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Advertising Design: Message Strategies and Executional Frameworks Chapter 7.

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Presentation on theme: "Advertising Design: Message Strategies and Executional Frameworks Chapter 7."— Presentation transcript:

1 Advertising Design: Message Strategies and Executional Frameworks Chapter 7

2 Chapter Overview Message strategies Executional frameworks Spokespersons and endorsers Principles of effective advertising

3 Conative Affective Cognitive Message Strategies

4 Generic Preemptive Unique Selling Proposition Hyperbole Comparative CognitiveAffectiveConative

5 An ad for Koestler Granite & Marble using a generic cognitive message strategy. Click picture for video. Generic Cognitive Message

6 An ad for the Waterfront Grill created by Sartor Associates using a pre-emptive cognitive message strategy. Click picture for video. Preemptive Cognitive Strategy

7 Direct or indirect comparisons Real or fictitious competitor  Captures attention  Brand awareness increases  Message awareness increases Choose comparisons carefully  Less believable, negative attitude Comparative Cognitive Strategy

8 Resonance Emotional CognitiveAffectiveConative Message Strategies

9 Advertisement by Cheerios using a resonance, affective message strategy. Resonance Affective Strategy

10 CognitiveAffectiveConative Message Strategies Action-inducing Promotional support

11 Message Strategies Hierarchy of Effects Model HEMMessage Strategies Awareness Knowledge Liking Preference Conviction Actual purchase w Cognitive strategies w Affective strategies w Conative strategies u Brand strategies

12 Executional Frameworks Animation Slice of life Dramatization Testimonial Authoritative Demonstration Fantasy Informative

13 Executional Frameworks Originally used by firms with small advertising budgets. Increased use due to advances in computer technology. Animation

14 Slice of Life (Dramatization) Encounter Problem Interaction Solution Executional Frameworks

15 Testimonials Business-to-business ads Service sector Enhance credibility Source  Customers  Paid actors

16 Authoritative Expert, Scientific or survey authority Independent evidence Business-to-business ads Cognitive processing Specialty print media Executional Frameworks

17 Demonstration Shows product use Business-to-business sector Video/TV/Internet Executional Frameworks

18 Fantasy Beyond reality Common themes  Sex, Love, Romance Products such as perfume/cologne/personal grooming Executional Frameworks

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

20 Spokespersons Celebrities CEOs Experts Typical persons

21 Source Characteristics Attractiveness Trustworthiness Similarity Expertise Likeability Credibility

22 7-22 Source Types and 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

23 Principles of Effective Advertising Visual consistency Campaign duration Repeated tag lines Consistent positioning Simplicity Identifiable selling point Effective flow

24 7-24 Elements of an Advertisement


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