Presentation on theme: "8 Advertising Design: Message Strategies and Executional Frameworks"— Presentation transcript:
1 8 Advertising Design: Message Strategies and Executional Frameworks Chapter OverviewMessage strategies.Executional frameworks.Spokespersons and endorsers.Principles of effective advertising.
2 Viagra Pharmaceutical Advertising 8Why 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 messageUnique Selling PropositionHyperboleComparative adMessage 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 advertisingEmotional advertisingAffective – evoke feelings and emotions and match them with the product; elicit emotions that affect reasoning processResonance advertising – connect product with consumers’ experiencesEmotional 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 supportConative – designed to lead directly to some consumer behavior (e.g., “call now” ads)Action – POP display – encourage impulse buyPromotional – 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 imageBrand usageCorporateBrand – build or enhance the brandBrand user – use celebrity endorsers – like them so you’ll like the brand; focus on userBrand 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 ModelHierarchy of Effects ModelMessage StrategiesAwarenessKnowledgeLikingPreferenceConvictionActual purchaseCognitive strategiesAffective strategiesConative strategiesDifferent strategies help move consumers through thisBrand strategies
12 Executional Frameworks F I G U R EExecutional FrameworksAnimationSlice-of-lifeDramatizationTestimonialAuthoritativeDemonstrationFantasyInformativeExecutional 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 AnimationOriginally only used by firms with a small advertising budgetUse 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 InteractionSolutionThe product solves the problem in everyday life scenee.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 DramaUse 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) TestimonialsActual Customers vs paid actorsEnhance credibilityBusiness-to-business usageInformativeUsed extensively in radio.Those highly involved in a product category will pay greater attentionInformative – simply present the information straight forward
18 Executional Frameworks (Continued) AuthoritativeUse an expert to endorse the productWorks well for cognitive processingDemonstrationShow how a product works
19 FantasyAn 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 STOPINTEGRATED LEARNING EXPERIENCEFor producing television commercials, accessCreative IdeaHollywood ProductionMedia PlanningSite 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 equityCEO – Papa JohnExpert – DR or LawyerTypical 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 GrafAmerican Express: Jerry SeinfeldAmway: Shaquille O’NealAT&T: Whitney HoustonCampbell Soup: Wayne GretzkyCompaq Computers: Hakeem OlajuwonConverse: Larry Bird, Larry Johnson, Lattrell SprewellDanskin: Nadia ComaneciFila: Naomi Campbell, Grant Hill, Kathy Ireland, VendelaGMC Trucks: Grant HillHanes Hosiery: Fran DrescherHanes Underwear: Michael JordanK-Mart: Rose O’DonnellL’eggs: Jamie Lee CurtisMasterCard: Tom WatsonNintendo: Ken Griffey, Jr.Outback Steakhouse: Rachel HunterRevlon: Cindy CrawfordSprite: Grant HillTaco Bell: Spike Lee, Shaquille O’Neal, Hakeem Olajuwon
23 Source Characteristics AttractivenessPhysicalPersonalityLikabilityTrustworthinessExpertiseCredibilityCelebritiesCEOsExpertsTypical personsAffects the ad’s effectivenessJordan is one of the most trusted spokesmen – why???Credibility – some of the other characteristics
26 F I G U R E 8 . 5 Creating an Advertisement Means –end chain = attributes benefits -> desired end stateLeverage point – takes consumer from attribute or benefits to desired end state
27 Consistent positioning Simplicity Identifiable selling point F I G U R EPrinciples of Effective AdvertisingVisual consistencyCampaign durationRepeated taglinesConsistent positioningSimplicityIdentifiable selling pointCreate an effective flowVisual consistency – across ads; Tony the Tiger in cornflakes adsDuration – generally a campaign runs 1-2 monthsTag line – They’re GRREAT! Tony the tigerEffective flow – in all types of ads – easy to follow; lead to conclusion
28 Creating Award Winning Ads STOPINTEGRATED LEARNING EXPERIENCECreating Award Winning AdsAccess DDB Needham Agency and then sections listed below to gain information on how award winning advertisements are created.WorkRecognitionState of the Art50 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 mediumsCreate ads that gain attentionCreate ads that relate to the target audiencePresence of competitor ads causes high clutter and less recallVariability – vary the ad’s settings to increase recall and effectiveness; The MasterCard ads “there are some things money can’t buy.
32 INTEGRATED LEARNING EXPERIENCE STOPINTEGRATED LEARNING EXPERIENCEAdvertisements that did not run!Go to the “Advertising Graveyard” atWhy 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.