Advertising Design: Message Strategies and Executional Frameworks Chapter 7 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Objectives How do cognitive, affective, and conative message strategies differ? How do message strategies affect the development of leverage points and executional frameworks? What is an executional framework? How many executional frameworks are there, and what are their names? What characteristics are most important when selecting a source or spokesperson? What are the principles of effective advertising design? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Dove’s Social and Fashion Advertising 2007 – “Onslaught” Social pressures of young girls Does not mention Dove in ad Age compression marketing Body image issues “Campaign for Real Beauty” – Dove Web site Unilever Axe – sexually-oriented advertising Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter Overview Message strategies Executional frameworks Spokespersons and endorsers Principles of effective advertising Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Message Strategies Cognitive Affective Conative Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Cognitive Message Strategies Generic Preemptive Unique selling proposition Hyperbole Comparative Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Affective Message Strategies Resonance Emotional Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Conative Message Strategies Action-inducing Promotional support Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Hierarchy of Effects Model Message Strategies Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Executional Frameworks Animation Slice of life Dramatization Testimonial Authoritative Demonstration Fantasy Informative Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Animation Originally used by firms with small advertising budgets. Increased use due to advances in computer technology. Rotoscoping Clay animation Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Slice of Life (Dramatization) Encounter Problem Interaction Solution Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Testimonials Business-to-business ads Service sector Enhance credibility Source Customers Paid actors Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Authoritative Expert authority Scientific or survey authority Independent evidence Business-to-business ads Cognitive processing Specialty print media Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Demonstration Shows product being used Business-to-business sector Television and the Internet Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Fantasy Beyond reality Common themes Sex Love Romance Products such as perfume/cologne Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Informative Used extensively in radio Business-to-business usage Key is buying situation Level of involvement Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Spokespersons Celebrities CEOs Experts Typical persons Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Source Characteristics Attractiveness Trustworthiness Similarity Expertise Likeability Credibility Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Principles Effective Advertising Visual consistency Campaign duration Repeated tag lines Consistent positioning Simplicity Identifiable selling point Effective flow Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Beating Ad Clutter Presence of competitive ads Repetition Variability theory Multiple mediums Ads that gain attention Ads that relate to the target audience Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall