1. Advertising Design: Message Strategies and Executional Frameworks
Chapter 8 with Duane Weaver

2. OUTLINE MESSAGE STRATEGIES EXECUTIONAL FRAMEWORKS
SOURCES and SPOKESPERSONS
CREATING ADS
AD EFFECTIVENESS

3. MESSAGE STRATEGIES Cognitive Affective Conative Brand
Presentation of rational arguments or pieces of information to consumers
Generic – direct promo of product or service without claims of superiority
Pre-emptive – claims of superiority based on specific attribute or benefit
Unique Selling Proposition – explicit testable claim of superiority or uniqueness
Comparative – direct or indirect comparison of good or service to competitor.
Affective
invoke feelings and emotions and match them with the product, service, or company
Resonance – connects products with consumer’s experience to build stronger ties between product and consumer.
Emotional – elicits powerful emotions that lead to product recall and choice
Conative
Designed to lead more directly to some type of consumer behaviour.
Action-inducing – cognitive evaluation through use after sale (impulse purchase displays-buy now be happy later)
Promotional support – designed to support other promotions (gets consumer to take supportive action to other promotion – sweepstake or store visit)
Brand
Builds or enhances brand or corporate name (vs. consumer action)
Brand user – types of individuals that use brand (celebrity?)
Brand image – develop brand personality (limited copy and generic presenters)
Brand usage – Stress different uses for a Brand (showing brand advantage and versatility)
Corporate Ads – Promotes corporate name and image rather than the Brand name.

4. EXECUTIONAL FRAMEWORKS
The manner in which an ad appeal is presented.
Appeals:
Fear
Humour
Sex
Music
Rationality
Emotions
Scarcity
Animation
Dramatization
Testimonials
Authoritative
Demonstration
Fantasy
Informative

5. SOURCES and SPOKESPERSONS
Who will represent…
Celebrities (Tiger Woods, Gretzky, Celine Dionne)
CEOs (Remington – I bought the co.)
Experts (Surgeon General)
Typical persons (Joe Canadian, eh!)

6. CREATING ADS

7. AD EFFECTIVENESS 7 Basic Principles:
Visual Consistency
Campaign Duration
Repeated Tag Lines
Consistent Positioning
Simplicity (e.g. Internet load time)
Identifiable Selling Point (one point easily identifiable)
And…Beating Ad clutter standing out in a crowd - e.g. variability theory

8. THANK YOU!