8 Advertising Design Message Strategies and Executional Frameworks

8 Advertising Design: Message Strategies and Executional Frameworks Chapter Overview • • Message strategies. Executional frameworks. Spokespersons and endorsers. Principles of effective advertising. 8 -1

Sources and Spokespersons Celebrities Sources CEOs Experts Typical persons 7 -2

FIGURE 8. 4 Celebrity Endorsers • • • Ace Hardware: John Madden Adidas: Steffi Graf American Express: Jerry Seinfeld Amway: Shaquille O’Neal AT&T: Whitney Houston Campbell Soup: Wayne Gretzky Compaq Computers: Hakeem Olajuwon Converse: Larry Bird, Larry Johnson, Lattrell Sprewell Danskin: Nadia Comaneci Fila: Naomi Campbell, Grant Hill, Kathy Ireland, Vendela • • • GMC Trucks: Grant Hill Hanes Hosiery: Fran Drescher Hanes Underwear: Michael Jordan K-Mart: Rose O’Donnell L’eggs: Jamie Lee Curtis Master. Card: Tom Watson Nintendo: Ken Griffey, Jr. Outback Steakhouse: Rachel Hunter Revlon: Cindy Crawford Sprite: Grant Hill Taco Bell: Spike Lee, Shaquille O’Neal, Hakeem Olajuwon 8 -3

Source Characteristics • Attractiveness • Physical • Personality • • Likability Trustworthiness Expertise Credibility • • Celebrities CEOs Experts Typical persons 8 -4

Matching Source Types and Characteristics • 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 7 -5