8-1 Chapter Overview Message strategies. Executional frameworks. Spokespersons and endorsers. Principles of effective advertising. Advertising Design:

Slides:



Advertisements
Similar presentations
12-1 Chapter 12 Endorsements McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.
Advertisements

Strategies for Gaining Organizational Power
Promoting Products Using Interactive and Integrated Marketing Communications.
8 Advertising Design: Message Strategies and Executional Frameworks
 Projects and propsals  
Advertising Design: Message Strategies and Executional Frameworks
11-1 Chapter 11 Endorsements Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Chapter 11 Attitudes and Influencing Attitudes
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Seven Advertising Design Message Strategies and Executional Frameworks.
NCAA March Madness Collection Basketball Releasing February 4, 2015.
Advertising Design: Message Strategies and Executional Frameworks
Anne Meyer Pamela Schwartz Christopher Browning. SourceSource Attributes Credibility Attractiveness Power.
Supervised by, Mr. Ashraf Yaseen. Overview…. Brief Introduction about Knowledge Acquisition. How it can be achieved?. KA Stages. Model. Problems that.
Group Influence Chapter 12 Group Influence
4550: Creative: The Good, the Bad & the Ugly Professor Campbell 2/10/05.
McGraw-Hill/Irwin © The McGraw-Hill Companies, Inc., 2002 All Rights Reserved Chapter Sixteen Promoting Products Using Interactive and Integrated.
Executional Frameworks Chapter 7.  Message strategies are used to deliver a message theme (Chapter 5)
Introduction Designing messages that effectively reaches the target audience. Designed to change or shape attitudes. Must be remembered. Should lead to.
Advertising Strategies
Greatest Staring 5 Of All Time Quiz Click To Begin.
Jan 21 Statistic for the day: The width of train tracks is 4 feet 8.5 inches. Why? Assignment: Read Chapter 9 Exercises from Chapter 8: 16, 18 These slides.
All-Star Hoop Dreams Kobe Bryant Grant Hill Alonzo Mourning Kevin Garnett Shaq O’Neal Yao Ming Gary Paton Dennis Rodman Jason Kidd Robert Horry Lebran.
© 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.
Advertising Strategies Executional Frameworks Chapter 7.
Persuasion Techniques NAME THAT TECHNIQUE! Encountering Persuasion In Every Day Life Where do we see persuasion being used? Advertising and Commercials.
Advertising Strategies
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed 6 Source, Message, and Channel Factors.
THE RISK OF USING CELEBRITIES BY: THOMAS TRINH & YUAN ZHU.
Advertising Design: Message Strategies and Executional Frameworks
 Projects  mQZqKLiMIg&feature=youtu.be mQZqKLiMIg&feature=youtu.be 
Persuasive Techniques
THE DYNAMIC DIFFERNCE “Communicating to different people differently.” Joe Jotkowitz Communication Development Associates To original site.
Creativity How it can assist in the development of advertising strategies!
The “Creative Revolution” n Clutter n Clutter killing more so than bad strategy n Agency priority becomes breaking clutter.
Data And Variables Chapter Names vs. Values Michael Jordan name (the letter sequence used to refer to something) value (the thing itself)
Persuasive Devices Testimonial “Famous People Say” A celebrity endorses the product with his/her name, face, voice, etc. Examples Dr. Phil endorses Eharmony.com.
Aim: Endorsements. What is an Endorsement? An endorsement is a person’s public expression of approval or support for a product or service Endorsements.
Building Celebrity Brands: Understanding Consumer Responses to Endorser Failures Allyn White, Mississippi State University Cynthia Webster, Mississippi.
Independent variables: The Communications Components
1 How Relationships with Consumer Ad Creators Develop and Affect Viewer Response Colin Campbell Simon Fraser University Vancouver, Canada.
The “Creative Revolution” n Clutter n Clutter killing more so than bad strategy n Agency priority becomes breaking clutter.
By: Kyle Ancheta NBA. Quick History of Basketball In 1891, James Naismith invented basketball at a YMCA center in Springfield. Naismith wanted to create.
Chapter 1 – Expressions, Equations, and Functions Algebra I A - Meeting 1 Evaluate Algebraic Expressions 721/3Division21 divided by d21/d 155(3)Multiplication5.
16 Designing and Integrating Marketing Communications.
Enhancing Processing Motivation
All-Star Hoop Dreams Setup/Preparation: Open PowerPoint template and choose the outline tab at the left hand side. Change the questions and answers to.
MKTG 303: Advertising and Promotion Advertising Design: Message Strategies and Executional Frameworks December 8-10, 2009 Zeynep Gürhan-Canlı.
Designing and Managing Integrated Marketing Communications
All-Star Hoop Dreams Setup/Preparation: Open PowerPoint template and choose the outline tab at the left hand side. Change the questions and answers to.
All-Star Hoop Dreams Setup/Preparation: Open PowerPoint template and choose the outline tab at the left hand side. Change the questions and answers to.
Designing and Managing Integrated Marketing Communications
All-Star Hoop Dreams Setup/Preparation: Open PowerPoint template and choose the outline tab at the left hand side. Change the questions and answers to.
All-Star Baloncesto Setup/Preparation: Open PowerPoint template and choose the outline tab at the left hand side. Change the questions and answers to what.
All-Star Hoop Dreams How to Play: Divide class into two teams. Each team chooses a player which selects a question. If the team gets the question correct,
Message Strategies and Executional Frameworks
ATTITUDES AND INFLUENCING ATTITUDES
All-Star Hoop Dreams Setup/Preparation: Open PowerPoint template and choose the outline tab at the left hand side. Change the questions and answers to.
The Big 6 Research Model Step 2: Information Seeking Strategies
All-Star Hoop Dreams Setup/Preparation: Open PowerPoint template and choose the outline tab at the left hand side. Change the questions and answers to.
All-Star Hoop Dreams Setup/Preparation: Open PowerPoint template and choose the outline tab at the left hand side. Change the questions and answers to.
Introduction.
All-Star Hoop Dreams Setup/Preparation: Open PowerPoint template and choose the outline tab at the left hand side. Change the questions and answers to.
Example: Advertisements and Conditional Statement Project
One Chunk Paragraph Example
PERSUASION SOCIAL INFLUENCE & COMPLIANCE GAINING
All-Star Hoop Dreams Setup/Preparation: Open PowerPoint template and choose the outline tab at the left hand side. Change the questions and answers to.
11 Attitudes and Influencing Attitudes CHAPTER
Chapter 2 Operations Strategy
Advertising Vocabulary
Presentation transcript:

8-1 Chapter Overview Message strategies. Executional frameworks. Spokespersons and endorsers. Principles of effective advertising. Advertising Design: Message Strategies and Executional Frameworks 8

7-2 Sources and Spokespersons Sources Celebrities CEOs Experts Typical persons

8-3 Ace Hardware: John Madden Adidas: Steffi Graf American Express: Jerry Seinfeld Amway: Shaquille O’Neal AT&T: Whitney Houston Campbell Soup: Wayne Gretzky Compaq Computers: Hakeem Olajuwon Converse: Larry Bird, Larry Johnson, Lattrell Sprewell Danskin: Nadia Comaneci Fila: Naomi Campbell, Grant Hill, Kathy Ireland, Vendela GMC Trucks: Grant Hill Hanes Hosiery: Fran Drescher Hanes Underwear: Michael Jordan K-Mart: Rose O’Donnell L’eggs: Jamie Lee Curtis MasterCard: Tom Watson Nintendo: Ken Griffey, Jr. Outback Steakhouse: Rachel Hunter Revlon: Cindy Crawford Sprite: Grant Hill Taco Bell: Spike Lee, Shaquille O’Neal, Hakeem Olajuwon F I G U R E 8. 4 Celebrity Endorsers

8-4 Source Characteristics Attractiveness Physical Personality Likability Trustworthiness Expertise Credibility Celebrities CEOs Experts Typical persons

7-5 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

Feedback: Privacy Policy Feedback
Do Not Sell My Personal Information
About project: SlidePlayer Terms of Service

© 2025 SlidePlayer.com. Inc. All rights reserved.