Advertising Strategies Executional Frameworks Chapter 7

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

Message Strategies Generic Preemptive Unique Selling Proposition Hyperbole Comparative CognitiveAffectiveConativeBrand

Message Strategies Resonance Emotional CognitiveAffectiveConativeBrand

Message Strategies Action-inducing Promotional support CognitiveAffectiveConativeBrand

Message Strategies Brand user Brand image Brand usage Corporate CognitiveAffectiveConativeBrand

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

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

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

Figure 7-3 Executional Frameworks Animation Slice-of-life Dramatization 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

Spokesperson's Characteristics Attractiveness –Physical –Personality Likability Trustworthiness Expertise Credibility Celebrities CEOs Experts Typical persons

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. 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.

Ad Clutter - Television 4 broadcast networks – 13 min 4 sec 37 cable networks – 14 min 30 sec Lowest cable channels –ESPN2 – 11:16 –ESPN – 12:11 –CNN – 12:19 Highest cable channels –Golf Channel – 18:32 –MTV – 16:27 –Food Network – 16:09 Non-program material each hour Source: Katy Bachman, “Court TV Gets on Ad Clutter Case,” Adweek, Sept. 15,2003, p. 8.