Transcript Message Strategies

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
Generic Cognitive Message Strategy
An ad for Koestler Granite &
Marble using a generic
cognitive message strategy.
Click picture for video.
Preemptive Cognitive Message Strategy
An ad for the Waterfront
Grill created by Sartor
Associates using a preemptive cognitive message
strategy.
Click picture for video.
Message Strategies
Cognitive
Affective
 Resonance
 Emotional
Conative
Brand
Message Strategies
Cognitive
Affective
Conative
 Action-inducing
 Promotional support
Brand
An advertisement by
Fisher Boy encouraging
consumers to enter the
contest.
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
 Combination
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
FIGURE
7. 4
Components of a Slice-of-Life Ad
Encounter
Problem
Interaction
Solution
Sources of Spokespersons
Celebrities
Source
CEOs
Experts
Typical persons
Characteristics of Effective Spokespeople
 Attractiveness
 Physical
 Personality
 Likability
 Trustworthiness
 Expertise
 Credibility
Matching Source Types and Characteristics

Celebrities
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

CEO
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
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Trustworthy, expertise, and some credibility
Must exercise care in selection
Expert
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Tend to score high in credibility
Negative publicity
Endorsement of too many products
Seek experts who are attractive, likable, trustworthy
Valid credentials important
Typical person

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Multiple typical persons increase credibility
Real-person
Actor
What’s Happening?

Hey Denton,

I had in mind an advertisement that is related to what we have been talking about in class this past week or so. I think it
shows a good combinations of the 'Appeals' that we have been looking. I showed it to my group today at our meeting
and they told me to email it to you as you might find it amusing and a good example to use in class.
http://www.youtube.com/watch?v=1IrPnRGaSUk
Kind Regards
Mark




I thought it was very effective using the humour appeal. It is an ad for Old Spice body
wash http://www.youtube.com/watch?v=owGykVbfgUE


Jessica Flesser

http://www.fastcompany.com/1585666/starbucks-sponsors-coffee-cup-redesigncontest?partner=homepage_newsletter
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.
 What can brown do for you?
 A different kind of company. A different kind of car.
 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!
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.