Chapter 7 Lecturer – - PowerPoint Presentation

Chapter 7Lecturer – Md Shahedur Rahman Advertising Design: Message Strategies & Executional Frameworks

IntroductionDesigning messages that effectively reaches the target audience.Designed to change or shape attitudes. Must be remembered. Should lead to some kind of short or long term action. ?

Message Strategies3 broad categories of message strategies:CognitiveAffectiveConative

Cognitive StrategiesPresentation of rational arguments or pieces of information to consumers. The advertiser’s key message is about the product’s attributes or benefits.5 major forms of cognitive strategies:Generic messagesPreemptive messagesUnique Selling Proposition HyperboleComparative Advertisements

Cognitive StrategiesGeneric Messages – Direct promotions of product attributes or benefits without any claim of superiority. Work best for the brand leadersExample: Campbell’s Soup – Soup is good foodPreemptive Messages – Claim superiority based on a product’s specific attribute or benefit. Idea is to present the competition from making thee same or a similar statement. Example: Crest – the cavity fighter

Cognitive StrategiesUSP – A clear, testable claim of uniqueness or superiority that can be supported or verified. Example: Dove – 25% moisturizer.

Cognitive StrategiesHyperbole – This makes an untestable claim based upon some attribute or benefits. Eg. NTV is promoting ‘Bangladeshi’s favorite color GREEN’Comparative Advertisement – When an advertiser directly or indirectly compares a good or service to the competition.

Remember All five of these cognitive message strategies are based on some type of rational logic Ensure consumer pay attention and take time to cognitively process the informationInforming people about the product

Affective Strategies Feelings or emotions and match those feelings with the good, service, or company.Prepared to enhance the likeability of the productRecall of the appealAffective strategies are a common approach to developing a strong brand name.

Affective StrategiesThe two main forms are:Resonance advertisingEmotional advertising

Affective StrategiesResonance Advertising Connect product with a consumer’s experience to stronger ties between the product and the consumerEmotional Advertising Elicit powerful emotions that eventually lead to product recall and choiceMany emotions can be connected to products, including trust, reliability, friendship, happiness, security, romance, passion etc.

Remember about Affective Strategies Good for developing a strong brand nameDo not make decision based solely on rational thought processEmotions and feelings also affect decisions

Conative StrategiesDesigned to lead more directly to some type of consumer response. Can be used to support other promotional efforts, such as coupon redemption programs, in-store offers like buy-one-get-one-free.The 2 main forms are:Action inducing (suggesting)Promotional support

Hierarchy of Effects ModelAwareness KnowledgeLiking Preference Conviction Actual Purchase Cognitive Strategies Affective Strategies Conative Strategies Message Strategies Hierarchy of Effects Model Advertising Components Headline Sub-headline Amplification Proof of the claim Action to take

Executional Frameworks

Executional FrameworkAn executional framework is the manner in which an ad appeal is presented.It is chosen after an advertising appeal has been selectedAnimation Slice-of-lifeDramatizationTestimonial Authoritative Demonstration Fantasy Informative

AnimationHas seen a lot of development in recent years.RotoscopingClay animation

Slice-of-LifeHere, advertisers try to provide solutions to the everyday problems customers and businesses face.P&G came up with the format back in the 1950s.A common slice-of-life format has 4 stages:EncounterProblemInteractionSolution ( Banglalink add – dinbodol )

DramatizationIt is similar to the slice-of-life framework.However, the intensity of the situation is heightened in this framework.Make it Big

TestimonialsEspecially successful in the B2B and services marketing sectors.Customer is presented in an ad talking about a positive experience with a product. It is an effective method for promoting services.Testimonials enhance company credibility. In such ads, it is the everyday people, often actual customers are the main characters – they are found to be more credible than endorsers and famous individuals.Example: BTI – our clients speak for us campaign

AuthoritativeThe advertiser tries to convince viewers that a given product is superior to other brands. Expert authority – dentists, physician, engineer, or chemist talks about the brand’s advantages compared to other brands.Example: ColgateMay include scientific or survey evidence.

DemonstrationIt shows how a product works.Effective way to communicate the attributes of a product to viewers.Well-suited to television and internet flashIt is difficult to portray it in other media like print.Demonstrations have been found to be effective for B2B marketing

FantasySuch executions are designed to lift the audience beyond the real world to a make-believe experience.Most common fantasy themes still involve sex, love and romance.Fantasy is widely used for fragrances and other fashion items.Example: AXE

InformativeHere, information is presented to the audience in a straightforward manner.Seen commonly in RDCs, rather than in TVC or print – where consumers tend to ignore them.Consumers who are highly involved in a particular product category pay attention to such ads.Such ads thus tend to work best for high-involvement situations.

Sources and Spokesperson

Sources and SpokespersonsSelecting the right source and spokesperson to use in an advertisement is a critical decision.4 types of sources are available to advertisers:Celebrities – Nokia with Tamim IqbalCEOsExperts – Sunsilk/Persona with Habib , doctors for colgateTypical persons

Source CharacteristicsCredibility Expertise Trustworthiness Likability Attractiveness

Matching Source Types and CharacteristicsAmitabh BachchanSachin TendulkarIf there is a match between the product and celebrity, the virtue of such an endorsement increases.ProblemsBrand ambassadors bringing disgrace to the brandCelebrities endorsing too many products – they lose credibilityPeople know that the celebrities are paid – they lose credibility

Creating an AdvertisementMessage StrategyCognitiveAffective ConativeAppealsFearHumor Sex Music Rationality Emotions Scarcity Executional Framework Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative Creative Brief (message theme) Leverage Point Spokesperson Means-End Chain

Effective Advertising – Key PointsAn effective ad requires the joint efforts of the account exec, creative, media planner, and media buyer.If the ad can break through the clutter – half the battle is won.

Key points to keep in mind are:Visual consistencyCampaign durationRepeated taglinesConsistent positioning – avoid ambiguity (doubt)SimplicityIdentifiable selling point Create an effective flow

Beating Ad ClutterRepetition – it can lead to better brand and ad recall.Variability theorySuggests that variable encoding occurs when a consumers sees the same advertisement in different environments. These varied environments increase an ad’s recall and effectiveness by encoding it into the brain through various methods. Creatives can generate the effect by varying the situational context of a particular ad. Example: Mastercard ads or Zoo Zoo

Questions?