Advertising Strategies Executional Frameworks Chapter 7
Message Strategies Message strategies are used to deliver a message theme (Chapter 5)
Message Strategies Cognitive Affective Conative Brand Generic Preemptive Unique Selling Proposition Hyperbole Comparative
Generic Cognitive Message Strategy An ad for Koestler Granite & Marble using a generic cognitive message strategy. Click picture for video.
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.
Message Strategies Cognitive Affective Conative Brand Resonance Emotional
Message Strategies Cognitive Affective Conative Brand Action-inducing Promotional support
An advertisement by Fisher Boy encouraging consumers to enter the contest.
Message Strategies Cognitive Affective Conative Brand Brand user Brand image Brand usage Corporate
F I G U R E 7 . 2 The Hierarchy of Effects Model, Message Strategies, and Advertising Components
Executional Frameworks An executional framework is the manner in which an ad appeal (Chapter 6) is presented.
Means-End Chain Theory Product Attributes Executional Framework Leverage Point Consumer Benefits Personal Value
Figure 7-3 -Executional Frameworks Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative Combination
Animation Originally only used by firms with a small advertising budget Use has increased due to computer graphics technology. Some Web sites to explore Http://www.greengiant.com Http://www.doughboy.com Http://www.animationlibrary.com
Components of a Slice-of-Life Ad F I G U R E 7. 4 Components of a Slice-of-Life Ad Solution Interaction Problem Encounter
Sources of Spokespersons Celebrities CEOs Experts Typical persons Source
Characteristics of Effective Spokespeople Attractiveness Physical Personality Likability Trustworthiness Expertise Credibility
Matching Source Types and Characteristics 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
What’s Happening? Hey Denton, I had in mind an advertisement that is related to what we have been talking about in class this past week or so. I think it shows a good combinations of the 'Appeals' that we have been looking. I showed it to my group today at our meeting and they told me to email it to you as you might find it amusing and a good example to use in class. http://www.youtube.com/watch?v=1IrPnRGaSUk Kind Regards Mark I thought it was very effective using the humour appeal. It is an ad for Old Spice body wash http://www.youtube.com/watch?v=owGykVbfgUE Jessica Flesser http://www.fastcompany.com/1585666/starbucks-sponsors-coffee-cup-redesign-contest?partner=homepage_newsletter
Principles of Effective Advertising Visual consistency Campaign duration Repeated taglines Consistent positioning Simplicity Identifiable selling point Effective flow of message
Beating Ad Clutter Use repetition Variability Theory Use multiple mediums. Create ads that gain attention – any dangers of this? Create ads that relate to the target audience
Which taglines can you identify? 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. Can you hear me now? I’m loving it!
Ad Clutter - Television Non-program material each hour 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 Source: Katy Bachman, “Court TV Gets on Ad Clutter Case,” Adweek, Sept. 15,2003, p. 8.