1.  Projects and propsals  https://www.youtube.com/watch?v=C_0fyUYB3cA https://www.youtube.com/watch?v=C_0fyUYB3cA  http://www.youtube.com/watch?v=PUdMEe4DmyQ http://www.youtube.com/watch?v=PUdMEe4DmyQ

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  http://www.youtube.com/wat ch?v=gpD7f8gWgDg http://www.youtube.com/wat 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 - http://www.youtube.com/watch?v=d3jHtTmAEgU http://www.youtube.com/watch?v=d3jHtTmAEgU  Authoritative  Demonstration  http://www.youtube.com/watch?v=tZrZB_ZxbL0 http://www.youtube.com/watch?v=tZrZB_ZxbL0  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 Http://www.greengiant.com Http://www.doughboy.com

14. Encounter Problem Interaction Solution F I G U R E 6. 3 http://www.youtube.com/watch?v=Bme8-75Jkq0

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!