1. MKTG 303: Advertising and Promotion Advertising Design: Message Strategies and Executional Frameworks December 8-10, 2009 Zeynep Gürhan-Canlı

2. Message Strategies Cognitive Affective Conative Generic Preemptive
Unique selling proposition
Hyperbole
Comparative
Affective
Resonance
Emotional
Conative
Action-inducing
Promotional support

3. Executional Frameworks
Animation
Slice of life & dramatization
Encounter
Problem
Interaction
Solution
Testimonial
Authoritative
Demonstration
Fantasy
Informative

4. Spokespersons
Celebrities
CEOs
Experts
Typical persons

5. Source Characteristics
Attractiveness
Trustworthiness
Expertise
Likeability
Credibility

6. Principles of Effective Advertising
Visual consistency
Campaign duration
Repeated tag lines
Consistent positioning
Simplicity
Identifiable selling point

7. Beating Ad Clutter Presence of competitive ads Repetition
Variability theory
Multiple mediums
Ads that gain attention
Ads that relate to the target audience

8. Creative Tactics Without words: How can the USP or benefit be depicted
without words (e.g., in a single picture or silent movie)?
2. Mixing and matching: How can the product be combined
with something else in order to make the USP clearer?
(e.g., combine the problem and the solution, combine several
objects to make one collage)
Combination as a creative strategy: Combine two concepts or
objects that were previously unconnected, so as to produce something new.
3. Comparative juxtaposition: Before and after comparisons
4. Repetition and accumulation: repetition attracts the most attention when it is enhanced by a puzzling variation.
5. Exaggeration: How can the effects of one product feature be exaggerated in order to emphasize the benefit in a witty way?
6. Turn it right around: Doing the opposite of what people expect.

9. Creative Tactics
7. Omission and suggestion: What could replace the product?
What can be reduced or removed to emphasize the benefit?
Paradoxes and optical illusions: A paradox is when the very
existence of a thing negates the conditions that make that
existence possible (e.g., DO NOT imagine a big black dog!
Everything begins where everything ends)
9. Provocation and shock tactics
10. Playing with time: Make the effects of time visible. Take
the product back into the distant past or put it in a time machine.
11. A change of perspective 1. Spatially unusual point of views;
2. Imagine yourself leaving your body and slipping into other
people, objects, and animals.
12. Spoofs and parodies: Find a well-known original which could
be taken from tv, advertising, literature, music, politics or art. 2.
Change it to make it conflict with its original function.

10. Creative Tactics 13. Symbols and signs
14. Play: What kind of games can you use to get your target customers involved?
15. Telling stories: What sort of story could you involve the product as best friend, partner, life saver or helper? Which of the following dramatic styles would be best for presenting the product strength in an everyday situation or story? (horror, thriller, adventure, comedy, action, love story, drama, soap opera, documentary, news, chat show)
16. Absurd, surreal, bizarre (What if the product could.....defy gravity, make animals talk, let you read minds, make it possible to see into the future?)
17. Alter the product: Change its shape, its use, its location, alter the way it looks, sounds, smells.
18. Alternative uses: By other people or target group, in unexpected situations, in a different environment.