Download Advertising Strategies

Advertising Strategies
Executional Frameworks
Chapter 7
Message Strategies
• Message strategies are used to deliver a
message theme (Chapter 5)
Message Strategies
Cognitive
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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
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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
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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
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Likability
Trustworthiness
Expertise
Credibility
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Celebrities
CEOs
Experts
Typical persons
Principles of Effective Advertising
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Visual consistency
Campaign duration
Repeated taglines
Consistent positioning
Simplicity
Identifiable selling point
Effective flow of message
Beating Ad Clutter
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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?
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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.