PPT-Advertising Design: Message Strategies and

Executional Frameworks Chapter 7 Chapter Overview Message strategies Executional frameworks Spokespersons and endorsers Principles of effective advertising Conative Affective Cognitive. Chapter Objectives. After reading this chapter you should be able to. :. Describe . the role of endorsers . in advertising. .. Explain . the requirements for an effective endorser.. Appreciate the . factors that enter . Presupposition. Presupposition is a necessary PRECONDITION for the processing of communication. It involves the existence of some objects or ideas. Presupposition (2). Here we PRESUPPOSE that there exists something which is as juicy as a fruit.. 3. Objectives. Advertising’s Role in Capitalism. Role in Manufacturing & Retailing. Know Era’s & Association with Culture. Identify Evolutionary Forces. The Value of an Evolutionary Perspective. Bhanu C. Vattikonda, . Vacha. . dave. , . Saikat. . Guha. , Alex C. . Snoeren. Organic . results. Sponsored. results. Query. 2. Huge and growing industry. 20%. 3. Source: . IAB/PwC Internet Ad Revenue reports. Chapter . 8. Effective Advertising and . Sales Promotion. 8.1. . Developing an Effective Advertising Campaign. 8.2. . Marketing Research for Advertising. 8.3. . Developing an Effective Sales Promotion Strategy. Executional. Frameworks. Chapter 7. Chapter. Overview. Message strategies. Executional. frameworks. Spokespersons and endorsers. Principles of effective advertising. Conative. Affective. Cognitive. . Dannie Newman. Reviewer. dannien@paab.ca. www.paab.ca. Agenda. Advertising vs non-advertising. PAAB APS Categories. Advertising with Product Claims. Editorial HCP ads. Corporate HCP ads. Target Audiences. Theoretical Frameworks and Appeals . Structure of an Advertisement. Headline. Short, simple, limited number of words. Sub-headline (not always present). Supports headline, somewhat of a follow-up to headline. April 28, 2015. II. III. I. V. VI. VII. Auto companies’ strategies utilized in commercials. A big picture look at the automobile industry. Main takeaways from the raw data for automobiles. Deep-dives on social media and the effects of recalls. Lecture Plan. HW2. Exam 1. Prisoner's Dilemma. Empirical Studies of Advertising Effectiveness. Advertising and Media Planning . Definitions. Costs. Upfront Market. Today in Pricing Class. Guest Speaker . This message will be available via podcast later this week at calvaryokc.com. 01-02. Samuel ~ . His name is God. Author unknown. 1 Sam. 11:8, 17:52 and 18:16 recognize Israel and Judah as separate nations. Pick handouts & get textbook. DO NOT WRITE ON TRANSITION HANDOUT. With a Partner. :. Review and answer the slogan quiz handout on . your own paper. or on a . new Word document. You may use the Internet. Types of media more suitable for different communications tasks. Identify and address obstacles to “getting through” to . potential customers. Identify implications of the . S. -shaped curve of advertising effectiveness for brand building. Helps distill your key arguments to the ones you need to repeat over and over.. Keeps you focused on Level One Values and Solutions. Gives you the “cheat sheet” for interviews and debates.. The place you bridge and pivot back to from hard questions and damaging frames..