Executional Frameworks Chapter 7 Chapter Overview Message strategies Executional frameworks Spokespersons and endorsers Principles of effective advertising Conative Affective Cognitive ID: 561018
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Advertising Design: Message Strategies and Executional Frameworks
Chapter 7Slide2
Chapter
Overview
Message strategies
Executional
frameworks
Spokespersons and endorsers
Principles of effective advertisingSlide3
Conative
Affective
Cognitive
Message StrategiesSlide4
Message Strategies
Generic
Preemptive
Unique Selling Proposition
Hyperbole
Comparative
Cognitive
Affective
ConativeSlide5
An ad for Koestler Granite & Marble using a generic cognitive message strategy.
Click picture for video.
Generic Cognitive MessageSlide6
An ad for the Waterfront Grill created by Sartor Associates using a pre-emptive cognitive message strategy
.
Click picture for video.
Preemptive Cognitive StrategySlide7
Direct or indirect comparisons
Real or fictitious competitor
Captures attention
Brand awareness increases
Message awareness increases
Choose comparisons carefully
Less believable, negative attitude
Comparative Cognitive StrategySlide8
Resonance
Emotional
Cognitive
Affective
Conative
Message StrategiesSlide9
Advertisement by Cheerios using a resonance, affective message strategy.
Resonance Affective StrategySlide10
Cognitive
Affective
Conative
Message Strategies
Action-inducing
Promotional supportSlide11
Message Strategies
Hierarchy of Effects Model
HEM
Message Strategies
Awareness
Knowledge
Liking
Preference
Conviction
Actual purchase
Cognitive strategies
Affective strategies
Conative
strategies
Brand strategiesSlide12
Executional
Frameworks
Animation
Slice of life
Dramatization
Testimonial
Authoritative
Demonstration
Fantasy
InformativeSlide13
Executional
Frameworks
Originally used by firms with small advertising budgets.
Increased use due to advances in computer technology.
AnimationSlide14
Slice of Life
(Dramatization)
Encounter
Problem
Interaction
Solution
Executional
FrameworksSlide15
Executional
Frameworks
Testimonials
Business-to-business ads
Service sector
Enhance credibility
Source
Customers
Paid actorsSlide16
Authoritative
Expert, Scientific or survey authority
Independent evidence
Business-to-business ads
Cognitive processing
Specialty print media
Executional
FrameworksSlide17
Demonstration
Shows product use
Business-to-business sector
Video/TV/Internet
Executional
FrameworksSlide18
Fantasy
Beyond reality
Common themes
Sex, Love, Romance
Products such as perfume/cologne/personal grooming
Executional
FrameworksSlide19
Executional
Frameworks
Informative
Used extensively in radio
Business-to-business usage
Key is buying situation
Level of involvementSlide20
Spokespersons
Celebrities
CEOs
Experts
Typical personsSlide21
Source Characteristics
Attractiveness
Trustworthiness
Similarity
Expertise
Likeability
CredibilitySlide22
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Source Types
and 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, ActorSlide23
Principles of
Effective Advertising
Visual consistency
Campaign duration
Repeated tag lines
Consistent positioning
Simplicity
Identifiable selling point
Effective flowSlide24
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Elements of an Advertisement