1. Advertising Strategies
Executional Frameworks
Chapter 7

2. Message Strategies
Message strategies are used to deliver a message theme (Chapter 5)

3. Message Strategies Cognitive Affective Conative Brand Generic
Preemptive
Unique Selling Proposition
Hyperbole
Comparative

4. Generic Cognitive Message Strategy
An ad for Koestler Granite & Marble using a generic cognitive message strategy.
Click picture for video.

5. 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.

6. Message Strategies Cognitive Affective Conative Brand Resonance
Emotional

7. Message Strategies Cognitive Affective Conative Brand Action-inducing
Promotional support

8. An advertisement by Fisher Boy encouraging consumers to enter the contest.

9. Message Strategies Cognitive Affective Conative Brand Brand user
Brand image
Brand usage
Corporate

10. F I G U R E
The Hierarchy of Effects Model, Message Strategies, and Advertising Components

11. Executional Frameworks
An executional framework is the manner in which an ad appeal (Chapter 6) is presented.

12. Means-End Chain Theory
Product
Attributes
Executional Framework
Leverage
Point
Consumer
Benefits
Personal
Value

13. Figure 7-3 -Executional Frameworks
Animation
Slice-of-life
Dramatization
Testimonial
Authoritative
Demonstration
Fantasy
Informative
Combination

14. Animation
Originally only used by firms with a small advertising budget
Use has increased due to computer graphics technology.
Some Web sites to explore

15. Components of a Slice-of-Life Ad
F I G U R E
Components of a Slice-of-Life Ad
Solution
Interaction
Problem
Encounter

16. Sources of Spokespersons
Celebrities
CEOs
Experts
Typical persons
Source

17. Characteristics of Effective Spokespeople
Attractiveness
Physical
Personality
Likability
Trustworthiness
Expertise
Credibility

18. 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

19. 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 it to you as you might find it amusing and a good example to use in class.  
 Kind Regards
 Mark
I thought it was very effective using the humour appeal. It is an ad for Old Spice body wash 
Jessica Flesser

20. Principles of Effective Advertising
Visual consistency
Campaign duration
Repeated taglines
Consistent positioning
Simplicity
Identifiable selling point
Effective flow of message

21. 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

22. 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!

23. 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.