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Advertising Strategies Executional Frameworks Chapter 7 Message Strategies • Message strategies are used to deliver a message theme (Chapter 5) Message Strategies Cognitive • • • • • Affective Conative Generic Preemptive Unique Selling Proposition Hyperbole Comparative Brand Message Strategies Cognitive Affective • Resonance • Emotional Conative Brand Message Strategies Cognitive Affective Conative • Action-inducing • Promotional support Brand Message Strategies Cognitive • • • • Affective Brand user Brand image Brand usage Corporate Conative Brand FIGURE 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 Executional Framework Leverage Point Consumer Benefits Personal Value 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 •Http://www.greengiant.com •Http://www.doughboy.com •Http://www.animationlibrary.com 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 Non-program material each hour • 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 Source: Katy Bachman, “Court TV Gets on Ad Clutter Case,” Adweek, Sept. 15,2003, p. 8.