Advertising Strategies

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Presentation transcript:

Advertising Strategies Executional Frameworks Chapter 7 Advertising Strategies

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

Message Strategies Cognitive Affective Conative Brand Generic Preemptive Unique Selling Proposition Hyperbole Comparative

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

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

Message Strategies Cognitive Affective Conative Brand Resonance Emotional

Message Strategies Cognitive Affective Conative Brand Action-inducing Promotional support

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

Message Strategies Cognitive Affective Conative Brand Brand user Brand image Brand usage Corporate

F I G U R E 7 . 2 The Hierarchy of Effects Model, Message Strategies, and Advertising Components

What’s Happening? http://www.youtube.com/watch?v=5-Sjld5yy3Q http://www.youtube.com/watch?v=efB13sKDRrY http://www.ubs.com/1/e/advertising_global.html http://www.pcworld.com/businesscenter/article/210756/facebook_messaging_rolls_in_microsoft_office.html McDonald’s free coffee!

Executional Frameworks An executional framework is the manner in which an ad appeal (Chapter 6) is presented.

Means-End Chain Theory Product Attributes Executional Framework Leverage Point Consumer Benefits Personal Value

Figure 7-3 Executional Frameworks Animation Slice-of-life Dramatization http://www.youtube.com/watch?v=1DU5LKoC1A8&NR=1 Testimonial Authoritative Demonstration Fantasy Informative

Animation Originally only used by firms with a small advertising budget Use has increased due to computer graphics technology. Some Web sites to explore Http://www.greengiant.com Http://www.doughboy.com Http://www.animationlibrary.com

Components of a Slice-of-Life Ad F I G U R E 7. 4 Components of a Slice-of-Life Ad Solution Interaction Problem Encounter

Sources of Spokespersons Celebrities CEOs Experts Typical persons Source

Characteristics of Effective Spokespeople Attractiveness Physical Personality Likability Trustworthiness Expertise Credibility

Matching Source Types and Characteristics 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

Principles of Effective Advertising Visual consistency Campaign duration Repeated taglines Consistent positioning Simplicity Identifiable selling point Effective flow of message

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

Which taglines can you identify? It’s everywhere you want to be. Just do it. You’re in good hands. The brushing that works between brushings. What can brown do for you? A different kind of company. A different kind of car. When you care enough to send the very best. It takes a licking and keeps on ticking. Can you hear me now? I’m loving it!