Advertising Design: Message Strategies and Executional Frameworks

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Advertising Design Message Strategies and
Executional Frameworks

• Chapter 7

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Chapter Overview

• Message strategies
• Executional frameworks
• Spokespersons and endorsers
• Principles of effective advertising

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Message Strategies

• Cognitive
• Affective
• Conative

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Message Strategies
Cognitive

• Generic
• Preemptive
• Unique selling proposition
• Hyperbole
• Comparative

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Message Strategies
Affective

• Resonance
• Emotional

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Message Strategies
Conative

• Action-inducing
• Promotional support

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Message Strategies
Hierarchy of Effects Model

• Awareness
• Knowledge
• Liking
• Preference
• Conviction
• Purchase

• Cognitive
• Affective
• Conative

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Executional Frameworks

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

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Executional Frameworks
Animation

• Originally used by firms with small advertising
  budgets.
• Increased use due to advances in computer
  technology.
• Clay animation

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Slice of Life(Dramatization)
Executional Frameworks

• Encounter
• Problem
• Interaction
• Solution

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Testimonials
Executional Frameworks

• Business-to-business ads
• Service sector
• Enhance credibility
• Source
• Customers
• Paid actors

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Authoritative
Executional Frameworks

• Expert, Scientific or survey authority
• Independent evidence
• Business-to-business ads
• Cognitive processing
• Specialty print media

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Demonstration
Executional Frameworks

• Shows product use
• Business-to-business sector
• Video/TV/Internet

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Fantasy
Executional Frameworks

• Beyond reality
• Common themes
• Sex, Love, Romance
• Products such as perfume/cologne/personal grooming

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Informative
Executional Frameworks

• Used extensively in radio
• Business-to-business usage
• Key is buying situation
• Level of involvement

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Spokespersons

• Celebrities
• CEOs
• Experts
• Typical persons

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Source Characteristics

• Attractiveness
• Trustworthiness
• Similarity
• Expertise
• Likeability

Credibility
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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

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FI G U R E 7 . 6
Hollywood Celebrity Endorsers

• Catherine Zeta-Jones, T-Mobile, 20 million.
• Angelina Jolie, St. John clothing, 12 million.
• Nicole Kidman, Channel 5 perfume, 12 million.
• Jessica Simpson, Guthy-Renker direct response TV,
  cosmetics, 7.5 million.
• Gwynweth Paltrow, Estee Lauder fragrances, 6
  million.
• Charlize Theron, Dior fragrance, 6 million
• Julia Roberts, Gianfranco Ferre fashion, 5
  million
• Brad Pitt, Heineken beer, 4 million.

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Principles of Effective Advertising

• Visual consistency
• Campaign duration
• Repeated tag lines
• Consistent positioning
• Simplicity
• Identifiable selling point
• Effective flow

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Beating Ad Clutter

• Presence of competitive ads
• Repetition/Variability
• Multiple media
• Ads that gain attention
• Ads that relate to the target audience

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F I G U R E 7 . 8
Elements of an Advertisement
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F I G U R E 7. 11
Which Taglines Can You Identify?

• A diamond is forever.
• Be all you can be.
• Can you hear me now?
• Dont leave home without it.
• Just do it.
• Look Mom, no cavities.
• The ultimate driving machine.
• What can brown do for you?
• We try harder.
• You deserve a break today.

Answers 1) DeBeers 2) US Army 3) Verizon 4)
American Express 5) Nike 6) Crest 7) BMW 8) UPS
9) Avis 10) McDonalds
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