Advertising Strategies

1
Advertising Strategies

• Executional Frameworks
• Chapter 7

2
Message Strategies

• Message strategies are used to deliver a message
  theme (Chapter 5)

3
Message Strategies
Cognitive
Affective
Conative
Brand

• Generic
• Preemptive
• Unique Selling Proposition
• Hyperbole
• Comparative

4
Message Strategies
Cognitive
Affective
Conative
Brand

• Resonance
• Emotional

5
Message Strategies
Cognitive
Affective
Conative
Brand

• Action-inducing
• Promotional support

6
Message Strategies
Cognitive
Affective
Conative
Brand

• Brand user
• Brand image
• Brand usage
• Corporate

7
F I G U R E 7 . 2
The Hierarchy of Effects Model, Message
Strategies, and Advertising Components
8
Executional Frameworks

• An executional framework is the manner in which
  an ad appeal (Chapter 6) is presented.

9
Means-End Chain Theory
Product Attributes
Executional Framework
Leverage Point
Consumer Benefits
Personal Value
10
Figure 7-3Executional Frameworks

• Animation
• Slice-of-life
• Dramatization
• Testimonial
• Authoritative
• Demonstration
• Fantasy
• Informative

11
Animation

• Originally only used by firms with a small
  advertising budget
• Use has increased due to computer graphics
  technology.

• Some Web sites to explore
• Http//www.greengiant.com
• Http//www.doughboy.com
• Http//www.animationlibrary.com

12
Spokesperson's Characteristics

• Attractiveness
• Physical
• Personality
• Likability
• Trustworthiness
• Expertise
• Credibility

• Celebrities
• CEOs
• Experts
• Typical persons

13
Principles of Effective Advertising

• Visual consistency
• Campaign duration
• Repeated taglines
• Consistent positioning
• Simplicity
• Identifiable selling point
• Effective flow of message

14
Beating Ad Clutter

• Use repetition
• Variability Theory
• Use multiple mediums.
• Create ads that gain attention any dangers of
  this?
• Create ads that relate to the target audience

15
Which taglines can you identify?

• Its everywhere you want to be.
• Just do it.
• Youre in good hands.
• The brushing that works between brushings.
• Driving excitement.
• A different kind of company. A different kind of
  car.
• When you care enough to send the very best.
• The ultimate driving machine.
• It takes a licking and keeps on ticking.

16
Ad Clutter - Television
Non-program material each hour

• 4 broadcast networks 13 min 4 sec
• 37 cable networks 14 min 30 sec
• Lowest cable channels
• ESPN2 1116
• ESPN 1211
• CNN 1219
• Highest cable channels
• Golf Channel 1832
• MTV 1627
• Food Network 1609

Source Katy Bachman, Court TV Gets on Ad
Clutter Case, Adweek, Sept. 15,2003, p. 8.