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8-1 Chapter Overview Message strategies. Executional frameworks. Spokespersons and endorsers. Principles of effective advertising. Advertising Design:

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Presentation on theme: "8-1 Chapter Overview Message strategies. Executional frameworks. Spokespersons and endorsers. Principles of effective advertising. Advertising Design:"— Presentation transcript:

1 8-1 Chapter Overview Message strategies. Executional frameworks. Spokespersons and endorsers. Principles of effective advertising. Advertising Design: Message Strategies and Executional Frameworks 8

2 8-2 Viagra Pharmaceutical Advertising Why have drug companies shifted some of their advertising from physicians to consumers? What is your evaluation of the approach taken by Pfizer in promoting Viagra? What advertising approach is best for drugs such as Viagra? Discussion Slide 8

3 8-3 Message Strategies Generic message Preemptive message Unique Selling Proposition Hyperbole Comparative ad CognitiveAffectiveConativeBrand

4 8-4 An advertisement by Bonne Bell using the unique selling proposition.

5 8-5 Message Strategies Resonance advertising Emotional advertising CognitiveAffectiveConativeBrand

6 8-6 Advertisement by Cheerios using a resonance, affective message strategy.

7 8-7 Message Strategies Action-inducing Promotional support CognitiveAffectiveConativeBrand

8 8-8 An advertisement by Fisher Boy encouraging consumers to enter the contest (e.g., promotional support ad).

9 8-9 Message Strategies Brand user Brand image Brand usage Corporate CognitiveAffectiveConativeBrand

10 8-10 An advertisement by Skechers using a brand image message strategy.

11 8-11 Hierarchy of Effects ModelMessage Strategies  Awareness  Knowledge  Liking  Preference  Conviction  Actual purchase w Cognitive strategies w Affective strategies w Conative strategies u Brand strategies F I G U R E 8. 2 Message Strategies and Hierarchy of Effects Model

12 8-12 Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative F I G U R E 8. 3 Executional Frameworks

13 8-13 Animation Originally only used by firms with a small advertising budget Use has increased due to computer graphics technology. Rotoscoping. Clay animation. Some Web sites to explore

14 8-14 Slice-of-Life Generally include four components: Encounter Problem Interaction Solution

15 8-15 A business-to-business print advertisement using a slice-of-life executional framework. Slice-of-life The text asks: “If the average single female breaks up with 4.3 men, avoids 237 phone calls and ignores 79 red lights per year - What are the chances she’ll read your message?”

16 8-16 Drama Use of the drama executional framework by United Airlines in a television advertisement. Click picture for video.

17 8-17 Executional Frameworks (Continued) Testimonials Actual Customers vs paid actors Enhance credibility Business-to-business usage Informative Used extensively in radio. Business-to-business usage Those highly involved in a product category will pay greater attention

18 8-18 Executional Frameworks (Continued) Authoritative Use an expert to endorse the product Works well for cognitive processing Demonstration Show how a product works

19 8-19 An advertisement by Jantzen using a fantasy executional framework. Fantasy

20 8-20 INTEGRATED LEARNING EXPERIENCE STOP For producing television commercials, access Creative Idea Hollywood Production Media Planning

21 8-21 Spokespersons Celebrities CEOs Experts Typical persons

22 8-22 Ace Hardware: John Madden Adidas: Steffi Graf American Express: Jerry Seinfeld Amway: Shaquille O’Neal AT&T: Whitney Houston Campbell Soup: Wayne Gretzky Compaq Computers: Hakeem Olajuwon Converse: Larry Bird, Larry Johnson, Lattrell Sprewell Danskin: Nadia Comaneci Fila: Naomi Campbell, Grant Hill, Kathy Ireland, Vendela GMC Trucks: Grant Hill Hanes Hosiery: Fran Drescher Hanes Underwear: Michael Jordan K-Mart: Rose O’Donnell L’eggs: Jamie Lee Curtis MasterCard: Tom Watson Nintendo: Ken Griffey, Jr. Outback Steakhouse: Rachel Hunter Revlon: Cindy Crawford Sprite: Grant Hill Taco Bell: Spike Lee, Shaquille O’Neal, Hakeem Olajuwon F I G U R E 8. 4 Celebrity Endorsers

23 8-23 Source Characteristics Attractiveness Physical Personality Likability Trustworthiness Expertise Credibility Celebrities CEOs Experts Typical persons

24 8-24 Endorsers Celebrity Endorser Bo Derrick

25 8-25 Endorsers Celebrity Endorser Ringo Starr

26 8-26 F I G U R E 8. 5 Creating an Advertisement

27 8-27 Visual consistency Campaign duration Repeated taglines Consistent positioning Simplicity Identifiable selling point Create an effective flow F I G U R E 8. 6 Principles of Effective Advertising

28 8-28 INTEGRATED LEARNING EXPERIENCE STOP Creating Award Winning Ads Access DDB Needham Agency and then sections listed below to gain information on how award winning advertisements are created. Work Recognition State of the Art 50 in 50

29 8-29 It’s everywhere you want to be. Are you feeling it? Just do it. You’re 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. F I G U R E 8. 7 Which taglines can you identify?

30 8-30 Beating Ad Clutter Use repetition Variability Theory Use multiple mediums Create ads that gain attention Create ads that relate to the target audience

31 8-31 Advertisement for The Socoh Group

32 8-32 INTEGRATED LEARNING EXPERIENCE STOP Go to the “Advertising Graveyard” at Why did these ads not run? Compare these ads to the award winning ads you viewed previously. What would you change to make them effective ads? Advertisements that did not run!

33 8-33 Choose a message strategy for each creative brief and means-end chain. Choose an executional framework for each advertisement. Will any type of endorser by used? If so, which kind and who? What tagline will you use to ensure consistency? Using Figure 10-5 as a guide, create your advertisements. Building Your IMC Campaign


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