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 Projects and propsals  https://www.youtube.com/watch?v=C_0fyUYB3cA https://www.youtube.com/watch?v=C_0fyUYB3cA 

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Presentation on theme: " Projects and propsals  https://www.youtube.com/watch?v=C_0fyUYB3cA https://www.youtube.com/watch?v=C_0fyUYB3cA "— Presentation transcript:

1  Projects and propsals  https://www.youtube.com/watch?v=C_0fyUYB3cA https://www.youtube.com/watch?v=C_0fyUYB3cA 

2 Creative Tactics and Executional Frameworks Chapter 6

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

4  Generic  Preemptive  Unique Selling Proposition  Hyperbole  Comparative CognitiveAffectiveConativeBrand

5  Resonance  ch?v=gpD7f8gWgDg ch?v=gpD7f8gWgDg  Emotional CognitiveAffectiveConativeBrand

6 Porsche combines informational and emotional appeals in it’s communications

7  Action-inducing  Promotional support CognitiveAffectiveConativeBrand

8 7-8 An advertisement by Fisher Boy encouraging consumers to enter the contest.

9  Brand user  Brand image CognitiveAffectiveConativeBrand

10 F I G U R E 6. 1 The Hierarchy of Effects Model, Message Strategies, and Advertising Components

11  An executional framework is the manner in which an ad appeal (Chapter 5) is presented.

12  Animation  Slice-of-life  Dramatization  Testimonial -  Authoritative  Demonstration   Fantasy  Informative

13  Originally only used by firms with a small advertising budget  Use has increased due to computer graphics technology. Some Web sites to explore

14 Encounter Problem Interaction Solution F I G U R E 6. 3

15 Source Celebrities CEOs Experts Typical persons

16  Attractiveness  Physical  Personality  Likability  Trustworthiness  Expertise  Credibility

17  Celebrities ▪ Tend to score high in credibility ▪ Negative publicity ▪ Endorsement of too many products  CEO ▪ Trustworthy, expertise, and some credibility ▪ Must exercise care in selection  Expert ▪ Seek experts who are attractive, likable, trustworthy ▪ Valid credentials important  Typical person ▪ Multiple typical persons increase credibility ▪ Real-person ▪ Actor

18  Visual and verbal consistency  Campaign duration  Repeated messages and taglines  Consistent positioning  Simplicity  Identifiable selling point  Effective flow of message  Variability Theory  Same message in different environments and media

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

20  It’s everywhere you want to be.  Just do it.  You’re in good hands.  What can brown do for you?  Always fresh  When you care enough to send the very best.  It takes a licking and keeps on ticking.  What can brown do for you?  Can you hear me now?  I’m loving it!


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