Executional Frameworks Chapter 7 Chapter Overview Message strategies Executional frameworks Spokespersons and endorsers Principles of effective advertising Conative Affective Cognitive ID: 759488
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Advertising Design: Message Strategies and Executional Frameworks
Chapter 7
Slide2Chapter
Overview
Message strategies
Executional
frameworks
Spokespersons and endorsers
Principles of effective advertising
Slide3Conative
Affective
Cognitive
Message Strategies
Slide4Message Strategies
Generic
PreemptiveUnique Selling PropositionHyperboleComparative
Cognitive
Affective
Conative
Slide5An ad for Koestler Granite & Marble using a generic cognitive message strategy.
Click picture for video.
Generic Cognitive Message
Slide6An ad for the Waterfront Grill created by Sartor Associates using a pre-emptive cognitive message strategy
.
Click picture for video.
Preemptive Cognitive Strategy
Slide7Direct or indirect comparisons
Real or fictitious competitorCaptures attentionBrand awareness increasesMessage awareness increasesChoose comparisons carefullyLess believable, negative attitude
Comparative Cognitive Strategy
Slide8Resonance
Emotional
Cognitive
Affective
Conative
Message Strategies
Slide9Advertisement by Cheerios using a resonance, affective message strategy.
Resonance Affective Strategy
Slide10Cognitive
Affective
Conative
Message Strategies
Action-inducing
Promotional support
Slide11Message Strategies
Hierarchy of Effects Model
HEM
Message Strategies
Awareness
Knowledge Liking Preference Conviction Actual purchase
Cognitive strategies Affective strategies Conative strategies
Brand strategies
Slide12Executional
Frameworks
Animation
Slice of life
Dramatization
Testimonial
Authoritative
Demonstration
Fantasy
Informative
Slide13Executional
Frameworks
Originally used by firms with small advertising budgets.Increased use due to advances in computer technology.
Animation
Slide14Slice of Life
(Dramatization)
EncounterProblemInteractionSolution
Executional
Frameworks
Slide15Executional
Frameworks
Testimonials
Business-to-business ads
Service sector
Enhance credibility
Source
Customers
Paid actors
Slide16Authoritative
Expert, Scientific or survey authority
Independent evidenceBusiness-to-business adsCognitive processingSpecialty print media
Executional
Frameworks
Slide17Demonstration
Shows product use
Business-to-business sectorVideo/TV/Internet
Executional
Frameworks
Slide18Fantasy
Beyond reality
Common themesSex, Love, RomanceProducts such as perfume/cologne/personal grooming
Executional Frameworks
Slide19Executional
Frameworks
Informative
Used extensively in radio
Business-to-business usage
Key is buying situation
Level of involvement
Slide20Spokespersons
Celebrities
CEOs
Experts
Typical persons
Slide21Source Characteristics
Attractiveness
TrustworthinessSimilarityExpertiseLikeability
Credibility
Slide227-
22
Source Typesand Characteristics
Celebrities
Tend to score high in credibility
Over exposure, Negative publicity
CEO
Trustworthy, expertise, and some credibility
Must exercise care in selection
Expert
Seek experts who are attractive, likable, trustworthy
Valid credentials important
Typical person
Real-person, Actor
Slide23Principles of
Effective Advertising
Visual consistency
Campaign duration
Repeated tag lines
Consistent positioning
Simplicity
Identifiable selling point
Effective flow
Slide247-
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Elements of an Advertisement