Use of the testimonial execution by Diamond Security in a television advertisement. Click picture for video.

© 2007 by Prentice Hall 7-21 Expert authority Scientific or survey evidence Independent evidence Business-to-business ads Cognitive processing Specialty print media Authoritative

© 2007 by Prentice Hall 7-22 Shows product being used Business-to-business sector Television and Internet Demonstration

© 2007 by Prentice Hall 7-23 An advertisement by Jantzen using a fantasy executional framework. Fantasy  Beyond reality  Common themes  Sex  Love  Romance  Perfume/Cologne

© 2007 by Prentice Hall 7-24 Used extensively in radio Business-to-business usage Key is buying situation Level of involvement Informative

© 2007 by Prentice Hall 7-25 Beyond Madison Avenue Emphasis on market research Creatives  Director Goals for creatives Keep work original Take risks Changing World of Creatives

© 2007 by Prentice Hall 7-26 Spokespersons Celebrities CEOs Experts Typical persons

© 2007 by Prentice Hall 7-27 F I G U R E 7. 4 Celebrity Endorsers

© 2007 by Prentice Hall 7-28 F I G U R E 7. 5 Top 10 Earnings of Dead Celebrities

© 2007 by Prentice Hall 7-29 F I G U R E 7. 6 Characteristics of Effective Spokespersons Credibility Attractiveness Likability TrustworthinessExpertise

© 2007 by Prentice Hall 7-30 Endorsers Celebrity Endorser Bo Derrick

© 2007 by Prentice Hall 7-31 Endorsers Celebrity Endorser Ringo Starr

© 2007 by Prentice Hall 7-32 F I G U R E 7. 8 Creating an Advertisement

© 2007 by Prentice Hall 7-33 Visual consistency Campaign duration Repeated taglines Consistent positioning- avoid ambiguity Simplicity Identifiable selling point Create an effective flow F I G U R E 7. 9 Principles of Effective Advertising

© 2007 by Prentice Hall 7-34 Campbell’s Advertising Source: Stephanie Thompson, “Mobile Meals Gaining,” Advertising Age, Vol. 74, No. 25 (June 23, 2002), p. 20. With a $178 million ad budget, Campbell’s has demonstrated effective advertising with 43.1% of ready-to-serve soup market. 1.Campbell’s Chunky27.2% 2.Progresso23.5% 3.Campbell’s Select11.4% 4.Swanson 7.7% 5.Campbell’s 4.5% Ready-to-serve soup Market share

© 2007 by Prentice Hall 7-35 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. F I G U R E Which Taglines Can You Identify?

© 2007 by Prentice Hall 7-36 Ad Clutter - Television 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 Nonprogram material each hour Source: Katy Bachman, “Court TV Gets on Ad Clutter Case,” Adweek, Sept. 15,2003, p. 8.

© 2007 by Prentice Hall 7-37 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 7-38 Advertisement for The Socoh Group