1. Advertising Design: Message Strategies and Executional Frameworks
Chapter 7
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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?
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3. 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
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Chapter Overview
Message strategies
Executional frameworks
Spokespersons and endorsers
Principles of effective advertising
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Message Strategies
Cognitive
Affective
Conative
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6. Cognitive Message Strategies
Generic
Preemptive
Unique selling proposition
Hyperbole
Comparative
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7. Affective Message Strategies
Resonance
Emotional
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8. Conative Message Strategies
Action-inducing
Promotional support
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9. Hierarchy of Effects Model
Message
Strategies
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Cognitive
Affective
Conative
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10. Executional Frameworks
Animation
Slice of life
Dramatization
Testimonial
Authoritative
Demonstration
Fantasy
Informative
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Animation
Originally used by firms with small advertising budgets.
Increased use due to advances in computer technology.
Rotoscoping
Clay animation
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12. Slice of Life (Dramatization)
Encounter
Problem
Interaction
Solution
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Testimonials
Business-to-business ads
Service sector
Enhance credibility
Source
Customers
Paid actors
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Authoritative
Expert authority
Scientific or survey authority
Independent evidence
Business-to-business ads
Cognitive processing
Specialty print media
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Demonstration
Shows product being used
Business-to-business sector
Television and the Internet
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Fantasy
Beyond reality
Common themes
Sex
Love
Romance
Products such as perfume/cologne
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Informative
Used extensively in radio
Business-to-business usage
Key is buying situation
Level of involvement
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Spokespersons
Celebrities
CEOs
Experts
Typical persons
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19. Source Characteristics
Attractiveness
Trustworthiness
Similarity
Expertise
Likeability
Credibility
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20. Principles Effective Advertising
Visual consistency
Campaign duration
Repeated tag lines
Consistent positioning
Simplicity
Identifiable selling point
Effective flow
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Beating Ad Clutter
Presence of competitive ads
Repetition
Variability theory
Multiple mediums
Ads that gain attention
Ads that relate to the target audience
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