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

2. Viagra Pharmaceutical Advertising8
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

3. Message Strategies Cognitive Affective Conative Brand Generic message
Preemptive message
Unique Selling Proposition
Hyperbole
Comparative ad
Message strategy – primary tactic used to deliver the message theme.
Cognitive – rational arguments using attributes and benefits:
Generic – no claim of superiority – Campbell’s “soup is good food”
Preemptive – must be first to state the advantage – “Crest, the cavity fighter”
USP – “the only shoe with DMX technology”
Hyperbole – “best in the world”
Comparative – compare to another brand;
many view as less believable;
in some countries are illegal or socially unacceptable;
choose comparison point carefully; (lesser compares to better known)
avoid lies and deception

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

5. Message Strategies Cognitive Affective Conative Brand
Resonance advertising
Emotional advertising
Affective – evoke feelings and emotions and match them with the product; elicit emotions that affect reasoning process
Resonance advertising – connect product with consumers’ experiences
Emotional advertising – elicit powerful emotions that lead to product recall and choice (Hallmark)

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

7. Message Strategies Cognitive Affective Conative Brand Action-inducing
Promotional support
Conative – designed to lead directly to some consumer behavior (e.g., “call now” ads)
Action – POP display – encourage impulse buy
Promotional – coupons, phone-in promotions, sweepstakes

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

9. Message Strategies Cognitive Affective Conative Brand Brand user
Brand image
Brand usage
Corporate
Brand – build or enhance the brand
Brand user – use celebrity endorsers – like them so you’ll like the brand; focus on user
Brand image – focus on brand; develop a brand personality (e.g., Mountain Dew).
Brand usage – stress uses for brand (e.g., Arm & Hammer)
Corporate – promote corp. name and image

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

11. F I G U R E 8 . 2 Awareness Knowledge Liking Preference Conviction
Message Strategies and Hierarchy of Effects Model
Hierarchy of Effects Model
Message Strategies
Awareness
Knowledge
Liking
Preference
Conviction
Actual purchase
Cognitive strategies
Affective strategies
Conative strategies
Different strategies help move consumers through this
Brand strategies

12. Executional Frameworks
F I G U R E
Executional Frameworks
Animation
Slice-of-life
Dramatization
Testimonial
Authoritative
Demonstration
Fantasy
Informative
Executional Framework – manner in which an ad appeal (e.g., fear, humor, sex, music, rationality, emotions, scarcity) is presented. Basically any framework can be used for each appeal.

13. Animation
Originally only used by firms with a small advertising budget
Use has increased due to computer graphics technology.
Rotoscoping.
Clay animation.
Rotoscoping – placing hand drawn characters digitally into live sequences (Bugs Bunny and Jordan together in MCI commercials).
Some Web sites to explore

14. Slice-of-Life Generally include four components: Encounter Problem
Interaction
Solution
The product solves the problem in everyday life scene
e.g., little Susie gets her uniform dirty and fears it will never be cleaned for the championship game (but in steps Tide to the rescue)

15. Slice-of-life The text asks:
A business-to-business print advertisement using a slice-of-life executional framework.
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. Drama
Use of the drama executional framework by United Airlines in a television advertisement.
Click picture for video.
There is a problem and solution but it also involves suspense in telling the story

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

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

19. Fantasy
An advertisement by Jantzen using a fantasy executional framework.
E.g., the diamond commercial man shouting “I love this woman” and her “I love this man”

20. INTEGRATED LEARNING EXPERIENCE
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INTEGRATED LEARNING EXPERIENCE
For producing television commercials, access
Creative Idea
Hollywood Production
Media Planning
Site has a 3 step approach for developing an ad campaign

21. Spokespersons Celebrities CEOs Experts Typical persons
20% of all ads use a celebrity spokesperson – help create an emotional bond (esp. with younger) with the product; enhance brand equity
CEO – Papa John
Expert – DR or Lawyer
Typical person – Wal-Mart ad; actor who portrays typical person

22. F I G U R E 8 . 4 Celebrity Endorsers 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

23. Source Characteristics
Attractiveness
Physical
Personality
Likability
Trustworthiness
Expertise
Credibility
Celebrities
CEOs
Experts
Typical persons
Affects the ad’s effectiveness
Jordan is one of the most trusted spokesmen – why???
Credibility – some of the other characteristics

24. Endorsers
Celebrity Endorser Bo Derrick

25. Endorsers
Celebrity Endorser Ringo Starr

26. F I G U R E 8 . 5 Creating an Advertisement
Means –end chain = attributes  benefits -> desired end state
Leverage point – takes consumer from attribute or benefits to desired end state

27. Consistent positioning Simplicity Identifiable selling point
F I G U R E
Principles of Effective Advertising
Visual consistency
Campaign duration
Repeated taglines
Consistent positioning
Simplicity
Identifiable selling point
Create an effective flow
Visual consistency – across ads; Tony the Tiger in cornflakes ads
Duration – generally a campaign runs 1-2 months
Tag line – They’re GRREAT! Tony the tiger
Effective flow – in all types of ads – easy to follow; lead to conclusion

28. Creating Award Winning Ads
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INTEGRATED LEARNING EXPERIENCE
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. F I G U R E 8. 7 It’s everywhere you want to be. Are you feeling it?
Which taglines can you identify?
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.
Answers: Visa, Reebok, Nike, Allstate, Colgate, Pontiac, Saturn, Hallmark, BMW, Timex

30. Beating Ad Clutter Use repetition Variability Theory
Use multiple mediums
Create ads that gain attention
Create ads that relate to the target audience
Presence of competitor ads causes high clutter and less recall
Variability – vary the ad’s settings to increase recall and effectiveness; The MasterCard ads “there are some things money can’t buy.

31. Advertisement for The Socoh Group

32. INTEGRATED LEARNING EXPERIENCE
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INTEGRATED LEARNING EXPERIENCE
Advertisements that did not run!
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?

33. Building Your IMC Campaign
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.